Why YouTube Can Help Law Firms Expand Their Brand
As we’ve discussed in the past, it is clear that law firms cannot afford to miss out on social media as it presents diverse marketing opportunities that allow law firms to connect directly with business clientele. Although we are aware that lawyers are by nature cautious creatures, as law firms begin to step into the social media world, they cannot afford to be overly conservative in their approach. Law firms must think outside the box if they wish to attract a large audience. Enter YouTube.
Since its conception in early 2005, the video-sharing site YouTube has grown with each year and is now the most widely known video-sharing site on the planet. Along with this corporate evolution, viewership and membership have increased in abundance as it now boasts 92 billion page views each month with over 490 billion members worldwide (Royal Pingdom). Add in the fact that Google, the operator of the most popular and widely used search engine on the planet, owns YouTube and you can begin to picture how SEO rankings alone would be reflected. This explosive development is awe-inspiring and presents marketing opportunities from a strategic business standpoint.
But How Does YouTube Relate to Law Firms?
According to a recent survey conducted by Greentarget, InsideCounsel and Zeughauser Group, 55% of In-House Counsel said they access law firm websites and YouTube channels to some degree to for substantive video content. Though the term “some degree” may indicate a lack of consistent frequency, we should understand that it was only three years ago in 2010 when many in-house lawyers were still uncomfortable with the new media technologies such as Facebook and Twitter. In just a few years professional networking sites such as LinkedIn have ranked among the top essential tools many in-house lawyers use to find outside firms, hire employees, and network within the industry. Given this vast growth in the last three years, the trends show that the future will only yield a further expansion into “new territories”. Three years ago that expansion was into the “big” social media sites, and now it has grown to include Google’s favorite pet, YouTube.
But even if we understand why YouTube is important for law firms, the question of how law firms can fully utilize YouTube remains. The answer to this query is quite simple: whatever way they want. Content breeds viewership and because the majority of in-house counsel somewhat rely on video for information, the more content a firm has the more likely they are going to attract in-house counsel to their business. While we are not advising that quantity is better than quality, given the low percentage of law firms that actually produce substantial video content, the gap in this market is vast enough where law firms should be creating content. The competition in this area of marketing is virtually non-existent; therefore law firms should leap on this opportunity and start generating videos as soon as possible.
The Possibilities Are Endless
Some examples of video content include weekly updates, reviews of significant business regulations, presentations on relevant topics within the industry, follow-ups on questions asked in a comments section or blog, video highlights of major recent court cases, etc. Again, the point here to be creative as possible; you want to make your videos engaging and interesting in order to attract potential clientele your way. By crafting this pull you will be creating reliance where in-house counsel or businesses become a part of your following audience. When this occurs, it is more likely they will seek your business further as they are familiar with your firm and trust its knowledge based on their experience with your video content.
While creativity is the name of the game, you want to make sure you don’t do anything unprofessional. The content must be concise and short, giving the audience as much information as they need in as little amount of time necessary. In general you should try to keep the videos less than two minutes, as people tend to shy away from longer content. At the end of the day by keeping your videos short, the viewers are more likely to view a few of your short videos rather than just one long one.
For example, the following is a video that does not follow our advice. The video engages the view immediately, yet contains too much exposition, and the content grows slowly which causes the viewer to lose focus on your hard work. The point of your video should come across quite plainly and should relate to the viewer.
Producing video content on YouTube presents an innovative way for law firms to attract clientele. Very few law firms are active on their YouTube channels, giving you ample opportunity for quick expansion into the video space of content development. Remember the overarching rule for video creation is to be original and inventive in your approach. The more creative you are in your video production, the more likely you will be able to turn those channel subscribers into clients.
Stay tuned for our Webinar, Stating Our Case: Social Media for Law Firms, time/date TBD.