You are certain that people are visiting your website, you’ve seen the analytics. However, they’re not spending much time on your site. You’ve done everything else to be sure your website is up to date, mobile-friendly, and modern.
What other options are there for keeping clients on your site?
Video marketing is a great way to not just keep clients looking longer on your website, but can also add credibility to your firm, make it rank higher on Google, increase your referrals, and convert more web surfers into clients.
Research has shown that consumers are twice as likely to make contact with a law firm if they have a video on their website. Those same consumers will also stay on the website 45 times longer than on a site with no video.
If that isn’t enough to convince you to jump in front of the camera right now, try out these additional statistics:
- Videos increase profile views by nearly 170%
- Videos increase consumer emails over 127%
- Videos help your viewers understand what you offer by 127%
With that said, it is now time to get in front of the camera. Take into consideration the following tips to ensure you get the most results from your time and effort.
Tip #1: Create content that is compelling
Ask around your firm and find out what the most commonly asked questions are, then design a video that answers those questions. In addition to answering the questions, add more content around those answers about things your viewers may want to learn more about.
Tip #2: Include a CTA at the end of your video
Be sure that you have a CTA (call to action) in all your videos too. Whether it is to listen to the next video in the series, call your office, or subscribe to your YouTube channel, be sure you prompt them to engage further.
Tip #3: Optimize your video so it will rank higher on search engines
Since YouTube is owned by Google, Google will index video content within minutes. If the video is ranked for SEO it may even appear on page one. There are other factors that will impact how your video ranks and Google makes updates to the algorithms they use to rank, so there is no guarantee of how your videos will rank.
Tip #4: Share your video
Always be sure that you share your videos on social media including Twitter, LinkedIn, and Facebook. With Facebook you should directly upload the video for the most organic reach. You should also consider uploading your video to other sites such as Vimeo and blogs that are relevant to your industry.
Tip #5: Implement a video series
Having a video series that is at least three parts long is a great strategy, especially if you have an email list. With this method, you will create a series of videos, each of which leads to the next. At the end of the last video you will need to have a call to action. Again, this video series needs to be relevant to elder law that you practice and provide valuable content to the viewer. You may want to consider talking about reasons why you need a will, how to prepare for long-term care, etc.
Another good video series is to explain the sub practice areas within your practice. For example, for an elder law attorney it may include trusts, wills, power of attorney, healthcare documents, estate planning resources, and more.
Tip #6: Use periscope as part of your video marketing strategy
This is an app owned by Twitter that will allow you to live stream to your viewers. Your viewers will be able to ask you questions by commenting on your stream. You can repurpose the content by posting it to other social media accounts or posting it on your blog. Be sure that you turn on the option that allows you to download your content before you start the live stream.
Tip #7: Consider YouTube ads
If you haven’t considered putting ads on YouTube, you might want to reconsider. YouTube has roughly 30 million visitors daily and 8 out of 10 people ages 18 to 59 watch YouTube at least once each month. It reaches more 18 to 49 year olds than any other U.S. cable network. To make things even better, YouTube video ads are typically much less expensive than AdWords ads that show in Google search results.
With YouTube ads you can choose in-steam ads or video discovery ads. This determines where your video shows up. Discovery ads show up in the static listings on YouTube’s homepage, in related videos, and search results. In-steam ads are likely the ones you are most familiar with. They appear at the beginning, and sometimes in the middle of YouTube videos. Many videos allow you to skip them after so many seconds, but there are also ads that are non-skippable but have specific running times.
Takeaway
If you haven’t implemented video into your marketing strategy, you are likely missing out on a lot of income-generating potential. So, go grab your phone (you don’t need any fancy equipment), and start recording.
These tips will help you continue to grow your practice all year long!
At Bambiz, we work with elder law and estate planning firms and have extensive experience in developing social media marketing strategies unique to your firm, location, and potential client base.
To learn more about how we can help grow your business using online marketing, schedule a free 15-minute call with us.
