It's easy to focus on organic search results and website optimization when marketing your law firm. You want people to find your service pages and contact you via your website. Social media posts through Facebook and Instagram can then boost that reach further within a local community.
However, you don't want to overlook the opportunities offered by a YouTube channel. Building a channel with the right content and engagement could bring a lot more clients your way.
YouTube Is Full Of Potential Clients
It's easy to forget just how popular YouTube is as a social media platform. It's not the first name that comes to mind when planning a social media marketing strategy. Yet, it has more users than Twitter/X. Statistics for 2024 show around 2.7 billion monthly users, with many of those accessing the site on a daily basis. With 5 billion videos watched every day on a wide range of subjects, it makes sense for smaller local businesses to get involved.
You don't have to have millions of followers to be successful. You just need enough to engage with your content, share it with those who need to see it and encourage conversions. Your next client could be searching on YouTube for information on your subject area and doing so from your location. You just need quality YouTube marketing for lawyers to maximize this opportunity.
YouTube Is More Than An Entertainment Platform
A lot of people turn to YouTube for entertainment. They have their favorite channels they come to every week and become fans of the creators. Major brands, media companies, and sports teams all use YouTube to connect with people on another level. This can also lead to a strong community of fans that connect in comments sections and chat about the latest episode of a YouTube series. When handled correctly, these channels can turn people into stars.
As a local law firm, you just need to be successful and respected on a smaller scale. You can use your content to help people within your local area, perhaps teaching them about new state laws or reminding them of their legal rights regarding certain cases.
You can also create an upload schedule around holidays and seasonal issues. Slip and fall lawyers can offer advice before the snow and ice arrive. DWI lawyers can put out PSAs about drunk driving around the holidays. You could also create different playlists and set up notifications for various areas of your practice. Law firms specializing in family law may have a curated section dedicated to divorce law.
This level of professionalism and organization can make a difference for those searching for specific questions on YouTube. If people want an in-depth video about how compensation works in personal injury cases in your state, you want your video to appear first. What a lot of users don't realize is that YouTube is the second-most popular search engine based on the number of searches. If we're looking up websites and information online, we tend to go straight to Google. But, if we want to watch a specific type of video, we'll put the term into YouTube's search bar instead.
Creating Long-form YouTube Content
The first option if you want to take advantage of YouTube marketing for law firms is to create standard long-form video content. This can be daunting if you've never done it before, but don't worry too much about the quality of early video. You'll get better with time. All that matters is that you have a good script, and an engaging presentation, and can get the video seen by enough people.
Try and create videos that are informative and of real worth without them becoming too dry and basic. You can decide to be on camera yourself, presenting yourself as a friendly and authoritative local figure. Or, you can work with a team to create animated visuals and record a voiceover.
All that matters is that viewers come away learning what they came to learn. If you can do this and show viewers you're a reliable source of legal information, they'll be more inclined to come back to your channel for further information.
This is where the right keywords and information in the description box go a long way. They make it easier for viewers to find what they need when and learn more about the subject. You can also add direct links to your law firm's website and contact information.
Other Forms Of YouTube Content
Another reason to reconsider using YouTube as a law firm is that it's more diverse than ever regarding content creation. It used to be that people would create videos, upload them, and build their channel from there. Now, they have the opportunity to build something far more professional to connect with viewers in new ways. Some of these aren't going to appeal to lawyers in the same way as entertainment creators.
You don't need to start live streaming content because potential clients aren't after that real-time, in-person experience. You also don't need to worry about Premiere clips to promote videos because you're not an episodic channel. However, you can take advantage of YouTube Shorts.
Shorts is a relatively recent addition to the platform. It lets users create really short pieces of content to complement the long-form videos. The idea comes from the popularity of short-form content on a vertical screen on TikTok and Instagram. Viewers can scroll YouTube on their phones, watch a short clip of your content, and make an immediate judgment. If they like your style and are keen to see more, they can go over to your channel.
Now that 63% of YouTube interactions are on mobile devices, this makes a lot of sense. These clips could be sneak peeks at your informative content or versions of viral trends. The latter can make you stand out as fun and reliable compared to other firms in your area. You just have to find that fine line between not taking yourself too seriously and becoming cringy.
Start Small And Build Your Channel
Talk to a professional marketing team about YouTube marketing for law firms. Even if you only post every couple of weeks, it still increases your online reach and makes it easier for clients to find you. There are so many people searching for guides on YouTube, so why not give them high-end legal advice in an engaging video and encourage them to hire your services?
