Lawyers: How to meet clients with YouTube

Today I’m answering a lawyer’s question about How to Get Clients with YouTube for law firms.

I had a question recently from Ken Hardison from the amazing PILMMA marketing conference for lawyers. If you don’t know about PILMMA already go check them out at Pilmma.org. Here’s a shout out to Ken for the great question!

“Do You Have Any Success Stories of Lawyers Using YouTube?”

So Ken asked me “Do you have any success stories of lawyers using youtube?” And the answer is a resounding yes. But the way you get to a successful outcome on YouTube has changed over the years! Here’s one of my favorite success stories:

About YouTube for Legal Marketing

Pretty much everyone knows these days about YouTube. It’s great for learning! It’s really known for longer form content that educates. YouTube has paid advertising — and you can upload videos free and use them a hosting platform. So we used both in the story I’m about to share with you.

Today’s Success Story

Today’s success story is about a Texas law firm wanting to focus their practice on trucking accident cases by using YouTube as the platform of choice:

WHAT WE DID: Here’s what we did, we created 2 styles of videos. The first was long form educational style video. The second was short form and more like TV advertising.

LONG FORM VIDEO STYLE (10 videos): Each of those videos answers one well researched question people have about trucking accidents. While answering the question they have, we’re also adding great educational content demonstrating the lawyer’s expertise in the subject. We tell them something really valuable they don’t already know.

HOW WE GOT CLIENTS: The way we get clients with these long form videos is search optimizing the videos so they pop to the top of the searches. A lot goes into video search optimization. Their ideal clients searching youtube would find the videos answering their questions. This is a slow drip of interested clients. We picked up about 96 really qualified leads in a year this way. We get more each year because the videos begin gaining traction with time.

SHORT FORM VIDEO STYLE (3 videos): Then we produced another video for YouTube paid advertising and run it statewide. This is a shorter form video because YouTube (at least now) won’t let you optimize paid videos for a much smaller group. What I mean is a smaller number of people put in searches for “Trucking Accident Lawyer”. Instead we need to throw a wide net here and run the ad to the whole state.

HOW WE GOT CLIENTS: Creating this style video means getting the right person’s attention fast. This can be like finding a needle in a haystack. So you want your video content to call out to the ideal clients right away and have them understand quickly how to contact you.

So when you have a practice area where one case can be worth the world to you and your client, creating these 2 kinds of campaigns on YouTube is worth the effort.

I hope this has been super helpful to you and gives you a ton of inspiration for your new successful projects!

P.S. BOOK COVER ROUGH

So excited my book is pretty much ready, and getting formatted now!

Do you think I’m too ROCK on the cover??? Just curious please email if you have any input!

CREATE VIDEOS THAT PERSUADE

I met Mary Cary when she was speaking at a Conference. She said YouTube was the 2nd biggest search engine in the world. I wasn’t utilizing the second biggest search engine in the world. We filmed over a hundred videos with Mary. She built our website when we had 2 employees, at this point in time, we have over 120 employees! Thank you!

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Neil Woods, Woods Lawyers

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Neil Woods, Woods & Woods - National Veteran Benefit & Personal Injury

I have worked on a number of projects with Mary. Mary built a stunning website for the San Diego market which she then search optimized. It was different and original rather than something cheap looking from an iphone. We wanted the ability to film anytime. Mary and her team came to us on site and built a video studio. She taught us about gear, sound, lighting, scripting, presentation and how to present on camera. When her program was completed she left the tools and know-how to produce professional in-house marketing videos for any platform at anytime. Mary is a pro and you will love working with her.

West Seegmiller, The Seegmiller Firm - Nevada Wrongful Death Attorneys

Go Media Marketing has top class support, Ned helped me understand how using video matters. Once we grew bigger we had Go Media Marketing do our videos – & blog for us. Mary Cary came to film us in Nebraska and I also came out to film with GoMedia Marketing in Sausalito. I stayed in San Francisco. Thank you! Highly recommended!

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Dan Friedman, Friedman Law

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Dan Friedman, Friedman Law Office, - Nebraska Personal Injury

I have had GoMedia Marketing film engineering firms all over the United States for us all around the area of STEM Careers. We also have them build our websites and marketing strategies. Mary Cary went with a crew to film Dean Kamen and his young engineers in New Hampshire twice. We’re very happy with their kindness and help.

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Cindy Reuter, Capstone Technologies

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Cindy, Capstone Technologies - San Francisco