A YouTube Blueprint For Success - Lawyer Video Marketing
A YouTube Blueprint For Success - Lawyer Video Marketing
YouTube is the holy grail of video sharing sites. It is the largest, biggest, baddest and most important video sharing site on the planet. It's also owned by Google; the largest, biggest, baddest and most important search engine on the planet. YouTube now operates as its' own search engine.
YouTube success is often judged by the total number of views a particular video generates. Do not be fooled. You can achieve success with limited numbers of views. As long as your viewer is searching for exactly what you are offering, it will not matter whether your video has been watched 100 times or 1000 times. Having said that, it is clearly to your benefit to have your video watched as many times as possible; preferably in its' entirety.
WHY YouTube IS SO GREAT
It's free.
It's totally accessible, everywhere.
It's a medium that people enjoy viewing.
You can copy some code and put it on any web page and that video instantly shows up where you want it to.
WHY YouTube IS NOT SO GREAT
You have no control over what advertising content is overlayed on your video.
You have no control over what similar videos appear at the end of your video that may entice a viewer to look elsewhere.
You cannot control whether your video will be there in one month, one year or five years.
Placing your YouTube video on your business website may, in some minds, appear unprofessional. Some people believe that you should be hosting your own videos so you have total control over your video. This makes total sense and I believe in this maxim 100%.
WHY YouTube IS OUTSTANDING IN DRIVING TRAFFIC TO YOUR WEBSITE
With each video, you can put in your website URL (web address) to point back to your own website. This allows a viewer reading your description to get to your website with only one click. Take advantage of this important function and make sure every description has your website URL. There are other tactics and strategies that I recommend and freely provide it to those people in my coaching group.
In each video, you will also have your website URL prominently displayed in a lower-third graphic, away from where YouTube prominently displays their logo. Some companies forget this and only realize it once their video is uploaded and played.
HOW TO USE A YouTube HEADLINE AS YOUR HOOK
In the world of direct marketing and internet marketing, your headline is the most compelling part of your message. Why? If you cannot get your ideal client or customer to read your headline, you have forever lost the ability of that person to find your video, click on it, watch it to completion and call on you.
You are given the opportunity to create a compelling headline with each video you create. You should be writing five to ten headlines for every video you create.
Suggestions: Create a controversial headline; ask a question; state a fact; quote a statistic; answer a question; explain how something works.
Remember, if your headline stinks, nobody will watch your video; no matter the content of what you have to say or how good the quality of your video is.
WHAT'S THIS 'DESCRIPTION' BOX?
The description box is the second most-important part of getting your video found. The search engines love this box. The majority of video producers and website companies don't know this and don't really understand its' significance. Some companies put a one sentence explanation in here; others put in a word-for-word transcript. Both are totally wrong, and will not help getting your video found.
By the way, YouTube does not offer any significant help to explain what makes a good description and what doesn't. That's puzzling, especially since they use the description to index the video in the search engines.
Did you know that the search engines cannot index your video file? They don't know what you're saying because the search engines cannot 'read' your lips...yet. YouTube has just now come out with speech recognition for videos on their site which can appear as captions. The bugs have not been worked out yet, but it's a quantum leap from only 6 months ago. The speech is not transcribed accurately and is done by a computer and not by a human. It will get better over time.
Want to learn what to put in the 'description' box that will get your video found? Come join me in the Lawyers' Video Studio coaching group to find out. It's my secret sauce that I've learned the hard way; by making mistakes.
WHAT ARE KEYWORDS?
Keywords are what people use to search for people and things online. Go to Google and type in "New York Medical Malpractice Lawyer," and see who comes up consistently in the #1 organic search position. What are the keywords in that search? New, York, Medical, Malpractice, Lawyer.
If you type in the words that your viewers, clients or customers are always looking for, you stand a much better chance of having your video found, compared to a video that does not have those relevant keywords.
How do you know what keywords to use?
Easy.
Think about why a client, customer or viewer would come to your site. Ask yourself what information they want when they come to you. What do they ask you every time they speak to you? That will tell you what keywords to use for your video.
How many keywords should you use? That question is much more difficult to answer. There is no right or wrong answer. There are SEO gurus who tell you to use only a few. Other SEO experts say 10-15. Still others say to use more. The best practices method is to use a handful of the most relevant keywords.
CONCLUSION:
YouTube is a powerful and free way to let the world see your video. It's a great way to drive free traffic to your site that can often be compromised by ads and similar competing videos. Used the right way, it can help drive traffic to your website. Used the wrong way, you'll wonder what you did wrong and why nobody is calling you after having watched your videos.
Gerry Oginski is a New York medical malpractice trial lawyer who created The Total Online Video Solution for Lawyers to help lawyers get onto video.
We make it simple, fun and easy for you to create your attorney video. We shoot your video, create a custom video channel for you and we give you the equipment we just shot your video with. This way you can create video any time you like. You just turn on your equipment, create your video and then send us the memory card and we do the rest. My team of post-production specialists edit your video and before uploading it, I personally review each one. Then, before you know it, your videos are live and online. And the hardest thing you had to do was drop that memory card in our pre-paid Fedex mailer. That's it.
There is no other video production company that offers this much value for the money. None. That's how I stand out. I'm different and it shows.
So what are you going to spend your marketing dollars on this year? The same old tired way of hoping to get new clients, or a proven way that is the best return on
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