If you're like most attorneys, you've probably been told that you need to put some videos on your website, social media, or YouTube for potential clients. Research shows that video is one of the strongest marketing mediums available to effectively reach your potential legal clients.
Once you take the YouTube plunge and start marketing your services through this platform, you'll need to brainstorm some topics for your videos. What do your clients want to see? What will they find helpful? What will draw them in? Here are some tips to consider as you brainstorm ideas.
Conduct Research on YouTube and Google
Look at what other attorneys in your niche or area are covering on YouTube or Google, especially the topics for videos that seem to have a lot of views. Some attorneys will do a several-part series on a topic that draws audiences in and keep them coming back for more. For example, you could do a video series on the process of filing and pursuing an injury claim after a car accident. Since doing a series keeps you top of mind, this is an excellent idea.
Answer FAQs or Cover a Common Myth
Within your legal niche, you likely get common frequently asked questions or have to address several common myths. For instance, personal injury lawyers frequently get asked how much their claim is worth. Many people are more entertained and process information better through videos than by reading it on a landing page or blog. By taking the time to address these types of topics within a video, you can meet not only their need for knowledge and truth but meet it in a way that they will best understand and appreciate it. They are more likely to remember what they have seen and heard together than what they read.
Consultation Prep Work
Do you ask clients to prepare a chronology of events or other information before meeting with you? If yes, producing a short instructional video on how to make a helpful chronology for a lawyer is precisely the sort of video you want to make and post on your website. If a potential client watches the video, you are helping them to feel prepared and empowered when they come to meet with you. However, they aren't getting legal information for free that may entice them to represent themselves.
Additionally, you could add some other prep videos to your library, such as how to prepare for a deposition, mediation, or a trial. Not only will potential clients gain from having this information at their fingertips, but current clients can also benefit from these reference videos. However, one thing to be mindful of is that you don't give up your deposition or other legal strategies in public online videos, as opposing counsels could be viewing too.
Clarify Everyday Legal Events, News, and Concepts
One of the most significant benefits that a legal education provides is access to the language of the law. When there's breaking legal or crime news, such as a former presidential attorney taking a plea bargain in a high-profile criminal case, a short video explaining the ins and outs of the applicable legal processes is ideal. Such a video can attract a lot of local and national attention, which will help you build an audience.
Even if your audience never requires legal help in your niche, they might know someone who will and can refer you in the future. Covering legal events, hot topics, and news can help you stay top of mind for those who might need your services later.
Finding topics to cover on YouTube and other videos doesn't have to be complicated. It only takes a few minutes to do some research and begin to gather ideas that might meet your marketing goals through videos. Then, see how your audience responds, and then adjust accordingly.
Meranda M. Vieyra is the owner of Denver Legal Marketing LLC. She is one of the most visible legal professionals in Colorado law with over 20 years of service in the Denver legal community. Her award-winning marketing firm has earned a strong reputation as the go-to for impactful, cost-effective legal marketing strategies. She has helped her clients secure coverage by well-known publications and has obtained local, national, and international awards on their behalf. Meranda enjoys working with solo practitioners and small law firms helping them attract recognition, promotion, and visibility to their practices. She also advises medium-sized and national law firms on business development and marketing strategy. Meranda is a lecturer and author on issues related to marketing including how lawyers can use LinkedIn effectively, how to develop a personal brand, and the promotion of legal services through community service. In 2018, she was honored to be named to the 40 Under 40 list by the Denver Business Journal and to be given the 10 Under 10 Award by the Metropolitan State University of Denver Alumni Association (top 10 alum of the decade). In 2019, Meranda was named in the Top 25 Most Powerful Women in Business by the Colorado Women's Chamber of Commerce and in the Top 100 young professionals in Colorado through the Gen XYZ Awards published by ColoradoBiz Magazine.