While the pivot to video may not have been all that it was chalked up to be, there's no doubt that some law firms got it right.
Whether or not law firms are getting more business as a result of viral YouTube success is another question entirely, but it's hard to deny the brilliance of legal marketing that's "laugh with" funny, rather than "laugh at" funny. Below, you can see for yourself what we're talking about, and maybe pick up a few pointers as you see one lawyer and law firm that got it right with their amazing series that we hope is just beginning.
Marketing Is Tertiary on YouTube
First, entertain. Second, entertain. Third, mention who you are and what you do. After all, YouTube is an entertainment platform, and the millions of daily video views come from the masses of internet users out there hungry for free entertainment.
Surprisingly, the easiest way to get people to view your law firm's YouTube videos is to make videos that are not ads for your services, but rather insights into who you are as an entertainer. Still lost and still haven't seen the brilliant lawyer/cereal mixologist video? Watch this:
Amazing, right? It's silly and funny and relatable. And believe it or not, there are a couple more of these. One about Batman, and another about the movie Home Alone, and both are worth watching, so here:
As you can see, these videos are fun to watch and barely bring up the law firm, outside of casual references and the branding. But creating content like this will undoubtedly increase the firm's subscriber count, which is likely to translate into more views on other videos.
Need ideas for your own channel? Thinking along the lines of the Velcro brand viral video might be great if you're trying to make a splash in the legal or business community, but if you're trying to appeal to individuals, you might want to stick to the things you might actually have in common with everyday people, like a love for cereal, bad Christmas movies, and Batman.
Want information on effective marketing? Let the experts at FindLaw's Lawyer Marketing give you a hand with FindLaw Integrated Legal Marketing Solutions.