When it comes to legal video marketing, you can generally choose between two types of videos: videos that increase inbound traffic and videos that improve website conversion rates. Both types of videos can help you achieve either goal, but knowing which type of video to produce will help you reach those goals faster. In this post, I will walk you—from start to finish—through the process of producing a video that increases inbound traffic.
First, let’s talk about the difference between videos that generate traffic and videos that convert new clients. To generate traffic, you should produce short, engaging, and educational videos optimized for longtail keywords.
Videos designed to convert new clients are less educational and more about your brand. They should focus on instilling confidence in your firm and your attorneys and should be of the highest quality.
Before your shoot
Before you set foot in front of a camera, you need to know how your video will be presented. Since generating inbound traffic is primarily about educating potential clients, you need to set up your content in such a way that clients searching for answers can easily discover your videos.
One of the most effective methods of attracting visitors to your properties is through videos. People browsing online prefer to learn through video content. So, when a video thumbnail appears in the search engine results, their eyes are attracted to it. When a video thumbnail appears next to a search result, the click-through rate increases by 41 percent!
First, you need to determine what your target audience is searching for. Start by making a list of questions your clients frequently ask. Enter that list into the Google AdWords Keyword Planner tool to discover how many searches each question receives every month. This information will help you narrow down your keyword list to video-worthy topics.
Producing your video
The number one ranking factor for videos is watch time. When Google is deciding how to rank your video, it checks to see if most viewers watch until the end. So, how do you ensure that happens?
Keep your educational videos short and to the point. Do not linger at the start of your video introducing yourself or your firm. Get right to the point and answer the question.
Speak clearly and confidently. Make sure your audio is recorded cleanly, and shoot your video in high definition. Do not just set up an iPhone and hit record. Make sure you are filming with lights, a high-quality microphone, and a high-definition camera. In the editing phase, remove any mistakes by covering them up with b-roll around your office.
Keep in mind that quality is paramount when it comes to video production, especially since potential clients will often form their first impression of your company after viewing this content. High-quality videos are nearly 3 times as effective at converting new clients than low-quality videos. Consider hiring a professional team if your video production skills are lacking.
Hosting your video
Our favorite strategy for ranking video content that generates inbound traffic starts with uploading video footage to YouTube. If you don’t already have a YouTube channel, be sure to get one and fully optimize it. Upload your video and title it with the question you are answering. Include relevant text in the description as well as tags. Finally, upload a custom thumbnail so searchers know exactly what your video is about when they look at the image. That alone is enough to rank content in results on YouTube and often on Google. But we’re not stopping there.
Now, embed your video into your blog using Schema markup, a coding language that provides Google with additional information about your content. Specific tags inform Google about the details of your video. Use the same title for your blog post and your YouTube video and include a transcript of the video below the embedded content.
When implemented correctly, you can kill two birds with one stone and rank the same video content twice for the same keyword, dominating the click-through rate for that search.
Repeating the process
If you consistently follow this strategy at least once every other week, you will see your inbound traffic skyrocket over the coming months. Remember:
- Perform your keyword research
- Create a high-quality video that viewers will watch from start to finish
- Upload your video to YouTube
- Embed your video into your blog