When you think about search engines, everyone quickly mentions Google, but YouTube is the world’s second-largest search engine. It has over 2 billion active users and deserves a place in your marketing plan. It’s a solid platform that allows you to create valuable, educational content that your past, current, and future clients can use. However, it is important to recognize that leveraging YouTube involves more than just uploading videos. Let’s talk about how to incorporate video content into your marketing strategy and how you can use it. 

YouTube’s Place in Your Marketing Plan 

YouTube fits perfectly into a content marketing strategy because it allows you and your firm to provide answers to your clients’ common questions. More people digest content in this format because it’s engaging and requires minimal effort. Nine out of every ten marketers who have videos are on YouTube, and some statistics show that video accounts for about a third of their budget. Think of it as a means of being in a place where people actively search for information and answers. In addition to educational content, you can also add client testimonials. 

Incorporating YouTube into your firm’s marketing plan involves more than creating videos; it consists of providing meaningful content that speaks to your audience. 

  • Build a visual presence for your brand by customizing your channel with a branded banner and professional-looking profile image.
  • Provide answers to common questions through educational videos that help explain complex subjects or legal concepts.
  • Increase your brand’s visibility, as YouTube videos are often featured in Google’s search results. This can drive additional traffic to your website, improve SEO, and help potential clients discover you more easily.

One of YouTube’s greatest strengths is its vast user base. Regardless of your target audience’s age, needs, or location, YouTube offers customizable targeting options. Marketers embrace the ROI of video content because, on YouTube, you can always reach your target audience if you create the right type of content. 

Create Consistent, High-Quality Content

Regularly uploading videos builds an audience, keeps your brand top of mind, and encourages viewers to subscribe. High-quality videos with good lighting, sound, and clear messaging are more likely to retain viewer attention and foster engagement. Consider creating content like:

  • How-To Guides: Explain legal processes or frequently asked questions.
  • Client Success Stories: Showcase satisfied clients and the results you’ve achieved for them.
  • Service Overviews: Detail what you offer and how you can help.

Once you have several videos uploaded, create playlists. Playlists organize your content and make it easier for potential clients to find the necessary information.  For example, you can create playlists for different practice areas like “Personal Injury,” “Business Law,” or “Estate Planning.” Playlists also encourage viewers to watch multiple videos in one session, increasing your watch time and improving your channel’s ranking in YouTube’s algorithm.

YouTube is also a social network. Engaging with your viewers in the comments section helps build relationships and trust. Like other social media platforms, answering questions from the comments section is essential. If they are kind enough to leave a review, thank them and ask them to share your content. The higher your interaction, the more likely YouTube will promote your videos. Even if you ignore this completely, you will still have a presence on a large platform. People will look you up on YouTube after they are referred to you. It reinforces your credibility and expertise. 

Making Videos Is Easier Than You Think 

If you’re interested in creating more video for your firm, Spotlight Branding can help! You’ll receive pre-written FAQs to answer, and their account manager will arrange for a videographer to film you at your office. These videos will be posted on your website and YouTube. Contact their business development manager to learn more about their video marketing services.