← The Law Firm Marketing Minute
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- [00:00]
A
So what I do, if someone comes to Me, brand new YouTube channel, never had a YouTube channel at all. What I'm going to give you, I'm going to give you the quick blueprint of what I would tell someone to do. The first thing to do is to sit down and under the 8020 principle, what is the 20% of your services, your service areas as a lawyer that provides you or whatever practice areas that provide you 80% of your revenues and whatever those things are, then I want you to sit down and I do this with every agency client that I have that come in, whether it's coaching or whatever is going on, I'll sit down, I'll say, now I want you to sit down and write down the top 20 questions from clients. Because you're already working with clients, you already got a law firm, you already know what some of this is doing here. Yeah. Write down those top 20 questions about that 20%. And then now what we're going to do is you bring those to us, we sit down and we look at it and what do we find out? Okay, what are the pain points? I need to know your customer avatar. Who is your actual client avatar? What are their concerns? If we want to know what their pain points are and we know what their worries are like, for me, I know what they are. Someone's afraid of what? They're afraid they're going to lose their job, they're afraid they're going to lose their freedom. But really the biggest underlying issue is shame. They don't want to feel shame with their family. They don't want to have to turn around and say I was arrested for something. You wouldn't believe how many people come to our office and they don't want to tell their wife that they were arrested. They don't want to tell, they don't want anyone to know any of this. And so they want someone to help rescue them from the shame. And so when you recognize that's the underlying psychological issue, it helps you then frame your video content. And so what I tell people, number one, is to start narrow, handle those practice areas that are going to make you the money, you can optimize them. And there's many good tools that you can do that. You can use the keyword planner to figure out what's the highest search based keywords and you can then come in and make that as part of your title, your description. And it's really not that hard to do because here's the great thing, there's not many lawyers doing this now the next part is on this. Once you've exhausted that, because I'm going to tell you, you go back in my old videos, go to Hampton Law, look at my older videos. They're embarrassing, but you'll also notice they were terrible thumbnails, terrible titles. But if you'll notice, it was, it's a ton of practice areas. I mean, you'll just see, I mean, probably 100 videos that I did because, I mean, you know, you're learning as you go. I didn't know what I was doing at the time as you learn these practices. But what it did is it established a very strong foundation that when people are looking for this content, if they've been arrested for, you know, you name it, shoplifting, guess what? They're gonna only find my video. That's what they're going to locate. And so when that process is put in place, then you get the immediate low hanging fruit of search. And once you've exhausted that, then you go broad. And when I say you go broad, what I mean by that is now you can go, okay, how do I package my content? Where here's my expertise, here is pop culture, and somewhere in the middle I can introduce my expertise, but grab people's attention. Like once you go narrow and you've exhausted the narrow part because you need to do that to build your business, then you can establish your social proof by going broad. And. And now you start growing the algorithm. 98% of my views come not from people searching, but because the algorithm is suggesting my videos out to you.
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The law firm marketing minute is brought to you by Spotlight Marketing and Branding, where we help solo and small law firms get more clients and better clients. If you want more details, visit Grow my law firm fast.com.