If you’ve already created an attorneys’ video for your website, and aren’t drumming up the business you expected, then you need to change your approach. If you’re unfamiliar with online marketing—or even just new to the business of online legal videos—then there are a number of traps that are easy to fall into. Here’s how to avoid them. 

• Keep trying. Hitting a few bumps is no excuse for throwing in the towel. By using an attorneys’ video, you’re putting yourself on the right path. This new tool is an innovate way to broaden your client base by getting the word out about your firm.  
• Forget everything you know about television advertisements. The attorneys’ video is a different kind of animal, and you’re
  appealing to a completely different audience. You’re not trying to pique the interest of a passive viewer who may or may not need a lawyer, you’re trying to convince someone who’s already found your website—and likely already needs a lawyer—that yours is the firm he should hire. That requires demonstrating your expertise and knowledge, so you’ll be better off with informational videos than commercial ones.
• Make it a part of your marketing strategy—not the whole thing. An attorneys’ video is an effective tool, but its best used in concert with other marketing tools, such as radio and print advertisements, email blasts, and directory placement. In order to get people to watch your video, you first have to get them online, and coordinating your marketing efforts is the best way to do that. Make sure that all outreach your firm does dovetails with one another, and suggests that prospective clients who might like to know more check out your videos.
• Know your audience. Targeting your attorneys’ video to a specific kind of prospective client will increase the likeliness of success, so the more information you have about who you’re going after, the better. For example, if you’re interested in white collar workers, you’ll want to provide different information—and a different tone—than if you’re targeting blue collar workers. If your firm crosses between demographics, then you might consider differentiating videos by including multiple types of video, with each addressing the individual concerns or questions faced by each demographic. After all, there’s really no limit to the number of videos you can host online.

• Look for other websites willing to post your vide. The more real estate your attorneys’ video is on, the more time it will be viewed, and the better branding and prospective client outreach you’ll build. Send your video out to legal marketing blogs, legal video directories, and social media websites to try and expand your base.
• Develop a tracking system for your video. Having a way to see how successful your attorneys’ video is will help you identify strengths and weaknesses of your current video—and allow you to make improvements as necessary. Not only should you regularly track how many viewers have looked at your video, but you should also track where they came from, how long they spent on your website total, and how much of your video they actually watched. All these metrics should be available, and will give you useful information that you can use to improve both your video and your website.
• Create more than one. One attorneys’ video is good; multiple videos is better, particularly if they’re different types of videos. If you’ve already got a number of informational videos and one or two introductory ones, you may want to add a few testimonial videos, featuring happy clients whom your firm has helped, or perhaps “issues of the day” type blogs in which you comment on the legal aspect of large news stories. Using more than one type of video will draw in a more diverse audience.