YouTube video marketing is a smart marketing decision for legal nurse consultants. With more than 2 billion users worldwide and more than 30 million daily visits, you should use this video social media platform. Approximately 500 hours of video are uploaded to the platform every minute, and it currently ranks No. 2 for global and domestic web traffic.
Yes, that’s a LOT of videos…BUT it’s still worth putting time and energy into using this platform wisely. Most people are already watching YouTube videos, so why not yours?
When you create a YouTube channel for your LNC business, you can create a centralized place for your audience to engage with your videos. You can also use it as a hub for all your video content–from your favorite Facebook Lives to content unique to YouTube to content you only share with private subscribers.
YouTube can help you extend your reach but also generate traffic to other content and, of course, make more sales.
Stats say 4x as many people would prefer to learn about a product via video than via text. There’s also a 10% retention rate for text vs. a 95% retention rate for video. That’s a MASSIVE difference and shows just how powerful video can be for educating and informing your audience.
Video marketing using YouTube
What do you need to know about creating content for YouTube?
YouTube videos are usually a little slicker and well-produced than, say, a quick IG Live or even a TikTok video. While you can create longer form content for YouTube, you’ll still want to hook your viewers in the first ten seconds. Let them know what you’re going to talk about and why it matters to them right off the bat, then get into the meat of your content and expand on the details.
How can you grab attention in the first few seconds of your video? You have to give the attorney viewer a reason to want to stick around and watch. Strategies include opening with a question, a surprising fact or figure, or showing you understand the attorney’s challenges.
Keep it simple! When you DO dig into your content, make sure you’re still only saying what’s absolutely necessary. Nobody will watch a video where the speaker rambles on or goes on side tangents (unless they’re short, funny, and snappy). HubSpot says the ideal length for YouTube content is still 2 minutes or less, so keep it brief.
What type of content should you share on YouTube?
How-to videos or tutorials
Who hasn’t watched at least one “how to” video on YouTube? If you’re someone who has a specific skill you can showcase, this could be a wonderful type of content for you. Tutorials can help you demonstrate any process effectively.
You can create videos that showcase your services, explain what they are the benefits of working with an LNC. Clear up any potential confusion that might exist around it. You can show off the your experience better in the video than you could on any sales page.
Forget text-based social proof. Create video testimonials and case studies to showcase the success of people who’ve already used your services.
This could be any video where you’re teaching on your subject of expertise. What are some topics you can speak on with authority?
Favorites or “best of” videos
What are your favorite tools, books, resources, etc., in your industry?
Can you do a tutorial on a particular app, or a particular way you create something in your business?
If you’re not 100% sure what viewers will like, just experiment and have fun. Once you have a few videos under your belt, you can use YouTube Analytics to optimize your videos. You can check metrics like watch time, total views, traffic sources, devices used, and engagement.
Now that you have a video, you need to make sure people are watching it. A video without an audience isn’t going to do much for your business. You should also proactively drive traffic to your content.
The most practical ways to drive traffic to your YouTube channel are to share your videos on social media, email them to your contacts, talk about the content on your blog, and embed them on your site. The possibilities are endless.
Get concrete tips on how to build video marketing into your marketing tactics by attending our October 27, 28, and 29, 2022 LNC Success (TM) conference. Register to attend or to get the recordings at this link.
Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs in obtaining more clients, making more money, and achieving their business goals and dreams.
Pat’s related websites include the continuing education provided on LNCEU.com, the podcasts broadcast at podcast.legalnursebusiness.com, and writing tips supplied at patiyer.com.
Get all of Pat’s content in one place by downloading the mobile app, Expert Edu at www.legalnursebusiness.com/expertedu. Watch videos, listen to podcasts, read blogs, watch online courses and training, and more.