A Simple Underutilized Marketing Strategy

One Easy Marketing Tip That Could Put You Head and Shoulders Above 95% of Attorneys on the Planet

There’s a lot of talk in my industry on “dominating” the search engines. The phrase means different things to different people. If you have an online presence that is obnoxiously present in all areas, then I’d say – and most people would say – you’re dominating the industry. As we all know, though, dominating any city in any industry can be next to impossible if it’s a decent sized city. Well, that’s not true because those who have a complete handle on PPC, SEO, social media, and video marketing (to name a few) can bust that notion to smithereens. Even if you focused on one of those areas, you could become the go-to expert for your field.

Dominating Your Zip Code Through Video Marketing

I know I’ll probably be giving away half the farm with this portion of the post but here goes. If you are an expert in any field, you have knowledge that most people do not have, and that most people want. Choose any industry at all. Let’s take the legal profession as an example. You are an elder law attorney in Baton Rouge Louisiana. You have knowledge that many people living in that region want. So what do you do? You create many 2-5 minute videos answering questions that could easily be found on the internet.

  • What is probate?
  • What is the legal process that occurs when a loved one passes away?
  • What’s the difference between a will and testament?
  • Can I draft up a will with one of those online legal services?
  • What’s a trust?
  • What are the types of trusts?

These are just a few questions I have thought of based on my limited experience in that field (I worked for an elder law firm many years ago). Those in the field get asked these questions all the time. They know the answers backwards and forwards (or they should). There are probably 50 of these types of questions that an elder law firm attorney could answer in her sleep.

But you say, “aren’t you giving away the whole kit and caboodle when you do this” when you do this? Not at all. If those answers are on the internet already, then why can’t you be the expert to answer them for your region? They still want someone they can trust to walk them through to the very end. Trust me, when 20 videos of you on any given topic surface in your city, you are the go-to expert. Trust me on that one.

So, then, you create 10-50 videos answering basic questions about your field. Now what? What do you do with them? You optimize them, put them up on the internet, and sit back and watch the customers come calling. Well, it’s not quite that simple, but it could be.

Even if you knew nothing about how to optimize the videos, a couple of them are bound to make their way to the top of the Youtube search engines. But the Google search engines are different than Youtube’s. I know, I know, same company, but different search engines entirely. But how many people go looking for a law firm on Youtube (as an example)? Well, you’d be surprised but that’s not the point. Most people stick with the tried and true Google search (or Bing or Yahoo).

But you can do better than just casually optimizing them and hoping they rank. Those who do that are “almost there.” You see them using all kinds of gimmicks and automated bots to artificially boost the views and likes totals, but still they’re just not cutting it. They can see the Page One “promised land” but they can’t quite cross over into it.

Just one custom expert video in your industry could be a conservative estimate. Optimize several videos for different towns, villages, and suburbs, and you’re well ahead of the game with minimal effort. Throw in different keywords combined with those different geographical regions and you’ll be the expert. Period.

But, like most endeavors, this takes effort. Even though I just gave away the whole enchilada in that last paragraph, I’m not concerned because less than 2% of those reading this will take action, or if they do, it’ll be a half-hearted attempt. It’s the way of the world.

This can be applied to any field you’re in: carpentry, heating and air conditioning, web design, SEO (why this isn’t done more in this field is beyond me!), financial services, plumbing, carpet cleaning, painting, medical, and much more. Each suburb in each metropolitan region is waiting for an expert to show up on the scene. And if you’re in a small town, why aren’t you dominating it already?

So, to summarize:

  1. Come up with a list of questions your customer is asking.
  2. Create many 2-3 minute videos answering those questions. Don’t overthink this one. Use your webcam if you have to.
  3. Optimize according to keywords and geographical regions.
  4. Upload the video to Youtube.
  5. Rinse and repeat with all the videos.
  6. Maintain a consistent video ranking.

Video marketing does not have to be difficult. It does take effort and patience, but the rewards far outweigh the effort. You will be the expert for your field, and people will call on you for your services.

Dave

My SEO Video Challenge

Over the past few months, YouTube’s owner, Google, has changed the way it ranks videos. If you’ll notice there are fewer and fewer videos in the rankings. In fact, for most service-related keywords, you’d be hard pressed to find any videos within the first three pages. My results are different.

Here’s the “scoop”.

Give me a small city under 30,000 and give me a service-related keyword you want to see a video ranking for (i.e, emergency plumbing, estate planning, roofing company, personal injury lawyer) and I will create a “generic” video, optimize it, and rank it within 48-72 hours and probably less.

Google the term: personal injury attorney Hialeah Gardens, or basement waterproofing Algonquin IL. Those are my videos on Page 1.

I made the mistake a couple of years ago of issuing this challenge to any city. Big mistake. And I admitted my mistake then. Wow. Talk about humbling. New York and Chicago are very different than Hialeah Gardens. However, as you’ll notice there are very very few videos ranking in Google for these terms in even the smallest towns.

How could this ever benefit you? Think about it. If you control the only video for your industry in your small town, you will get people calling your business. What if you have one video for every nearby town of 5000, 10000, or 20000 people? Do you think that would draw people to your company?

So that’s the challenge.

Post it publicly and I’ll give my reports publicly. I’ll post screenshots when I can of what it looks like without any videos, and one after my video ranks. If it doesn’t work, then I will also say what I think happened. And I will undoubtedly eat crow if it doesn’t rank.

Better yet, shoot a quick 2-3 minute video of you asking and answering ONE question in your field, and send it to me. Send the town’s name and I’ll rank THAT video at no cost to you. It’s my gift to you.

I’m doing this challenge for 3 towns. It can be the same industry or different industries. Questions?