As today’s world becomes increasingly digital, sea change happens fast. Sometimes so fast that we don’t even realize they’re happening. Smartphones, for example, are now our tool-of-choice to help us with everything from finances to friendships to free time. And when it comes to educating and entertaining ourselves, we’re increasingly turning to video-centric apps like YouTube, Instagram and Netflix.
As a personal injury attorney, you might have made a video for your website, or run an ad on live TV to get new clients. These days, however, if you want to get new clients and want spend dollars wisely, what you should be doing instead – and what most lawyers aren’t yet – is running targeted video ads on YouTube and Instagram. Here’s why:
Let Big Tech find and target prospects
Video ads on YouTube and Instagram pull in data from parent companies Google and Facebook, which use artificial intelligence and machine learning to understand values, interests and preferences of their users. This makes it easier than ever before for law firms to find and target valueable prospects with advertisements. Today you can target prospects down to their zip codes, incomes and education levels – even by what they’re actively researching online, like legal services.
YouTube & Instagram use data from parent companies Google and Facebook to make identifying and reaching prospects easy.
Video Ads are cheap
We also happen to be living in a time where video ads are still shockingly cheap. For $0.10 – $0.30 per view on average, promoting your videos on YouTube or Instagram is still one of the most underrated digital marketing efforts available today. While most industries are already using targeted video ads to get new clients, the legal industry is slow to catch on and still mostly relies on TV ads for brand awareness.
We’re living in a time where YouTube video ads are still shockingly cheap.
First moving personal injury attorneys will win
Personal injury attorneys who take advantage of video marketing’s latest technologies will have short and long-term advantages over law firms who don’t, or who are late to the game. Uploading your marketing videos to YouTube, for example, is like planting a flag and staking your claim in today’s still nascent online world.
Just one properly set up and optimized YouTube video can bring your law firm awareness in the form of online views, but more importantly is what a video can do for your online authority. Having video with strong online authority can make it much harder for other law firms to outrank you with their videos or websites.
The sooner you start building authority, the sooner you can begin climbing to coveted Page One of search engine results. And depending on your niche and location, building enough authority to appear on page one of search results can be surprisingly easy.
Today’s video ad technology has come a long, long way. No longer is TV the best place to be advertising legal services. Personal injury attorneys should take advantage of YouTube and Instagram’s powerful video advertising technologies, as well as its low cost. Early entrants will hold a major advantage over others in the years to come, as it takes time and expertise to build authority.
Sharp Eye Animation is founded by former Google video lead and digital marketing specialist. The company provides end-to-end video marketing solutions for law firms, technology companies and everyone in between.