Educational video marketing, like any other marketing should be seen as a process rather than as a thing. If you upload one video, fail to write a compelling title, omit the written description, fail to add tags and hashtags or take any of the other steps we recommend to optimize your video, there is a strong likelihood that you will see little in the way of results.
On the other hand if you commit to uploading videos regularly and adopt solid optimization practices you will begin to create an online community that will shortly yield new clients.
Our experience has been that for most practice areas, we see new case inquiries when we upload three to four optimized videos per month. We also distribute those videos widely and regularly on different platforms (i.e., Facebook, LinkedIn, AVVO, JDSupra, your firm website or blog) and promote these videos on social media like Twitter, Facebook and LinkedIn.
We have also found that we can enhance our videos’ effectiveness by engaging viewers by responding to comments, and by engaging with colleagues by posting comments on their channels.
While we do not ask our clients to sign any long term contracts, we do recommend that you commit to a six month schedule of video distribution to confirm the effectiveness of this marketing approach in your geographic and practice area.