So you created a video series or you’re in the process of doing so, but you’re not sure how to effectively promote it or stand out from the many other video series in the industry…

In today’s saturated digital landscape, crafting a video series is only half the challenge; the real test lies in its promotion.

While many firms are curating impactful video content filled with insights and valuable advice, the struggle often is to ensure it reaches both peers and potential clients. If your law firm’s video series is yearning for attention amidst a sea of competitors, delve into these 16 innovative promotional strategies, designed to be the game-changers you need to stand out.

1. Snippet Teasers: Capturing your audience’s attention in seconds is essential. To do this, craft concise yet captivating clips from your primary videos. These clips, typically lasting anywhere from 15 to 60 seconds, can act as a trailer, offering a sneak peek into the content of the full video. By sharing these teasers on platforms such as LinkedIn, Twitter and Instagram, you not only pique viewer interest but also create a sense of anticipation. Effective teaser clips can significantly increase clickthrough rates, funneling intrigued viewers to watch the complete video.

2. Interactive Webinars: Webinars provide an excellent opportunity to showcase and discuss your content in real-time. Consider hosting sessions where you present clips from your video series, followed by a live commentary or breakdown of the topic at hand. This format allows viewers to actively participate, ask questions and gain a deeper understanding of the subject matter. A live Q&A segment fosters interaction, solidifying viewer engagement and allowing for immediate feedback. By offering a two-way communication channel, webinars can transform passive viewers into active participants, amplifying interest and retention.

3. Transformative Infographics: While videos are engaging, visual aids like infographics can be equally impactful, especially when breaking down intricate legal topics. An effective infographic translates complex ideas into digestible, graphical representations. By integrating compelling design with concise information, these visuals can simplify multifaceted concepts and appeal to both professionals and laypeople. Sharing these infographics across platforms—particularly visual-centric ones like Pinterest and LinkedIn—can enhance visibility, provoke discussions and direct users to your primary video content for an in-depth exploration.

4. Strategic Collaborations: Building relationships with local institutions, such as universities or community organizations, can be a game-changer in expanding your content’s reach. By partnering with these entities, you open doors to a wider, often more diverse, audience base. Offer to host viewing events or workshops where you showcase your video series. Such collaborations not only position you as an authority in your field but also leverage the institution’s network, enhancing your content’s exposure and credibility.

5. Podcast Plugs: With the rise of podcast consumption, tapping into this medium can be a potent promotional avenue. Research and reach out to podcasts that cater to legal discussions or those that align with the niche of your video series. Securing a mention or even a brief discussion can introduce your content to a captive, engaged audience. If possible, aim to be a guest on these podcasts. Sharing anecdotes or discussing insights related to your video series can pique listeners’ curiosity, leading them to seek out your content.

6. Guest Blogging: Blogging remains one of the most effective ways to establish authority on a subject. Identify reputable law blogs or websites that align with the theme of your video series. Penning insightful articles that touch upon or delve deeper into topics discussed in your series can provide value to readers. Ensure your articles are well-researched, engaging and offer a fresh perspective. Within these guest posts, subtly reference or embed videos from your series, leading readers to discover your content.

7. Influencer Engagement: The power of influencer marketing cannot be overlooked, especially in niches like the legal field. Identify and engage with influencers, preferably those with a substantial presence on platforms like LinkedIn or YouTube, who resonate with your content. This could be through collaborative videos, joint webinars or even simple shout-outs. A recommendation or discussion about your video series by a respected figure in the legal community can significantly enhance its visibility and credibility.

8. Email Newsletters: In an age of information overload, personalization is key to capturing attention. Segment your subscriber list based on their past interactions, interests or demographics. Tailor your email newsletters by recommending specific videos from your series that align with their interests. For instance, if a subscriber previously engaged with content about corporate law, highlight videos from your series that delve into that area. A personalized touch in email recommendations can make subscribers feel valued, increasing the likelihood of them engaging with your suggested content.

9. Virtual Screening Parties: A virtual screening party is an innovative way to premiere episodes from your video series. By using platforms like Zoom or other webinar software, you can invite supporters and newcomers to watch together in real-time. These platforms also allow for interactive elements such as polls, Q&A sessions and real-time chat, creating a community feel and giving your audience a sense of being part of an exclusive event.

10. QR Code Integration: In our mobile-centric world, QR codes provide an immediate bridge between offline and online content. By integrating QR codes into your offline promotional materials such as flyers, business cards or banners – potential viewers can scan and be directed straight to your videos. This seamless transition can significantly enhance user experience and increase the likelihood of offline audiences transitioning to online viewers.

11. SEO-Optimized Landing Page: Search Engine Optimization (SEO) remains a critical tool in driving organic online traffic. By creating a dedicated landing page for your video series, you can incorporate specific keywords, meta descriptions and high-quality content related to your topic. This optimization will make your page rank higher in search engine results, attracting viewers who are searching for content in your niche. In addition, a well-designed landing page can provide more information about your series, testimonials and links to other related content.

12. Forum Engagement: Legal forums and Q&A platforms like Quora are excellent places to establish authority in your field. Engage with users by answering questions related to your expertise. While doing so, gently reference or embed your videos as supplementary material. This not only provides valuable content to the reader but also drives curious individuals to explore your video series. However, always ensure that your primary focus is to provide value and not overtly promote—forums value genuine contributions over blatant self-promotion.

13. Collaborative Playlists: Many digital platforms, particularly YouTube, offer the feature of creating shared playlists. This provides an incredible opportunity to collaborate with other creators or channels. By doing so, you not only expose your content to their audience but also enrich your playlist with diverse content from multiple sources. Think of it as a two-way street: your audience gets introduced to another channel, and vice versa. This method can be especially useful if you find channels that align with your niche or share a similar target audience.

14. Paid Promotions: With the vast digital advertising space growing each day, it’s essential to leverage paid promotions to get your content in front of a broader audience. Platforms like Facebook, LinkedIn and YouTube offer targeted ad options. By utilizing these targeted ads, you can ensure that your content reaches individuals who are more likely to be interested in it based on their online behavior, interests and demographics. While organic growth is valuable, a small investment in paid advertising can sometimes give you the push you need, especially when launching new content or trying to reach a specific demographic.

15. Viewer Testimonials: There’s an inherent trust when potential viewers see feedback from others who have already engaged with your content. Positive testimonials act as social proof and can considerably boost the credibility of your content. Whenever you receive praise or constructive feedback, consider showcasing it in your promotional materials. Whether it’s through video snippets, quote graphics or featured comments, viewer testimonials can often speak louder than your own promotional content.

16. Alumni Networking: If you’ve been involved in any academic institution or professional training program, you have access to a network of individuals who already share some common ground with you – your alumni network. Engaging with this group can be an efficient way to promote your content. Share your updates, ask for feedback or even collaborate with them. Not only do they provide a potentially large audience, but the shared history and connection often lead to a more engaged and supportive viewer base.

Promoting a law firm video series requires a blend of traditional and fresh approaches. By implementing these strategies, you can ensure your video content isn’t just seen but also resonates with your target audience. Whether it’s through snappy teasers or engaging webinars, there’s a strategy here that can raise the visibility of your law firm’s video content.