One of the misconceptions we focus on is the disconnect between reach and the number of clients coming through your door. In marketing, reach is the number of people who see your content (e.g., videos), advertisements, or messaging. It is a measurement of how many people are exposed to your content. If you were to put up a billboard, how many people drove past it and saw what you had displayed? No one expects every driver to become a potential client, but people make this leap regarding followers, likes, and views.
Why Do People Talk About Reach?
To be fair, there are different types of reach. One type is organic reach, which reflects the number of people who see your video content naturally without any paid promotion. An easy example would be if one of your followers saw one of your social media posts. Paid reach, conversely, is the people who see your video through paid efforts. Typically, these center around ads on Facebook, Google, or another platform. Lastly, there’s total reach, which combines organic and paid reach.
Before I break into why these numbers don’t matter as much as you think they might, I will point out that these metrics have a place in marketing. They stand as an important metric for quantifying your video’s potential visibility. Increasing your reach equates to exposing more people to your brand. It’s a step toward building awareness, trust, and eventually gaining a paying client.
Why People May Focus Too Much On Numbers
It comes back to two things I have already mentioned. The first is that reach doesn’t mirror the amount of clients you can get. For instance, if your law firm made a video featuring an epic cookie recipe that reached 500 people, it doesn’t mean that those 500 unique people liked, commented, or clicked on your website links. It simply means that they were exposed to it.
For the sake of argument, even if 500,000 people saw the recipe, you now have half a million people nationwide who associate your firm with an infamous cookie recipe. How many of them are likely to call you for legal services? The content does nothing to reinforce your credibility as a legal professional. There are a multitude of scenarios that highlight that reach doesn’t equal paying clients.
The other thing I mentioned above is people’s concern about exposing new people to their services. Video content is not meant to be a lead-generation tool, so you shouldn’t expect people to see it and call you because of it. Videos are intended to nurture the relationships you already have. Granted, you may make a connection you didn’t have previously, but this is not the norm; it’s a bonus.
The people most likely to see the video are in your network. They’ve either worked with you in the past or have met you through a networking event. The first question you’re asking is why you’d need to talk to people you already know. When you stay in touch with them, they are more likely to refer you to someone who needs an attorney. Upon getting the referral, a person may look you up. They’ll see your social media, videos, etc. Seeing one of your videos will reinforce your credibility, making them more likely to book a consultation.
Take A Different Look At “Converting”
Too many people say, “I want a video that converts.” They’re implying that they want to put something out into the world and expect clients to call because of it. Video content moves them along the buyer’s journey. Instead, focus on how many clients you are getting each year. The effectiveness of the video is difficult to measure because our metrics don’t paint the whole story. Videos and other forms of content marketing translate into tangible results by increasing your referrals and screening out people who aren’t a match for your services. They also make it easier to turn a potential client who books a consultation into a paying client because they walked in the door with a degree of trust because they saw your videos, blogs, or social media posts. If you want to continue this conversation, schedule a call with our Business Development Manager and learn how content marketing will deliver the right results for your firm.
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