Deciding On a Podcast Strategy For Your Law Firm

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Marketing for law firms has completely transformed over the years. Nowadays, it’s essential for big and small firms to learn more about and use podcasts as an advertising strategy.

What are podcasts?

A podcast is an intimate marketing strategy geared towards educating your audience whilst showcasing your firm’s personality. Initially, podcasts were usually in the form of audio clips but technological advances have modernized them into video formats as well.

These audio and video clips are aimed at attracting the attention of a smaller audience for a longer span of time. Sustaining interest beyond the usual several minutes means the audience feels your firm is trustworthy. Therefore despite the niche audience, the audience forms a long term commitment with the company.

As a business, creating podcasts is not an easy process and there is much to consider. The aim of the podcast must be decided by the law firm from the very onset. Here are some considerations to keep in mind as you venture into the podcast marketing world:

Decide On Your Audience

The audience is not easy to come by so consider the intention of your podcasts well. When you decide to craft a podcast, make sure you have decided whether you are going to gather a new audience or tap into a pre-existing audience. If there’s an audience that’s already interested in law-related topics on existing podcasts and company Instagram pages, perhaps you can appear as a guest speaker on those podcasts or pay for advertising on those Instagram pages to generate a following for your firm. Gaining attention for your law firm initially is a necessary first step to ensure your podcast secures a following base. If you’re starting from scratch, build your own follower base by researching what followers actually want before developing your podcasts. Talk to your friends and family members so as to direct traffic to your podcasts before you even create them. Send out emails about your podcast launch to people who’ve expressed their interest in what your firm is speaking about. Make sure to maintain the podcast follower base you started with and obtain more followers.

Decide On Your Podcast Style

It’s okay to use another firm's podcast to guide you in making decisions about what podcast style works and what podcast styles are best left alone. Your podcasts could be in law-related jargon to attract a specific target market. You could adopt an interview-style podcast if that resonates well with your firm or you could take on the colloquial style when disseminating facts and figures essential to the firm. The duration of podcasts also needs to be decided upon alongside the style decision. Podcasts can be in the form of a short daily episode or a longer length broadcast that occurs every now and again.

Decide On When To Release a Podcast

To avoid a pod fade which actually means the dying down of a podcast, make sure to regularly release a podcast to keep audiences engaged, or release at regular intervals. Stick to a predetermined schedule as releasing too many podcasts (as well as irrelevant podcasts) can also lead to pod fades.

Decide On a Media Kit

For that added element of class, contact journalists, reporters, law key players and others who can further expand the news of your podcasts. In your press release, give audiences a taste of what the podcasts are about, contact details of the firm and other important details.

Whilst podcasting is a 20th-century strategy, it should not be the only marketing strategy that your firm uses. Still gaining subscribers to tune into your firm’s personalized talk show is something worth tapping into. Remember podcasts allow you to talk about exciting law-related topics with those law enthusiasts or clientele who are actually interested.