Podcasts can be a very successful marketing tool for law firms when done correctly. “Done correctly” is a key term though – because there are many podcasts that never gain any traction. How can you separate yourself from the noise on an increasingly popular channel?
The work you put in before your podcast airs, the quality of your content, and what you do to promote your podcast are all difference-makers. Here are ten must-do’s for creating a successful law firm podcast.
1. Find your niche
Podcasting is on the rise which means more and more people are attempting one. It’s crucial to differentiate your expertise and your content. As an example, we ranked 200 AM law firm podcasts in the 2020 Social Law Firm Index, and Steptoe & Johnson won. Why? Because they carved out a great niche and cater to those interested in that niche. What makes you different?
2. Publish consistently
This advice shouldn’t be any surprise if you read content about creating an online presence. Listeners will want to know when they can expect new episodes, and keeping to a schedule helps them with that. In addition, creating and keeping to a schedule will help lawyers come up with ideas and have time to reach out to guests. Even more helpful: we suggest creating a backlog of episodes so that you can publish regularly without having to constantly develop new material during busy times.
3. Keep it concise
Your goal is to keep your podcast audience engaged and entertained. At the same time, many podcast listeners are multi-tasking (they might be driving, working out, etc). This means it’s best to be brief rather than verbose. You’ll often find on drawn-out podcasts that there’s a lot of fluff or conversation that could have been cut out. Don’t make that mistake. Keep your podcast to 15-20 minutes long.
4. Focus on sound quality
On a podcast, sound is all that listeners can really judge you on. That means the highest sound quality is paramount. There are a ton of tools out there that can help you to edit your show and clean up the audio, but you need to start with a good setup. Use a great microphone and a high-quality software to record interviews, in a sound-proof area. If you’re very busy and have the resources, you might leverage a third party for some of the editing work.
5. Get help
People expect you to know a lot about your specific area of law – not podcasting. It’s ok not to be an expert. Don’t be afraid to ask for help from other successful podcasters or outsource some parts of the process to third parties. Find a mentor, read articles, follow blogs, etc. There is no shortage of resources out there to help new podcasters – don’t try to do it all on your own at first.
6. Never ignore your audience
They are the most important part of your show, and how engaged they are will determine your law firm podcast’s success. Listeners might comment, email you, mention you on social media, etc. Make sure to respond, keep conversations going, and listen to their ideas. Ask for their feedback and find other ways to make them a part of your podcasting process.
7. Seek out new listeners
“If you build it, they will come” doesn’t usually apply to podcasts (or any content marketing, for that matter). You need to be active in finding new listeners for your show. Your social media channels, your blog, advertising networks or even PR firms are all channels that can help you to grow your audience.
8. Track your goals and optimize
When you begin your podcasting journey, think about what you want to achieve and create some specific goals around those areas. Then, track those goals over time. Where are you doing a great job, and where are you falling short? Your hosting site and podcast directories should provide some valuable metrics for you. Use these to see how you’re performing and what changes might need to be made.
9. Consider monetizing your podcast
We say “consider” because that should never be the main goal of your podcast. First and foremost, your podcast should be about sharing authentic and valuable content. Focus on that objective (along with growing your audience). That being said, it’s an investment to take the time to podcast (not to mention the tools involved, etc). Eventually, you might choose to monetize your content. Most people start by selling advertising placements or getting a show sponsor. You can also create accounts where listeners can donate to support the show. And of course, your podcast should pique interest in your services as well.
10. Share your passion
To be a successful podcaster, you need to recall why you began in the first place. Was it just to advertise your firm? (Hopefully not.) As you continue to podcast, you need to remain passionate. Ensure listeners know that you are excited about the subject matter and happy to share your knowledge with them. That will translate into a more interesting and engaging show and build your credibility at the same time.
Podcasting is an easy – and even fun – way to increase your firm and your lawyers’ visibility and build awareness of your brand. It’s also great for creating partnerships and generating new leads.
Ready to get started? From start to finish, our podcasting for lawyers services enable lawyers and law firms to create, produce, and market podcasts that engage their audiences, create awareness, and fuel business development. Contact us today for a complimentary consultation.