If you have a podcast, you likely have the goals of improving your show over time and gaining more listeners. You can certainly achieve those goals, but doing so requires diligent work and lots of promotion. It takes time and effort to lay the groundwork for a successful podcast. Luckily, we know a few effective tactics that can help. Review these steps to increase subscribers to your law firm’s podcast.
How Law Firms Can Get More Podcast Subscribers: 12 Tips
1. Invite guests with wide networks
One of the best ways to gain notoriety and gain more podcast subscribers as a lawyer is to find and interview interesting people. Obtaining diverse and interesting guests whose expertise and values align with your own is essential – but often overlooked. It doesn’t hurt if they are influencers in your niche with a large social media following. These folks most likely have a large audience and could drive traffic back to your site.
2. Network within the podcast community
Want more podcast subscribers? Then don’t view other podcasters as competition. Think of them as part of your podcasting network and use this community as a way to expand your user base. Tap into new and existing contacts to cross-target audiences. You can also collaborate with others or consider a longer-term partnership. You never know who already has an audience that would benefit from what you have to share.
3. Select a good podcast hosting platform
Having a platform that can enable the appropriate publishing tools, media hosting and delivery, RSS for Apple Podcasts and iTunes, and other elements of podcasting is essential. As your podcast grows, your host needs to provide a fast and adaptable network, bandwidth, and flexible storage space. There are several free options for podcast hosting, but if you are committed to the growth of your podcast, look more closely at hosts that offer sufficient bandwidth.
4. Get listeners through Google by focusing on search engine optimization (SEO)
As with all things in the digital world, being able to be found in a crowded space is crucial. Research keywords and then use them in your titles, descriptions, and content. Optimize the podcast for Google and for each podcast directory that you list your show on. Appearing on the first page of Google will naturally attract more listeners, and so will making it into the “New and Noteworthy” section of iTunes. Over time, having great content with strategic marketing and conscious SEO efforts will make your podcast much more discoverable and allow new listeners to find you.
5. Engage using the internet
The internet is full of places where you can network, discuss topics, and promote your content. Use these platforms to interact with current listeners, connect with potential listeners, and meet new guests and partners. Don’t be overly promotional, though – focus on genuine and organic interactions which share the knowledge you have that many people out there are seeking.
6. Use advertising to see initial growth
In order to gain new followers at first, you might try paid advertising on social networks like Facebook or using Google Ads. If you’ve done your keyword research, you should be able to build some campaigns to target the right audience. Advertise in the obvious places, but also consider other podcasts or blogs. Remember that your first listeners will be the hardest to get, so advertising will be worth the money you spend initially.
7. Use social media the smart way
Even if you have the best podcast available, you need to promote it to gain listeners. Keep in mind that many of your podcast listeners are also social media users. Of course you need to tweet about new episodes and post links – but you might also try recording a preview for a Facebook Live or turning an episode into a YouTube video. Get your content out on as many platforms as possible in as many ways as possible.
8. Use smartphone apps for podcasts
Many people find shows they want to listen to by browsing categories in podcast directories. Submit your podcast to as many of these directories as possible. Being present on apps for iOS and Android not only makes it easier to get discovered but also to monetize your content.
9. Convert readers into listeners
A great way to grow your audience is to take advantage of people that are already interested in what you have to say. Your blog or email list is a good place to start. Let your blog followers know about your podcast and vice versa. Have an email subscription option on your website and make it easy for people to subscribe to your podcast RSS feed as well. You should try to convert listeners into readers too!
10. Foster engagement with your fans
Podcasting can be very personal, and your listeners will come to feel as though they know you (and many of them might). Encourage your listeners to ask questions on social media, and then answer them directly or by creating a future Q & A session. This not only helps to build a relationship, but can provide insight into what topics are of interest to your audience. We suggest setting up a Facebook Community for your podcast listeners. This should be a place for your audience to come together, discuss the episodes, and really explore the topics in greater depth.
11. Market your podcast as a product
Supplement your podcast with additional marketing efforts. Blog posts, YouTube previews, social posts, and other outreach is critical. Take things a step further by developing plans for cross-promotion with partners, other bloggers, and podcasters. We also suggest working with influencers in your specific niche as a means of reaching more listeners. Have podcast guests promote their episodes as well. Shares and recommendations early on are important, so focus on ways to obtain them.
12. Have contests and giveaways
Host promotions where your listeners can get something valuable in exchange for leaving a review of your podcast on iTunes. You can offer more entries for listeners who share your podcast or tag a friend in a social media post. You can host fun seasonal contests to get people excited, or offer premium content like white papers or a paid entry to your next seminar.
It’s no surprise that one of the questions we get most is how to grow a law firm’s podcast audience. A lot of effort goes into creating a quality podcast, so reaching as many people as possible and landing loyal podcast subscribers is essential. The bottom line is that if you focus on sharing valuable information and creative ways to promote your podcast, you will slowly but surely build a bigger audience.
Need help promoting your podcast or getting it off the ground? We offer podcast planning, production, and promotional services for law firms, lawyers and legal professionals. Contact us today for a complimentary consultation.