Should You Start a Podcast For Your Law Firm?

YES.

A well-executed podcast can be a focused and effective way to deliver your law firm’s content. Speaking directly to your audience, you are able to inform and build relationships with clients and colleagues in a way that reaches them personally. Podcasts are becoming increasingly popular, because users can choose the topic and listen whenever and wherever they wish. Should 2024 be the year your law firm starts a podcast?

What is a Podcast?

A podcast is a series of audio episodes that focus on a particular theme or topic. The word “podcast” was originally created by integrating the words iPod and broadcast.  Podcasts began as a simple way for people with similar interests to connect and learn. A podcast can involve networks, businesses, organizations, comedians, storytellers and other individuals who desire to share their message with the public. Podcasts are broken up into episodes, and episodes are often organized into seasons, much like a TV show. Podcasts can exist in any length and they can be released as often as the podcaster chooses, but it is typical to release a weekly podcast. Anyone can subscribe to a podcast and listen at home or on the go. The listener has complete freedom to hear material that interests them, and all at their convenience. 

Benefits of a Podcast For Your Law Firm 

Podcasts are like a free talk show where the consumer chooses the topic, and anyone who wants to create a podcast will find that it is relatively easy and inexpensive to get started. As a marketing strategy for your law firm, podcasts are uniquely powerful and can boost your business in a variety of ways.

Podcasts Multi-Task

Although podcasts are audio-based, they can be used for other purposes. Podcasts can be visually recorded to be viewed later, or transcribed and used as a blog post or website article. This allows your law firm to utilize a podcast for more than one marketing purpose. Many podcasts are linked to websites, blogs, email subscriptions and social media channels, making these a versatile marketing strategy. 

Podcasts Engage Listeners

Most users do not flip casually through podcasts; instead, they purposefully select and download a podcast to listen now or later. Podcast listeners are usually invested somehow in the topic and are fully engaged in the material.  This makes it easy for a business to match their services directly to the ideal audience, promote their brand and establish credibility. 

Podcasts are Portable

Podcast consumers only need a smartphone to access the content of their choosing. One of the biggest perks of podcasts is that they are portable, and they often become part of a listener’s daily tasks. A podcast can fill up time during an exercise regimen, commute or house cleaning routine. Podcasts allow people to do other activities while they absorb the content through convenient mobile audio. 

Podcasts Attract Loyal Listeners

Podcast listeners are dedicated audiences, and they engage with the podcasting content personally. It is common to feel a connection building when subscribing to a certain podcast, and that makes a listener a loyal and supportive fan. 93% of podcast consumers complete an entire episode of listening, and the average podcast listener takes in around seven podcast episodes every week. 

Podcasts Capture a Specific Crowd

Typically, podcast listeners have a higher education level and rest in an upper income bracket. Because they often develop a connection with the host, they are likely to make a purchase after hearing a podcast advertisement. Podcast listeners tend to be active on social media. 94% of podcast consumers are active on at least one social media channel, where the average for the entire population is 81%. 

Establish Credibility With a Podcast For Your Law Firm 

Between the podcaster and the listener, there is nothing that gets in the way. Podcasts can easily establish credibility and a strong relationship between host and fans. Attorneys can use podcasts to share their knowledge with a personal touch, and position themselves as thought leaders. Podcasting for law firms is an ideal way to establish the sense of trust people need before hiring a lawyer. 

Podcasts Are Inexpensive Advertising

Producing a podcast is a relatively inexpensive means of advertising and promoting your law firm brand. Since they reach a large, targeted audience, podcasts offer a high value result for marketing dollars. Delivered digitally, podcasts eliminate the costs of printing, paper and postage and they are easy to archive and update. Finally, the exclusive nature of podcasts is unlike a general broadcast, where listeners are subjected to a multi-player field of advertising. When consumers tune into your show, they only hear your message and brand and your competitor’s voice is shut out. 

Podcasts are SEO Friendly

The potential for high SEO value is one of the added benefits of producing a podcast. Your law firm can advance its marketing goals with a podcast for your law firm that is rich in relevant keywords and phrases, backlinks, social mentions and shareable content. 

Challenges of a Podcast For Your Law Firm 

Podcasts are an intriguing and potent medium for reaching your target audience. However, there are some challenges associated with developing a podcast, and these include:

• Discovering your desired audience. There are millions of podcasts available, and it can be a challenge to rank high enough to be found in searches. After weeks of podcasting with no listeners, this can be discouraging. It takes time to find your niche and ideal listener base. In addition to this, some audiences find it difficult to access podcasts because of internet connection and availability.
• Content protection. Anyone can easily duplicate your content, tweak it, and pass it off as their own. 
• Time and labor. Most audiences expect new content on a regular schedule, and you must meet these expectations. For every minute of podcast audio, plan to spend at least five minutes producing it. 
• Resources. Podcasting requires a microphone, editing software for audio, a podcast hosting service, and marketing services to promote your show. 

Should Your Law Firm Start a Podcast?

United States consumers ingest over 21 million podcast hours daily, and most of these listeners develop a loyalty to their hosts, as they invite them into their private spaces and routines. The benefits of podcasts may have you wondering if your law firm should dive into this medium. Here are some questions to consider before you start.

• Why does your law firm want to start a podcast?
• What is the purpose of the podcast?
• Who is your target audience?
• What is your budget for the podcast?
• How often will you create a new episode?
• Who will be the host of the podcast?
• What will be the subject matter?
• How will success be measured?

Steps To Start Your Law Firm Podcast

According to the Pew Research Center, the number of podcast listeners has steadily increased since 2013, highlighting the importance of targeting this audience in your law firm’s marketing efforts. Below, you can find out how to start your law firm podcast.

Identify Your Niche

To create a law firm podcast, start by identifying your niche. This involves determining who your target audience is. Good podcasts focus on this audience rather than trying to appeal to as many people as possible. They have fully engaged listeners who look forward to listening to new episodes of the podcast each time they air, which you can achieve by focusing on a narrow subject and positioning your firm as a thought leader in this area.

Create Your Content Calendar

After identifying your audience and what interests them, you can start creating your podcast’s content calendar. To do this, think about the questions your potential clients might be asking or the legal issues they are facing. A good way of doing this is by noting the questions asked by your clients during meetings or in emails. Following this, prioritize these questions and then focus your first few episodes on answering them.

Outline the Format

After deciding what to discuss in your upcoming podcast episodes, determine the podcast’s format. This involves outlining how many individuals you want to feature in each episode and whether you want to adopt an interview format or have a group discussion. Alongside this, think about how frequently you want to air each podcast episode and how long you want the episodes to be. Whichever you choose, make sure you are consistent. Typically, the recommended approach is to aim for 30-minute episodes and a maximum frequency of weekly episodes.

Choose Your Equipment

The next step involves choosing appropriate equipment, including software, to produce high-quality episodes. With this in mind, consider investing in the following:

• A quality microphone suitable for recording live audio footage
• Good audio-conferencing software for remote recordings, like Zoom, which enables you to record sessions and compress audio files
• USB audio mixer for face-to-face recordings
• Appropriate editing software, such as Garage Band or Audacity

Promote the Podcast

As with all types of marketing, promotion is key to ensuring that your law firm podcast reaches its intended audience. To effectively promote your podcast, consider the following:

• Name: Make sure you choose a unique podcast name by thoroughly searching through podcast hosting platforms. Remember to select one that encourages your audience to listen to your episodes.
• Web domain: Choose a website URL to reflect your podcast and promote it. A good idea is to choose one that is distinct from your law firm, as it comes across less like an obvious marketing ploy.
• Logo: Create a logo for your podcast that aligns with the podcast’s tone and mission. Then, use this for your podcast’s cover photos and thumbnails wherever you publish the podcast.

Host and Syndicate the Podcast

When you have made your first few podcast episodes, it is necessary to host and syndicate these so your target audience can listen to them. This involves uploading the audio files online. Typically, you can do this either via your website, depending on your content management system, through a third-party provider, or you can upload it to Google Play or Apple Podcasts. Once you have done this, create a Google Play and Apple account if you have not already done so. Through these accounts, you can syndicate your podcast by connecting them to the subscription feeds on your podcast hosting platform. This allows your listeners to find, listen to, and download your podcast episodes on various podcasting apps, including Spotify.

How Law Quill Can Help Your Law Firm 

Podcasts are popular, growing channels that hold enormous potential for any law firm. A podcast can build your brand, gather more leads, establish your expertise and authority, and boost your SEO. Although podcasting requires an outlay of time, labor and resources, it can give you back more than you invest in the form of loyal listeners, more visibility and potential new business. 

We are here to help and would welcome the opportunity to visit with you for free regarding your website content! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at support@lawquill.com

Annette Choti, Esq. has over two decades of combined legal and digital marketing experience. She founded Law Quill, a full-service digital marketing agency for law firms and businesses in the United States, Canada, and Europe. Annette is a sought-after CLE and keynote speaker for Bar Associations and legal events throughout North America. She founded Click Magnet Academy, where she teaches professionals how to leverage the powerful LinkedIn platform. She creates and hosts the Legal Marketing Lounge podcast, and is the author of the bestselling book, Click Magnet: The Ultimate Digital Marketing Guide For Law Firms. Annette used to do theatre and professional comedy, which is not so far from the law, if we are all being honest.