What Is a Law Podcast [Why the New Marketing Trends Are in Your Favor]
Lots of businesses are turning to podcasts with the purpose of adding them to their digital marketing mix — and there is a good reason for this.
By Robert Ingalls
Lots of businesses are turning to podcasts with the purpose of adding them to their digital marketing mix — and there is a good reason for this. Podcasts are a booming industry. According to a report from Edison Research, 57 million Americans listen to podcasts at least once a month, and the number of listeners is increasing.
However, the legal industry is different from most others, and what works for businesses that offer their consumers physical products may not work for legal workers. So, should you consider podcasting as a part of your digital marketing plan?
In this article, we’ll answer this question, and if you’re thinking of launching a podcast and building your audience, hopefully, you’ll find this insight helpful and inspiring.
Why Should You Invest In A Legal Podcast?
Let’s be honest: there is a category of people who don’t really like to read. Although videos are an extremely powerful form of content, for most law firms, it’s not quite possible to constantly create and publish excellent videos. Unlike blogs and video, podcasts sell you time, allowing you to drive, walk the dog, or hit the gym.
On the other hand, podcasting provides an exceptional compromise that supports you to connect with a considerable segment of your audience that simply isn’t willing to go through to your written content, regardless of how captivating you make it or how well you advertise it. This way you appeal to a wider range of people than long-form content, so you can hit both markets.
When compared to shooting a video, podcasting turns to be notably inexpensive and suitable for newcomers. You won’t need thousands of dollars invested in audio gear or expert sound engineering experience to produce a high quality sounding podcast that demonstrates your business’ unique selling points and your original personality.
Additionally, launching your podcast will help you capitalize on the omnipresence of smartphones and your audience’s increasing desire for available content they can consume during other activities. With a blog, you’re only suitable for the audience when they will allow a few minutes to sit down and read, but with an engaging podcast, you can reach them at the gym, in their cars, or even when they’re taking their dog for a walk.
At the same time, podcast listeners are one of the most loyal audiences. The majority will say that they listen to most or all episodes once they subscribe to a podcast, according to a listener survey from a digital media company. You will build rapport and establish a relationship with your listener from the start.
Additionally, the loyalty of podcast audiences implies that podcasts are great means for trust-building. You can build know-like-trust faster before having your first meeting. This has considerable importance for lawyers, who usually are bound to inspire a lot of confidence before future clients sign-on. You can use a podcast as a form of on-boarding for new clients to bring them up to speed on things they should know.
Also, a podcast makes you stand out from your competition, an important benefit in areas where the competition is fierce and lots of firms are sending out similar messaging. Your podcast establishes you as an industry expert.
Finally — and don’t underestimate this advantage — podcasting is enjoyable. There still aren’t many ways to interact with your peers in the legal industry on your existing blog in an open and enjoyable approach. However, podcasting allows you to mobilize some of your favorite legal colleagues and thinkers, have engaging conversations with them, and transform those talks into valuable digital marketing benefits. I can’t think of anything better than this.
“Podcasts sell you time, allowing you to drive, walk the dog, or hit the gym.”
Real Challenges When Starting A Legal Podcast
When starting a legal podcast it’s important to pay serious attention to the challenges that such a podcast involves. The arguments against attempting to launch a podcast are rather simple: it takes a considerable amount of effort and dedication, and you don’t have the certainty to see a solid return on your investment right away.
Podcasting is a channel through which people are inclined to follow their favorite shows with loyalty and assume there are new episodes available on a regular basis. This is a major advantage for already established podcasters but can rise a bit of difficulty for newcomers.
Actually, experts advise that it takes 20 or 30 episodes to genuinely set your podcast on a solid base, and there are discussions that you should release your podcast to the public only after you have at least 10 episodes ready to be launched. Basically, it is too challenging to get people engaged in a podcast that only has two or three episodes available and the risk is higher to never get it “on-air”.
One piece of advice is that if you’re not prepared to dedicate time and effort for at least a year of constantly publishing fresh podcast episodes on a weekly or monthly basis, you can face a troublesome start. Just a few standalone episodes won’t generate any considerable value.
Setting your goal to offer episodes constantly, and keeping the quality level of your podcast at the highest, you may discover that you tap into a completely different and highly valuable audience that you could never have successfully attracted through written content.
Deciding On The Content For Your Podcast
Alright, now that your inner radio personality is emerging and you’re convinced podcasting is suitable for you, you have to find the answer to the most pertinent question: What topics should your podcast address?
Of course, the apparent answer is the law, but that’s way too general, so you will have to do some serious thinking on how do you want your finished podcast to sound like and what do you want to discuss within your legal practice domains.
Are you willing to answer questions from listeners in a call-in-show type of format? Or maybe you will want to host weekly discussions with you and a peer? Or, maybe a combination of the two is the right format for you?
The best way to answer these pertinent questions is to take time to listen to some of the best legal podcasts out there and decide upon what you might want to import from the ones you really enjoy.
The essence and content of your podcast are decisions you’ll need to make from the beginning, and the proper way to make them is to follow your curiosity and turn to three things: your own passions, the issues your clients are inclined to ask often, and where those two things merge. Also, you will achieve a cheaper and more impactful form of advertising, content being repurposed into many pieces.
Still, a great suggestion is to include significant and interesting guests on your podcasts as soon as you feel assured it is the right call. It’s fine and even recommended that the first few episodes of your podcasts are about just you talking into the microphone for about 30 minutes as you learn the basics of podcasting.
By inviting guests to your show, you’ll not only maintain yourself and your listeners’ interest with discussions with various legal experts, but you’ll also obtain relevant built-in cross-promotion when they share the episodes on their own social media and with their website audiences.
Bottom Line: Get Inspired and Get Started
If you’re tempted to launch a podcast but still feel overwhelmed, you don’t need to worry. We are here, and more than happy to talk to you about building a podcast for your legal business. You won’t need to learn how to record, edit, and publish episodes, we will take care of that while offering guidance to your web developers on how to beautifully embed the podcast and transcription. Instead, you can focus on delivering engaging content.
Don’t let anything hold you back from reaching the widest and most targeted audience possible.