In an increasingly competitive business landscape, professionals providing services encounter heightened challenges in attaining visibility amid the crowded online space characterized by considerable noise. Effectively transcending this dynamic and conveying one’s message to the target audience proves to be an intricate task, particularly when competitors employ analogous strategies.
Consequently, businesses are consistently exploring innovative approaches, such as leveraging podcasting for attorneys, to navigate through the saturation and establish distinctive positioning in the minds of consumers.
Digital marketing is now the most common term that businesses use and mixes with the general marketing strategy. Before we dive deeper into this article, let’s first consider some statistics:
- 24% of firms surveyed use video as part of their marketing. (ABA, 2020)
- 70% of law firms get new cases through their website (Law Technology Today, 2019).
- 35% of small firms have not updated their websites in the last three years (Atastic).
- 84% of law firms planned to increase their spending on digital marketing technology and programs
These statistics show that there is a strong inclination towards digital marketing, but there is some procrastination and underutilized means. One such medium is “podcasting”. There are several benefits that you can get by directing your marketing efforts to it.
Podcasting For Attorneys
Many attorneys are currently creating top-notch podcasts, proving to be a highly effective means of connecting with their intended audience. For example, if you specialize in family law, developing a series of podcast episodes that delve into various aspects of family legal matters can be a compelling way to captivate and engage your audience. Through a well-crafted podcast, you not only draw in potential clients but also contribute to increased awareness and understanding of relevant laws.
It’s estimated that by 2020, 132,000,000 Americans will listen to podcasts in the U.S. According to Spotify’s most recent earnings report, the company’s podcast audience grew by over 50% from its last quarter and doubled since the beginning of the year.
Your thought leadership platform should be multifaceted, allowing you to reach members of your target audience in ways that are aligned with their content consumption preferences. For example, you can create a blog, an email newsletter, or a webinar series, among other things, if you want to become a thought leader.
However, to be extremely effective, you must use the power of podcasting. That’s because your listeners will be extremely engaged through this medium as compared to written content.
Benefits Of Podcasting
Marketing is a major challenge for law firms due to compliance factors. Regardless of that, it’s crucial to explore all areas and use them to their fullest potential. As business and, more importantly, the service environment is very fast-paced, you will have to saturate the market quickly. By starting a podcast, you can gain multiple benefits.
Before we discuss the benefits, here is a tip. When planning a podcast, make sure that you divide your practice area into different chunks. These chunks can be labeled as “seasons”. Next, plan different sub-topics for these chunks. These will become your episodes. This is how you can keep it interesting and offer real value to the audience. In addition, the people will get the feeling that you know what you are talking about and thus are an expert. Now that this is clear let’s move on to the benefits.
1. You Can Reach The Target Audience
It is very difficult to reach the target audience. A legal podcast is a great way to tackle this problem. You can talk about a case you took (hiding the details that can help identify the clients) or make hypothetical scenarios and discuss the legalities in the light of family law.
In this way, the podcast will act as a form of entertainment for clients that may have been out of reach before. People who may not look for legal services in other channels may be interested to hear your message while taking a walk, working, or on their lunch break. The podcast medium is unique and provides you with a way to tell your story verbally and showcase what you are all about.
2. You Can Improve Customer Engagement
When customers feel heard and valued, it can solidify your relationship with them overnight Customer engagement builds trust. Podcasts provide the opportunity to interact more deeply with your audience. For example, you can answer client questions.
In addition, you can interview guests who influential figures or your audience would be interested in listening to. By closely analyzing what your target segment likes the most or finds valuable, you can promote more interaction.
3. You Can Build Credibility
Podcasts provide a platform for you to demonstrate your expertise in your chosen field in addition to building trust and credibility by illustrating your firm’s knowledge and expertise with real-life stories.
A client who needs legal assistance usually requires a specific type of law firm. You can show them that you have dealt with cases just like theirs, and you can highlight your successes.
For instance, if you are a family lawyer specializing in divorce or child adoption. Then, you can come up with content where you explain multiple laws associated with the subject matter and apply them to multiple scenarios that will greatly benefit individuals going through a similar situation.
4. You Can Repurpose The Content
All of the podcast content can be repurposed. The long content can be broken down into a series of audiograms and video posts. In addition, you can filter out the quotes that can act as your social media posts. These can go up on your Facebook and Instagram.
You can take out the transcript and clean it. After that, you can add some content, improve its structure and turn it into a blog post. In this way, you can get almost a month’s worth of content from one episode. This will save you and your team a lot of time, effort, and money.
Want help with starting your podcast?
Whether you want someone to assist you in setting up a new podcast or if you already have one and want to repurpose it, you can contact Be Eminent. We have a team of experts who work on several podcasts, take out information from them and use them to increase engagement and conversions. You can send us a message at www.beeminent.com.