Podcasts have become one of the most popular forms of content worldwide in recent years. If your law firm isn’t already producing a podcast to connect with potential clients, it may be time to start. But how do you put all the proper pieces together to get the results you need?

Building a Podcast for your Law Firm

Too Darn Loud Legal provides podcast creation and management for law firms across the county in every practice area. Here’s how a podcast can help your legal practice, the steps to building a successful podcast, and how our legal marketing specialists can help.

Thinking of Starting a Legal Podcast? Find Out Why You Should!

In the legal industry’s competitive landscape, standing out from the crowd is critical. While tried and true digital marketing strategies such as SEO and paid ads remain effective and important, podcasting has emerged as a powerful way for law firms to connect with their target audience. Here are some compelling reasons why your law firm should consider a legal podcast:

Expand Your Reach

According to Pew Research, 42% of Americans ages 12 and older have listened to a podcast in the past month. This represents a significant and growing audience you can access using this legal marketing strategy.
Having more audio and video content gives your audience another way to find your law firm online. Specifically, potential clients can find and listen to your podcast straight from Google’s search results, on YouTube, or a social media site.

Grow Your Prospect List

Depending on the type of law you practice, you may need to nurture your leads for a period before they decide to commit. A legal podcast is another legal marketing tool you can use to grow your email list.

By creating a piece of downloadable content that you tie to each podcast episode, such as a PDF guide, you can encourage listeners to access your website for the “gift.” Once they do this, they will be prompted to enter their contact information before the download.

Engage Your Audience

People probably aren’t going to hire your law firm if they don’t feel some connection with it or its lawyers. By investing some time talking to your potential clients and giving them free information, you create a valuable bond that can pay dividends.

People tend to feel they know the people they listen to on podcasts. One thing podcasting can do is showcase your personality. Provided you approach podcasting properly, it can add fuel to your digital marketing efforts.

Build Credibility and Trust

People generally give their business to brands they know, like, and trust. Therefore, using podcasting to establish credibility and trust is an excellent way to build credibility, trust, and name recognition among potential clients and referral sources.

This works in any practice area, even criminal law or personal injury. For example, even if a personal injury client needs help immediately, they might go back through your old episodes to learn what you have to say about certain topics before deciding to give you a call.

Create Accessible Content

People are busier than ever, meaning many don’t necessarily have time to engage with traditional forms of content. At the same time, some people have different preferences in content than others. While some people prefer to read content, others want to watch videos or listen to a podcast.

Roughly 59% of podcast listeners tune in while driving, 52% listen while at home, and 37% engage while exercising. This makes podcasts an ideal way to reach people with your legal content who you wouldn’t otherwise.

Steps for Creating and Building a Law Firm Podcast

Launching a podcast can feel overwhelming if you’re doing it yourself. Fortunately, there are many tools available that make this easier than ever. Even better, you can partner with a digital marketing professional who can provide the guidance and assistance you need to achieve success. Here are some of the essential steps for creating a winning law firm podcast:

1. Define Your Brand and Audience

If you haven’t done some work defining your law firm’s brand, you should begin there. These exercises will help you outline your message, create some goals, and define your voice. You can also clearly identify your target audience, which is the group of prospective clients or referral sources you wish to reach through your podcasts.

2. Develop Your Podcast Concept

Choosing the right concept for your legal podcast is a big part of attracting the listeners you want, who will also remain committed to your show. Consider zeroing in on a niche, such as “personal injury questions and answers” or “criminal law updates in Georgia.”
Your podcast should also have a specific and memorable name that ties in with your firm’s name. Run it through a podcast name checker to ensure the one you choose is original.

3. Choose a Podcast Format

Your podcast format shouldn’t be overly complex. Your law firm should choose something that will be sustainable so you will stick with it long-term. Some common podcast formats include interview podcasts, news recaps, scripted podcasts, non-scripted podcasts, co-hosted podcasts, and educational podcasts.

The next question you’ll need to answer is whether your legal podcast will be audio-only or a video-first podcast. The advantages of choosing a video podcast are that it gives your audience choices in how they connect with you, it is more discoverable online, and it drives higher engagement.

4. Acquire the Right Podcasting Equipment

You don’t have to purchase the most expensive equipment to have good audio and video. However, you will want to acquire a few pieces of quality podcasting equipment or partner with a professional who has them. A few recommendations include:

• A high-quality microphone
• A pair of closed-back headphones
• A quality webcam and tripod for video podcasts
• Proper lighting, such as a ring light
• Audio and video editing software

5. Create a Podcasting Content Calendar

We recommend publishing once per week to develop a consistent connection with listeners. If your schedule doesn’t permit, you can create a content calendar that produces video content at least once per month.

If you’ve chosen the right niche, you shouldn’t have any trouble coming up with 6-8 topics to fill out your content calendar. Our video marketing specialists can help with idea creation and content outlines.

6. Record Your First Episode

You don’t need to be a superstar to create a successful podcast. If you’re knowledgeable about your subject, organized, and engaging, you have a good chance of achieving your goals.

Many podcasts are less than five minutes long, which is an ideal length for question-and-answer content or short video podcasts. Others can be a bit longer.

7. Edit Your Video and Audio

Most people who edit their podcasts on their own use programs like Audacity or DaVinci Resolve. These can provide basic editing to improve your sound and video quality and are relatively simple to learn. If you don’t feel comfortable editing audio and video, find out how we can help!

8. Make a Lasting Impression

You can make a strong impression with each of your podcasts by injecting your brand’s voice and image. Design an eye-catching logo that reflects your law firm’s identity and use it to promote and brand each of your episodes. Include professional intro and outro music as well as engaging episode descriptions to pull listeners to your channel. Finally, include effective calls-to-action (CTAs), such as “schedule a consultation today” or “subscribe for more useful legal insights.”

9. Launch and Promote Your Show

When you launch your podcast, you need a host. There are many options, such as Libsyn or Buzzsprout, that will host and syndicate your episodes directly to platforms like iTunes, Spotify, Pandora, and many other platforms.

In addition to hosting, you also need a strong promotion strategy. Use email marketing, social media, and cross-promotion to boost your podcast’s visibility. Encourage feedback and reviews to gain more traction and improve your results.

10. Track Your Progress and Make Adjustments

If you want to make your legal podcast a success, you need to continually assess and improve your methods and content. Review your insights, which are available on most major platforms. Metrics like downloads, peak engagement times, and audience demographics are key so you know if you are reaching the right people or missing the mark.

It’s a common misconception that you need thousands of views to be a successful podcaster. According to recent industry data, getting just 28 downloads in the first week will put you in the top 50% of podcasters. Having a small, engaged audience can be incredibly valuable for your business.

Elevate Your Legal Marketing Strategy With Podcasts and Video

Today’s consumers are increasingly turning to podcasts to get educated and connect with brands. Your firm can use podcasts and short video content to make these valuable connections that will bring in new clientele and grow your brand’s online name recognition. But you don’t have to do it alone.

At Too Darn Loud Legal Marketing, we specialize in delivering comprehensive digital marketing solutions to law firms of every shape and size. We can help your firm get found and chosen by its target audience using a customized set of strategies, including podcasts.

Our specialists can help you set up a podcast, promote it, and manage your ongoing content. We will create a launch strategy customized for your law firm and provide any podcast management services you need, such as strategizing, editing, guest management, analytics evaluation, social media marketing, and more. Contact us today to schedule a free initial consultation and website evaluation to learn more about our services.