What is the latest, trendiest way to be informed and entertained? Podcasts.
For those of you who already know what a podcast is, then you already know the power of the podcast. For those of you who never heard the term “podcast” before, it is time to ask a millennial family member what all the fuss is about.
As you likely already know, the term “podcast” came from a mash-up of the terms iPod and broadcast. It is a way in which to hear informative and/or entertaining content on your schedule. Indeed, the greatest power of the podcast is the fact that it can sit on your phone, waiting for you to listen. You do not need be tuning in at a certain time on a certain day. Rather, you listen at your leisure – before going to bed, on the daily commute, walking through the park, or when you are working out.
Also, podcasts are typically lower budget affairs than television shows or other types of programming. If you take a look at the meteoric rise of one of the leading podcasts of the day, Pod Save America, a twice-weekly conversation with former speechwriters and staffers from the Obama Administration, you will quickly learn that a podcast is best when it is casual, familiar, and authentic.
In fact, the immediacy and authenticity of a podcast also means it has great marketing potential. At Oamii, South Florida’s leading digital marketing agency, we have already begun to advise our law firm clients on the option of introducing podcasts into the marketing mix. This article covers some useful tips on the use of podcasting for law firm marketing. To get information that can help your specific firm, call us today at 561-228-4111.
Podcasting for Law Firms?
Before diving into our list of tips, you may first be asking “A law firm podcast . . . Who would listen?” The answer is: potential clients . . . a lot of them. That does not mean, however, that you can simply record a scholarly, yet impromptu, narrative about some specialized area of the law. Doing a podcast that would truly be effective in marketing your law firm requires some careful planning, detailed messaging, and strong execution.
People will listen to your podcast if it is on a subject of interest, and if it is delivered in an interesting manner. So, before you dismiss the idea of doing a podcast for your law firm, thinking no one would listen, give it a shot. If nothing else, podcasts are “the thing” for our younger generation. You may actually make inroads in a demographic that your other marketing normally does not reach.
Assuming you are going to give podcasting a try, now check out these useful tips that can help you go in the right direction.
1.Casual, but Not Unprofessional.
Podcasts are a nice way for viewers to get to know you as a person, not just as someone reading scripted, “commercial-type” copy. Yet, you do not want your podcast to veer over into sloppy. Doing a podcast as if you are taking a selfie, with the video shaking every time your arm gets tired, is a little too low-budget. You want to be engaging and real, but not so casual that the presentation lacks a certain professionalism.
2.It’s the Message that is Important, not the Gear.
Try not to get bogged down in the best technology or fanciest equipment. Of course, as we discussed in the last tip, you don’t want your video, or audio, podcast to look and sound unprofessional. Yet, you also don’t want to focus your time and energy on the coolest gadgets at the expense of conveying the right message.
3. Authenticity is Key.
You do not need an actor to be the face of your firm. Pick a person from the firm who is articulate and engaging, and who is passionate about the area of the law in which they practice. Also, be sure your speaker does not deliver a script or speech. Rather, have the person discuss the relevant issue or topic the way he or she would normally speak.
4.Use an Interview Format
We never liked being lectured to in class, the same goes for podcasts. You will get a better, more spontaneous result if you present the podcast as an interview, rather than a one-person lecture. Whether you end up keeping the questions in the podcast or editing them out, the podcast will be so much more listenable and watchable if we are looking (or listening) to an expert field questions about a subject.
Another part of your effective planning is determining where on your website the podcast will go. You probably would not get the best “bang for your buck” by having a “podcast” page. Rather, have a podcast show up where it is most relevant. If you have the head of Insurance Litigation giving an overview of the Insurance practice, then have that podcast available on the Insurance practice page. If you have a podcast on a recent change in the law, then perhaps the podcast could appear in the “current events” page.
6.Podcasts Can’t Do All the Heavy Lifting
If you happen to try podcasting and like it as a marketing tool, be careful not to overuse it. The appeal of podcasting comes from conveying your personality, your firm’s tone, and your passion about a subject. It is not the best vehicle for conveying large quantities of information. So, be sure to use the podcast in a way that is most effective.
Oamii Will Help with the Podcast Journey
If the notion of podcasting is new to you, do not worry, you are not alone. Oamii, South Florida’s top digital marketing agency for law firms, has your back. We can help you with all phases of the podcast process. Call us at 561-228-4111 today and find out how our professionals can have your law firm marketing step up into the 21st century with podcasting.