Podcasts aren’t going anywhere anytime soon. And while millions of people have started sharing content on this platform, many lawyers have yet to embrace the field, which means they could be missing out on a massive opportunity to increase awareness of their practice.
In an article on Forbes, Chris Dreyer talks about how many businesses have seen success in creating a podcast to gain potential clients. And that’s no surprise. Research shows that 75% of Americans 12 years and older are familiar with podcasting, and more than one-third of this age group consume them regularly.
Dreyer says podcasts are an excellent way for attorneys to come across as thought leaders in personal injury law. It also helps them build awareness around their services and establish trust with the public.
He says personal injury law firms have a unique opportunity with podcasting because of the valuable topics they could provide. But they would need to choose the best equipment and make sure they have the right strategy before they invest too much time into making a podcast come to life.
Ready to get started? Here are the three elements Dreyer says PI lawyers should focus on to achieve podcasting greatness:
Be smart about your content strategy. First, determine your audience—fellow attorneys, potential clients, or both—then plan your content accordingly. If you decide to reach both audiences, be sure to discuss topics relevant to each group. You could also segment your podcasts so that listeners can find the best one for them. All you have to do is label your episodes clearly, or even publish two different podcasts (although it will mean more work.)
Another way to strategize your podcasts is to map out all the topics you want to cover and figure out your law firm’s podcast style. Is it educational, conversational, a Q&A format? Then all that’s left is to decide who you want to interview going forward.
Use keywords in your content. Dreyer stresses the importance of conducting a keyword search for your podcast; it plays a massive role in topics relevant to people in your area or field. When you optimize your podcast with searchable keywords, it will rank higher on Google and other platforms.
Strategically place a few specific personal injury terms in your podcast title, episode transcripts, or blog. But remember to follow the guidelines of your chosen platform.
Post links to your podcast everywhere. You can quickly spread awareness of your firm and increase its search engine ranking by sharing your podcast in as many places as possible. After interviewing a guest, publish the transcript of your podcast and include their website in the copy. Then, they will likely post about your podcast—since they are a feature of an episode—and link to your website. It’s a win-win.
Having a podcast will not only give your law firm a creative outlet, but it will allow you to reach more prospective clients, refine your brand and drive thoughtful discussions around personal injury law. Try it out and check out our podcast.
To read Dreyer’s full article, click here.
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