Growing your law firm in 2023 is going to be more complicated than in past years. While face to face interactions, dinners and formal presentations are effective, they take time. That’s your one asset that’s the most scarce. There are only so many opportunities to do these types of activities. It’s why firms rely on other forms of marketing, including websites, legal directories, videos and more. You need a tool, or series of tools, promoting your firm’s brand 24/7. Unfortunately, there’s a good chance you’re missing a key component.
A February article from JDSupra, highlighted excerpts from a December 2022 report, “22 Legal Marketing Statistics” by Good2BSocial. The report focused on the top 200 law firms in the US. Two stats immediately jumped out:
I found this interesting, as someone who produces custom-branded podcasts for law firms, financial and accounting professionals, healthcare professionals and others. In the Louisville market, I also service 2 law firms that actually have 2 separate podcasts.
So, the obvious question is, does your firm have a podcast? Has your law firm found its voice? If not, how much longer are you going to continue missing out on one of the most effective, content marketing tools available to you?
I’ve produced a series of videos explaining how businesses, including law firms, should be using podcast content to attract prospective clients. That same content can also be used to add value for your existing clients. When a new decision or legislation has serious ramifications for your clients, why not provide a long-form discussion detailing the core issues and how your firm can help?
Podcast content is evolving beyond pop media entertainment. This is serious content, delivered in 1st-person voice, targeting issues you know how to handle.
Podcast episodes are easily uploaded to your firm’s website and efficiently distributed to your social media channels. You could also take the next step of emailing clients a link to episodes they might find relevant. It’s another way to stay top of mind and solidify your position as a trusted advocate and thought leader.
The process can be much easier than you might think. In fact, I coach each of my clients on how to develop different types of content episodes. Some episodes might explain legal terms or processes for the listener. Other episodes might be a deeper dive into a specific topic or series of topics. The podcast episodes could include colleagues and/or guests to keep it even more interesting.
A custom-branded podcast and its episodes are an innovative way to retain and grow your client base. You don’t have to do it alone. In fact, don’t worry about the tech at all. I’ve got that handled. Just bring your knowledge and your willingness to share it with others.
Understand one thing, many of your competitors are going to read this article and move on. Be the one who sees the opportunity and takes advantage of it. Your next clients are waiting for this. Once again, has your law firm found its voice? I can help.