Podcasting

Podcasts Put You In Front of Clients On the Go, In the Car, On The Couch, During a Workout, and They are LISTENING!

Have you ever listened to a podcast?  According to a recent study by the Pew Research Center:

70% of Americans over the age of 12 have listened to a podcast in the past year!
50% of those listeners are above the age of 35!
38% of those aged 30 to 50 have listened to a podcast in the past week (35% of those aged 50-64)!

Census.gov: The average one-way commute in the US is 27.6 minutes
(Pro-tip: keep the majority of your podcast episodes to 20 minutes)

Our client’s podcasts generate more than new business opportunities.  They provide a new opportunity for potential clients to meet you before they ever click on a chat or contact form or pick up the phone to call. Our podcasts allow potential clients of the firm to hear an attorney speak about the specific legal issue they are interested in.  They listen intently to not only the substance of what is being said, but how the message is being communicated.  They hear the style and personality of the attorney on the podcast, and think to themselves “They really know what they’re talking about” and “that sounds like someone I can work with.”

What is a Podcast?

A podcast is a conversation.  It is styled to fit your style, as if the client were sitting across from you asking questions and listening to your answers.  Our podcasts create either an audio only or audio/video product that is focused on a conversation around a specific legal topic.  Rain Marketing & Consulting Inc. will develop the ideas and a draft outline for each podcast.  You have time to review this outline, make any additions or adjustments and organize your thoughts well ahead of recording.  The outline helps to guide the conversation, not control it.  The listener should feel like they are listening in on the conversation – a conversation about an issue they are really worried about.

Our goal is to average about 20 minutes per podcast (note the average one-way US commute above!).  Our job is to develop a series of podcasts focused upon the types of clients you most wish to attract to your firm.  Podcast topics can be as general as “What does a Family Law Attorney Do For You?” to as specific as “Proven Strategies for Divorcing a Narcissist.” The primary focus of a podcast is to directly address an issue your target clients face, while converting them from “attorney-curious” to “paying client.”  In short, Podcasts make it rain!

How Does a Podcast Fit Into Your Overall Marketing Strategy?

Excellent question. We’re glad you asked! The podcast is a perfect compliment to any existing marketing strategy.  Podcasts generate written, audio and visual content that integrates within your website and outside of it to social media and various media channels across the web.  The podcast is another legal content marketing tool that is carefully crafted to target specific keywords, concepts and geography while providing high quality and value to potential listeners and/or viewers.

The transcript of the each podcast audio track becomes an indexable page of your website containing rich keywords and linking opportunities to relevant site pages.  The transcript also provides another path for those who are hearing impaired to engage with the firm and the personality of your attorneys.

Your firm’s blog should create a post to introduce each new episode of the podcast and the types of information a potential client might find particularly interesting or useful.  This is an easy blog to write and provides another opportunity for keywording and interior linking into your firm’s primary website content.

The podcast audio should be pushed out through social media, direct e-mail campaigns as well as primary podcast hosting sites such as Spotify, Apple Podcasts, Google Podcasts, and audible as well as YouTube Podcast. [Pro-tip: If podcasts were not a long-term valuable strategy why did YouTube recently invest millions to enter the game and build out a podcasting platform?]

Podcasts provide high SEO value, as well as original content for your site, blog and external marketing channels. Each 20 minute podcast should result in the following e-content:

• an audio file of the podcast (the audio/video option is also available at no upcharge)
• a complete transcript of the podcast audio (site content page)
• a blog post
• social media content
• additional inbound links to your domain from various hosting sites

Looking for Experienced Podcasting Partners for Lawyers and Law Firms?

Looking to add a podcast to your legal marketing strategy?  Shift your new client targeting into into a higher gear and contact the experienced podcast writers and creators at Rain Marketing + Consulting.  We’ll provide actual client examples of our attorney’s podcasts and share the insights we’ve gained over the past several years of podcasting.  Examine for yourself how a podcast integrates into our client’s websites, while working to effectively support our client’s offsite internet strategy.

Podcasting is not a one-off experience.   The initial strategy is a minimum of 12 units and can be contracted as a stand alone service or part of an overall content or SEO product bundle.  Like all of our services, once the initial 12 episodes are completed there is no long term contract and the results speak for themselves.  Contact proven podcasting partners for attorneys, or call 760-579-1635 today to discuss your goals and how we can help to make it rain for your practice and increase the quantity and quality of your cases.

“No Rain, No Gain!”