Is There a Podcast in Your Future?

Podcast--a digital audio file made available on the Internet for downloading to a computer or mobile device, typically available as a series, new installments of which can be received by subscribers automatically.

The newest and fastest growing entrant into the digital marketing world is the podcast. Edison Research conducted a study that found that podcast listening grew 23% between 2015 and 2016.
It also found that 21% of Americans or about 57 million people aged 12 and up have listened to a podcast in the last month. This a 4% increase in listening over the last year.

Why the increase in listening?

The answer is simple—mobility. Sixty-four percent of podcasts are being listened to on smartphones or tablets. People listen on their commute to work, on their evening walk or morning run or while completing mundane tasks.

Should You Have a Podcast?

Adding podcasts to your website or blog increases your reach to other audiences. Not everyone learns visually so for the listeners among us, the podcast is the perfect medium. Having a podcast is an effective way to differentiate yourself from other lawyers and to demonstrate your expertise in your area of practice.

Podcasting is cost-effective and efficient and offers the opportunity to improve client education. It is particularly appealing for small and solo practices.

Things to consider for your podcast:

Know your audience. Not everyone listens to podcasts. If your target audience is the younger audience who want to control how, when and where they get their information, then the podcast is for them. If, on the other hand, your goal is to bring in more senior executives, you’d be better off visiting their workplace and forget the podcast.

Create great content. Clients refer and are loyal to lawyers they trust; and trust is created by offering good well-researched and easy to understand information. Your podcast should not be comments on your last family vacation; your podcast must convey the right image and be of interest to your target audience. Interesting, informative and entertaining messaging creates a great podcast.

Have a co-host. Radio shows and podcasts work better is there are two speakers. It’s more interesting and fun to have someone to talk with. On your own? Invite guest speakers and use the Q and A format to add interest and liven up your broadcast.

Know how your audience listens.

Much of your audience will listen on your website, rather than downloading the podcast to their smartphone or tablet. Decide where the podcast belongs on your site—a spot of its own, under a practice area or a new developments section. Podcasts can add to the value of your site for prospective and current clients.

Try to Release Weekly Episodes:

In the ideal world, you would release on the same day and time every week. Your listeners will appreciate knowing they can tune in every Thursday at 4 p.m. to hear your latest update on the state of the law in your practice area.

Keep it short and simple:

Make it as short as you possibly can. Half an hour is the longest it should be—15 minutes is better. If the topic is complicated and needs more explanation, save it for your blog or a speech or article. Podcast listeners are working out or in their car so they won’t listen to a long or complicated narrative. Podcasts can convey passion, the personality of the lawyer and a limited amount of content

Finally, a great podcast needs listeners. Announce it on your website, your blog and on social media. The value of your podcast will increase as it is included in your overall marketing plans.

Where do I Find Topics for my Blog?

You have the best of intentions when it comes to writing your blog. Perhaps you’ve actually set time aside on your calendar to write that post. You sit in front of the computer and stare at the screen with no idea bubbling to the surface demanding to be written. Where can you find topics to write for your readers?

Start by pulling over the yellow legal pad, write at the top “What am I asked over and over?” 

Write the numbers one through six, one under the other so you’re using the whole pad. Now, without over-thinking it, write what comes to your mind first, then next continuing until you have six. Use as few words as possible to describe those questions. Keep it simple and quick.

Stuck? No ideas?

Think back to discussions with clients on the phone or in person, court hallway conversations, webinar Q & A sessions or queries from strangers you met standing in line at the local coffee shop for your morning coffee. These conversations give you topics that are important to clients and potential clients.

As you remember these questions, you will realize that the questioners aren’t asking about a recent court decision or your latest brief on a discreet legal topic. They are asking about problems that affect their lives. Maybe they are buying a house and want to know about deeds available in Michigan. Or what is a will?

There are two types of blog topics: 

     First, are topics that are timeless. Such topics as the difference between a legal separation and a divorce.
     Second, are timely topics usually found in the form of an analysis of breaking news story, which can be either mainstream or industry-specific.

For example, the SBM Newslinks posts Michigan Legal News everyday. Some articles affect a particular business such as the report on the “Detroit Teacher Sick Out Closes 90 Schools.” “What could this mean for other Michigan school districts” is a timely approach. “What’s the difference between an at will employee and one under contract?” is timeless.

Once you have the six topics, decide how often you’re going to post your blog. If once a week, you now have six weeks of topics; if every other week, then you have 12 weeks of posts. Put your writing time in your calendar and treat it with the same importance you would a meeting with a client.

On your non-writing weeks, schedule a time to look for news that needs explaining for your clients. They will appreciate your analysis of the situation and be pleased that you are thinking of them. Don’t worry if it’s been done before. You have your own take on the subject written in the light of the concerns of your clients.

Now you have six to 12 weeks of blog post topics. As you work your way through your list and you get more questions from clients, friends and acquaintances, you will find yourself adding to the list and never being at a loss for a topic for your blog.

Repost from SBM e-journal

What is Marketing?

Marketing: A management process through which goods or services move from concept to consumer. (Business Dictionary.com)

You are a lawyer providing a legal service. You are also a business. As a business you have all the management problems of every business owner including marketing your business. With a well-planned marketing strategy, your law business will grow over time.

The process of marketing includes four elements:

·      Identification, selection and development of a product or service.

·      Determination of price.

·      Selection of distribution channel to reach your ideal client

·      Development and implementation of a promotional strategy

Identification, selection and development of a service:

Your first consideration is to decide what type of law you wish to practice. Often this became evident in law school as you studied the various areas of law or you accepted an internship and spent hours researching personal injury or civil rights or criminal and you became fascinated.

Another approach is to study your town. Research the census statistics, join the Chamber of Commerce, study the businesses—determine the composition of the area to determine what legal services are needed. Use that information to start a practice or add a new needed practice area to your list of services.

Once the area of practice is identified and selected, develop an expertise by attending conferences, ICLE seminars, teach or write articles for your state or local bar association.

Determination of price:

Pricing is a complicated issue worthy of study. Prices should be based on the client’s subjective value placed on solving his or her problem. Because it’s subjective, it can be hard to figure out. Don’t quote over the phone, have a meeting with the prospective client, analyze the information and offer to send the quote the next day. You may also decide to offer some services at a fixed price, a price that is attractive to target clients and profitable to the law firm over time.

Selection of distribution channel to reach your ideal client

Take some time and decide who will buy your services. Once you know who you want to attract, then decide how to reach that person. One way is the Internet—PEW research says more than 75% of consumers use the Internet to find a lawyer or to learn more about the lawyer recommended to them. A website creates a good first impression and helps build trust and credibility. More consumers are turning to legal directories, so update you profile on the SBM Member Directory. Social media such as Facebook, Twitter and LinkedIn helps build relationships.

Face to face networking is another way to meet people and expand your client base. You can join volunteer organizations with goals you support, sit on boards, teach a class, give a speech and network with other lawyers.

Develop and implement a promotional strategy.

First, establish what marketing strategies you will use; second, determine how many hours a week you will be able to devote to your plan and last, establish a budget for estimated costs. Always ask clients how they came to you, ask them for referrals in your closing letter and use an analytics program to determine how your on-line presences are doing.

Marketing is more than selling. It as a way of thinking in terms of your clients’ needs and their satisfaction. If you turn your thoughts to them and not yourself, you’ll get more referrals and your business will grow.

Repost from SBM e-journal