Launch a Podcast to Successfully Differentiate Your Law Firm
Success stories are always fun to talk about. My client, Yavitch & Palmer, Attorneys at Law, produces a weekly podcast, Lawyer Talk: Off The Record. In September 2021, Steve Palmer, the host, will be recording and publishing the podcast\u2019s 200th episode.
What keeps this podcast going? Well, I can tell you, it has seen it\u2019s ups and downs since the first episode published in February 2018.
Some ups include moving the recording \u201cround table\u201d from Steve\u2019s office to opening the 511 Studios in the lower level of his building in downtown Columbus. Which now has expanded into video production and video streaming. If you get a chance, go to channel511.com and take a quick tour of the place.
And there have been downs. COVID set back Steve\u2019s practice, and caused a reduction in staff and attorneys who were co-hosts on the podcast.
But through it all, the podcast has remained a staple for the law firm, in its marketing and networking opportunities.
What did we learn? What are we continuing to do to keep the podcast fresh, and to keep increasing listeners?
Here are three areas we never deviated from...
1) Seek out stories that stand out and stack up
It\u2019s easy to take the same route as other attorneys and law firms in terms of marketing, but creating a podcast helps differentiate Yavitch & Palmer from the competition. We continually find a creative approach to showcase thoughts from Steve and his attorney guests\u2019, on hot topics in the legal industry. We don\u2019t shy away from trending pop culture stories that could tie back to the practice area. The goal is to create content that builds a following.
2) Focus on relaxed table talk
We know what makes Lawyer Talk: Off The Record one of the best law firm podcasts. We have niche topics that allow co-hosts and guest attorneys to take a different approach to a subject and share their perspective. One key is to ensure attorneys are relaxed and conversational so that discussion flows like a table talk. That\u2019s why we record the podcast at a round table. We know more structured, scripted podcasts prevent listeners from relating to the hosts and guests.
3) Define success
Once we made the strategic decision to add podcasting to the law firm\u2019s marketing mix, we set defined goals. These include driving more website traffic, increasing the visibility of a certain practice area, and nurturing relationships with guests, like potential clients and referral sources.
A big part of gaining a degree of authority is positioning yourself as an expert on a topic while being completely honest about it. Because of the format of Lawyer Talk: Off The Record, Steve Palmer, his law firm attorneys, and his guests know being a part of this podcast allows them to \u201cshow off\u201d their knowledge in an informal, relatable setting. Which makes an easy podcast to listen to, even with a roundtable full of lawyers!
We also know we have a \u201csecret ingredient\u201d no other law firm has for instant promotion and exposure. For over 10 years, Steve guests during a weekly call-in slot on a local rock station in the Columbus, OH market. He answers listeners' questions, steered by the morning show team. And each week he promotes the Lawyer Talk: Off The Record podcast to 1000\u2019s of listeners.
If you\u2019re looking for more tailored help, then be sure to connect with our dedicated team of podcast professionals. We\u2019ll help your business create a podcast from planning and launching to editing, presentation skills, promotion, and monetization.
Interested in speaking with one of our professionals? Click here! We\u2019ve put together a questionnaire to quickly fill out. This will help us help you prior to our first information meeting, which you can schedule when you complete...