A podcast is an untraditional way of reaching new and old customers or clients that has been gradually gaining steam over the last half a decade. Podcasts are made for ease of dissemination and are usually distributed online through free subscriptions. These audio files can be easily downloaded or transferred, and are often perfect for busy people who are always on the go. That’s one reason why clients of a big law firm might stand to benefit from this means of obtaining new information about the cases that matter the most to them.
But then again, sometimes the best ways of grabbing new customers are the tried and true approaches. What are some of the biggest pitfalls to trying out the podcast approach?
Right away, there are obvious cons involved for any law firm that decides to invest in a podcast. First and foremost, the vast majority of your listeners are just that: listeners. They aren’t involved in whatever subject you’re talking about, so they have few options to interact with you on the spot. If they want to ask a question, they are forced to do it through traditional means anyway–through phone calls or email. But that’s not the only problem. What if the listener isn’t impressed or simply doesn’t like the sound of the speaker? Your firm could be in trouble.
One obvious pro is that you get to show your current clients and potential new ones exactly what you know and how you win your cases. Usually, these are the points you should focus on. People don’t necessarily want to hear a bunch of legal jargon they don’t understand, but they may be a lot more impressed by those high-profile cases you keep on winning. Podcasts are an opportunity to sell the law firm, but you can’t do that by sounding arrogant either. Tell newcomers why you appeal to certain demographics, what kinds of cases you love to work on, and how you do things differently than other law firms. Most importantly, tell the listeners why it works better for you.
Podcasts are also an opportunity to bring those high-profile clients into the spotlight. Interview past clients, and let them share stories about the work you did for them. If the client isn’t a great interview, then you can edit the podcast or create a new one without listeners ever being the wiser. Podcasts can be uploaded; they don’t have to be live.
How someone sounds on the air can be completely different from how someone sounds when a client is sitting right there, ready to hear how you’re going to fight for them. First impressions can make or break a law firm, and therefore it is extremely important to weigh the agenda of your practice. What are you trying to achieve, and who are you trying to reach? More importantly, do you have the right person for the job? Sometimes speaking without an audience can be even more stressful than speaking with one, and so you need to choose the right candidate for the job.
Put some thought into answering the questions that need to be answered, and decide whether or not it’s worth the time and money investment to find out if you can make a podcast work for your firm.