Marketing in the legal industry has always been a challenge. 

Many law firms struggle to stand out in a crowded field, and traditional marketing tactics like advertising and email campaigns can fall flat. 

However, with the rise of branded podcasts, there is a new opportunity for law firms to connect with clients and prospects uniquely and engagingly.

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Challenges facing law firms in marketing

Law firms are facing increasing competition from both traditional and non-traditional players. The internet has made it easier than ever for clients to compare services and prices, and non-lawyer legal services are encroaching on the space traditionally occupied by law firms. 

Additionally, legal services are often seen as a commodity, making it difficult to differentiate one law firm from another. Along with this, many law firms have limited marketing budgets, which can make it difficult to compete with larger firms.

This means that law firms need to find new and innovative ways to differentiate themselves from the competition. Branded podcasts offer a unique way for law firms to establish themselves as thought leaders in their field, providing valuable insights and increasing credibility.

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How marketers in law firms can leverage branded podcasts 

Branded podcasts offer law firms a valuable opportunity to establish themselves as thought leaders, build a connection with their audience, and increase their brand recognition and trust. Investing in branded podcasts can lead to a significant ROI (return on investment). 

Here are just a few benefits branded podcasts can bring to law firms: 

• Showcase expertise: Branded podcasts provide a platform for law firms to showcase their expertise and knowledge, differentiating them from competitors and establishing them as thought leaders in the industry.
• High engagement: Podcasts are a highly engaging medium, captivating your listeners for sometimes upwards of 45 minutes. Law firms can leverage audio to build a deeper connection with listeners.
• Prioritize education: Marketers can use branded podcasts to educate their audiences about their brand/firm, increase brand awareness, recognition, and trust, and make approaching a law firm less daunting.
• Overcome barriers to entry: Branded podcasts help to overcome barriers for potential clients who may not be well-versed in the industry, making it easier to decide which firm to approach.
• Build a competitive edge: Branded podcasts set law firms apart in today's crowded media landscape and are a must-have in their marketing strategy.

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FAQs about branded podcasts

Q: What topics should we cover in our podcast?

A: Your podcast should focus on topics that are relevant to your target audience. Consider what questions your clients and prospects have and what information they are looking for. Always put yourself in your audience's shoes, and create what they want to hear, not what you want to tell them. 

Q: How can we make sure our podcast complies with ethical and legal guidelines?

A: As a law firm, it's important to ensure that your podcast adheres to ethical and legal guidelines. Make sure you're not sharing confidential information or discussing cases in a way that could violate client confidentiality. Additionally, make sure to comply with advertising and marketing rules set by your state bar association.

Q: How can we make sure our podcast is engaging and informative?

A: To keep your audience engaged, try to keep your podcast conversational and avoid using legal jargon. Consider inviting guest speakers or experts to provide different perspectives and insights. Additionally, make sure to vary the topics you cover to keep your content fresh and interesting.

Q: How can we promote our podcast to reach a wider audience?

A: To promote your podcast, share it on your firm's website and social media channels. Consider collaborating with other legal professionals or organizations to cross-promote each other's podcasts. You can also reach out to legal publications or blogs to see if they would be interested in featuring your podcast.

Q: How long should our podcast episodes be?

A: The length of your podcast episodes will depend on the content and the attention span of your audience. Generally, episodes that are 20-30 minutes long tend to perform well. However, you may want to experiment with shorter or longer episodes to see what resonates best with your audience.

How law firms can get started with branded podcasts

For law firms, it can be relatively easy to get started with branded podcasts if they decide to collaborate with outside vendors that have experience within the audio industry.

Here’s how the marketing team at a law firm can get started with branded podcasts:  

1. Define your goals: Determine what you want to achieve with your branded podcast. Are you looking to establish yourself as a thought leader in the industry, educate your audience, or create a platform to showcase your expertise?
2. Identify your target audience: Consider who your podcast is intended for. What kind of information would they find interesting or valuable? What topics are they searching for?
3. Develop a concept and format: Based on your goals and target audience, brainstorm a concept for your podcast. Choose a format that works for you and your team, such as interviews, case studies, or roundtable discussions.
4. Determine your resources: Consider the equipment and resources you will need to create your podcast. This includes microphones, audio editing software, and a hosting platform.
5. Create a content plan: Develop a content plan that includes episode topics, guest speakers, and a publishing schedule. Ensure that your content is engaging, informative, and aligned with your brand. If you decide to work with a podcast agency, from this point in your process, they’ll be able to take it off of your plate. 
6. Record and produce your podcast: Record your podcast and produce it using audio editing software. Make sure to review and edit your audio to ensure high-quality production.
7. Distribute your podcast: Once your podcast is produced, distribute it across multiple platforms, including Apple Podcasts, Spotify, and Google Podcasts. Promote it on social media and other accessible marketing channels.
8. Measure and adjust: Track your podcast's performance through analytics and adjust your content strategy based on your findings. This will help you optimize your content and reach your target audience more effectively.

Remember, creating a branded podcast is an ongoing process. It requires continuous effort and a commitment to producing high-quality content that resonates with your audience. 

With the right strategy and execution, a branded podcast can be a powerful tool to establish thought leadership, educate your audience, and build brand awareness in the legal industry.

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Case Study: Your Law Firm - Lee Rosen of Rosen Institute

Lawyer Lee Rosen of the Rosen Institute interviews various law professionals on law practice management, marketing, technology, finance, and more on their podcast, Your Law Firm.  

Rosen’s podcast is primarily aimed at other law professionals, as his business helps law professionals increase revenues and improve their practice management. His podcast has a rating of 4.9 on apple podcasts and appears on the front page of google searches, increasing  his awareness and authority in the industry and among the professionals he’s targeting.

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Picking the right podcast partner for your show

Quill is a branded podcast agency that specializes in creating high-quality podcasts for brands and other professional service organizations. With a deep understanding of creative storytelling for brands of all sizes and industries, Quill can help law firms differentiate themselves from the competition and establish themselves as thought leaders in their field. 

Quill's team of experienced producers and audience growth specialists can handle every aspect of podcast production, from concept development to promotion, ensuring that law firms get the most out of their investment in branded podcasts. 

‍Chat with our team of experts to explore how law firms can get started with audio.