Networking is the name of the game when it comes to creating a long-lasting reputation for yourself and your firm. Still, with so many options out there--from CLE courses to Twitter--it can be hard to find that magic bullet that will bring in the right kinds of clients.
One of the most underutilized opportunities is the business podcast. Why? According to PodcastInsights.com, podcast listeners are affluent, informed, and educated. In addition, nearly 80% of podcast listeners listen seven or more times per week, all the way through a podcast.
Because lawyers are so focused on their own industry, they often don't see how they are relevant and necessary for people in the business sphere. Here are a few ways that engaging with a business-oriented podcast can impact your firm for the better.
1. Building brand awareness
When potential clients hear you being lauded as an expert in an area that is important to them, they are much more likely to give you a call when they need your services. Podcasting also allows them to put a voice with your brand, making you seem accessible and approachable in addition to trustworthy.
2. Proactive client sourcing
Many times lawyers don't realize they have a client drought until it is too late to build that "finding pool" that is so necessary for consistent year-round work. Being a regular guest on a podcast gives you regular connection with people who may need your services, and builds contacts that can become long-term professional relationships.
3. Establishing credibility with peers
Podcasting is not only a great time investment for building your own client base, but a great way to become an expert in your field amongst your peers. It's a credential that not only looks good on paper, but gives you a dynamic speaking experience that can be rivalled only by a good day in court.
4. Low-risk foray into alternative social marketing
One of the great benefits of being a guest on a business-oriented podcast is that you are not the one running it. Honestly, the overhead costs of microphones, mixing equipment, and soundproofing a studio can be exorbitant. As a guest, you can dip your toe in the water to see how effective the medium is as a marketing tool before making the full plunge into podcast production.
5. Building your community
Although the extrinsic rewards of being on a business-related podcast are numerous, the internal rewards can't be ignored. Listeners often don't know that they are at risk for certain types of litigation until a lawyer calls their attention to it. By sharing a little of your knowledge with these listeners, you're helping them build a stronger business, which is good for everyone.
No matter what your area of legal expertise, there is someone out there who needs to hear your perspective on how they can have a stronger, more stable business.
To find out more about being a part of Bob Roark's Business Leader's Podcast, please feel free to contact me directly.