Should Law Firms Take A Second Look At Podcasting?

I have written in the past about marketing for law firms through podcasting, but not many law firms are doing it, and the subject deserves a second look.  While some law firms utilize seminars, articles, newsletters, e-mail newsletters or blog posts to promote themselves, podcasting is arguably a more effective method.

The problem with seminars and articles is that they are usually a one-time event, or they may occur once or several times a year.  One-time marketing events are often less fruitful than regular and consistent marketing to the same audience.  By contrast to seminars and articles, podcasting allows lawyers to connect with their audience on a regular basis.  For example, an attorney could publish a podcast every week or every two weeks and be constantly "in contact" with the audience.  While newsletters, e-mail newsletters and blog posts can allow for the same type of frequency, they arguably do not allow clients and potential clients to feel the same level of connection that would be possible with an audio or video podcast.

When a client or potential client receives your podcast, you will often be leveraging the power of iTunes.  The client or potential client will then be carrying around your audio or video podcast on their iPod, iPhone, or other mobile listening device.  Downtime in the car can become audio podcast listening time and an opportunity for learning and getting to know you better.  If a client or potential client is watching your video podcast, the result can be powerful as the client or potential client comes to know, like and trust you.

Podcasting is not limited to audio and video files, but can also include PDFs.  Thus, an attorney can use iTunes to broadcast audios, videos, and PDFs to clients and potential clients.  In addition, the videos that an attorney may broadcast need not be limited to videos of the attorney speaking in front of a camera, but can also include videos of PowerPoint presentations narrated by the attorney.

Although there is a learning curve, and although it can be time-consuming, lawyers should consider whether starting a podcast makes sense.  In terms of effective and consistent marketing and content creation, the rewards can be great.

I welcome your comments below on lawyers and podcasting.