Three Effective Strategies for Legal Podcasts

The 3 most effective strategies for elgal podcasts are: lead qualification & nurturing, SEO and general visibility, and strategic networking.

Let’s go into each of them:

Podcasting to Qualify and Nurture Leads

A lawyer who wants to make sure that they are spending their time talking to people who are either ready to become clients or are going to be good clients (and avoid talking to people who are not going to be good clients) can get a lot of mileage out of a simple podcast sprint.

This is 10 to 12 episodes where you talk about your work, your methodologies, the type of work you do, the type of outcomes people can expect, and the type of behaviors that you need to see from clients in order to help them get the outcomes that they want.

When you create a video podcast season, you can insert it into your existing sales and disocvery process meaning that potential clients get a chance to learn about your specialty, understand who you work with and what they can do. They also get to hear your voice and see your face which greatly increases how much they feel they know, like and trust you.

The ones who really pick up what you’re putting down are going to get on the call and they’re going to be great clients.

The ones who don’t will never waste your time and you’re both going to be happier for it.

Podcasting to get Found When People Search

This is a really important strategy for legal podcasts because most people don’t know much about different areas of the law until they need help in that specific area. When they have that need, they usually need it fast, and are going to go to search or an LLM to ask about their specific situation.

When you have a podcast about your area of practice, you have the content available to be one of the recommendations that gets made.

Search is becoming more conversational, people are typing whole questions into chat GPT or google, and those platforms are delivering synthesized results based on the content they can find online.

So when you have a podcast that answers specific questions simply, clearly and quickly, then you’re in the running to BE the result that gets shared.

So by creating a micro-podcast – a freqently released Question and Answer style podcast, you can be out there on social media, you can be on YouTube, you can be on Instagram, you can be on LinkedIn, and most importantly, you can be building out a large library of answers to questions that your future clients are actually asking.

Podcasting to Build a Strategic Network

Finally, let’s look at the relationship building side of podcasting.

Many legal practices see new business come through personal referrals from other professionals in related industries or business areas. Therapists recommend family lawyers, accountants refer business lawyers, realtors refer real estate lawyers – it goes on and on.

If you want to build more of the kinds of relationships that lead to referrals, pdoacsting is a powerful way to do it.

An ongoing interview show where you  speak with complimentary business owners, or attorneys in other areas of practice, gives you a chance to expand your referral network naturally.

The content should be valuable and interesting to your clients and community – you will get SEO and authority from being the host – but the most important factor is using the show to network with potential referral partners.

There is no lead like a warm one, and when you have invested in a podcast that gives you time with other professionals that service your target clients, those warm leads will increase. The key to making this strategy work is being genuine. Show interest in their work, both during recording and after. Follow-up with them and connect with them on social media. Send them referrals when hey can. And importantly, create podacst assets that make them look good. All of this contributes to a real network of shared business that can last for years.

If you are looking for more and better clients for your practice, you can read the full guide on Podcasting for Lawyers, and see what the current landscape looks like for Canadian lawyers in the Canadian legal Podcasting Report.