When you are looking to gain exposure for your law firm’s brand and generate the leads your law firm needs to be successful, being a guest on popular podcasts could be the perfect answer. When you appear as a guest expert on specific legal subject matters, it can be a great way for your law firm to build authority and increase brand visibility.
Many lawyers are hesitant to appear as a guest on a podcast. They often report being too busy with clients or in court to spend time creating content for a podcast. But with benefits this great, guesting on podcasts is something that could set your law firm apart in an ultra-competitive legal market. The host of the podcast show does most of the work and it’s your job to show up prepared and ready to talk when the time comes, which means your time investment is minimal for a payoff that can last for months down the road.
Boost Your Credibility
One of the best ways to grow your credibility as a lawyer is by guesting on podcasts. As one of the most competitive markets out there, only the most credible of attorneys will come out on top.
With that being said, according to the Infinite Dial, 25% of Americans who listened to podcasts in the last week listened to an average of 6 hours and 39 minutes worth of these audio only shows. This is a significant amount of time to have a potential client’s attention. When they are browsing your web content, they are skimming it, at best. Through podcasting, your listeners are more likely to be tuning in to what you have to say, so make it count.
When you appear as a guest on the podcast talking about your legal expertise, and your experiences as a female business leader, you can garner credibility and grow your law firm brand as a whole.
Addressing Your Ideal Clients
One major mistake many lawyers make is trying to market themselves to too broad an audience. Not every reader or listener is your ideal or target client. Podcasts provide you with an opportunity to speak directly to your target audience and ideal clients. You can curate the podcasts you appear on to maximize this goal.
Do not just appear on a podcast for the sake of appearing. You need to think carefully about who is listening to the podcast that you are appearing on. Are these listeners your ideal clients? Or do they have family or friends who may be your ideal clients? If the answer is no, this podcast may not be the best one for you to appear on. But if the answer is yes, this could be a great opportunity for you to gain the exposure that your law firm needs.
The best part is that the host of the podcast has already done all of the work for you. They already have the platform with an audience and have taken steps to promote the episode you are appearing as a guest on, so you’re already gaining visibility before your episode has even aired.
Share Your Podcast Episodes on Social Media
One of the best ways to grow your visibility through guesting on podcasts is by promoting and repurposing your interview across your social media platforms. That does not mean you should create one post that you share to your Facebook page and never mention it again.
Instead, be sure to post the interview on your law firm's website, with some content that describes what the interview was about. Then, take time to share the interview across all of your social media platforms. This should include your LinkedIn, you can go live on Instagram to discuss your interview, and do not forget to tweet about it!
Then, you can continue to leverage the podcast episode by creating blog posts about your podcast experience and the interview you gave, you can create videos with tips that provide your ideal clients with your insight and credibility, and you can even create memes or Tik Toks to grow your platform.
The more you continue to appear as a guest on podcasts, the more opportunities you are creating to grow your brand and gain exposure. This content can also be shared again in the future. Three to six months from now, be sure to re-share your podcast episode and tag the host. This will help to maintain the relationship with the podcast hosts, but also grow your visibility, as their audience will see it as well.
How to Be a Successful Podcast Guest
If you hope to be a successful podcast guest, there are certain steps you can take. First, work on your strategy. You should be appearing on shows that are appropriate for your niche. Make sure you have a pitch for the types of talking points that you will bring to the table, so podcast hosts have a better idea of what makes you unique and what you will bring to their audience.
Start working on your one sheet media kit that highlights your professional background, including a short bio, what makes you credible in the legal industry, and how listeners can connect with you on social media. If you have space, do not be shy about sharing your credentials and accolades. Your one sheet should also include a brief overview of the interview topics and questions you hope to cover on your episode.
Remember, your one sheet should be quick and easy for the podcast host to use, and for you to share as part of your marketing efforts so your audience knows that you are actively appearing on podcasts.
Guesting on podcasts can be a great way for law firms and solo attorneys to gain the brand recognition and exposure they need to be successful in one of the most competitive industries out there. By appearing as a guest on someone else’s podcast, you can leverage their audience and address your ideal clients, all while growing your business.
Meranda M. Vieyra is the owner of Denver Legal Marketing LLC. She is one of the most visible legal professionals in Colorado law with over 20 years of service in the Denver legal community. Her award-winning marketing firm has earned a strong reputation as the go-to for impactful, cost-effective legal marketing strategies. She has helped her clients secure coverage by well-known publications and has obtained local, national, and international awards on their behalf. Meranda enjoys working with solo practitioners and small law firms helping them attract recognition, promotion, and visibility to their practices. She also advises medium-sized and national law firms on business development and marketing strategy. Meranda is a lecturer and author on issues related to marketing including how lawyers can use LinkedIn effectively, how to develop a personal brand, and the promotion of legal services through community service. In 2018, she was honored to be named to the 40 Under 40 list by the Denver Business Journal and to be given the 10 Under 10 Award by the Metropolitan State University of Denver Alumni Association (top 10 alum of the decade). In 2019, Meranda was named in the Top 25 Most Powerful Women in Business by the Colorado Women's Chamber of Commerce and in the Top 100 young professionals in Colorado through the Gen XYZ Awards published by ColoradoBiz Magazine.
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