Episode 18 – Building a Personal Brand Through Podcasting (Written by Patricia Gannon, Founder, Platforum9)

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In the fast-paced and highly competitive landscape of the legal profession, building a personal brand is more critical than ever. It sets you apart from your peers, establishes credibility, and helps attract clients, partnerships, and opportunities. While traditional methods like writing articles, public speaking, or networking remain valuable, one medium has recently emerged as a particularly effective tool for lawyers: podcasting.

Podcasting has grown significantly in the past few years, with millions of listeners globally tuning in regularly to hear about a wide range of topics. For legal professionals, this presents a unique opportunity as a powerful platform to build and amplify their personal brand.

Why Podcasting?

There are several reasons why podcasting is a good way to strengthen your business:

  • Humanising Your Brand. The legal profession is perceived as rigid or inaccessible, with lawyers often seen as distant, authoritative figures. Podcasting brings a human touch to the practice of law. By sharing your voice, thoughts, and insights in a conversational format, you allow listeners to connect with you on a more personal level. A podcast can showcase your personality and help listeners feel more comfortable with you as a person, not just as a legal expert. This human connection is crucial, particularly in a profession where trust and rapport are essential to client relationships. The more people feel like they know and relate to you, the more likely they are to seek your services when they need legal help.
  • Demonstrating Expertise. One of the key elements of personal branding is positioning yourself as an authority in your field. A podcast offers the perfect medium to demonstrate your expertise on specific legal topics. By discussing recent legal developments, sharing case studies, or breaking down complex legal concepts, you position yourself as a thought leader in your practice area.Unlike a written article, a podcast allows you to delve deeper into topics and explain nuances in a more conversational, digestible way. You can also feature guest experts, giving you access to broader insights and reinforcing your standing as a well-connected professional. Over time, listeners will come to associate your name with knowledge, authority, and expertise in your legal niche.
  • Building Relationships and Expanding Your Network. Hosting a podcast is a great way to build relationships within the legal profession and beyond. When you invite guest speakers, whether they are fellow attorneys, judges, legal scholars, or industry professionals, you foster connections with influential people in your field. These connections can lead to collaboration, referrals, and expanded opportunities. Moreover, podcasts often reach beyond the legal community. Business owners, entrepreneurs, and other professionals who need legal advice but may not regularly interact with lawyers can stumble upon your podcast. This can result in the growth of your professional network beyond the traditional confines of legal circles.
  • Creating Engaging, Shareable Content. One of the significant advantages of podcasting is that it is a form of content that is easy for people to consume. Whether driving to work, exercising, or relaxing at home, listeners can easily tune into podcasts while multitasking. This accessibility makes podcasts an excellent way to stay top of mind with your audience, offering regular, engaging content that people can fit into their daily lives. Furthermore, podcasts are highly shareable. A well-received episode can be shared across social media, websites, and emails, amplifying your reach. Each episode becomes a piece of evergreen content that can be re-promoted long after its initial release. This longevity ensures that your expertise continues to resonate with audiences long after the recording date.
  • Differentiation in a Crowded Market. In an industry where many professionals rely on similar methods to build their brands—blogging, attending networking events, or speaking at conferences—podcasting can set you apart. Podcasting is still relatively untapped in the legal profession, and by creating a well-executed podcast, you differentiate yourself from competitors who may not have ventured into the space. Lawyers who podcast stand out as modern, innovative professionals. In a world increasingly dominated by digital communication, having a podcast signals that you are in tune with contemporary content consumption habits and trends. This can appeal to clients looking for a lawyer who understands and embraces modern ways of doing business.
  • Fostering Client Relationships. Podcasting is not only about attracting new clients; it’s also a way to deepen your relationships with existing clients. By providing valuable legal insights, answering common legal questions, and discussing relevant issues, you offer value beyond the courtroom or the boardroom. Regularly sharing information that is pertinent to your clients’ industries or challenges keeps you on their radar. They will see you not just as someone who bills for services rendered but as a trusted advisor who genuinely cares about keeping them informed and protected.
  • Enhancing SEO and Digital Footprint. A well-promoted podcast can also enhance your online presence and improve your search engine optimization (SEO). Each episode transcript can be repurposed into blog posts and show notes can be optimized with keywords relevant to your legal niche. This can improve your visibility when potential clients search for legal advice on specific topics. Additionally, podcast directories like Apple Podcasts, Spotify, and Google Podcasts are themselves search engines. Having your podcast listed on these platforms expands your digital footprint, giving you a better chance of being discovered by people searching for information in your practice area.
  • Staying Current and Relevant. To produce a successful podcast, you must stay informed about the latest developments in your field. This continuous research and engagement keep you up to date with changes in law, industry trends, and the concerns of your clients. Your podcast becomes a vehicle through which you not only share information but also enhance your knowledge base. By staying current, you become a go-to resource for both peers and clients looking to stay abreast of legal matters. A podcast forces you to think critically about your profession and how best to explain complex ideas in a way that benefits your audience.

Starting Your Legal Podcast

While the benefits of podcasting are clear, creating a successful podcast requires planning and commitment. Here are a few steps to get started:

  • Define Your Niche and Audience: Identify the specific area of law you want to focus on and the audience you aim to reach. Narrowing your niche helps you attract a more dedicated listener base.
  • Develop Content: Outline a few episode ideas before launching. Consider mixing solo episodes with interviews and even listener Q&A sessions.
  • Invest in Quality Equipment: While podcasting doesn’t require expensive gear, good sound quality is essential. Invest in a decent microphone and recording software.
  • Promote Your Podcast: Use social media, your website, and email newsletters to promote each episode. Encourage listeners to share and leave reviews to expand your reach.
  • Consistency is Key: Regularly releasing episodes helps build a loyal listener base. Whether it’s weekly, bi-weekly, or monthly, establish a schedule that works for you and stick to it.

At Platforum 9, we leverage voice technology to build new communities of lawyers interacting regularly in live interactive conversations about their practice or issues that matter to them. If you’re interested, check out our website and join the waiting list to join a new community of lawyers around the world.

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