Ask The Pros: Use Podcasting To Build Business
With Barbara and Peter Marx
As web and electronic media become more common in the business community, podcasts are one more useful medium to boost business development, marketing, and recruiting. This month we sat down with Barbara and Peter Marx, co-CEOs of Legal Insight Media, Inc., to discuss strategies for effective podcasting: what it is, who should do it, and what to include.
Q: What is podcasting?
A: Podcasts are digital recordings made available on the Internet for downloading. Podcasts are inexpensive to produce and require minimal technology – just a PC, microphone, simple software, and access to the Web.
Q: Who should podcast?
A: Firms that wish to expand the ways they reach potential clients and other audiences should consider incorporating podcasts into their communications mix. Podcasting offers great opportunities for immediacy, authenticity, and believability in marketing, client education, and recruitment efforts. Also, podcasting is cost-effective and efficient, making it especially appealing for smaller firms.
Q: What do you need to consider before creating a podcast?
A: Though podcasts are indeed inexpensive, producing a great podcast is not simple. Creating a podcast that represents your firm in the way you want it to be perceived requires thoughtful planning, strategic messaging, and effective execution.
Q: Can you provide some helpful tips on how to create a strategic podcast?
• Know your audience. Before anything else, consider whether your specific target
audience would be inclined to listen to a podcast. For instance, podcasting is an
ideal vehicle for reaching younger generations, who want to control how, when,
and where they get their information. On the other hand, this method will probably
not be as effective in communicating with senior executives.
• Beware of the home video syndrome. In order to be effective, a podcast must be
professional and compelling. Make sure that what you produce will convey the right
image and be of interest beyond your office walls.
• Recognize that technology is a means to an end. The technology utilized in a
podcast is user-friendly, readily available, and affordable, but, remember, a good
podcast should always be about the messages you choose to convey.
• Be authentic. Don’t use a professional speaker; instead, pick an articulate person
from your firm who is knowledgeable and passionate about the subject.
• Use an interview format to elicit spontaneity. Setting up your podcast in interview
format will provide structure without sounding forced.
• Understand how your audience will listen. Many people will choose to listen to
podcasts on your website rather than downloading them to an iPod. Think about
where on your site you will place podcasts and consider what other content will
accompany them.
• Take advantage of the medium’s immediacy and frequency. For example,
in practice areas where your industry is rapidly changing. Podcasts are also
effective in teaching series.
• Don’t use podcasts for everything. Podcasts are ideal for conveying passion,
personality, and a limited amount of content.
Q: Any last words of advice?
A: You can create a great podcast, but if no one listens to it, it won’t matter. As with any
marketing and recruiting program, you need to create awareness for your podcasts. The power of your podcast will increase exponentially if it is integrated into your overall marketing plan!
To contact Barbara or Peter Marx:
Legal Insight Media, Inc.
www.legalinsight.com
781-235-2888
bmarx@legalinsight.com