9 Podcast Goals That Actually Make Sense for Lawyers

Most podcast advice on the web assumes everyone has the same end goals related to audience growth, sponsors, and ultimately turning your show into a revenue stream. While this is fine if you’re launching a true crime series or sports talk show, it’s mostly irrelevant if you’re a lawyer.

You shouldn’t be treating your legal podcast like a media business.

Podcast marketing for lawyers is a long-term game for building authority in your practice area that quietly opens other doors for your practice. 

If you’re measuring your show against traditional podcast metrics, you’ll incorrectly assume that things aren’t working. Instead, you should shift your focus to set realistic goals that actually reflect how podcasting works for attorneys. Here’s where to start: 

1). Commit to a Consistent Publishing Schedule

The biggest failure I see from legal podcasts is launching strong and then going dark. You get excited for your first 5-6 episodes, record them, publish, and then never record again when your phone isn’t ringing off the hook from prospects who find you through the podcast. 

Set a cadence that you can commit to for at least six months. Then adjust based on how that fits your schedule for the following six months.

For most busy attorneys, two episodes per month early on is realistic. But I encourage you to aim for weekly episodes as a long-term goal once you get the hang of it. You can always batch record to knock out 3-4 episodes in one sitting. 

Good things will come from this. The more you publish, the better you’ll be as a podcast. And as your library grows, it increases the chances of people finding you.

2). Build a Body of Work on Your Core Practice Areas

Map out 10-15 episode topics that are directly related to your actual practice focus. 

This is a quick win because you’re already an expert here. So explaining these subjects should come naturally to you, and doesn’t require a ton of extensive research.

For example, an estate planning attorney might create episodes like:

• Do you need a will or a trust?
• How probate works in [state where you practice]
• Revocable vs. irrevocable trusts

The end goal here is that when people are searching for information related to your practice specialty, your voice will be everywhere. 

3). Land One Speaking Gig as a Direct Result of the Podcast

Conference organizers, university department heads, and event hosts. These are all examples of people who listen to podcasts.

If you can demonstrate yourself as someone who is an expert on a particular legal subject while simultaneously showcasing your engaging speaking ability, you can easily get invited to speak at different events.

Again, the goal isn’t about attributing an episode to a specific case or client. 

It’s about building up your name, presence, and credibility, so when local prospects search for your legal services, you’ll be the obvious choice. 

4). Publish an Episode in Video Format on YouTube

In addition to putting the audio of your legal podcast on Spotify and/or Apple Podcasts, you should also record video versions. 

I understand that this requires a bit more work in terms of the setup, editing, and publishing workflow. So early on, I’m not going to say it’s an absolute must for every episode. 

Get comfortable with the speaking and audio first. 

But make it a goal to get at least one episode on YouTube. From there, it will be easier to continue this trend moving forward.

This approach makes your content more discoverable when people are searching for answers outside of podcast formats. They can find you in Google searches, directly on YouTube, and even on your website if you share the transcripts of your episodes (including the video) as blog posts. 

5). Be Cited or Quoted in a Publication or Piece of Content

Journalists and bloggers love using it to find expert sources through podcasts.

A well-titled episode can easily draw their attention, and they can pull a quote directly from the show for their blog or magazine. 

Sometimes they might even reach out to you directly to be a consultant on particular legal stories. 

Take advantage of these opportunities. It’s a chance for you to get cited on a regular basis from a range of different sources. 

6). Build a Referral Relationship With Another Attorney

A good way to expand your library of episodes is by inviting other attorneys on the show to discuss their area of expertise. 

Let’s say you’re a divorce lawyer. You may have a one-off episode related to slip-and-fall incidents, which is obviously outside your practice scope.

Invite a local personal injury attorney on the show to help you out and give the episode more credibility. In exchange, the two of you can begin funneling clients to each other when they’re seeking needs you don’t serve.

It’s a win for the guest as they can increase their exposure. And the next time someone asks them for a divorce attorney referral, you can get the call. 

7). Get a Review or Testimonial You Can Trace to the Podcast

Google reviews for your law firm don’t always have to come from your clients. 

For attorneys working in sensitive practice areas where it doesn’t make sense to ask clients for reviews, your podcast can serve as a way to get recent and relevant testimonials. 

These reviews can help boost your presence in local “lawyer near me” searches, even if they aren’t from clients.

As long as you’re helping to educate people while they navigate legal issues, it’s completely fine for them to leave you a review. You can make soft pitches for this during your episodes. 

8). Get Invited as a Guest on Other Podcasts

Demonstrating your ability to be articulate and informative on your own podcast can open doors outside of the legal podcast landscape.

You could be invited as a guest on any type of podcast where the host is looking to interview a lawyer. 

Landing these gigs is easier than you think because podcast hosts are constantly looking for guests. Having your own show and understanding how podcast formats work will make you even more appealing. 

If these opportunities aren’t knocking at your door in the first 3-6 months of launching your show, you can always reach out directly to shows you’re interested in being on. 

9). Use the Podcast to Deepen Existing Client Relationships

Getting qualified leads that turn into new clients from your podcast is obviously ideal. But you can also use your show to keep your current client base engaged. 

It could be as simple as sending out an email blast to your clients when you publish new episodes. Sharing clips and teasers of episodes on your social media channels works well to keep followers engaged, too. 

Or you can make things a little more personal and direct. One-to-one messaging about an episode that you think would benefit a particular client.

Maybe you’ve wanted to pitch an add-on service to a long-term client for a while, and you have a new episode that outlines those benefits. Send it over to them. The simple format of a podcast episode or video lets them consume the information on their own time without the pressure of a sales pitch. 

Final Thoughts

Legal podcasts measured by downloads or ad revenue will always feel like a failure. These are not success metrics for lawyers. 

Your legal podcast should prioritize goals measured by authority, relationships, and reputation. 

Start with these goals that I outlined above. And if you’re ready to take the next step, whether it be your first episode or revamping a cold show, reach out to me directly and I’m happy to help.