Launching a podcast
Our client, a prominent personal injury law firm in Birmingham, Alabama who has been established with a great reputation, Hollis Wright and Clay decided to execute a podcast strategy.
This firm has been on television with their own show every sunday night for over 15 years. But with dwindling viewership numbers, they had to consider a new strategy.
Beginning in 2003 this long form audio content was originally known as an audioblog. It gained popularity though the global pandemic, Covid19 and now there are podcasts on virtually any topic.
Josh Wright, the managing partner of Hollis Wright and Clay decided to focus his podcast season 1 on how to successfully run a law firm. He wanted to discuss marketing, hiring great staff, specializing in a practice and more.
The tv show formerly mentioned invites other attorneys from the area to share their expertise. It’s a strategy utilized among other objectives to grow referral relationships. It’s a remarkably smart and successful strategy, it’s a topic worth discussing by itself.
So when it came to the podcast, Josh did not need to use this platform to invite guests to join him right away. Instead he could spend a season, consisting of 5 episodes sharing his knowledge with the target audience. Establishing his position as a professor to lawyers.
You might be thinking, but podcasting is a saturated space, how did you get viewership?
Strategic promotion is the answer. Creative direction is the means by which we did it.
First we had to determine who the target audience is. Lawyers in any market but emphasis on the market which they operate, industry adjacent business owners, and though less as much so but still potential and past clients.
So where does one find these people?
LinkedIn is the number one professional networking tool. So we used that. But we also used Instagram and TikTok because in our market it is just as important.
Using the raw video content which was published on YouTube, videos which are optimized to hit the algorithm on Instagram and TikTok were edited down and published.
These social media platforms have very robust back end systems that take knowledge and capability to execute successful promotions on to gain organic viewership and growth.
Within the first day the first promotion video became their most engaged with piece of content to date.
The podcast is being released on social media every other week so not to overwhelm followers but it is available in full on YouTube.
https://www.instagram.com/reel/C7ElnM3iMTy/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==