Podcasts allow law firms to personalise their brands and forge deeper – and therefore more meaningful – relationships with their customers. But to really pump up the volume law firms should strongly consider making podcasts part of their omnichannel marketing strategy.
In this short introduction we’ll explain:
- The difference between omnichannel marketing and multichannel marketing
- The benefits of using this approach to reach and persuade your target audience
- What steps you should take prior to implementation to get optimal results
Multichannel marketing vs. omnichannel marketing – how are the two different?
Multichannel and omnichannel are often mistaken for the same thing. And that’s understandable – because both approaches involve engaging with prospects across several platforms. Yet there are key differences that separate the two.
At its most basic multichannel is about distributing content – such as blogs, ads, or brochures – across a series of online and offline channels.
- Allows consumers to interact with their chosen brand anywhere
- Broadens reach to improve overall awareness of the firm’s offering
- Favours a siloed approach that is less concerned with customer experience
Omnichannel marketing also spreads brand content across a variety of online and offline channels but takes the process to a whole new level.a
- Is about delivering a fully-integrated and seamless experience for prospects.
- Links messaging across devices and platforms to ensure absolute consistency.
- Priorities the customer journey above all else to strengthen brand awareness.
What are the benefits of implementing an omnichannel marketing strategy?
Most brands agree that the omnichannel approach is most effective. Is it easy to implement? No, because you need to ensure content is carefully planned prior to launch – so that the campaign has the best chance of success.
#1 Stronger and more consistent brand identity
Use the same strategy across offline and online channels and customers will start to recognise your law firm. Think about the world of music. Abba, Michael Jackson, The Beatles – they all had an identifiable sound. It’s no different with branding. So, establish your image and tone and deviate from it at your peril.
#2 Seamless and more powerful user experiences
Because omnichannel marketing priorities customer experience above the channel or platform they’re using, the journey is seamless. This reduces the risk of losing a prospect due to poor design, weak messaging, or ambiguous calls to action.
#3 Omnichannel marketing boosts revenue too
By spreading your campaign across multiple channels you’ll be increasing your reach – and, therefore, the odds of converting prospects into customers. Targeted messaging increases brand loyalty.
What steps should your law firm take before implementing its omnichannel marketing strategy?
Before rolling out your strategy, follow these steps to improve your chance of success:
- Collect data. Your law firm might be keen to launch a podcast. But will your audience engage with that format? By collecting data you’ll be able to understand what messaging your customers prefer, which devices they use and when.
- Analyse data. Translate your research into a unified strategy that will ensure your omnichannel marketing campaign is a roaring success. No in-house team with the expertise to do this? Then you might need to enlist the help of an agency like ours.
- Plot the journey. Chunk your audience into segments and plan out the journey for each. This map should clearly delineate the steps customers should take from the point of discovering your brand through to eventual purchase.
- Solidify guidelines. Your omnichannel marketing strategy will only succeed if you’ve developed clear visual and written guidelines. Fail to do this and your brand will lack the necessary cohesion.
- Test and test again. Having planned and implemented your campaign it’s time to start testing. Is your omnichannel marketing strategy working as expected or are some tweaks needed?
Blending podcasts into your omnichannel marketing strategy: why Clifford Chance is getting it right
The importance of consistent branding across multiple channels is evident when looking at how Clifford Chance has implemented its omnichannel marketing strategy.
Example 1 – website
The content on Clifford Chance’s About page is clear, authoritative and identifies its target customers clearly.
Example 2 – podcasts
The topics showcased on the podcast page further underline the firm’s claim about providing high-quality advice, insights, and expertise.
Example 3 – YouTube
Further asserting its claim to global reach and deep insight, the firm’s YouTube channel showcases its regional offices and videos about a broad range of topics.
To podcast or not to podcast? That is the question!
Should you include podcasts as part of your omnichannel marketing strategy? Only if your audience wants to digest content in this form. Provided you’ve researched your target market intensively before rolling out your campaign you’ll know whether or not this approach is viable.
And, of course, you’ll be testing and re-testing to ensure your messaging is in point. If listeners aren’t tuning or engaging there’s bound to be a reason buried somewhere in the data.
- Podcasts aren’t frequent enough, meaning you should post more often
- The chosen format isn’t right – in which case, try a different approach
- Videos are too long or the topics are too dense
If your podcast isn’t gaining traction then adaptation is key. Whatever you do, don’t remove it from your omnichannel marketing strategy unless you’re certain it’s the wrong approach.
No time for omnichannel marketing? Then talk to us instead
If you’re too busy to plan your strategy or lack the time, resources, and expertise to do so, contact us instead. We’ll take control of the entire process – improving engagement across all channels and generating more ROI for your law firm.