Gyi Tsakalakis & Kelly Street are joined this week by attorney Rob Schenk to discuss his firm’s content marketing strategy and their use of data to understand their audience.
Rob Schenk is an Atlanta trial lawyer representing families with loved ones who have been severely injured or killed in nursing homes. He is the co-host of the Nursing Home Abuse Podcast, a weekly program providing education on nursing home safety and accountability.
Keywords, title tags, etc. are a great way to capture potential client questions- as long as you actually answer them!
Know who your ‘real’ clients are and market to them.
Marketing a specific practice area to become the ‘expert’ in your field. As Rob says, “The riches are in the niches!”
Why video vs. just audio? More options for people to engage with the podcast.
Marketing is a long-term strategy, so create the content and know you will have to build an audience.
Thinking about starting a podcast? Decide if you have enough time to DIY or enough money to outsource the editing, guest outreach and more.
Rob’s trick for video editing? Place an item (Rob uses a blue flag) in a particular area and move it to another spot for your editor to catch. Then they will know where to spend time editing, instead of watching the entire video.
Ethics of video podcasting? Add a disclaimer stating that you are not giving legal advice and to contact an attorney for legal advice. Do not reveal any client information, including names or specifics of their unique situation. Does Rob worry about the ethics beyond this? No. The benefits of his video outweigh the risks.
Listen through to the very last minute for Rob’s Las Vegas suggestions!