Professional Services Accounting ARTICLE -
Podcasting - Tune into a new marketing tool

Target Audience: Legal Professionals, Professional Service Firms, Law Firm Partners, Managing Partners, Law Firm Marketers

Imagine having a radio show that enables you to share your legal knowledge with hundreds of listeners but without high production costs and complicated equipment — that’s what podcasting is like. When done right, podcasting can showcase your firm’s vision, values, culture and other attributes to keep you connected with existing clients while also increasing your ability to reach a wider market and recruit new associates. To ensure you’re sending the right signal, implement these tactics:

Know how it works. It’s pretty simple. When you record a broadcast, you save the audio file in a MP3 or iPod format and download it to your computer desktop. You can use a complete podcasting solutions service, such as Podblaze or PodOmatic, to distribute it to others through an online syndication technology called RSS (really simple syndication), which alerts podcast subscribers when new online content is available. Subscribers then use an RSS reader, such as Thunderstone Media’s iPodderX, to find available podcasts and download them to iTunes or other subscribing services.

Ensure you have the right equipment. Creating a podcast requires minimal equipment and expense. You’ll need a few basic pieces of equipment, including a microphone for recording, headphones to monitor your voice, and recording and editing software. There are a number of free services online, including software services and hosting networks for your audio files and directory, such as Audacity (http://audacity.sourceforge.net) and PodShow.com.

Determine your purpose. Do you want to use podcasting to market your firm to potential clients? Establish credibility as an expert in a particular niche? Provide an educational service to the public? Once you finalize your objectives, you can determine your target audience and start developing interesting content. Keep in mind that podcasting is good for reaching the younger generation, but may not be as effective for reaching senior executives who might still prefer to read your materials.

Do it yourself. A critical mistake those new to podcasting make is hiring a professional to record the material. What podcast audiences want most is authenticity and they’ll be able to tell if you engage a professional to deliver your message.

Spread the word. In addition to promoting your podcast on your Web site and in your print pieces such as newsletters, make sure you’re listed in online directories such as iTunes, PodShow and Podcast Alley.

FEELEY & DRISCOLL, P.C., an accounting and business consulting firm, has offices in Boston, Massachusetts and Nashua, New Hampshire. For more than thirty years, Feeley & Driscoll has provided businesses with auditing, accounting, forensic accounting, income tax planning, estate tax planning and management consulting services. Serving a variety of industries, including construction, manufacturing, healthcare, architects and engineers, and professional services, biotechnology, and information technology. Feeley & Driscoll is committed to helping clients grow their businesses profitably.

Find out how our expertise in professional services accounting can add value to your business. Email us or call us at 1 (888) 875-9770.

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