I don’t want to spend too much time on the “how to”. There are plenty of articles and blogs out there on how to create and publish podcasts. Here is a link to a great one that I think spells it out pretty clearly. https://www.shopify.com/blog/34911301-how-to-start-a-podcast-the-ultimate-step-by-step-podcasting-guide
This blog can help you go from zero to hero in no time at all.
What I want to focus on is the why. Why would you want to have a podcast? Here are four reasons:
Let’s look at each one (quickly).
#1 - Having your own podcast can position you as an expert and leader in your field.
Ok just to clarify something I am not advocating the whole fake it till you make it thing. I am not saying that it will position you as an expert and leader if you are not already that. What I am saying is that currently you are an expert and leader in your field but no one knows this because you are not giving them a way to find out. You need to move from where you are -unrecognized and unknown- to someone who is recognized and known- People you have never heard of will know who you are, that is what I mean by positioning. A podcast is a great way to introduce content to the marketplace that helps move you from unknown to known.
#2 - Podcasts make for great content that can be used as top of the funnel assets for inbound marketing. Here is the deal, a podcast episode does not give you just one piece of content. At a minimum it should give you 3 pieces of content. There is the podcast itself, the blog you write about the podcast or at the very least a written description listed on your website, and then there is the video of the podcast. Three pieces of content that can be lead pieces for your inbound marketing strategy. They can be used on social media, your website, in your email campaigns, and of course the video goes on youtube. If tagged properly and with the right description that video can help boost your organic SEO as well as help get more views natively on youtube.
#3 - A podcast gives you an opportunity to showcase your products and services. I don’t mean that each podcast should be a commercial however you can organically work into the conversation different points about what you do. This helps define your expertise and why people should listen. You are also very “allowed” to throw something in at the beginning and ending of the show that is more of a 30-60 second commercial about your business. Listeners will not be turned off by this.
#4 - Podcasts, depending on the format, can be a great way to open up dialogue with potential sales prospects and begin a relationship that could very well win business. You have to be very careful with this so let me explain a little more in depth. Let’s pretend you own a business whose target market is Retail stores in your downtown area. Living in Saratoga Springs, NY this is something we have a lot of. Rather than kicking down doors looking for sales opportunities why not create a podcast that tells the story of Downtown Saratoga Springs and how it has changed over the years. You invite guests that are city leaders, real estate agents, and you guessed it: Downtown business owners in Saratoga Springs. You must remember this is not a sales call or a sales opportunity. This is a chance at meeting someone who is your target market and taking the first step in forming a relationship. Don’t get me wrong, it very well may lead to business opportunities, but don’t force it. All you need to worry about is having an interesting show, helping the business owner highlight what they do and how amazing their store is, and then wait for things to blossom. It’s a no pressure strategy that can pay big dividends if done correctly. Just don’t screw it up by trying to get into a sales conversation. If done correctly, when they are ready, they will reach out to you. After all, now they know you, like you, and you have had the chance to build some trust.
Hopefully this has shed some light on WHY you should have a podcast. I am sure you have questions and I would be glad to chat, just shoot me an email.
Wondering what you should start a podcast about? That is a blog for another day, coming soon actually, so check back. Or shoot me an email.