When investigating any potential means of promoting your book and marketing your credibility as a leading expert on its subject matter, you must first ask yourself one simple question: What are the benefits? Only then can you determine if the investment of your valuable time from what is surely an already hectic schedule is worth making.
There are many great reasons to start a podcast but the potential to build and interact with a massive audience comes to mind quickly as does increased ability to grow your marketing strategy in significant ways.
What’s the case in favour of podcasting?
Well, podcasting is an unsaturated market. If you look at how many millions of blogs there are or how many thousands of hours of video are uploaded to YouTube, they are overly saturated markets. There are not nearly as many podcasts as there are blogs or videos, so it’s a form of outreach that is still being tapped.
Truth be known, it can be very hard to find useful content in the podcasting arena. Podcasting gives you the opportunity to offer content that grabs people’s attention and keeps it.
Second, smart phones are now everywhere. It used to be very difficult to download a podcast. You would have to go into iTunes to search for podcast, download it, sync your iPod and then take your iPod with you. Via smartphones, accessing podcasts is one simple click away. People can stream it on the go and they can download it on the go. With smart phones, it is much easier for people to access podcasts and the audience for that medium will continue to grow.
A third great reason to podcast is people can tune in on the go while they’re doing something else. They can listen to a podcast while they’re driving. They can listen to it while working out. In a world where we all seem to be increasingly busy and always on the go, that’s a very attractive feature.
Yet another reason to podcast is you can gain diversity of traffic and attention. If your marketing efforts are reliant on just one stream of traffic and its corresponding attention, that can be risky. If that stream suddenly becomes no longer available for whatever reason, your marketing is going to suffer.
Then there’s the implied credibility that a podcast creates. Simply put, people think you are credible because you have shown the confidence needed to create and maintain a podcast schedule and broadcast. On top of that, when you interact with people, you can lay claim to having a podcast that is downloaded by 100 people every single day or thousands of people every month. That gives you greater credibility outside of podcasting circles.
And finally, there’s the convenience of podcasting. You can create your podcast from anywhere as long as you have the equipment. You’re not restricted to creating a podcast in your home office. That flexibility allows you to podcast whenever the urge comes to say something and say it to the world.
These are just some of the arguments in favour of starting your own podcast. Any one of these is a compelling reason to do so but, considered in combination, you need no further evidence that doing podcasts should be, must be, a key piece of your marketing puzzle.
AARON AND JOCELYN FREEMAN: Building a Strong Brand While Empowering Couples and Strengthening Relationships
When it came to strengthening the momentum gained via the publication of their book, The New Power Couple: Designing an Abundant Life and Relationship that Lasts Forever, Aaron and Jocelyn Freeman identified the launch of their podcast, EmPowered Couples, as the next logical step.
Hoping to grow their influence, Aaron and Jocelyn aimed to connect with couples and ask to interview them about their relationships. That allowed them to provide value for new couples looking for mentorship. But they stress their podcast remains a means of marketing their brand more than their book.
“People are busy and on the go, so a brand needs to meet people where their attention is.”
Aaron and Jocelyn have clearly struck a nerve with their podcast – EmPowered Couples was listed at number one by DatingAdvice.com for all relationship-related podcasts featured on iTunes.
As for what makes it work, they point to technical considerations.
“Skype, and the paid Skype Recorder, work when you are first starting out. They allow recording of both video and audio, or just audio. It’s best to have a good microphone for yourself and have the interviewee be in a quiet place with a simple ear bud microphone set-up for themselves.”
“A piece that we did not initially realize would be so important and potentially time consuming is editing. It will be so much more efficient if you set yourself up for a quality sound recording rather than having to edit later. But no matter how clear the recording comes out, there will still be some editing and learning that will need to happen. Whether this is just to cut out background noise, add your intro/outro or trim the static at the beginning or end, plan on having to do some editing. We use software called Audacity which covers all of our needs.”
As for gaining income from their podcast, Aaron and Jocelyn join in on a familiar refrain – build a loyal audience first.
The Power Couple also shared on the future benefits for having a podcast such as, people will come to you and will want to advertise on your podcast. This can be a nice income stream down the line, but one must plan to have an audience built first. It is also a wonderful AMD (Attraction Marketing Device) to have in building your brand.
To learn more about Aaron and Jocelyn, visit their website at meetthefreemans.com and be sure to check out the EmPowered Couples podcast at http://meetthefreemans.com/services/empowered-couples-podcast. The podcast is also available in iTunes.
We are celebrating the Power Couple’s over-the-top success! Congratulations!
SPECIAL FEATURE: MULTIPLY YOUR BUSINESS PODCAST
SCOTT MORRISON: Take It from Someone Who’s Walking the Podcast Walk with Great Success – Podcasting’s Return is Much Greater than Your Investment of Time
As a seasoned business development, sales and event sponsorship professional, Scott Morrison’s passion for online entrepreneurism is rooted in his strong desire to support small businesses and his passion in seeing them succeed.
As the host of Gerry Robert’s Multiply Your Business Podcast, Scott regularly interviews successful entrepreneurs and business owners from around the globe. That experience has led him to one firm conclusion – as a Black Card Book author, you should – you must – host your own podcast.
“Podcasting is a tremendous way to continue to establish yourself as the expert in your specific subject matter,” says Scott.
“It’s a great way to build a community, to interact with that community, to share whatever is on your mind as well as share the things they need to do to be successful – to improve, to grow, to do whatever they want to do in their lives and business.“
As for the benefits of hosting a podcast, Scott identifies a few that are too attractive to ignore.
“I find it’s a tremendous way for you to communicate with your tribe,” he says. “I can sit here, turn on the microphone, have an outline, have some things I want to talk about and share my message much easier.”
As well, notes Scott, podcasting helps to position you as an influencer in your area of expertise; to become a known and a credible expert in terms of your subject matter.
In terms of the ingredients common to successful podcasts, Scott lists syndication – placement on iTunes or Google Play, for example – as well as offering outstanding content as key. Compelling guests, a clear theme, and strong visual images also come to mind quickly. And, of course, share, share and share again your podcast across all your social media platforms.
Scott adds that when it comes to realizing income-generating sponsorship of your podcast, well, if you build it, they will come. Build a strong audience for your podcast. Focus on including actionable content; give them something invaluable that they can then take and build upon. Be a useful resource for them and they’ll tune in, week after week.
If you’re anxious to bring in some revenue, he notes the Joint Venture model works well.
“Recommend others’ products and services and be compensated for that. Promote them, as a commercial on your podcast or do something where you enable people to sign up for their products and services and get paid a little bit of cash for that. That is something you can do to help generate revenues pretty quickly through your podcast.”
The Multiply Your Business podcast is looking for new guests. Are you a fit? Find out here!
It is estimated that at least 112 million Americans have tuned in to a podcast this year – 67 million taking in a podcast on a monthly basis. That’s up 11 per cent from 2016 with every indication that number will continue to grow.
What has led to this dramatic increase? After all, podcasts have been with us awhile. Why the recent surge in popularity? Well, rather than just using their eyes, podcast viewers use their ears. There are silences, pauses, and genuine human voices rather than words and images on a screen. There’s a truer connection.
For those podcasting, the cost-to-value ratio is incredibly low. The hardware and software required to podcast is relatively inexpensive, making it accessible to a huge segment of the population.
And the current generation of mobile devices and faster Internet speeds has helped to accelerate the consumption of podcasts. It’s possible to download new material anywhere, very quickly, and listen to podcasts without interference. In other words, it’s incredibly easy to tune in.
As an author looking for ways to market your book and your expert knowledge of its content, you are always seeking ways to get in front of people. The ability to do so from the comfort of your home office – from anywhere, really – is simply too good to pass up. It’s vital that you investigate podcasting and what it can do to take your marketing strategy to the next level, now more than ever as the numbers above verify.
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