Podcasting is blowing up all around. Especially business podcasting! Don’t believe me see the chart below.
The question is…
Should you avail this powerful new(ish) technology to grow your business?
The answer is yes.
Business podcasting is right now, what blogging was 10 years ago.
Remember, back then, some folks were blogging and it was really effective for marketing their business — then it became “standard” that businesses should blog regularly.
But hold your horses! Before you rush into the world of podcasting, there are some things you can do to virtually guarantee your success.
And when I use the ‘S’ word, I don’t mean getting rich off your business podcast (which is super-rare). I mean using a podcast to grow your existing business.
Below you’ll find seven portions of podcasting wisdom from a podcasting “elder” on the important components of your successful podcast.
Decide on Your Desired Results; Be Clear on Which Outcomes Will Move Your Business Forward
Besides attracting millions of listeners and then making lots of money selling commercials (which rarely happens), there are many other realistic outcomes that your business podcast can achieve, including:
- Build up a valuable library of content which can be shared and re-purposed into other mediums such as eBooks, white papers, blog posts, articles, or social media posts
- Developing more and deeper relationships with your prospects, alliance partners, clients, etc.
- Be a recognized and respected expert in your industry
- Reach new audiences
For a full list of 30 benefits of podcasting visit here.
Poor Sound Quality Can Kill a Podcast
These days if your sound quality is poor, listeners won’t stick around.
I had lunch with a friend at the Podcast Movement last year and she told me about her experience with a podcast she started listening to. She liked the host and the discussions, but the sound quality was terrible.
Eventually she couldn’t bear to listen anymore.
Invest in a good sounding microphone and recording setup. It’s not expensive these days. Don’t be cheap or you will sound cheap.
In general, there are two paths you can take with regards to the technical production of your podcast.
- Do everything yourself, which you can learn how to do by watching these videos
- Hire someone to do all the technical production for you — like me
Of course there are many grey areas in between, too.
Respect your listeners’ time investment by ensuring that you deliver content they want and that will help them in some way. The last thing you want is for a listener to finish listening to one of your episodes and think, “Well that was a waste of time.”
Present an organized, well-run and good-paced show. Prepare topics that your audience really wants to hear about.
What questions do they need answers to?
What helpful stories and examples can you share on these subjects?
Usually it’s better to go deeper into a specific topic rather than speak generally about various topics.
If you will be interviewing a guest, it’s a good idea to give them a heads up regarding what you’ll be discussing on the show and specific material you want them to prepare.
Also, many of your listeners will want to do something after you get them all excited about your topic. Prepare an enticing call-to-action which will engage your listeners.
A common and effective strategy is to give away something of value for free in order to grow your email list — your options are only limited by your creativity.
Bring the energy! You need not scream or get crazy, but if you’re too calm and inexpressive your audience will get bored, turn you off and fall asleep.
Don’t over-promote yourself because that usually turns listeners off. Stay classy. However it’s OK to mention your products and services in a discreet way (which tends to be more effective anyway).
Mike Michalowicz, of The Profit First Podcast, does a great job of promoting his services in a natural way after he has blown his listeners away with an awesome episode.
Posting Your Episodes
Publish new episodes on a regular basis. Over time listeners get in their own personal habit and routine of listening.
They will begin to expect new episodes on the same day and time. Some folks will even go to your show page and keep refreshing the page in order to hear the episode as soon as it’s published. Yeah that’s a bit crazy, but you’d love to have an army of those folks as your listeners, right?
On your website, you can dedicate a specific blog category to your show. You can even purchase your show’s URL, like MyPodcastShow.com, and promote that URL on the show itself, and then redirect that URL to your specific blog category on your main website. That way you don’t have to say on the air, “Go to www. XYZ .com, slash this, slash that, slash the other.”
Post good show notes, which are the written details of each episode. Some folks like to read a bit about the topics discussed and guests bios. It’s also the best place to include links to any resources you mentioned on the air.
Since this text exists on your website, your show notes will help drive search traffic to your site, too. Other elements of show notes can include images, questions asked, episode outline, sponsor details, etc.
Make sure your episodes are also available in the popular podcast directories: iTunes, Stitcher, TuneIn Radio, Google Play, etc.
Marketing Your Episodes
Drive traffic back to your website by sharing the great content you create on your podcast. You can share your episodes via all of your existing marketing and promotional channels.
You should also ask your guests to promote their appearance on your show. You can make this process VERY easy for them by providing them with the exact text and images needed to post on the popular platforms.
See how I promote our various shows on my Twitter account: @fractalsound
Re-purposing Your Content
One of the greatest benefits of podcasting is that it generates a ton of content! It would be a shame not to make that content available in other mediums as well. After all, why not provide your content to your audience in all of the places where they want to receive it?
Transcribe your audio into text for use in articles, eBooks, white papers, blog posts, bonus audio, or social media posts.
Pam and Scott Harper of Growth Igniters Radio transcribe every one of their episodes and make it available for download – and in the process get folks on their email list, too!
Podcasting has a TON of upside, but the first step is to avoid all the rookie mistakes.
If you follow the advice above, you’ll avoid most of them. Then you’ll be clear minded enough to focus on the content — the relevant information you’ll be sharing.
Then comes your delivery…energizing is the keyword here. Finally, when you begin to intertwine your show into all your existing marketing channels, you’ll pick up speed quickly.
Please share this post with friends you think should already be podcasting. Thanks.
If you have any questions, feel free to contact me here.
Chris Curran is a podcast producer and is the Founder of Fractal Recording. He is also the author of Leap Beyond Your Limits.
You can also connect with Chris on Twitter.