Ever considered podcasting as a marketing strategy? Here’s our friend John Ray of Ray Business Advisors to tell us why you should:
Last year I was a guest on a live call-in show on an over-the-air Atlanta-based business radio station. The show host started the hour-long program by introducing me and my business, our topic, and letting the audience know the toll-free number they could call to ask a question. While my host was established and quite good at his craft, and while we had a great conversation, we didn’t get one caller for the entire hour. (I got the impression that such a response was normal.)
Since last year, I’ve been the co-host of “North Fulton Business Radio,” which originates from the North Fulton studio of Business RadioX® (northfulton.businessradiox.com). Our show streams live on the website every Tuesday at 11:30 am, when my co-host Mike Sammond and I interview business leaders on the great work they are doing. Afterward, our show goes into podcast form on our site and other repositories like iTunes.
Recently I saw one of our past guests—a tech CEO who makes a living staying current with the latest trends—and he was effusive in his praise. “I can’t tell you how many people have told me they listened to the show I was on,” he said. “I’m surprised and amazed.”
Consumers of media now want their product on-demand; they want their media consumption to follow their schedule, not the other way around. It’s happened in music and books, and it’s rapidly headed that way in television, so it’s inevitable that audio information and entertainment would be next.
While listenership of terrestrial radio is largely flat, consumption of both streaming radio and podcasts is growing dramatically. (“Streaming radio” airs programming which is carried and accessed through the internet; podcasts are recorded for upload and replay on demand. Live shows like “North Fulton Business Radio” can also end up being made available in podcast form.) According to Edison Research, almost 60% of Americans have listened to internet-based radio in the last month, a proportion which has almost tripled in just nine years. Over the last ten years, according to Edison, the percentage of Americans who have ever listened to a podcast has also tripled, reaching 36%, and representing 98 million people.
Online radio and podcasting is clearly a growth media. If you’re a business owner seeking to produce and share high quality content, consider the opportunities inherent in hosting your own radio show or podcast:
It’s a Great Method of Content Marketing. A friend of mine, Dr. Dionne Poulton, is a consultant who advises on workplace diversity, as well as on the job issues related to veterans and former athletes. Given the frequently sensitive nature of the issues she works on, as well as the mediating skills required in such circumstances, what better way for Dr. Poulton to showcase her skills than to host her own radio show and moderate a discussion with guests of possibly differing points of view?
You Become an Authority. As the world sees you repeatedly addressing important topics with valuable insight, you become the respected “voice” of your vertical or industry. The galvanizing of that reputation in your industry, in turn, brings clients and other opportunities which can be immensely valuable. You are auditioning for opportunities you aren’t even aware of yet!
You Make Great Connections. Hosting a radio show or podcast is a great way to meet professionals in your field. People want to tell their stories and share their successes. Is there any better invitation than “I’d like to have you on my radio show?” It’s a lot easier to get people to respond to that invitation than a sales call. You’ll also be able to give back, offering other individuals and organizations an opportunity to step in the spotlight you create.
One final reason: despite the work involved, you’ll have fun! There’s a great feeling when you make new connections, gain new insights, and build your personal brand and your business, all at the same time.