For those who’ve been a long-time reader or listener, you seemingly noticed that I ended podcasting a few years in the past. Lots was occurring in my private {and professional} life after I made the choice. I had a brand new grandson, a brand new girlfriend (now fiancé), was reworking my house, discovered a brand new interest in landscaping, and I had merged my company into a brand new enterprise.
At its core, the time it took to file, edit, publish, and promote every episode was vital. A 20-minute interview might take hours to get out… and that was hours that have been taking away from different necessary issues in my life. I had a backlog of interviews that I recorded, however that by no means received printed. I remorse that – it wasn’t honest to the oldsters who had hung out interviewing me, and it gained’t occur once more!
Once I analyzed the place my enterprise was coming from, there wasn’t direct attribution from our gross sales to my podcast, so I ended doing it. Aspect notice: I didn’t take away the podcast altogether and continued to pay for my podcast internet hosting, however I ended producing extra episodes.
In hindsight, that was a mistake.
The Energy of Podcasting for Advertising
Podcasting can considerably improve inbound gross sales methods by leveraging the ability of voice, capturing the eye of podcast listeners, and using the need of repetition to get heard.
- Partaking Voice: Podcasting permits companies to convey their message utilizing a human voice, which provides a private contact and authenticity to the content material. A well-spoken host or visitor can set up a reference to the viewers, making the content material extra relatable and reliable. This private connection can positively affect listeners’ notion of the model and its services or products.
- Captured Consideration: Podcast listeners are sometimes extremely engaged and attentive. Not like written content material, which requires visible focus, podcasts will be consumed whereas multitasking, comparable to throughout commutes, exercises, or family chores. This captive viewers is extra prone to take up and bear in mind the message, growing the chance of brand name recall when buying selections.
- Necessity of Repetition: Repetition is crucial in advertising, and podcasting gives a superb platform for constant messaging. By frequently releasing podcast episodes, companies can reinforce their model’s worth proposition, key advantages, and choices. Repetition helps embed the message in listeners’ minds, making them extra prone to contemplate the model when wanted.
What I failed to acknowledge was that my podcast was having an affect. The momentum in attain and listenership was retaining my title and model within the highlight, getting me exterior podcast alternatives, and I used to be being invited to talk at regional and nationwide occasions.
Why Stopping My Podcast Was A Mistake
That I couldn’t instantly attribute gross sales to my podcast was a mistake. After two years with no podcast, different interviews and lots of the talking alternatives dried up. As these dried up, I optimized Martech Zone, cleaned up hundreds of outdated articles, and dove deep into shopper work. I used to be working more durable than ever, however our pipeline was far too mild. The momentum I constructed through the years with my podcast was dwindling.
I’m certain the financial challenges our nation is experiencing compounded the difficulty. Up to now, I had firms popping out of the woodwork to get my help. At my peak listenership just a few years in the past, I might hand-pick the companies I labored with moderately than simply signing up with anybody. That luxurious dried up during the last couple of years.
We’re nonetheless cautious concerning the shoppers we work with to make sure they are going to seemingly be long-term relationships… however I’d really feel much more comfy if I had a choice of firms to work with moderately than only a few. Given the economic system, firms have hesitated to put money into automation, buyer expertise (CX), and digital transformation (DX). They nonetheless do, however a negotiation that was a few weeks is now just a few months. Corporations are being way more cautious. I don’t blame them – we’re, too!
Time To Rebuild My Podcast
With all this in thoughts, it’s time to rebuild the podcast. Transferring ahead, I’ll do extra solo podcasts, do podcasts with my enterprise companions, in addition to interview trade professionals. I’m additionally going to get them on video for my YouTube channel. That’s taking a bit extra time since I’m studying Adobe Premiere Professional and abandoning iMovie… which looks like it hasn’t advanced in over a decade.
And, in fact, together with Highbridge, we’d like to have extra sponsors for the podcast. Be happy to attach if your organization desires elevated publicity as we develop. Getting in early will seemingly price much less, and we’re loyal to our sponsors who take that threat. I’ll be capable to report on what number of listeners I nonetheless have in a few weeks.
