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Question About Podcasting? - Ask Me Anything!

by David Hooper
10 replies
Long time member and just dropped in to see how things are going. Surprised to see so little talk about podcasting and how it can be used to establish authority within a market, build connection with an audience, and grow a business.

If you're not podcasting, you're missing a big opportunity to promote yourself and your business.

If you've thought about adding podcasting to your marketing plan, but aren't sure where to start, or have a podcast and are looking to grow it, feel free to reply here and I'll give you the answers to your questions.

ABOUT ME: I got into broadcast radio in the early 90s, while I was in college and working as a music promoter. Have been an active podcaster since 2005 and host a syndicated broadcast show.

David
#podcaster #podcasting #podcasts #question #radio
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  • Profile picture of the author Han Fun
    our company is based on software and web development (there are the main services).
    would be podcasting useful for such kind of business?
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    • Profile picture of the author David Hooper
      Originally Posted by Han Fun View Post

      our company is based on software and web development (there are the main services).
      would be podcasting useful for such kind of business?
      Yes. Web development and software development are very competitive, as you know, and podcasting is a great way to make yourself stand out by adding personality to what you do. If done right, people will get to know you and like you. You'll also set yourself up as an expert who knows what he's talking about -- a "celebrity" whom people will seek out.

      As an example -- John McAfee. Is he the best virus/security guy? I don't know. But he's great at getting media, which makes him stand out and builds authority for his security business (and other endeavors), even with the crazy stuff he also does.

      You could do something similar as podcasting is media you control.
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      • Profile picture of the author Han Fun
        Thank you for the reply. I would recommend that to my boss, hope he's gonna love it :-)
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  • Profile picture of the author Jason Kanigan
    Easy to produce the content...what about promotion?

    We like guests who have existing groups. However, we haven't figured out how to get them to promote their upcoming appearance within their own group. A half-and-half idea was floated...first part of the podcast in their group, second in ours ("Come on over..."). We've written copy for them to use as well. Haven't been pleased with the results. Did get one, just one, group owner who resented it. So I don't think that's a widespread feeling.

    What else should we be doing and please don't say, "social media."
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    • Profile picture of the author David Hooper
      Originally Posted by Jason Kanigan View Post

      Easy to produce the content...what about promotion?

      We like guests who have existing groups. However, we haven't figured out how to get them to promote their upcoming appearance within their own group. A half-and-half idea was floated...first part of the podcast in their group, second in ours ("Come on over..."). We've written copy for them to use as well. Haven't been pleased with the results. Did get one, just one, group owner who resented it. So I don't think that's a widespread feeling.

      What else should we be doing and please don't say, "social media."
      If you have great content and personality, a lot of the promotion happens on its own. Are you bringing in guests because they have "groups" or because they're the best people to interview?

      Not that thinking about the audience of a guest is bad, but built-in groups are made up of the superfans who are probably already saturated with that person and don't need any more of him...especially if it's the same content they've already heard or could get elsewhere.

      You're on the right track by making it easy to promote their appearances on your podcast, but...

      1. Why is an appearance on your podcast different from any other podcast?

      2. If it's not any different, why would somebody promote something that is the same as something they've already promoted?

      In the end, it's up to us, the hosts, to drive traffic. Guests are icing on the cake. Have you set yourself up as the expert in your industry?
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  • Profile picture of the author crackhouse
    how do you use your podcasts to drive sales? what niches are you targeint with your podcasts? would you consider youtube videos are better than podcasts at this stage?
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    • Profile picture of the author David Hooper
      Originally Posted by crackhouse View Post

      how do you use your podcasts to drive sales? what niches are you targeint with your podcasts? would you consider youtube videos are better than podcasts at this stage?
      I prefer podcasts over YouTube videos for a few reasons:

      1. The people I'm trying to reach (professionals) don't spend a lot of time on YouTube.

      2. Audio is easier to produce then video. Also, most "business" videos on YouTube have no need for video. e.g. Talking heads -- this adds nothing and actually takes away from what you're saying. Unless you have something that can't be done well via audio, there is no reason to add video.

      3. Audio is easier to consume than video because you can do it while doing something else -- driving, cooking, working out, etc.

      4. Audio is more intimate -- usually via headphones -- which deepens the relationships we have with people.

      5. Audio is consumed for a longer period of time.

      All of these things will help you to build and strengthen relationships with your audience. They will help to showcase yourself as an expert.

      As far as targeting niches... I believe in planting your flag and letting people come to you. What niche do you want to be in?
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  • Profile picture of the author David Hooper
    Jason, I took a look at your site. You'll have better results doing a solo podcast. That's the only way to truly showcase your expertise and establish your authority.
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  • Profile picture of the author Andrewmonheim
    How can you go about growing a podcasting audience? Thanks!
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    • Profile picture of the author David Hooper
      Originally Posted by Andrewmonheim View Post

      How can you go about growing a podcasting audience? Thanks!
      The answer is, "It depends." In general though, the first place I'd start is by looking at the audience you're appealing to.

      Do you currently have a podcast? If so, please post a link so I can take a listen. And if you could tell me a little more about your situation and what you're trying to accomplish, that will be helpful too. Then I can better advise you on growing your audience.
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