In case you’ve been a long-time reader or listener, you doubtless noticed that I ended podcasting a few years in the past. So much was happening 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 pastime in landscaping, and I had merged my company into a brand new enterprise.
At its core, the time it took to report, 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 vital issues in my life. I had a backlog of interviews that I recorded, however that by no means bought printed. I remorse that – it wasn’t truthful 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 observe: 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. In contrast to written content material, which requires visible focus, podcasts will be consumed whereas multitasking, corresponding to throughout commutes, exercises, or family chores. This captive viewers is extra prone to take up and keep in mind the message, rising the probability of name recall when buying choices.
- Necessity of Repetition: Repetition is important in advertising, and podcasting gives a wonderful platform for constant messaging. By repeatedly 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 take into account the model when wanted.
What I failed to acknowledge was that my podcast was having an affect. The momentum in attain and listenership was conserving my identify 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 straight 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 1000’s of previous articles, and dove deep into consumer work. I used to be working tougher than ever, however our pipeline was far too gentle. The momentum I constructed through the years with my podcast was dwindling.
I’m positive the financial challenges our nation is experiencing compounded the problem. Prior to now, I had firms popping out of the woodwork to get my help. At my peak listenership a number of years in the past, I might hand-pick the companies I labored with slightly than simply signing up with anybody. That luxurious dried up over the past couple of years.
We’re nonetheless cautious in regards to the shoppers we work with to make sure they are going to doubtless be long-term relationships… however I’d really feel much more comfy if I had a collection of firms to work with slightly than just some. Given the financial system, firms have hesitated to spend money on automation, buyer expertise (CX), and digital transformation (DX). They nonetheless do, however a negotiation that was a few weeks is now a number of 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. Shifting ahead, I’ll do extra solo podcasts, do podcasts with my enterprise companions, in addition to interview business 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 as if it hasn’t developed in over a decade.
And, after all, 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 doubtless value much less, and we’re loyal to our sponsors who take that danger. I’ll be capable of report on what number of listeners I nonetheless have in a few weeks.
