Podcasting is such a great way to spread your message and build a community today, but sometimes it’s overlooked for the obvious benefit – the marketing potential for growing your existing business.
On this week’s episode, I record a drive-time podcast sharing how anyone can use a podcast to build their reputation as the “go-to” expert in their own industry.
I know many podcasters who use audio to share their views on everything including favorite television shows, movies, music, sports, books, and food just to name a few. All of these topics are perfectly fine too, but what I find interesting is they neglect an obvious way to build a substantial business in their own industry or area of expertise.
I think a big part of this can be summed up in Russell Conwell’s Acres of Diamonds. If you’ve never read it, I encourage you to download the pdf.
Most of us are like that old farmer who went looking for diamonds everywhere except under his own two feet. He sold his property to go out in search of riches, but ended up in poverty never finding what he set out in search of. Meanwhile, on the very farm he sold, a large diamond mine was discovered.
Many of us have diamond mines within our areas of expertise; those industries that have provided us with a great income over the years, yet we go out in search of other ways to generate income.
My point is, don’t neglect your own area of expertise. Podcasting is a great way to build your reputation in the industry you’re already in.
Here’s an example. I read an article recently of an accountant who worked in the petroleum industry. He suspected that his job might be in jeopardy so he decided to take action.
He launched a website designed to establish himself as a “subject matter expert” in the event he was laid off. As it turns out, he was laid off. But he was prepared. His website had established himself as an expert. From the website, he launched a small consulting practice and now makes more than he ever did as an employee.
What’s interesting is that one of his clients is the same company that laid him off! As a consultant, he now has more work than he can handle, and it all started from a simple blog that he launched on accounting practices for the petroleum industry.
He started with a blog, but he could have easily done the same thing with a podcast and launched it that much faster.
In my book Launch It!, I share the story of my friend Eric Keith, who decided to launch a podcast in the plumbing industry. It’s a podcast that teaches plumbers how to market their business more effectively. After only two podcast episodes, he landed a client who found his new show on stitcher radio.
Recording with audio is a whole lot faster. That audio can be re-purposed into multiple formats. The MP3 can be transcribed into blog content and eventually compiled into a book to use as a marketing tool.
I have a page dedicated to showing you how to get started podcasting depending on your budget. You can find it at www.bibpodcast.com/podcast-setup.
Anyone who still works in a J O B, can use their drive time to or from work to record an episode every day on a particular topic. For drivetime podcast, I would recommend a great sounding lapel mic so you can keep both hands on the wheel. For the best audio quality, use an XLR adapter like the Rode VXLR with a Audio-Technica ATR-3350 mic that is hooked into your Zoom H4N.
These drive-time podcast episodes don’t have to be long at all either. I have a podcast client who knocks out two short 3-5 minute podcast episodes every week. Each episode is focused on one area of his expertise that he wants to talk about that day. After just weeks, his episodes are already getting hundreds of downloads.
Anyone can apply this strategy in their own field. I’ll be discussing this and more on episode 334.
Have a great week!