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The Top 5 Elements Needed for a Successful Podcast

Podcasting is huge. And it doesn’t look like it’s slowing down anytime soon. Simply put, if you run a business and you are not podcasting — you are missing out on an incredibly effective way to reach and engage the audience and consumers you are looking for. However, just like anything else, there is a […]

Podcasting is huge. And it doesn’t look like it’s slowing down anytime soon. Simply put, if you run a business and you are not podcasting — you are missing out on an incredibly effective way to reach and engage the audience and consumers you are looking for. However, just like anything else, there is a right way and a wrong way to go about podcasting. In my opinion, here are the top 5 elements needed to see positive results from having a podcast:

5 – Only Discuss What You Are Passionate About
As more channels emerge daily that vie for attention, audiences are becoming even more fractionalized. Understand that by trying to create content for everyone, you will end up having no one pay attention to you. The more you focus on your passion, the more you will appeal to a specific group.

4 – Make Your Point Quickly​​To see results in podcasting you need to either inspire, inform, entertain, or educate listeners. Make that happen as soon as possible. Dispense the unnecessary banter and superfluous chitchat. Respect your listener’s time and provide what they came for. Deliver what you promised as soon, and as succinct, as possible. ​By establishing a reputation for concise and valuable content, you’re increasing the chances your show will succeed.

3 – Define What A Successful Podcast Looks Like to You
Do you want to grow an existing audience? Do you hope to grow an audience from scratch? Do you have intentions on making money directly from your podcast? Do you want to elevate your credibility and become an expert in your industry? Will your podcast audience be local, national, or international? Will success be having 100 loyal listeners? What about 100,000 casual fans? You must clearly define your goal(s) before you begin. By not defining goals, you won’t achieve anything, let alone everything. Podcasting is powerful, but it’s not a magic bullet. You must clearly prioritize and reverse engineer accordingly.

2 – Create Content Consistently
You must understand it takes time to build a connection with people. Maintain consistent messaging through branded content techniques. You also need to maintain consistency with your frequency. Your listeners are more likely to follow you if they can anticipate your next episode being released. You might start off strong and consistent, but can you sustain it? While podcasting can be incredibly fun, those that see results are in it for a long time, not just a good time. They’re able to do this by having a system in place for content creation, scheduling, recording, production, publishing, promotion, etc. If you don’t implement a system, you will almost certainly fail.

1 – You MUST Be Authentic
​​The most important piece of advice I can give to anyone thinking about starting their own podcast is you must be authentic. I will repeat that because it is crucial if you want a successful podcast. You must be authentic. If you’re not genuine, you should not have a podcast; it will do you more harm than good. Brands are stories. It doesn’t matter if you’re a blue-chip company or a small mom and pop venture. If you are a brand, you are a story. Podcasts are one of the most (if not THE most) powerful ways to tell your story. But you MUST be authentic with storytelling. One of the biggest missing elements in marketing, branding, and public relations these days is trust. If someone doesn’t trust you, they will not purchase from you. If your story isn’t authentic, chances are it won’t be believable. If it’s not believable, there is no trust. However, here’s the good news: The more authentic you are, the more believable your story is. If people believe you, they’ll trust you. The one-two combo is when you add passion and authenticity together. ​ Take those two traits and combine them with the other tips mentioned, and chances are good you will have a successful podcast.

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dynamic-marketing

Dynamic Marketing

Podcasting As A Business Tool Business is not complicated. It really isn’t. However, the world we live in is very complicated and extremely noisy. You could offer the greatest product or service, yet if your distribution channels or marketing is weak or outdated you will not prosper. If you’ve achieved a lot or even a […]

Podcasting As A Business Tool

Business is not complicated. It really isn’t. However, the world we live in is very complicated and extremely noisy. You could offer the greatest product or service, yet if your distribution channels or marketing is weak or outdated you will not prosper. If you’ve achieved a lot or even a modicum of brand visibility that’s great; however, that’s not enough these days. It’s likely your competitors have similar presences in the marketplace, so it comes down to whom consumers like the most and trust the most. Trust however, is becoming harder to earn. Online reviews and word-of-mouth referrals do not have the same clout they did from even a few years ago. This is partly because too often the digital presence of a business doesn’t coincide with its real-world version. How many times have you had high hopes of something but the experience didn’t live up to the expectation? Savvy consumers realize it’s easy to conjure up an avatar, fake “reviews,” and manipulate posts on Facebook and other social media.

Enter podcasting with its dynamic nature. Your message — your voice — not text you write or images you post but rather your actual voice delivering your message is in consumers’ heads during some of the most private, impressionable moments of their day. Whereas anyone can get a slick website or employ a graphic designer so on the surface they look professional because podcasting “separates the boys from the men.” It will be immediately obvious if you don’t know what you’re talking about on a podcast. This works the other way, too. For those that paid their dues, the experts in their field let the world hear you! You know your stuff. People will realize this through your podcast. Podcasting can enhance your brand more effectively than any other marketing tool.

Podcasts are the best format for mobile, readily being consumed on the go. The information is portable, easy to share, and on-demand. Consumers decide when and where they listen. Open dialogues and roundtable discussions create a sense of community that your audience will appreciate when listening to your podcast.

Podcasting is a more personal way of marketing. It’s a way to become intimate with your existing or potential customers because they select your show. They chose you. Out of all of your “competition” your audience wants to hear you. You are essentially speaking to one person at a time who has invited you into their space. It’s the epitome of the book The Thank You Economy by Gary Vaynerchuk. Incidentally, another of that book’s main principles is, “If you’re not passionate enough about what your company does to find fuel for conversations every day, for hours on end, with as many people as possible, maybe you’re in the wrong business.” Are you starting to see why a podcast could be the greatest vehicle to tell your story, to set you apart in your field, to elevate your credibility, and/or to increase awareness of your brand?​

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