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Joe Rogan, the world’s most famous podcaster, signed the exclusivity of his show with Spotify for no more and no less than $ 300 million and as one of the most powerful women in the world. On the other hand, former US First Lady Michelle Obama premiered her own show. Both messages suggest that it’s worth noting that more and more people are viewing podcasts as an interesting channel to distribute content and include it in digital strategy.
What is a podcast?
A podcast is an audio program (although video podcasts are also available) that you download from the Internet for viewing at any time from major distribution platforms in Latin America such as: Spotify, Apple Podcast, Ivoox, Acast, among other.
Is there potential for podcasting growth or is this channel already saturated?
By mid-2020, people seem to be addicted to content, and the podcast allows people to do other activities while consuming their favorite program. That said, they might be driving, exercising, cleaning the house, cooking, or just sitting on their favorite couch while learning about a specific topic. Several recent studies have found that the podcasting industry in Latin America is growing at double digits from year to year, and there are no signs that this will slow down anytime soon.
What do podcasts have to do with marketers and entrepreneurs?
AHA! That is the question to be answered, and I find many reasons why a marketer and / or entrepreneur should seriously consider this channel. So I set out to define my top 10 reasons why you should start a podcast today.
1. You increase your personal brand
Image: Jonathan Velasquez via Unsplash
You have probably heard this term many times and how important it is. The fact that people know you, trust you, and know what you are doing puts you in a position of tremendous advantage over your competition.
2. They create the “speed effect”
Image: Austin Distel via Unsplash
Sorry, but I made that term up. I think the “celebrity effect” refers to the psychological phenomenon that people experience when they see another person behind a screen. Preferences or views do not matter, the mere fact of having seen this character from a screen creates a sense of “experience” or that this character is a leader in its branch. Here is my own experience as an example: There are thousands (sometimes it seems millions) of sales trainers and speakers out there. How can you decide which one to work with? Here is my podcast “Shut up and sell” It has proven to be my best calling card as two things usually happen: people already know my prospects for my job, or they are very confident that thanks to my program, I am a public figure in an important position.
3. You speak directly to your customers
Image: Matt Botsford via Unsplash
Surely you’ve ever had the enormous headache of going through multiple filters (receptionists, assistants, security guards) before you could reach the person you want to reach. With a podcast, you can easily be discovered and your content used by your ideal prospect.
4. You sell asleep
Image: Juja Han on Unsplash
Have you heard the phrase “make money while you sleep”? Personally, it bothers me because it seems like a pretty cheap sales pitch. In the case of the podcast, however, I would change it to “Present yourself asleep”. This is one of my favorite places. Think about it! When you are in sales you can only work a limited number of hours. You can only make “x” calls, appointments, e-mails, meetings and so on. In the meantime, your podcast will be available to your viewers / prospects 24/7 to discover you and learn more about your work.
5. You increase your geographic reach
Image: Malte Wingen on Unsplash
Very similar to the previous point. Prior to the pandemic, when video calling wasn’t as prevalent, the seller limited himself to the geographic area he lived in with the alternative of taking business trips. Otherwise with your podcast: once it’s “on air”, users will no longer be able to download it and connect to you.
6. You become an authority
Image: Jonathan Farber via Unsplash
This is a goal that anyone marketing a product should set for themselves, and I mention it every time I have the opportunity: “Become an authority or reference in your industry in your region.” The mere fact of having a podcast gives you more “Authority Points” when compared to other alternatives or competitors.
7. The podcast adds to your sales funnel
PICTURED: Will Francis via Unsplash
It seems to me that in 2020 everyone who works in sales will have to master digital marketing and its derivative content marketing. A podcast becomes a crucial element of digital strategy as it drives the discovery phase (as per the inbound marketing process). People will discover you, connect with you, and trust you much more easily so that you will later guide them through to the close with a personalized sale.
8. You do better follow-up
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This is one of my best hacks (don’t tell my clients), best for this hack to work you don’t even have to download or promote it. If you create content for your podcast regarding the situation and problems of your potential customers within a few episodes, you have a very interesting arsenal at your disposal. I will explain you with the following example:
For example, suppose you are a solar cell seller. You have a prospect who has expressed an interest in reducing their energy usage but says they don’t have a big budget (sounds familiar?). Far from insisting on follow-up calls saying things like, “Nice to see you again, Mr. X! I’m calling you to follow up on the quote I sent you the other day. Did you have the chance to check it out? “Instead of making this general speech, imagine,” Hello Mr. X, I remember very well trying to cut energy bills on a budget. I took on the task of creating an episode for my podcast which describes 5 different ways to reduce energy costs without investing a lot. Would you like me to send it to you? “
What do you think they will answer you? Which of the two monitoring methods do you think will produce the best results?
9. Help them buy from you
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Having a podcast is another level you can connect with your audience and potential customers. You use these before you even do business. This will generate a lot of confidence and train them on your solutions in this way that when your prospects are actively looking for a product or service like the one you offer, your phone will be their first choice.
Let’s be clear: I can go on all day with dozens of reasons to justify the idea that creating a podcast is a great idea for your business, but I’d rather help you use your imagination. I’ll tell you one thing: creating a podcast has contributed to my most important professional and personal successes in my life.