One of our fellow Paper Clinic Members is The Space Coast Podcast studio run by our good friend Jesse Hall. Come check it out anytime with Jesse and get your message out to the world via the growing medium of podcasting!
Jesse is also the star of some of our favorite Ideal Impact Media commercials in 2018. Acting as Mister Brown Spots, Jesse used his physical comedy to bring this brand awareness video for East Coast Irrigation to life. Because of his talents we have also used him as the sweaty husband for All Air & Heat. Recently Trevor Barone and Jesse starred in a short skit for The Paper Clinic business accelerator.
It is becoming well known that podcasting is an excellent vehicle for sharing your business’s message. What many don’t know is that hosting a podcast is also excellent way to build business relationships. It is easy to promote your clients, prospects, or referral partners by inviting them as guests on to your show. Podcasting is a natural way for them to grow their business and impact. When you create this platform for those key individuals we see they will want to reciprocate and return the favor.
Most importantly, podcasts can be lots of fun. Shows can have any theme, topic, or concept you want. Podcasting on just business is common, but a hybrid of topics or a loose main theme is all it takes to keep your audience engaged and growing.
Podcasting also allows you to produce long-form content with complete brand messaging. Short form content is needed in many formats like video, Tweets, blog posts, and news articles. Videos and written form content is meant to provide your audience with quick bursts of information. This is more actively engaging mediums and it plays a vital role in creating continued touch points. Podcasting allows you to go deeper and it can be consumed passively. This means your audience can jump in their car and immediately begin hearing you while they are driving, working.
According to Salesforce, “Three percent of monthly podcast consumers listen to the beginning of a podcast only. By and large, podcast listeners are loyal and committed to hearing out the full episode.” This means that there is an enormous opportunity here to showcase your expertise in a way that other formats can’t accommodate. For businesses with complicated products of a long sales cycle, such in-depth content may allow consumers to make buying decisions more quickly.
You’re supporting your partners. The most common format for a podcast is an interview. As the host of your own show, bringing guests on to interview allows you not only to expand the information you’re providing to your audience by tapping into your guest’s expertise but also to support industry partners. By asking someone to be a guest on your show, you’re giving them access to your audience, potentially helping your guest grow their reach. Likewise, if your guests promote the episode to their followers, you also tap into their audience. Both you and your guests can benefit from the added exposure, and by thinking of them as a guest you may also deepen your professional relationship with them as well.
You build personal connection with your audience. Successful podcasts are rarely scripted and only lightly edited. As such, the host’s personality has a chance to shine through in a seemingly unfiltered way. Much like video, podcasts are one of the quickest ways to build personal connections and trust between a host and an audience. At a time when we have endless options for all of our purchasing decisions, trust is essential to building brand loyalty, and giving people a voice and a personality to connect to your brand helps to foster that trust.
It provides a repeat touch point for your audience. At Greenleaf Book Group, we touch often on the value of a newsletter, primarily in providing consistent content straight to your audience’s inbox. Similar to a newsletter, when listeners subscribe to your podcast, they are opting in to hearing from you on a regular basis. The key here is to stay consistent with how often you post and the kind of content you share. By doing so, you’ll be able to stay at the top of their minds and continue to develop trust and personal connection toward an even deeper level of brand loyalty.
There are many benefits to starting a podcast. If you have the content to support it and some time to dedicate toward recording and promoting your content, a podcast can go a long way toward growing your brand.
