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 Each
day starts and usually ends with the same BIG question.
Our clients and prospects ask us, "How can I grow my
business and capture my fair market share?" Our
answer is quite simply, "Build yourself a base of
prospects and work that pipeline relentlessly and
efficiently."
One BIG tip that I can offer you as read my short synopsis
today, learn how to become a successful PodCaster and
watch your bottom-line fly skyward!
Over the past decade, the Internet has created many new
breakthrough marketing mediums. From successful ezine
publishing and distribution straight through to more
pronounced search engine optimization practices.
As a television and radio broadcaster/marketing
consultant, I have had the sincere pleasure of
understanding just how important both the radio and
television marketing methods are to businesses and
individuals in getting the word out to their prospective
audience.
Our weekly online radio show, Net Talk Radio has been
received very well amongst listeners and advertisers
alike. I guess I always knew that in time, connectivity
speeds and portable hand-held devices would ultimately
allow for a more expansive target audience reach.
The day has finally arrived!
Although, we began using our online talk radio format
years ago, we are now able to sweeten the pie by allowing
our listeners to almost effortlessly download our show
(information and entertainment) right into the iPod and
iRiver devices. Now our audience can listen where ever and
whenever "they" like. Plus, as an added-value
benefit to us and our valuable advertisers, we can track
every hit (listener) around the clock for about the cost
of a cup of coffee! We make all this happen by deploying
one of today's best emerging audio/blogging technologies
popularly referred to as, "PodCasting".
PodCast Marketing: *Anyone Can Do This!
First, What is Podcasting?
Podcasting is a term that manifested as a fresh way to
describe the technology used to push (share) audio content
from web sites down to consumers (clients) of that
content, who usually listen to it on an iPod (hence the
term "pod") or any other type of .mp3 player (iRiver)
at their command, convenience and control.
PodCasting is somewhat similar to the concept of
time-shifted video software and devices like TiVo, which
let you watch what you want exactly when you want it by
simply recording and storing video, except that PodCasting
is primarily used for audio to date. (Universal video
deployment is most likely just around the corner.) With
that stated I should explain, however, that this easy to
use emerging technology can be used to push (deploy) any
kind of file such as photos (images), software updates,
videos and/or text.
PodCasting uses an XML-based technology called RSS (Real
Simple Syndication). Content publishers (PodCasters)
describe new content in an XML RSS file which includes
dates, titles, descriptions, and specifics links to the
.mp3 files. This "automatically" generated file
is referred to as an RSS feed. Dave Winer is considered by
many to be the creator of RSS and a pioneer in the
environment of applied XML. The component to making
PodCasting work with RSS is "enclosures"
(remember that term), an element supported by RSS 2.0.
As a consumer or end-user, you simply run an
"aggregator" (remember this term, too) program
like MTV's Adam Curry's iPodder software on your local
computer, which lets you easily subscribe to RSS feeds.
Programs like Adam's will either by schedule or by random
design, download the RSS files, and check to see if any
fresh content is available. If new content exists, the
audio files are automatically downloaded and put into a
folder (of your choice) on your hard disk or directly
routed to your mp3 player.
I used an asterisk as noted above to make this very honest
and often painful-to-some disclaimer. When I stated that
"Anyone Can Do This", I should more accurately
state, "Anyone that properly learns (from a real
professional) and activates their own PodCast process can
reap the significant harvest of BIGGER numbers by creating
and nurturing their own emerging community. As an online
business owner this is HUGE and required! This marketing
solution can not only make you financially solvent, it can
even make you a "STAR"!
 Fitting The PodCast Magic Into Your Arsenal
Here now is a list of things to do to prepare yourself for
your first PodCast presentation.
1. Research The PodCast Element
Learn precisely what PodCasting is all about and how it
works. I recommend visiting http://www.google.com and
typing, "PodCast Radio" into the search field.
2. Physically Search Out Only The True Professionals
Create a list of those PodCasters that undeniably know
exactly what they are doing. Align your yourself with only
the best. From this list, call them on the phone and pick
their brain(s). If you cannot locate an actual telephonic
point of contact, I strongly urge you to wipe them from
your list. You want to do business with those that believe
in "touching" their market with more intimacy
and one-to-one personalization rather than just an email.
Remember, you are looking for a friend. A mentor. Not
necessarily someone to take your money and be off. A solid
partnership (friendship) is your objective here.
3. Discover Your Passion
What passion do you share with others? What true value
will your audience glean from you? Who is your target
audience? Understand your "WHY"!
4. Develop Your Plan & Work Your Process
What do you need to learn? What do you need to do? What
specific date will you be ready? Who will provide you with
the support you will need to fulfill your plan. What
equipment is required?
5. Make Your Podcast Happen!
As you roll out your "new-to-you" adventure,
don't expect total perfection on day one. Be kind to
yourself and know that you will evolve. We all started
from square one. You should have heard my first radio air
check from my first radio gig in Bakersfield, California.
I sounded just like a bumbling knucklehead. :-) Enough
practice and desire can make you near perfect, but do be
fair with you and give yourself time to grow.
Listen to other Pro-PodCasters. Listen to your local radio
stations. Read books and articles like this one on a daily
basis. (I do it everyday!)
6. Finally... No Excuses!
If you "really" want to crank up the heat on
your marketing efforts, than PodCasting will give you the
significant marketing advantage.
Know this...
Others will talk about it, but never make their move.
You, on the other hand, will except no feeble excuses and
get working on your very first PodCast right away! (At the
very least, be sure to move PodCasting up near the top of
"TO-DO" list!
In closing today...
I have illustrated only a fraction of what you must know
before you go piling into your PodCast endeavor full steam
ahead. Be sure to identify and experiment with all angles
of marketing when it comes to producing an on-going,
money-generating PodCast production for all the world to
hear and take notice!
Happy PodCast Marketing!
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