This is a guest post from Chief Podcast Officer, Vernon Foster, of Pod Parrot.
Since the debut of Serial in 2014, Podcasting has skyrocketed in popularity. But not much has been covered on how to use podcasting to get more clients and better referrals.
You may have already seen the impact of getting in front of your clients before the consultation. Today it’s common to use video marketing, direct mail and traditional advertising. But what about podcasting
What follows are 7 ways to get more clients and better referrals through podcasting.
What Is a Podcast?
It would be pointless to go on about podcasting without first defining what a podcast actually is. Google and Wikipedia’s definition will leave you feeling confused. These definitions don’t take into account how it’s used as a marketing tool. So I decided to make it easier by redefining it to reflect its real power.
A podcast is an effective tool for:
- Building your online presence and authority
- Generating leads for your products and services
- Connecting with your clients, customers and prospects on a more intimate level
Now that we have a clear definition of podcasting, we can move on to how it will get you more clients and better referrals.
1. Gain Instant Credibility and Authority
When I started Event Supremacy, a little podcast on organizing events, no one had a clue who I was. By the end of 2014 four things happened:
- I got hired to organize a 200 person business conference
- I got interviewed on three podcasts (one of which ranks in the Top 10 of iTunes)
- I networked and built relationships with some of the biggest players in the event space
- I became a sought after authority on event consulting just 13 months after starting a podcast
It was a complete game changer for my career and one of the best decisions I’ve made to date.
2. Reach More Affluent Prospects
Bottom of the barrels clients are not fun. If you’ve ever had the unfortunate experience of dealing with them, then you know. Research shows that podcast listeners are highly educated and make $75,000 – $150,000+ a year in annual income. And nearly 50% of the U.S. population is familiar with podcasting.
3. Rise With The Tide
Americans are on the go and it’s clear in our buying behavior. Clothing, groceries and movies can now get delivered to our doorstep in minutes. 30 minute meals and Netflix reign supreme. Podcasting has grown in popularity because it fits into our daily life routines. Listeners tune-in from the gym, while on their daily commute and in busy airports. Having a podcast puts your practice in front of the wave and allows you to rise with the tide.
4. Create a Digital Welcome Mat
How much of the purchasing decision relies on you appearing to be trustworthy? Your podcast becomes the “digital welcome mat” for clients to get to know you. They get to feel things out and know if “this is the right one.”
Seth Godin is one of the most well-known marketing experts on permission marketing. He has written 22 books on the subject. According to Seth,
“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.”
Having a podcast gives you the opportunity to be front and center of your prospects. Ready to give to those seeking advice exactly what they need.
5. Become The Trusted Advisor
Once you get permission, you’re now in a position to earn your clients trust. You show excellence by sharing stories and wins from the field. You help provide the solutions to their pain and problems. When done in an authentic way, you become the trusted advisor. The end result is that prospects will know, like and trust you.
6. Gain The Benefits of Having Content Without Writing
If you’re like me and writing has never been your strong suite, podcasting can be your best friend. You don’t have to spend hours on end creating compelling written content. The hardest part you’ll have to do is record if you outsource the rest.
7. Get SEO and Backlinks To Your Website
Podcasts are an audio format but you can also repurpose them into other forms of content. Services like rev.com allow you to submit your audio files for transcription. The transcripts can then be placed onto your website to boost organic search traffic.
Can you see the value and benefits of having a podcast for your practice? These are just seven of the many ways to use podcasting to get more clients and better referrals.
I’ve put together a free guide if you need a strategy: Increase Your Rates and Close More Clients with This Simple Podcast Format. You can leverage this format to start taking advantage what I just outlined above.
