If you’ve been reading the news at all over the past few years, or just paying attention on social media, I’m sure you’ve heard all sorts of business consultants discussing how popular podcasting has become, and how the platform has just exploded.
But when you look at who is actually succeeding with podcasts, it’s almost always huge celebrities and companies working on a national stage, not small businesses and independent sales-people working for themselves.
That’s because most people are doing it wrong, and don’t even know why they are podcasting in the first place! If you follow our advice, and view the activity as podcast marketing, similar to content marketing, and don’t try to be the next Tony Robbins or NPR, then podcasting is a great choice for real estate agents, builders, home inspectors, staging consultants… any small local business!
Here are my top five reasons you should be podcasting…
1 – Because Your Competitors Aren’t!
How many times have you heard that “First to market wins!” or that everyone needs to differentiate? What makes you different than others in your marketplace?
I can almost guarantee that there are not many real estate agents or custom home builders publishing their own podcast on a regular basis in your marketplace. Do you want existing and potential clients to view you as a step above the rest? Then do what the others aren’t doing, and start your own podcast.
2 – More Convenient For Your Prospects
Writing great blog posts is great… for writers. But what about for your prospects? Blog posts can only be read when someone visits your website, but podcasts are portable and can be consumed wherever your prospect would like:
- while walking the dog
- while doing dishes
- while working out at the gym
And if you’re concerned that a part of your audience prefers the written word, you still have the option of providing show notes or a transcript of each episode on your website, thereby killing two birds with one stone.
3 – Showcase Your Expertise – And Personality!
Do you know your stuff? Are you a better than average professional? Then why not share that expertise with people who are looking for your answers?
Podcasting provides a great platform to engage with listeners, and readers, and answer the questions they are most concerned with. And while you demonstrate your experience and depth of knowledge, you’ll automatically be broadcasting your personality with each and every episode.
One of the hardest, and most important, aspects of selling is building rapport. With podcasts, simply by being a smart and funny professional and talking about the very subjects you know and enjoy the most, you will be building rapport with your audience before you even meet them!
4 – Podcasting Is Easier Than Writing, And More Fun!
For most of us, talking is easier than writing, and more enjoyable, especially when we are talking about ourselves! Have you ever sat down to write a 2,000 word blog post about building a custom home, or the awesome marketing you do when selling luxury homes? It’s hard!
But record a podcast, maybe 10-15 minutes worth, and when you transcribe your episode, you’ll most likely have your 2,000 word blog post ready to go. And if you outsource all of the editing and posting responsibilities, you can probably generate two solid podcast episodes for every 45 minutes you’re willing to spend talking. Not too bad.
5 – Great For Building Your Website
As you can tell, I’m a big proponent of podcast marketing, I truly believe it’s the best path for many small businesses, including builders and Realtors. Using the show notes and transcripts that you produce for each episode is a great way to build up the available content on your website.
But when I say that podcasts are great for building your website, that’s not necessarily what I mean. Instead, think of how you can use a podcast as an excuse to invite guests to participate. And when you release their episode, don’t you think that they might be a little excited?
Asking your guests, or even just “allowing” them, to promote their episode is a great way to harness other people’s social circles to help your marketing. That’s a total win-win!
Podcast marketing is here to stay, and there’s no reason that you shouldn’t be the first in your market to capitalize on this platform to find and influence your future clients!