Position yourself as an expert and boost your credibility by incorporating a podcast into your communication plan.
“When people hear your voice, it gives you an air of authority, that you are the expert,” says Jim Priebe, president of Your Own Podcast in Stouffville, Ont.
These tips can to help you create an effective podcast strategy:
> Set your objectives
Consider the goals you hope to accomplish through your podcast strategy.
“Are you using it for client retention and to be the expert for existing clients?” Priebe says, “or are you using it for your marketing, to bring in new clients?”
The content of your podcasts will depend on the answer to these questions.
> Invest your time
Starting a regular podcast program may be easier than you think because it requires a relatively small commitment of time and money.
“At first, it may take an hour to do a two-minute weekly podcast,” Priebe says. “After you’ve done it for four or five weeks it may take as little as 15 minutes.”
It may take some time to learn to write scripts that lend themselves to being read aloud, Priebe adds, and for you to get comfortable in front of the microphone.
In terms of cost, podcasting “is almost free” Priebe says, because most people already own the required equipment: a microphone and a recorder.
> Direct clients to your podcast
After you have produced your podcast, you have to find an audience. Introduce clients to your podcast through other parts of your communication plan, such as newsletters or networking.
“Promote your podcasts to your current clients through your email newsletter, social media or any other types of communication you use,” says Russell Vance, digital director with Toronto-based Wickware Communications Inc.
Promote your podcast during your first meeting with prospective clients. Direct prospects to your website. You can even hand it to them on a CD, Priebe says.
> Add new voices
Keep your podcasts lively and engaging by adding variety. Invite guests, such as portfolio managers or estate-planning experts, to share their ideas with you and your listeners.
“Bringing someone in as a guest speaker,” Priebe says, “makes the conversation happen more naturally.”
> Be consistent
Stick to a regular schedule to make the podcast program consistent and reliable. If you have decided to put out a weekly podcast, be sure to stick to that schedule as consistently as possible, Vance says.
Consistency keeps listener coming back, and it adds to your credibility.
> Get feedback
Measure the effectiveness of your podcasts through client feedback and by tracking new clients.
To measure the podcast’s effectiveness as a prospecting tool, keep a tally of your new clients and ask them whether they used your podcast.
Include questions about your podcasts on your client surveys, Priebe says. Ask listeners to email you for some kind of bonus, such as a special report.
“Regular feedback is important,” Priebe says. “You want to set up a way of making sure people are listening.”
IE