For many, podcasts are a breath of fresh air. It provides an outlet beyond overly-curated Instagram feeds and complex masterclasses for real, genuine, down-to-earth conversation. A great host is authentic, engaging, and ready to share episode after episode of high quality content. It is up to a host to build their audience through trust, candor, and personality.
When done strategically, podcasts are an incredible place to market products and services directly to listeners that are engaged and ready to invest. For listeners, they are a free and convenient source of valuable education on every topic under the sun.
The Power of the Podcast
There are a few aspects that set podcasting apart from other outreach strategies, like Facebook Live, paid advertising, or media relations. Podcasts are the perfect avenue for reaching ideal clients because of their evergreen nature. Most content remains relevant and useful regardless of when a listener finds it, which means it’s easy for new visitors to “binge listen” as they would a Netflix show. This creates ongoing engagement with both old and new episodes, so your content can benefit your business well beyond its launch.
Podcast hosts have the ability to connect with their target audience on a personal level, focusing on topics that are specifically tailored towards your ideal client. On the other side of the microphone, podcast guests get the opportunity to express who they are and what they have to offer to a very dedicated and engaged audience.
Podcasts and Continuing Education
The way podcasts are consumed has caused a monumental shift in industry education for wedding professionals. Business owners are able to listen and learn from new content without having to rely on the Internet (or even their own eyes). It’s easy to pause, take notes, re-listen, and really get the most out of an episode. Plus, it can be extremely inspiring to listen to someone who has gone through similar struggles as you.
If reading isn’t your thing or you just want to try out a podcast, you need to incorporate it into your routine if you want it to stick. Share it with your staff or your significant other, discuss topics that were presented, journal about what you have learned — it’s essential to find a way to weave it into your day-to-day life. The great thing about podcast content is that you can consume it on your own time, whether that means a morning ritual or something to fill in your commute.
Podcasts and Your Network
Listeners can take the experience a step further by following and interacting with the podcast host and guests. It could turn into an opportunity that you would not normally have if you did not put yourself out there. Liking, commenting, sharing, and even direct messaging can all be valuable ways to connect with someone. Focus on being authentic and avoid being spammy or salesy.
One particular strategy that has been successful in my experience is to listen to a podcast episode that features a speaker at an upcoming conference. It almost feels like I know them when attending the conference, and it certainly helps create a conversation if you get the chance to meet them in person.
If you love listening to podcasts, consider being a guest with your favorite host. You will earn instant recognition, an awesome portfolio addition, and generally have a lot of fun. Podcasts provide a wealth of education for entrepreneurs with any level of experience. Set aside an hour, grab your earphones and a notebook, and tune in.
Andy Kusher is the creator and host of The Wedding Biz Podcast, interviewing prolific thought leaders and talented icons within the wedding and events industry.