Raising Your Profile Through Podcasting


Raising Your Profile Through Podcasting

Study after study shows that as small business owners we are overworked, underpaid and struggling to be known for what we do.

Profile raising has become a hot topic of late, along with charging what we are worth and finding ways to work with our ‘ideal’ clients, as opposed to anyone who comes along.

As small business owners, we are sitting on a mountain of value. We have so much knowledge about our particular industry tied up in our head, and we genuinely want to assist people with that knowledge. Our struggle is to get that knowledge out of our heads and in front of the people who could benefit from working with us.

Until recently, building a profile has been an uphill climb for any small business owner. Our choices for raising our profile have been either investing a lot of cash in traditional forms of advertising like print, radio or TV or spending money with a Public Relations (PR) agency who would spruik our business using press releases to get media exposure.

Then, with the introduction of websites came the option of blogging. It’s a great way to share ideas but, unless you have a website with excellent traffic and great search engine optimisation, then chances are your knowledge is not finding the broader community. And let’s face it, not every business owner enjoys the process of composing and writing a blog on a regular basis.

While blogging, PR and traditional forms of marketing can still be valid choices for small business, over the past few years a new profile building hero has emerged. And this one plays into all of the strengths of a small business owner.

It’s podcasting.

Quite simply, podcasting allows you to communicate directly with your ideal clients at a time that suits them, at a place that suits them and on a device that suits them.

I know some of you are probably rolling your eyes thinking that podcasting is just a niche little thing that hardly anyone really knows about or uses. Let me assure you that this is not the case.

In fact, over 21 million hours of podcasts are being listened to each and every day in the USA. In Australia research conducted by the ABC suggests that podcast listeners are the most engaged audience with one in five podcast listeners consuming up to 11 podcasts per week.

Australian business owners understand that traditionally we lag two to three years behind what’s trending in the USA. Just as the social media wave crashed around us a few years ago and changed the way we interact with our clients, now the podcasting wave is about to hit our shores.

Even before we are born, we tune into and recognise voices. Our connection with each other is deepened through the sharing of stories, and podcasting is the perfect way to build and strengthen our connection with our clients.

Podcasting offers both new and existing clients the ability to get to know us on a personal level.

By sharing stories about why we got into business, how we help our clients and our successes, we have the opportunity to build a rapport with our clients. We can stamp ourselves as the authority within our industry, and in the process, we can significantly raise our profile.

I’m sure I don’t need to tell you how much easier it is to convert a potential client if they are the ones who have initiated the contact. They know they’re choosing to work with an expert within their field, and the price conversation is much further down the ladder of importance.

If raising your profile, taking the price conversation off the table, and having the ability to convert more of your ideal clients is of interest to you, and let’s face it, you wouldn’t be reading this article if it wasn’t, start your research and consider adding a podcast into your sales and marketing funnel.

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