Podcasting for your Business: Interview with Chuck Palm

Podcast interview with Chuck Palm recorded live from Barcamp Tampa at the University of South Florida.

Chuck Palm is the Chief Podcasting Officer at the Internet Podcasting Network, aka IPN. If you’re new to the Find and Convert podcast you may not know that Chuck was my co-host for the first year of my podcasts and IPN actually hosted my podcasts during the first year of my show.

In addition to helping businesses create great podcasts as part of their marketing strategy, Chuck also hosts a show called Podcasting for your Business.  This show is for people who want to learn about how podcasting can be a valuable communication medium for almost any business (Chuck would argue that podcasting is great for any business).

State of Podcasting Industry

There is limited data available (that doesn’t cost a mortgage payment) on the size of the podcasting industry. But, we know it is growing in popularity as evidenced by growth in popular podcasting networks such as BlogTalkRadio and PersonalLifeMedia. If you have more current stats on the podcasting industry, please share them in the comments below. But, we definitely know that the podcasting industry is evolving. There are more new podcast shows posted every day. However, the low barrier to entry has produced many low quality podcast shows. The secret sauce to successful podcasting is quality content and quality audio.  After all would you listen to a radio show that either doesn’t interest you, or the audio quality is so poor that it makes the listening experience a painful one?

The Strategic Value of Podcasts

I asked Chuck what is the strategic value of a podcast show to any business? His answer: “It’s all about building a fan base!” I agree…Building a fan base is not only measurable, it’s also very valuable to a business. A good podcast show will reach a very targeted audience and engage them. It will give them a connection to you. Why wouldn’t any business want that?

How Do You Monetize a Podcast?

There are many ways to monetize a podcast.  One way is the value of relationships built through your fan base. If you want more tangible methods consider what products you have to sell. You can make offers on your products available only to your podcast audience by offering a coupon or discount code. Regardless of how you monetize a podcast show, focus on creating quality content consistently, share it and distribute it through your social channels and syndicate it through RSS. The biggest distribution channel for podcast shows is still iTunes. But, remember that the content in your podcast becomes your marketing. Calls to action are great. But, you must have quality content for a successful podcast show. BTW, I make an offer in this podcast not included in this blog post. To learn about it, listen to the podcast.

Other Reasons to Podcast

While most businesses podcast to market their company’s products and services, there are many other reasons to podcast. Organizations such as churches, associations, entertainers and user groups podcast just to get out their message. Podcasting is an effective way to broadcast a message with broad reach and word of mouth (WOM) potential. Even if your target audience is local, the global reach through online syndication can have a very positive impact on your message.

Educate, Enlighten, Entertain

As I point out in my book, Marketing 2,.0 a good content marketing strategy should strive to achieve the three E’s. Podcast content is a medium that allows any marketer to deliver on any of these three E’s. And, anyone can do it. Every business has much to talk about. Think about how your business or organization can deliver on the three E’s. But, many businesses are intimidated by the notion of podcasting. The best advice is to just be real. Be yourself. Tell stories. Deliver on the three E’s and you’ll create fans.

Podcasting Strategy Process

Chuck shared his secret sauce to creating a successful podcast strategy. Here it is…..Write down the top 20 things that are interesting about your business. Then, create a show around the top 5 or 10. Tell stories about them.  That’s it. It’s not rocket science. But, it’s very important to commit to a podcast as a series of shows, not just one. A podcast show should be a  minimum of 6 shows. Make it a series. Break it up into multiple parts. You’ll engage your audience by breaking it up. And, you’ll start to create a fan base.

Measuring Podcast Analytics

This isn’t one of Chuck’s favorite topics. He points out that too many marketers want instant results. While some podcasts can provide instant results in one way or another, it’s usually not the point. A good podcast show takes time to build an  audience and build a relationship with them. If you have good content and quality audio, and you give your podcast show at least 6 or 10 events, you will be able to measure analytics that track meaningful data about your show. Some of the analytics tools to consider using include PodPress, Blubrry and Volomedia.

Targeted Audience

People listen to your podcast because they want to. Most podcasts are summarized in a blog post which is index-able by search engines. For example the stats in my WordPress blog tell me which podcasts are the most popular. These stats are important but should not be overshadowed by the value of building a fan base and the impact on your brand.

Podcast Consumption

The global phenomenon of smart mobile devices allows people to download and consume audio and video content anywhere. The iPhone and the Google Android devices are just two examples of mobile devices that allow people to consume podcasts (audio and video). It’s believed (depending on the research you read) that most people still consume podcasts on their computer by clicking the play button (as you can do in this blog post). When you consider how we all multitask, that’s very easy to believe.

Want More on Podcasting?

This blog post summary doesn’t capture the entire interview with Chuck Palm. Are you going to click the play button or download it or subscribe to it in iTunes?

You can connect with Chuck Palm on Twitter, Facebook and LinkedIn by his name as well as at his podcasting company at IPN, The Internet Podcasting Network.

P.S. Take the Marketing 2.0 Challenge.

Christmas Eve Message from Bernie Borges

In this brief year end podcast I reflect on our 2008 podcasts and look ahead to 2009.

In 2008 Chuck Palm and I have brought you podcasts on SEO, paid search marketing and social media marketing trends. We always strive to bring you web marketing content that helps marketers create actionable strategies for measurable results.

In 2009 we’ll bring you more of the same as well as interviews with interesting guests. In February I’ll begin podcasting content from my forthcoming book: Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web.

Best Social Media Podcasts in 2008

On December 21st, social media strategist Lee Odden posted a list of the best podcasts on social media of 2008 on his popular TopRankBlog. I’m proud to say that the Find and Convert podcast is on this list!  Please visit this list and please vote for the Find and Convert podcast. I will greatly appreciate your support!

Thank you for your loyalty in 2008.  I wish you many blessings this holiday season.  And, I wish you blessings of health and prosperity in 2009.

I look forward to reaching out to you with our first podcast of 2009 in a couple of weeks!

Cheers,

Bernie Borges
@berniebay

Marketing 2.0 What Does it Mean?

This podcast is a brief introduction to Bernie Borges’ forthcoming book: Marketing 2.0: Bridging the Gap Between Seller and Buyer. Targeted publish date April 2009.

So, what exactly do I mean by Marketing 2.0?

Marketing 2.0 is a play on words on which parallels Web 2.0. As you know Web 2.0 allows for an interactive experience on a web site (blog, social network, podcast, wiki, etc.)

In Marketing 1.0 we interrupt, we intrude, we disrupt our prospective buyers through various advertisements, direct mail, email messages and cold calls. Marketers have tried for decades in 1.0 to interrupt the buyer in hope of getting a message across with a call to action. Then, if we get a 1% response to our interruptive marketing, we think we’re doing well!

Some forms of Marketing 1.0 can be effective, such as advertising on the side of a shuttle bus at a convention to a targeted audience. Or, some banner advertising can be effective in a very niche industry website. If you are a supplier in a narrow niche and there are good niche portals in your industry this can be an effective marketing strategy.

But even effective 1.0 marketing should be supported with 2.0 strategies comprised of great content on blogs, podcasts and other social web platforms where you can engage in two way conversations.

Marketing 2.0 shifts all the power to the consumer (the buyer). It’s a paradigm shift. I argue it’s even a mindset shift. The power is no longer in the hands of the marketer. The buyer has the ability to engage in conversations on the web with others who share common interests to learn, research and hear from others about products and services of interest. The buyer can learn about a company whose product is being considered, the industry trends, employees, the people of influence, etc. Before a buyer makes a purchase decision he/she has an unparalleled ability to hear from others who have made a similar purchase decision.

Then, how can marketers influence buyers in a world of social interaction on the web?

Through a Marketing 2.0 mindset!

As marketers we have to be aware of this shift of power and engage our buyers in sincere and authentic conversations. A conversation is two way. We need to speak with, not talk (shout) at them.

In the old 1.0 world marketers blasted messages out. Marketing 2.0 is speaking with your buyer in conversations, getting engaged and listening to them.

For example I heard a story about how Paul Colligan was flying somewhere on a Southwest Airlines flight and his flight was canceled. He posted a comment on Twitter (his Twitter name is @colligan) about his frustration and when he eventually landed on the other side, Southwest Airlines had contacted him through the web (on Twitter) to say “we heard you and we want to make it right.” Kudos to Southwest Airlines for listening and taking action quickly! Paul Colligan then Tweeted about the positive reaction he got from Southwest Airlines. In the end, Southwest Airlines got good exposure for their swift action, not in the media but on the social web (which I argue is the new media but that’s the subject of a future blog post).

Too many people view the web as a one way communication experience. However, social media allows us to have two way communication through engagement. For example, if you have a comment to add about this podcast/blog post you can leave comments below.

All companies of all sizes have the opportunity to get engaged and listen to their prospective buyers using Marketing 2.0 strategies.

Are you using Marketing 2.0 strategies?

Bernie Borges
@berniebay

Podcasting Basics

Podcasting Basics Show Notes:  To listen to the podcast click the play button above, download it or subscribe to our podcasts below to the right. 

What is a Podcast?

A podcast is digital file which can be audio or video, that someone can subscribe to, download-able, or listen to on the spot on their computer.

A podcast can be played on a PC or portable MP3 player.

A podcast is time shifted delivery of content similar to a VCR.

Why should marketers care about podcasting?

Podcasts are in the top 10 of most frequently accessed types of online content.

Survey conducted by KnowledgeStorm and Univeral McCann of 3900 B2B professionals summer 2006 (highlights):

32% said they listen to more podcasts than before.

B2B technology buyers are listening to podcasts for business interests.

72% said they have listened to downloaded or subscribed to podcasts on technology topics.

23% said they listen to podcasts on technology topics frequently.

About 60% said they want more content delivered in podcast format, specifically they named white papers and analyst reports.

55% said they would be more likely to consume white papers and analyst reports if delivered in podcast format.

57% said their biggest frustration with podcasts is the scarcity of interesting content (opportunity).

Conclusion: podcasts are not just for entertainment, they are a bonafide business tool!

Podcast strategy considerations for marketers:
Define your marketing objective.
Consider your audience and the topics of interest to them.
Identify the content subjects for podcasting to your audience that meets your objective.
Consider content on tips, trends, thought leadership ideas, case studies, white papers, analyst reports, etc.
The content for podcasting has to be manageable. Not too much in one podcast episode. Segment content into episodes.

Decide on the podcast show format.
Interview style: 2 or 3 people.
Or a solo approach if the personality is appropriate for a solo podcast.

Post your podcasts to a web page or blog post.
Include keyword rich text show notes for search engine optimization (SEO) benefits. Show notes can serve as “spider food.” People can link to your show notes which is also good for SEO.

Offer subscription options to your podcast in directories such as iTunes, and other podcast directories. iTunes is the biggest directory. But, it will only display the top 150 results per keyword phrase, e.g., search on “Web 2.0.”

Track your podcast statistics an episode by episodes basis. Measure which podcast topics have been popular. Track downloads and subscriptions through iTunes. Track podcast blog pages in your web analytics.

Marketing – how much marketing (promotion) can you do in a podcast?
It depends on your audience and topics. Here are some promotional possibilities.
Consider a show sponsor: “This podcast is brought to you by…”
Consider a short commercial at the beginning of the podcast or at the end or both.
Consider a “commercial” break (word from our sponsor) in the middle of the podcast just like a radio show.
Offer your audience a call to action that is only available to the podcast listeners.
Consider a short form for podcasts on topics of high interest that will interest people to fill out the form.

Podcast idea example:
OTA- over the air delivery of broadcasting. Example: iPhone can download music or a podcast or push a podcast out to subscribers.
Consider this scenario: A VP of Sales assembles internal subject matter experts to record a podcast with up to date product and competitive info that needs to be distributed to their glogal salesforce ASAP.  They then push out the podcast to their salesforce using OTA.  Rather than relying on a long voicemail or email, the podcast is delivered to their sales force quickly because they were previously subscribed to the “sales podcast” for just such occasions. Sales people can listen to the podcast even while traveling and stay up to date on time sensitive information.

There are almost no rules in podcast marketing.  Do whatever makes sense for your audience and your content.

Conversations: The New Definition of Marketing

Did you hear that marketing has been re-defined again?

In the 80s and 90s there was “relationship marketing,” and “one-to-one marketing.”  The funny thing about the different words used to describe marketing is that they have always had one thing in common.  All marketing (since the beginning) is about communicating to prospective customers over and over again (reach and frequency).

Regardless of how the communication takes place – advertisement, direct mail, phone call, email, website, search engine, seminar/webinar, trade shows - it’s always about communication.

Fast forward to today.  Web 2.0 has reshaped the way many marketers think.  In a world of Web 2.0 we have websites, blog sites, social media sites, podcasts, wikis, user generated content, etc. where communication takes place in a many-to-many way.   In other words, we are having conversations!  So, doesn’t it make sense to say that marketing is about conversations?!!!

Absolutely….Let’s look at some examples…I produce podcasts on web marketing topics.  People (around the world) find my podcasts in iTunes and on the web through social media and they subscribe.  Some of them engage me in conversations.  My brand exposure improves and so does my business…

A software company executive visits Facebook to seek out and find groups on relevant topics.  She joins select groups, engages in conversations on topics relevant to her industry and she learns things that help her make decisions about her marketing mix…

A consumer services company starts a blog about topics related to their service.  These topics offer people tips and hard to find information which builds a community and loyalty.  The blog visitors also visit their website.  Their brand is strengthened and so is their business.

In each example shown here the common denominator was conversations.  The new definition of marketing is indeed about having conversations with our customers and people they care about.  The influence of the communities in social media is so powerful, we simply can not ignore it!

I marvel at how so many marketers say “I don’t have the time to blog or visit social networking sites and get engaged in these conversations.”  I just hope all my competitors don’t have time for these conversations.  As for me, I couldn’t fathom not having time for these conversations.  I’ve seen enough proof. 

Have you?

2008 Is the Year to Create Your Web 2.0 Strategy

In 2007 we jumped on the Web 2.0 bandwagon. We started this corporate blog. We started producing podcasts. We started advising clients to take a “bite” out of the Web 2.0 opportunity, and some have and some haven’t.

We believe 2008 is the year to take the plunge. Ok, maybe you should dip your toe in the water first. We actually recommend the dip first. Web 2.0 is an umbrella term for social media on the web. There are so many ways to harness it, dipping your toe (or a few toes) is the way to start.

If you’re reading this blog post, you’re already involved. We know that understanding the potential of Web 2.0 can be overwhelming. The most common objection we hear is “we don’t have time for it.” If you think you don’t have time, you’re right. I just hope your competitors don’t have time for it either. Get my point?

How long did you ignore email, cell phones or (if you’re old enough) the PC when it was first launched? I can name the former CEO of a computer company (no longer in business) who publicly stated “the PC is just a fad, it won’t last.” While you may not have that sentiment about Web 2.0, my question is – are you on the side lines or leveraging the marketing potential of Web 2.0? What is the marketing potential you ask?  Blogs, social media sites, podcasts, RSS feeds – these all offer you ways to strengthen relationships with your customers and prospective customers.  Guess what – they are looking for you in Web 2.0 properties.  Are you there?

Forrester Research is doing research on the adoption of Web 2.0 marketing strategies among B2B marketers. You can take their survey here. They’ll send you the survey results.

Now, I have a favor to ask. You probably know marketers who don’t visit blogs or know little about Web 2.0. Forward this post to them and give them a nudge to dip their toes in the Web 2.0 water. And, remind them their competitors may already be there.