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December 27, 2016 at 02:17 AM
Here are four reasons why I love podcasting and you should, too.
Related: The competitive advantage of long-tail keywords
No. 1: I used a podcast to make me a leading authority in a ferociously competitive niche.
No. 2: I used a podcast to get me in front of 361,868 prospects a month.
No. 3: I used a podcast to create two best-selling books without writing them.
No. 4: I used a podcast to generate 24 new referral partners who send me leads and business every single month.
Let’s back up a second and start at the beginning.
What is a podcast?
Basically, it’s a radio show on your phone or tablet. There are many places to listen to them, but iTunes is the 800-pound gorilla in the space.
Why should a local insurance agent or financial advisor want a podcast?
There are over one billion people listening to podcasts right now, and by 2020 that number will triple to 3 billion listeners. How? Thanks to a deal with every major car manufacturer, the iTunes podcast interface will come built into your car. That’s a lot of potential prospects for your practice.
Why wouldn’t you do a radio show instead?
Radio is expensive. Radio takes time to build up an audience. Radio is way too broad in its reach, meaning there is no way to segment the people you want. In radio, you also pay for all the people the show could reach, not just for the people who might actually be right for your business.
Podcasting is cheap in comparison to traditional radio. Making a single podcast episode only takes 20-30 minutes. And podcasting allows you to target exactly the audience you want.
What about the technology?
That’s the best part. You don’t need any! No more fancy equipment or expensive studio setup. All you need is a phone, or free video chat software.
How does it work for a local agent or advisor?
You could interview centers of influence — like attorneys and accountants — who would then share the show with their networks, thus generating referrals for you.
Or you could interview prospects you want as clients, and build a relationship with them in a way nothing else can.
Or you could interview people who you want to learn from you, or be mentored by you, and pick their brains during the podcast.
According to 2016 survey data from Edison Research, 21 percent of Americans age 12 or older say they have listened to a podcast in the past month. (Photo: iStock)