14 Virtual Connections Are Here 16 How 1 Case Study = Promotional To Stay: How Podcasts Get 3 Wins Activity More Referrals and Clients Virtual Connections Are Here How Podcasts To Stay: Get More Referrals and Clients By Dr. Jeremy Weisz The novel coronavirus has done As of 2019, 51% of the U.S. population had nothing if not show us the power listened to a podcast, according to Podcasting of making connections virtually and Insights doing so successfully. Working at home, most of us now reach out The term “podcasting” is familiar to 75% of the electronically in place of face-to-face U.S. population, up from 70% in 2019, say Edison meetings, conferences, sales calls, Research and Triton Digital and even tradeshows. In short, podcasts have become big business. And It’s no wonder, then, that podcasts, which the beauty is that, contrary to popular belief, podcasts have been around conceptually for nearly don’t necessarily have to engage a big audience to two decades, have moved so easily be successful, just a targeted one. It’s quality over toward maturity in our current media quantity. In fact, being topical by nature and design, environment. Yet why have A/E/C firms podcasts enjoy opt-in exposures that lie comfortably been slow to adopt podcasting? along an extremely wide continuum, from miniscule to in the millions. Given the niche industries most Long before the coronavirus outbreak— A/E/C firms participate in, perhaps it’s time to explore and certainly since—we became this addition to current marketing efforts. entrenched in a digital, virtual world, where podcasts live now among Audience Size Is All Relative legitimate, mainstream “infotainment” On one extreme, consider the case of comedian, options. In fact, some 104 million television host/actor, and mixed-martial-arts listeners now tune into podcasts each Remember, commentator Joe Rogan. A pioneer of podcasts, month (up from 90 million in 2019), Rogan’s fan base—seeded when he was an according to Nielsen research. If that the size of your announcer and interviewer for the Ultimate Fighting doesn’t convince you this is a powerful audience isn’t as Championship—is among the largest of the genre. vehicle, here are a few other standout Fans will likely follow him as 11 years’ worth of statistics: important as the content for his show, The Joe Rogan Experience, The Internet Advertising Bureau and quality of your moves from multiple platforms to an exclusive PricewaterhouseCoopers predict ad content and the position on Spotify. This, after Spotify concocted revenue for podcasts will total $863 a $100 million, multiyear licensing deal with the million for this year and over $1 billion quality of your podcast personality. Think about that—$100 million in 2021 audience. for exclusive rights to a podcast. 14 SOCIETY FOR MARKETING PROFESSIONAL SERVICES Paradigm Talent Agency, New York, NY. STUDIOS Architecture. © Ines Leong / L-INES Photo, l-ines.com. On the other hand, podcasts started out as and remain an ideal way for smaller businesses and even sole proprietors to share thoughts, best practices, philosophy, and general information. In other words, they’re a fully legitimate and potent medium to use for marketing purposes. Like an every-person’s radio show, podcasts provide access to a listening audience that appreciates the convenience of being able to multitask to the conversation emanating from any number of distribution channels: social media, websites, YouTube, etc. your website, YouTube channel, or likely will be, too. In this way, you also The honest back-and-forth presents any number of available podcasting provide a service to your listeners, like a radio broadcast of familiar voices; directories to which you link all your many and, more important, you make critical listeners are in the same room, virtually, social-media outlets (LinkedIn, Twitter, connections—referral partners—who with the participants. That’s especially Instagram, Facebook, etc.). If you’re add value to your business growth. As a true, of course, if there’s video to new to podcasting, success will require bonus, in reaching out to them, you show accompany a good podcast—body developing compelling stories and quality these guests that they’re top-of-mind language and facial expressions add to content, then following the same formula because you value them enough to have the interaction. for distribution. them on your podcast. Another benefit of podcasts: They’re If the idea of developing a podcast is to Choose these industry influencers you’ll inexpensive and simple to create. For build your business—to gain clients and engage with by tapping into networks, about $100, you can purchase a USB referrals for more clients—you’ll have to trade organizations, existing clients, microphone to plug into your computer. market your podcasts, right? Well, here’s business partners, word-of-mouth, or Hook up with already-available recording where things get interesting. past guests. Forge these relationships software or apps and, if you can push with the opportunity (a chance for more a button and speak, you can produce a Remember, the size of your audience exposure, particularly when your podcast podcast. Editing, whether done in-house isn’t as important as the quality of your reaches mass appeal), and you create or outsourced, enhances the quality of a content and the quality of your audience. more opportunities to collaborate with podcast, turning a homemade production Your goal is to build relationships and their connections, too, which creates new into a quality feed. influence those to whom you or your business. Thus, the business-building lies firm’s services matter most. Start, then, in the multiplier effect of relationships— The New Frontier of by 1) using the guest-interview platform the outreach you do developing your for your podcast (say, a 30-minute Business-Building podcasts—and the journey itself conversation), and 2) carefully curating becomes your reward. n So, what does it take to create a podcast your podcast guest list. That’s because people will want to hear? If you have a the real marketing traction comes good hook—a point of distinction—you’ll from the proper use of relationships— need to spend less time and energy particularly strategically selected podcast than if you haven’t yet established a guests. And we know that in the A/E/C niche. You build on the content creation industries, it’s all about relationships. you already do around your firm, its projects, and subject matter experts, By strategically choosing the featured DR. JEREMY WEISZ is the co-founder of Rise25, LLC, then follow the steps for distributing guest, you organically create good a Chicago-based company whose mission is to help and publishing your podcast based content that’s relevant to your business. businesses connect to their ideal prospects, referral partners, on where your listening audience will After all, if you’re interested in that guest, and strategic partners using a done-for-you podcast. most readily find you. This can include your industry and business associates Contact him at 773.570.0594 or [email protected]. MARKETER DECEMBER 2020 15.