Are You Making a Truly Personal Connection?

If you're looking to add one new technology tool to your marketing suite next year, it should be a regular podcast.

I recently heard Graham Jones, who calls himself an Internet psychologist, give an excellent presentation at the PSA conference in London. One of the points Graham made was that the secret to sucess on the Internet today is to provide high-value content, and lots of it.

I agree (Maybe that's why I thought it excellent ).

The trouble is, when I ask people why they don't create content, they usually say they don't have the time. Writing seems too difficult, publishing is slow, and videos are too fiddly. I don't necessarily agree with all this, but it's what people are telling me.

That's where podcasting comes in.

Podcasting is a natural tool for speakers, trainers, coaches, facilitators, consultants - in fact, anybody who makes money from the words that come out of their mouth.

A podcast is an audio newsletter. It's what we would all have been doing all along if the technology had been good enough. The technology now is good enough. So what are you waiting for?

Let me give you six GREAT reasons to do a podcast ...

1. Relationship marketing

The most important reason for doing podcasting is because it's about relationship marketing. Like an e-mail newsletter, because you're publishing it regularly, it's a great way to keep in touch while delivering value to the people in your network.

2. Prospecting

If somebody visits your Web site and they are not in a position to buy yet, you would like to stay in relationship with them. You can do that with an e-mail newsletter, and you can also do that with a podcast.

One podcaster who does this very well is communication skills coach LeeAundra Temescu, who publishes "The Contrary Public Speaker" (from thecontrarypublicspeaker.com).

Subscribe to that podcast just to see two things: First, the content itself is good; second, notice the way she promotes and positions herself without blatant advertising.

3. Personal connection

Podcasting creates a more personal connection than just plain text. I've subscribed to many newsletters; and it's one thing to read the written word from the author, and quite another thing to get a more personal connection by hearing their voice or watching them on video.

An example of a Web site that does this very well is www.ted.com. It's an annual conference of some of the world's leading thinkers. Delegates pay a lot of money to attend the conference, but they make all the programs available on their Web site for others to download.

4. Leading edge technology

If you're seen as an expert, it's important to be using the latest technology. This is another way of delivering your message. And because it is leading edge, it helps position you in the marketplace as well.

One of my clients, Paul Bridle, has a podcast on his Web site and every time he publishes a newsletter, he also publishes it in podcast form. Visit www.paulbridle.com and join his podcast (Click the "Podcasts" link, then the iTunes button). Paul is a professional speaker and consultant on leadership, so he is demonstrating his own leadership by being at the forefront of technology.

5. Portable devices

iPod users can download podcasts to their iPod and listen to them elsewhere. I listen to podcasts at the gym, while jogging, in the car, during my travels, and in idle times between meetings! This convenience means it's more likely that you'll maintain that connection with your market.

6. An uncluttered space

Finally, because podcasting is still relatively new, it's an uncluttered space.

Unlike e-mail, which is clogging up in-boxes, podcasts are nowhere near as common. So you're not fighting to get your listener's attention. You get a clear competitive advantage by being in that space now, before it starts filling up.