Today’s podcasters and vlog show promoters are fighting an uphill battle for audience brain space and visibility. Too much stuff, too much fluff, and too much wasted time cause too many media production attempts to be futile.
Who’s the Audience?
When you consider that podcasts, vlogs, and on demand content are the preferred sources of business building information for local family businesses, we have a recipe for disaster. Meaningless content, unskilled content creators, and a data machine designed to make money on the behavior of those users – whether content creators make money or not – hasn’t stopped the parade of faces making up live stream content, trying continually to be relevant merely be being ‘there’.
They are there. And most will run out of money before they make any.
Understand the Playing Field
In truth, it’s less about statistics, and more about focus and target. All data collectors, all platforms, will insist you agree to their terms of service before you have an account with them. Those terms will tell you not to depend on their numbers. As more effective methodologies for harnessing ad dollars develop, what’s being unveiled is that data is less understood than ever before, and strategic relationships are emerging in a powerful way.
Local businesses have depended on strategic relationships for a long time. They develop referral relationships through trust, they invest time in cultivating dependability and reciprocity. They get excited when they learn someone mentions them by name and gave them a great referral.
They call it ‘word of mouth’, and were told it would never sustain them in today’s content-hungry environment.
What’s happened? A very rapid technology evolution. It’s been hard to keep up. Even for the big guys. They will tell you managing overwhelming data is their number one challenge. In the end, it’s about managing relationships. Data should simply help us understand those relationships a little better – if … and that’s a big if … you can determine WHAT data actually matters for both you and your advertiser.
According to a Dun & Bradstreet document released this year, Mind the Data Gap, produced in collaboration with ADWEEK Branded, more and more clarity on an ABM (Account Based Marketing) approach is helping advertisers see the value in focused content, delivery, and follow-through. Understanding people based on behavior, relational, and location data far outweighs vanity metrics like reach, clicks, views, and likes.
Advertisers who understand this are finding the OBBM Network a smart and profitable advantage for local business.
Your foray into podcasting and vlogging should make a difference to the audience you serve. Money is a critical part of measuring effectiveness for any venture. Do it right, and your advertisers will love the relationship they have with you.
Follow these simple-yet-critical steps for effective show promotion and begin to master the narrative for profitable results.
How to Promote Your Show
Know your audience, and know THEIR audience. I call this ‘Tier 2’ thinking. Give your preferred audience content that makes THEM rockstars for sharing it.
Don’t get lost in clicks, likes, or views. Key decision-makers are more likely to share content from a mobile device through a text to someone they know. Social mediums won’t have numbers for that. Instead, focus your business content social media shares with associated language and hashtags, being relevant to focused groups or circles of influence. Be clear on your ‘who’ and the rest will follow.
Develop an email strategy from a lead capture tool and make certain your key people (network of cheerleaders) are getting it. Make sure they can share it from the email, too. If your 1% business page audience is resulting in engagement, imagine what your 22% email open rate can do. KEY decision-makers are more likely to open email than use social media, and email subscribers are more likely to forward one.
Leverage a network. Your show on its own will have to work 50x harder on a platform where you are the only promoter of your show with no audience focus. If you’re podcasting and vlogging independently and relying solely on social media to get the word out, you now work for THEM. Profitable shows leverage a network approach so that advertisers can have confidence that the show will prevail and their brand is safe. With a network of shows and programming delivery tools, advertisers see opportunity to reach their key targets – location, industry, audience focus.
Get training. Media training for direction, content mastery and focus, physical positioning, guest suggestions, vocal delivery, and expression will ensure you continue to elevate your brand, instead of merely playing the content-hungry crap shoot everyone else is playing. One day the social stage will change again. When it does, you want the time you have spent to be part of a history your brand can be proud of.
I can’t stress this enough, don’t be afraid to jump in! Don’t let intimidation stop you from learning how to be comfortable in front of the camera or behind a mic. Start somewhere.
Promote the best of your brand. Follow these steps and your show will be more than a social influence, you’ll have an additional revenue stream, too.