First Lesson – Business Podcasting Basics

We are going to talk a little about what podcasts are and how they work. If you haven’t included podcasting in your marketing plan before, now is the time to think about changing that.

Why?

Because, they are very effective and they are easier to create than ever before. In fact they are fast becoming one of the most popular ways to connect with an audience of hungry buyers, which is what every business wants!

Just in case you’ve been cut off from technology and you aren’t sure what podcasts are and what they can do for your business, here is a quick overview.

Podcast’s are recurring audio broadcasts that are delivered over the internet as MP3 files. The technology used to record them uses memory compression, so these files are fairly small and can be accessed quickly. People can listen to live or pre-recorded podcasts that they download on their, computers, iPods, iPads cell phones or any other device that connects to the internet and can play media files.

Podcasts have many benefits especially for business owners that want to build brand recognition and develop a solid online presence. They can be syndicated through and RSS (Really Simple Syndication) feed, so people can subscribe to them.

If you aren’t sure what RSS is and you want to know more, here is a nice article that helps explain them: http://www.problogger.net/what-is-rss

Essentially what this means is that you can create your own radio style talk show centered on what your business has to offer. You can create basic audio files or if you want to get fancy, you can produce a video podcast (if you’re not shy about being on camera). If being a video star isn’t your thing you can create an “enhanced” podcast, which is done by displaying images and screen shots as you talk. Kind of like a slideshow presentation.

Podcasting has many benefits including:

– The ability to reach more people in your target market.
– It helps build credibility in your industry.
– It can turn you into an internet superstar (great for business)
– They can be downloaded by your subscribers’ RSS feeds automatically
– They can be accessed by your subscriber’s anywhere or anytime!
– Let’s you form a more personal connection with your consumers because they can get
to know, like and trust you. (Essential for long-term profits)
A good Podcast can be a great way to get your business in front of an unlimited number of new customers But it doesn’t stop there. They can also be used as the foundation for other audio products like audio books, webinars and even paid audio products. The possibilities are almost endless and extremely profitable!

Second Lesson – Business Podcasting Basics

In this lesson, we are going to talk about how to incorporate podcasting into your business as quickly as possible.

The first step to developing a great podcast is deciding what you want it to do and creating a plan of action. You can start by asking yourself a few simple questions like:

– How can a podcast help my business?
– Will it help me reach my income goals?
– Will my customers respond to audio information? (Are they auditory learners?)
– Do you want your podcast to be your main product or method of communication?
– Do you want to use it to help branding yourself or your business?
– Is it going to be a primary way for your business to attract new customers?
– Do you want to use it to become a niche expert or internet celebrity?

There is no right or wrong answers to these questions. Just like, there is no one surefire way to use podcasting. It really depends on your preferences, your target audience’s response and your own level of comfort. After you have a good idea of what you hope to accomplish with your podcast it’s time to figure out what type of equipment and services you are going to need to get started.

There are more than a few ways to go about the process of recording, storing and distributing your podcasts. Again, the method you choose will depend on your comfort level and your technical skills. Now let’s go over a few options available for you to try.

– The first thing you’ll need is a good microphone and recording software:

The microphone you can pick up at your local electronics store or online. Just make sure you choose one that produces a good sound quality and has noise reduction built in. There are many affordable options available. Just be sure to do your research.

Audacity – this is a free, open source software for recording and editing audio. They have versions for Mac OS X, Windows, GNU/Linux and other operating systems. It’s a great option especially when you are just getting started.

Find out more here: http://audacity.sourceforge.net

Adobe Audition – This is a more advanced software for editing audio from Adobe. It works with Windows and Mac. You can download a free trial and if you decide you like it you can purchase the full license.

Find out more here: https://creative.adobe.com/products/audition

Hipcast – This service makes it easy to record high-quality audio from your web browser or your phone with no software to download or install. This is a nice option for those of us who aren’t exactly tech savvy.

Find out more here: http://www.hipcast.com

Podomatic – This is another service, which lets you record audio and even video directly from your browser. You can also receive in line calls from listeners wanting to leave voice comments.

Find out more here: https://www.podomatic.com

– You will also need a place to host your podcast files:

You can of course host them on you own domain, but as you create more and more episodes just be aware that they will take up a lot of room and require a lot of bandwidth, which can become costly if you don’t monitor it closely.

There are website completely dedicated to hosting podcasts.

Amazon S3 – This hosting is nice because it offers quality hosting at a lower price in comparison to other paid services and it grows with you. Meaning you only pay for what you use. It also has a free plan with a limit of 5 GB of storage and a limit of 20,000 get requests.

Find out more here: http://aws.amazon.com/s3

Soundcloud – They offer free and paid plans, which are reasonably priced. The free version has some limitations but it’s great when you are just getting started. The pro version has perks like tracking so you can see who is listening, where they are from and other stats that will help you improve your podcast.

Find out more here: https://soundcloud.com

PodBean – This is an easy-to-use podcast host for casual podcasts that don’t exceed 30 MB. They offer a free account with a very friendly user-interface, mobile options and a RSS feed for your podcast. They also offer statistics and creative themes to spruce up your podcast page.

Find out more here: http://www.podbean.com

iTunes – To reap the benefits of the iTunes Store you must host your media files and RSS feeds on your own web servers or a third-party hosting provider like the ones listed above. iTunes doesn’t host podcasts but once you get your cast uploaded to your feed you can submit it for inclusion in the iTunes Store podcast directory.

If you want to check out even more options, I highly recommend this article on Mashable.com: http://mashable.com/2007/07/04/podcasting-toolbox

I also encourage you to check out this article about creating your podcast with Google Hangouts. It is an increasing popular and easy way to get started:
http://www.socialmediaexaminer.com/create-podcasts-with-google-hangouts-on-air

Third Lesson – Business Podcasting Basics

In this lesson, we are going to talk about planning content for your podcast.

Before you begin thinking about the type of content, you want to create for your podcast it’s important to think about format and broadcast schedule. For instance, what topics are you going to focus on? Do you want to produce a simple audio podcast, or do you want to go all out and host a video cast?

Are you going to host a weekly, by-weekly or monthly cast? Perhaps you just want to start by creating a topic specific series of audio podcasts that you can package and sell. These are all questions that must be considered before you can start creating content.

When you are thinking about the answers to these questions it’s also important consider your target listeners wants, needs, preferences and interests because they are the ones who will make or break your new cast, so you want to create content that hooks them in and keeps them listening.

One of the best ways to create captivating podcast material is to focus on topics you know a lot about. For most business owners this is the products and services we offer. This way you’ll have very little trouble talking about it while you’re on air or recording. Just be careful not to turn your cast into a pitch fest.

*Nothing will make listeners tune out faster than a continuous sales message. Soft selling is the best approach.
Don’t worry, you don’t have to know absolutely everything related to topic of your cast. You can always fill in the blanks by inviting and interviewing guest experts. This is a very common practice in the podcasting industry.

This might be a bit challenging at first, but once you become established you will have no trouble getting industry experts to join you because it’s as good for them as it is for you. When you do have, a guest on your show be sure to focus on asking the questions you know your subscribers would like to ask.

Hint: If you’re not sure what to ask try polling your subscribers. It’s a great way to find out what they want to know!

Another important step is writing a script, this way if you get nervous or forget what you want to say you have a cheat sheet to refer too. It doesn’t have to be a lengthy detailed script that you read word for word on air. It just needs to include an overview of the topics you want to discuss and questions you plan to ask if you have a guest. I personally like to create a bulleted list with my main topics bolded with speaking points underneath. However, you can create your script in any format that is comfortable to you. Here are a few other options that may work better for you:

– Index or cues cards.
– Use your computer as a teleprompt.
– A white board in your line of site.
– Simple notes on your desk.
– Scribbled on your hand.

It really is up to you, but the point is to remember all of your speaking points so that you don’t end up recording dead air.

Here is a nice tutorial that includes a few more tips you can use for your own script. It also has an example of the bulleted list I like to use so you can see what it looks like:
http://www.howtopodcasttutorial.com/09-preparing-podcast-episode.htm

If you find yourself, stuck for ideas or not sure exactly where you want to go with the content of your show, try tuning into a few popular podcasts from others in your industry. This is a great way to find out what works and what doesn’t. Just keep your notebook handy and jot down any ideas that you want to use in your own show.

Fourth Lesson – Business Podcasting Basics

This lesson we are going to jump right in and talk about practicing and preparing for your first business podcast.

Before you dive right in and start recording your business podcast it’s a very good idea to practice using and tools you’re going to use, like your microphone, recording software and if you’ve decided to use an online service be sure you understand how it works. Take time to study any user guides, checklists or tutorials provided so you can avoid any potential mishaps or malfunctions.

Practice using your microphone and get comfortable speaking into it before attempting to go live. If you’re too close, your listener will hear every breath sound, sniff and sigh. If you are too far away, your voice may echo, sound fuzzy or be hard to understand.

Tip: Don’t eat, chew gum, suck on candy or slurp your soda while you’re recording unless you want to annoy your listeners more than you entertain them.

It’s a good idea to upload a few sample casts to and listen to them on different devices so you can check your sound quality and make any adjustments to your equipment or presentation before your first show. It’s also a good idea to get someone you trust to tell you the truth to try accessing and listening to your samples, so they can let you know if the process works and how you sound.

The day of your podcast, make sure you give yourself plenty of time to prepare before the show. If you have a guest check in with them a few hours ahead of time, to make sure they are ready and excited to go at the specified time. Remember they are probably a little nervous too, so pump them up for the show with a few words of encouragement.

Here are a few more tips:

– Make sure you’re well-hydrated and have a glass of water ready just in case your mouth gets dry. (just don’t gulp it on air).

– Test your microphone again right before the show to make sure it is working.

– Make the room as quiet as possible. Close the doors and windows. Turn off any fans or air conditioners.

– Lock out the pets. You don’t want to have to compete with Fido’s bark or have princess kitty bumping your mic while you’re on air.

– Unplug the house phone and silence the ringer on your cell.

– Warn the family not to disturb you during the podcast. If you have to put a sign on the door!

– When it’s almost time to go on air warm up your voice and take a few take a few slow deep breaths, inhaling and exhaling, before you start to speak.

Once you’re on air introduce yourself, your business and your guest (if you have one). Make a little small talk to warm up your listeners and let them know what they are going to learn by listening. You should also let them know how long the show will last and any other information you think will help keep them tuned in until the end of the show, like teasers and offers that they have to stay to the end to get.

Hint: Free prizes, gifts or discounts related to your products and services work great!

At the end of the show, thank your audience for listening and provide any links or information your viewers will need to find out more. You can do this by directing them to your website, blog or even and online file sharing site like Dropbox.

Remember not everyone is going to listen to your live broadcast, so make sure the you record your show and upload it the a hosting service like we discussed in your second lesson to create an RSS feed so that listeners can easily subscribe and tune in when it’s most convenient for them. Also if you plan to distribute your podcast on iTunes.

If you need more information on creating an RSS feed here is a nice Wiki How tutorial:
http://www.wikihow.com/Create-an-RSS-Feed

Fifth Lesson – Business Podcasting Basics

We have come to the final lesson in the Business Podcasting Basics. I sure hope you have enjoyed your lessons and learned a lot about hosting a podcast for your own business. In this last lesson, we are going to go over some simple yet effective ways to get more listeners for your cast.

When it comes to getting more listeners for your podcast, you have to do everything you can to get noticed. Keep in mind that there are a lot of podcasters competing for listeners’ attention.

As we discussed in your third lesson, the best way to create a captivating podcast is to by focusing on topics that you know well and that are closely related to your business. It’s also a good idea to think about what sets your business apart from your competition, so you can share information with your listeners that will help them identify with you better.

Tip: Keep in mind that people are often overwhelmed with too much information. Most of the time that want practical how to advice and tips that will help them accomplish something.

– Stick to a schedule

One of the main reasons popular radio show hosts are able to build loyal followings is because they are consistent. Think about your favorite morning shows. They are on the air at the same time every day. If they weren’t it would be hard to know when to tune in and they wouldn’t be very successful. The same idea applies to your podcast. You need to set a publishing schedule and stick to it so your listeners know what to expect.

– Podcast directories

Get listed in multiple podcasting directories like the iTunes store, DoubleTwist, Stitcher AmigoFish, Digg Podcasts, Podcast Pickle or All Podcasts. Just do a quick search and you’ll discover there are literally hundreds of directories available online dedicated strictly to podcasting and RSS feeds. Submitting your feed to as many as possible can definitely lead to more exposure and more listeners.

– Use Tags

Since podcasts are audio files, tagging is essential for helping listeners find you whether it’s in iTunes or through the search engines. Always use descriptive keywords and tags in your descriptions whenever you are submitting or posting links to your cast. This will help attract more targeted traffic and listeners to your show. Keep in mind that the descriptions you use often show up in the search engine listing and will also be the main reason people click through and listen, so do your best to make it compelling.

– Set up a blog

Blogging can be an effective way to generate interest in your podcast. They reach a different audience that may not know about your podcast, they help build your online presence and they are great for getting search engine rankings. Make sure your podcast is highlighted on your blog with well-placed subscription links. You can even place samples from your latest shows, so people can get a good idea of what your show is all about.

– Get social

Set up social profiles on the major networks like Facebook, Twitter and Linkedin. Join some forums, post comments on other popular blogs in your niche. Podcasting is all about building a following and relationships with your listeners. You just can’t sit back and expect listeners to come to you, you go out and get them.

To explore even more options for expanding your audience take a look at this article from Social Media Examiner:
http://www.socialmediaexaminer.com/6-podcasting-tips-from-the-pros [/membership]