This week my podcasting partner Paul Gillin and I talk to Seth Greene about how to market small (and large) businesses using some time-tested direct response marketing methods that begin with creating podcasts. Seth is the author of Market Domination for Podcasting, as well as several other books. He offers so much great advice in this interview that you’ll want to have your notebook handy. Among his tips and observations about podcasting:
- Global smartphone proliferation and Apple CarPlay have been big factors in the recent rapid growth of podcasts. It’s time for businesses to take notice.
- It’s not about big markets – A few hundred regular listeners can give your business a great boost if they’re the right people.
- Optimal length is 20-30 minutes, which is the length of the average workout or commute.
- You can do a lot of your own promotion. Use Facebook, LinkedIn, Twitter. Send email to your clients. Ask your guests to promote to their lists.
- Interview formats work well for a couple of reasons. One is that it’s hard to keep a narrative going all by yourself for a half hour. Another is that guests will often promote to their friends and associates. If you have a co-host, it’s even easier to keep the discussion moving. In Seth’s case, a partnership with TV celebrity Kevin Harrington has been a huge boost to listenership.
- The biggest mistake B2B marketers make with podcasts is being boring. You’ve got to bring personality to your show.
- Don’t turn down any opportunity for media promotion of your program. You never know who’s reading/listening.
Greene’s Market Domination firm has been one of the fastest growing direct response marketing firms in the country. He is the only person in history that Dan Kennedy has nominated for marketer of the year three years in a row and he’s been featured on numerous TV shows and quoted frequently in national business magazines.