Why Would You Encourage Business Owners to Incorporate Podcasts and Videos into Their Marketing Strategies?
Last week, I was interviewed by Crystaltech, the company that hosts all our websites/blogs/podcasts/live streaming video productions, for their latest newsletter and blog. The interview covered a few different topics, but I felt the answer to one of the questions posed during the interview would be helpful to readers of this blog.
Why would you encourage business owners to
incorporate podcasts and videos into their marketing strategies?
My answer had less to do with podcasting and video specifically and more about the problem all websites have created. For me, rolling out a podcast/live streaming video production isn’t about how cool either of those things are. It’s about whether you recognize the problems traditional websites have created and if you are interested in solving those very same problems.
Here’s what I said in the interview. I welcome any comments!
First, I don’t think podcasting and live streaming video is a fit for every company [emphasis added]. I think a certain type of embedded video is a fit across the board, if done correctly.
That said, when considering your online marketing strategy, you first need to take a hard look at your website. Truth is, the websites of today aren’t performing any better than the websites of the mid-nineties. The reason is because we’re still creating what amounts to a bunch of electronic brochures…and nobody cares about our electronic brochures. And the numbers bear this out. The average amount of time somebody spends on a website is one minute, and half those people only last eight seconds. Unless you have a story that can be told in eight seconds, you have to figure out how to keep people engaged longer so you can speak to the problems you can solve, and separate yourself from the competitive herd.
As we say on our website, what’s really needed to increase the connection between you and your prospects is to stop producing yet another bit of written marketing collateral, and try something better–and much more impactful. You can turn the day-to-day efforts of your company into an ongoing story that gives your listeners a real sense of who you are, what you do, and how you are solving the problems facing your customers and prospects. That’s why our customers podcast.
Video, regardless of whether it’s live streaming video or on-demand, when done correctly, solves a major challenge most websites unintentionally create when it comes to a company’s perceived approachability. Remember, with a website, I never have to speak to a human. If you recognize that your employees are among your most valuable assets, not providing a window into these important people is bad business. Our customers use live streaming and on-demand video to improve their approachability in the eyes of their prospects and customers, thus shortening the sales cycle.
A couple days ago, I was doing a pre-interview for an upcoming Polycom on Demand podcast. The topic revolved around a new resource Polycom has placed on their website that provides a one-stop location meant to help their customers better implement (or propose) a video conferencing environment. As I was learning about this resource, I discovered that within their “Tools” area, they had included links to a couple previous Polycom on Demand podcast episodes.
I thought this was a great idea.
To help their customers better position the Return On Investment (ROI) delivered by a Polycom solution, they included links two of our Determining Your ROI episodes:
By integrating their existing podcast content into this new customer offering, they’ve enhanced both the podcast’s standing as a valuable educational tool for their customers and the ability to deliver timely, helpful content via their online presence. This is a great use of their podcast.
If we turn our attention towards you, I’d suggest that if you are already producing a podcast for your company, ask yourself,
“What am I doing to help my other marketing efforts by
leveraging the content in my podcast?”
And if you haven’t begun podcasting yet, don’t forget that there is more to it than just creating a new MP3 file for your customers.
With the release of each new show, we provide each customer with a long list of ideas on how to promote/leverage that particular episode. I’d suggest that besides simply posting your latest episode on your server, think hard about how else your podcast can help move your story forward and shorten your sales cycle.
Now, I have a looooong list of other uses for podcasts. But I’d like to hear from you. How do you put your podcast to work for you? Let’s take turns sharing some ideas!
Over the course of the last several weeks, I’ve been spending quite a bit of time working on a presentation I’m giving tomorrow for the Las Vegas Chamber of Commerce’s Business Education Series.
This past Sunday, I was reading the business section of the Las Vegas Review-Journal when I literally stumbled upon a quarter-page ad the Chamber ran for my session! I had no idea! A copy of the advertisement is below. Kudos to the LV Chamber for spreading the word.
If you’re reading this and you’re in Las Vegas, I hope you’ll attend the session. It is going to be packed with a ton of great ideas to help drive more revenue for you and your company.
In the past couple of weeks, we’ve signed on two more Live Streaming Video production services clients. This recent activity, combined with the outstanding feedback QBS Research has received for the show we launched yesterday (QBS LIVE MONDAYS, an amazing sales coaching program), continues to show me that the transformation live streaming video can deliver to a company’s online sales and marketing efforts is outstanding.
That is, if your live productions is correctly deployed.
I believe that whether or not you work with PodWorx to create a professional-level live streaming video production, all great productions help my business. To that end, to educate those interested in improving their website’s contribution to their bottom line, I have scheduled another live Business Brief on live streaming video productions for this coming Thursday, June 4th, at 10am Pacific. This will be our seventh briefing since April and the feedback I’ve received has been unbelievably positive.
By attending this Thursday’s briefing, you’ll receive solid answers to these questions:
- What is Live Streaming Video?
- How does it work?
- What’s the criteria for success?
- What’s the infrastructure required?
- What are the components that make up a Live Streaming production?
- What’s the best methodology towards deploying a successful show?
I will also share with your 30 ideas that you can use for your own live streaming video production. And finally, I’ll answer your questions live, “on the air”.
$1500-$5000 Free to Those Accepted
I am going to conclude the briefing with a first-time offer: for those accepted, I will offer a one-on-one strategy session to determine how or if live streaming video would work for your company. I charge between $1500-$5000 for these sessions (depending on the engagement agreement). Please note that this will not be available to all those who attend the live business brief. There will be an application process we’ll use to select those with the best chances of success.
Sign Up Today
For the details, visit the Ask Scott Whitney microsite. Because this is an invitation-only event, you’ll need to follow the easy instructions found on the site to receive the URL and password required for participation.
Here’s a reminder of the date/time:
Date: Thursday, June 4th, 2009
Time: 10am Pacific / 1pm Eastern
URL: Provided upon signup
Password: Provided upon signup
See you on Thursday!
Entrepreneurs, Salespeople, Sales Managers: ‘QBS Live Mondays’ is a Great Resource to add to Your Toolkit
I have been spending much of the last few weeks preparing for our next live streaming video production. Called QBS Live Mondays with Tom Freese, this program is a twice-a-month live sales coaching program featuring five-time author, speaker and sales trainer Tom Freese.
Delivered live on the first and third Monday of the month, each show is recorded before a live online audience and features sales strategies and a live Q & A session with Tom. I have been a big believer in Tom’s sales methodology for 11+ years. . .the content is outstanding.
As you can see from the image above, the show features a host (Tom) and producer/co-host (me). What’s especially helpful for Tom is that he’s able to link into the PodWorx video production studio via remote video access. In other words, while the video content is recorded and streamed out of the PodWorx studios in Las Vegas, Tom is on the other side of the country.
If you are in any way responsible for the bottom line of your business, either directly or indirectly, I promise this is a show you do not want to miss. Tom’s sales experience is second to none. . .and the fact that he is offering this coaching free of charge is an incredible opportunity for all those who join us live or check out the archive/podcast content when time permits.
Put this on your calendar, you’ll thank me:
After many days (and late nights) of planning, designing, coding, tweaking, and testing, the brand-new PodWorx.com website is LIVE and ONLINE!
The motivation behind this project was multifaceted – I wanted to:
- deliver more PodWorx-developed content about podcasting and live streaming video productions to our expanding audience in a manner that was easy for our visitors to find and consume
- Further improve our search engine optimization efforts by taking advantage of the blog-based/CMS platform the new site uses
- Create a website/hosting environment that better facilitates the variety of embedded media we are using (and plan to use in the future)
- Eat My Own Dog Food (if I recommend and implement this type of website for our customers, I should be doing the same thing.)
Given the growing interest in podcasting and live streaming video productions, we expect the new PodWorx.com will be a valuable asset to those tasked with learning about and implementing either (or both) of these online sales and marketing techniques.
The new PodWorx.com features:
- A clear description of what PodWorx does
- A glimpse into the results podcasting/live streaming video productions are delivering for our customers
- An introduction to the Four P’s of Podcasting®
- Educational Content, including an Introduction to Live Streaming Video, How to Access Live Streaming Video, Podcast Facts and Figures, and what an Intracasts™ is
- A long list of all the shows we’ve produced
- The PodWorx/Scott Whitney Blog
- The Podcasting for Business Podcast (with premium episodes)
- Online Ordering of training content and consultation offerings
- Links to all our Social Media efforts (Twitter, LinkedIn, Facebook, StumbleUpon and YouTube)
- An embedded video introduction to our next Live Business Brief
Whew! That’s quite a list! We hope you find the new website entertaining and educational, and that you return often. And many thanks to those of you who provided feedback during the design of the website. (You know who you are!)
So, what do you think of the new website? We’re still tweaking here and there so I’d love to hear your feedback!
I’ve been spending much of the last couple weeks crafting the talk I’ll be giving for the Las Vegas Chamber of Commerce “Business Education Series“. The Chamber asked that I speak about “Cutting edge marketing in the technology age”. Here is the description for the talk that I provided for their promotional material:
For many, the concept of developing an effective online marketing strategy is intimidating. As a result, we find companies unintentionally distancing themselves from their customers and prospects instead of bringing the two groups closer together. Fortunately, there are a number of online marketing techniques that will introduce the real value of your company to your prospects and customers, motivating these important people towards a new (or additional) working relationship with your organization.
This presentation offers those techniques.
Come to this session ready to look at your existing marketing efforts in a new, fresh way. (And be prepared to learn some new methods to reach out and grab additional business.)
Naturally, I’ll be talking about podcasting. But I’ll also be talking about how to improve the performance of your website, your email marketing and search engine efforts. Furthermore, I’ll spend time on what really works in social networking and the value of blogs. If you’re in the Las Vegas area and you fancy the idea of starting your Wednesday at the Four Seasons listening to a highly-animated presentation, I’d love to see you there.