Why Podcasts are Great Marketing Tools
Hello and welcome to the Executive Report, where we share information, industry news, upcoming changes, advice, and ideas to better you and your metal roofing business.
Last time, we dove into Malcolm Gladwell’s Blink, discussing the value of first impressions and quick judgments. Gladwell believes a ‘blink’ captures a wealth of information and influences decisions later. We can influence our customer’s ‘blink’ by improving our websites, social media, sales calls, and customer presentations.
In this issue, we’ll take a behind-the-scenes look at creating a podcast, the reasons why we started one, and how things have gone until now.
For the last year, we’d been toying around with the idea for a podcast. Our topic had to be something worth sharing with a larger audience and feature guests who brought something valuable to the table. After some deliberation, we landed on Construction Disruption- uncovering the future of building and remodeling. This gave us leeway to bring on people who’d seen change through their years and younger guests with a vision for the future.
We’ve recorded five episodes so far, with guests specializing in building science, business coaching, forensic engineering, and marketing. Each one brings their own experiences to the table and their own stories too. Listening in on recording sessions, I’ve heard some intriguing things, like improving building air quality can boost productivity by 5%. Our guests have shared a breadth of experiences, sure to entertain listeners.
Not just entertainment, a podcast is a mutually beneficial relationship. Listeners learn and hear new perspectives, hosts start stimulating conversations and get eyes on their business, and guests share their stories and promote their work. Interesting people get an opportunity to make their voice heard by a larger audience. Its biggest strength is offering the audience a conversation on tap, so they can pause and come back whenever.
Although podcasts have existed for years, they really came into the public eye recently, with major podcasts like The Joe Rogan Experience garnering huge attention and a $100M deal with Spotify. Unfortunately, not every podcast is this successful, and with the ease of creating one, many fall by the wayside. From the beginning, our podcast aims to reach people in our industry, not to find ourselves in everyone’s earbuds.
Podcasts are evergreen content too, once released, listeners will continue to discover it over time with no changes needed. Of course, marketing helps, but you won’t need to update episodes; just let people passively discover them for as long as you leave them on the internet.
They are also great at building positive attitudes towards your brand in the long term. As people continue to listen, they will likely continue to feel positive about your brand. While this might not result in direct business, an increasingly positive view of your brand endears you to future customers. And like we’ve mentioned before, word-of-mouth marketing goes a long way.
Podcasts are a great way to keep people invested with consistent weekly release schedules. Pick one day a week and make that release day. Like with other social media, consistency is key.
Our first episode hasn’t been released yet, but we’ve been working hard in the meantime. Once listeners give us feedback and reviews crop up, we can improve based on their suggestions. As things progress, we’ll keep you updated on our journey. But, for now, stay tuned for the release of our first episode, coming soon.
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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