Podcasting as a Unique Opportunity to Amplify Your Personal Brand
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There is a lot of competition in the online space and in the current job market. It can be difficult to distinguish yourself from others using the same strategies that have been around for decades. Even with the growing number of podcasts being launched daily there is still a barrier to entry and sustainability – making it the PERFECT way to stand out of the crowd if you’re willing to apply tried and true methods that simplify the process and attract the perfect audience for you.
Questions to Ask Yourself
Take some time to consider the following questions and journal your answers.
1. What do I want to be known for?
Before you can amplify your personal brand be very clear on what your personal brand is all about. This information will give you topic ideas and narrow the focus of what you cover so you are know for exactly what you want to be known for.
WTL example: I want to be known as a woman that helps other women own their power, step up as leaders in their own life, and go after what they want.
2. Who do I want to reach? Who is my ideal audience?
Is your audience the movers and shakers in your industry? Are you trying to reach your ideal customers? Are you looking to develop those who will come after you? Being very clear on who you want for your audience will help you to customize information and develop a format that will engage the people you want to engage.
WTL example: My ideal audience is women who are Type A. They are the ambitious entrepreneurs and the high performers within organizations. They’ve had a successful career but they are working really hard and getting burnt out by all the work; they long for success to be easier.
3. What is my message? What do I want people to know?
What do you want to add to the space? You have a unique perspective that no one else has.
WTL example: I want these women to know that there is a different way to have everything they want. I want them to know that there is a way to achieve more while doing less. I have the tools that can make that happen.
4. What format(s) will I use to deliver this information? (Interviews, audio blog, on-air coaching, news story, etc.)
Information can be delivered in a variety of ways. Which format would you enjoy most? Which format would your audience enjoy most? Which format would be best for you to accomplish your goals stated in questions #1 and #3?
WTL example: The Women Taking the Lead podcast started as interview format only. Since then I have expanded to doing audio blog episodes and “on-air” coaching episodes.
5. What would be the frequency of my podcast? (daily, weekly, monthly, in seasons, etc.)
The frequency of your podcast doesn’t matter so much as setting a clear expectation for your audience. If I am listening to a weekly podcast I get disappointed when an episode doesn’t come out each and every week. However, some of the podcasts I listen to are released in “seasons.” I enjoy the episodes that are released and I know there will be a time lapse in-between seasons. It’s also okay to change the frequency of your podcast but be sure to inform your audience ahead of time so they know what to expect.
WTL example: Women Taking the Lead started as a bi-weekly podcast and transitioned to a weekly podcast after 2 years. This summer I let my audience know my mother had been diagnosed with cancer and because of that I would be releasing episodes less frequently. I did promise I would have my “month-end update on goals” episode out the last week of each month.
6. What do I want people to do as a result of listening to my podcast? (Hire you, engage you as a speaker, join your mailing list, attend you event, join a cause, etc.)
You may have a variety of actions you want your audience to take. However, be sure each episode focuses on one call-to-action (CTA) or your audience will get overwhelmed. Your CTA may simply be to email you with any questions or feedback. Don’t skip over having a call-to-action in your episode or it will be a missed opportunity.
Women Taking the Lead Best Practices
Time block: block out time on your calendar for working on your podcast. Don’t leave it to chance and don’t give this time away. Especially if you are doing interviews. Pick a set time and day to do your interviews back-to-back.
If you are doing interviews set your guest up for success. Let them know what you expect of them and what they can expect from you in regard to preparation, sound quality, and marketing. Make sure they have a quality microphone before you do the interview. Do not waste your time recording if the sound quality is bad. You will hurt your reputation and their’s if you release the episode. Also, let them know when the episode will go live well in advance of the release date.
Here’s a great article from Descript with tips on how to record a podcast remotely.
Make sure the content of the episode is relevant for your audience. Don’t throw something together just to stay on schedule. Better to miss a release date than to put low quality content out. You’re audience is loyal to you because they’ve been impressed by what you have been delivering. Don’t abuse their trust.
Check in with your audience. Ask for feedback. Some of the best ideas I’ve gotten for my podcast have come directly from my listeners.
Give yourself permission to pivot. The content you want to share, how you want to share it, and whom you want to share it with may all change over the course of time. Just as you are not the same person you were a year or two ago, your podcast will also grow and evolve over time. If things are feeling stale try changing it up a bit. Your audience will grow with you.
Podcasting Hardware for Women Taking the Lead
I’m sharing my very basic set up with you so you realize this is not a barrier to entry. Prices were captured at the time of this episode recording.
PC – Dell Latitude E5430 $220.00
Microphone – Audio-Technica ATR2100-USB Cardioid Dynamic USB/XLR Microphone $69.08
Microphone Stand: Hamilton Nu-Era Tabletop Mic Stand $15.12
Pop filter: Dragonpad USA 6″ Microphone Studio Pop Filter with Clamp – White/Black $13.38
Pop filter: On Stage Foam Ball-Type Mic Windscreen, Black $2.95
Webcam for “On-Air” Coaching episodes: Logitech HD Pro Webcam C920, 1080p Widescreen Video Calling and Recording $49.99
If I had to rebuild my “studio” from scratch today it would cost me $370.52. If you don’t need to see the person you are interviewing or coaching you would save $49.99 on the webcam.
Podcasting Software for Women Taking the Lead
Skype – for audio-only interviews (Free)
MP3 Skype Recorder – recording software for the interview (Free)
Zoom – for “On-Air” Coaching episodes. Recording capabilities included $149.90/year. I use Zoom for business meetings and client calls as well so this expense works for me.
Audacity – editing software (Free). Both pictures you see in this post… that’s Audacity up on the computer screen.
Descript – Record. Transcribe. Edit. Mix. As easy as typing. Multi-levels of service with one month free to try it out.
The Levelator – for leveling the sound, especially with episodes that include other people. I use this and then Auphonic to get a better sound quality. (Free)
Auphonic – high quality software for leveling sound. (100 minutes a month are free)
Libsyn – podcast hosting/syndicating service. (There is a variety of plans and pricing based on your needs)
As you can see there is a low barrier to entry in podcasting but effectiveness of your venture into the audio space will depend on your preparation and creativity. If you’d like to dive deeper into the realm of podcasting you can do this Free Podcast Course lead by my friend, John Lee Dumas of Entrepreneur on Fire. He gets into the nitty-gritty of what can make or break your podcast and gives you tips and tools to take you from concept to launch.
As always, I hope this was of value to you and here’s to your success!
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