Sometimes we forget about the powerful search abilities that YouTube offers businesses. And, it doesn't have to be a complicated video with lots of shots and edits.
So, what can you do?
Last month I did a phone interview for Insight on Business the News Hour with Karen McCullough, a professional public speaker based in Houston, Texas. And, yes we shared it for several weeks on various social media platforms from Twitter to LinkedIn. (It's what we do there.)
Karen went the extra step and created a YouTube video of her audio interview complete with some neat artwork (see above). Then using the the correct keywords posted it on her YouTube Page. While at the same time promoting an upcoming speaking engagement.
And, frankly, that got us to thinking about how we might do a better job on The Business News Hour when it comes to YouTube.
Over the past year I've had dozens of people ask me about helping them start a podcast. It's all the rage you know and I'm here to help. I've been doing Insight on Business the News Hour in one podcast form or another for about ten years. First as a video podcast and then when I transfered over to radio it became audio only. Today I do the newscast as a podcast, each day Monday - Friday. There is at least 10 minutes of business news and an interview that can go 15 to 22 minutes...sometimes two interviews.
The photo is my "mobile studio". I use two Audio-Technica AT8004L mics from B&H out of NYC. Decided on these longer microphones because when interviewing people who are not used to doing broadcast interviews I've got to adjust them, often, closer to get good sound. There are two mic stands, two 6' mic cables and the recorder I use is a Zoom H4n Pro. I also use a Sony Pro headset to monitor the interviews. If something goes wrong it's easier to stop and re-do while on site rather than in post production.
That's it and it all goes in a roller suitcase.
In my office I use a USB microphone that plugs directly into my computer. It is a Blue Microphone Yeti. I love it so much that I have three of them! It's a great company based in California...and love, love the sound.
In addition, if I'm caught without my recorder and mics I do have Voice Record on my iPhone. You can download from the iStore. The quality is really pretty good. I also carry with me a bluetooth lav mic that hooks up with my iPhone (Thank you Phil K. James!) to do promotional videos with my guests. That system is from Kimafun and runs about $50. Works great. Here is a sample with Georgia VanGundy from the Iowa Business Council.
Of course you need to take your WAV file, create an MP3, edit the work, put in music, commercials and more. I have used, for my post production Audacity. I've used this open source system for years and years and it works great. Best news is it is free. So...go get it.
Finally, you need a host. Someplace to actually PUT your podcast. I have used Podbean.com for years. It works slick, you can share to other podcast platforms like Stitcher, iTunes, PlayerFM, TuneIn Radio, Google Play by giving them the RSS Feed.
I'll share with you that all of this takes work...and some experience. Before launching our advertising, marketing and communications company I spent years in radio and television so I've got a bit of history and experience in those areas. It truly has helped and coming back to newscasting after being gone for several years is sort of like riding a bike.
Finally every newscast and interview is placed on our Radio Blog. I've used Typepad for years. It's a habit I guess. Finally, each week I author an e-newsletter through My Emma to boost my advertisers and the content.
So, that's about it. I'd be happy to help you figure out some other things like original music for your podcast...HELLO James GOODLETT from Jam Good Productions!!! Or anything else you might need. Check his work below.
Final word: Work. I spend, roughly six hours a day doing interviews, travel, production, post-production and posting. And, that is every day. I get it. We do a daily newscast and you might be looking at doing a weekly podcast. Then, the time commitment goes way down. But till you've got to write, edit and create content that is worth listening to.
Now...you know everything!
Good luck and THANK YOU Patrick Rynard for the boost to get me to write this!
Amazon. Blue Microphones, Audacity, Audio, Audio-Technica, B&H Photo, Equipment, Insight on Business the News Hour, James Goodlett, Kimafun, Michael Libbie , Music, My Emma, Newscast, Patrick Rynard, Phil K. James, Podbean, Podcasting, Sony Pro, Typepad, Video, Voice Record, Zoom
So, you want to start a podcast for your business...any business. You'll be joining a crowded field. In 2018 there were 170,000 new podcasts started. That would be on top of the 110,000 podcasts started in 2017.
Yeah, it's the HOT new thing.
Want more? The number of episodes that went out last year numbered 575,000. That would tell us that not every podcast that started last year or the year before, or the year before that released a new episode. Why?
Folks find that it's hard work and getting your audience is not done instantly. It takes time.
We've been in the podcast space for six years, long before it was popular. And, to make it all work you've got to have a compelling storyline, something worth talking about, professionally produced audio (and often video) and then the social media background to spread the message.
But, in this "time-starved" world where nobody has time to sit in front of their radio and requires information on the go...podcasting makes a ton of sense. Just be prepared to spend time and money to get it done right.
I was going through some old notes this weekend preparing for a trip to Mobile, Alabama to cover the annual meeting and trade show for our client the National Tractor Parts Dealer Association. During the search I ran into a promotional video I did for them four years ago along with an outtake from the first scene.
At the time the association was struggling with getting people to attend their event so they asked us to do a number of things to push attendance levels which, by the way, worked. It's amazing what can happen when you put some thought into a multifaceted approach to solving a problem.
Anyway, I thought you might get a kick out of this one outtake that set up the beginning of the video. I've been doing this stuff for years and, for folks not in the business, it's enlightening to learn how much goes into just a few seconds of finished video. Equipment issues, forgetting the lines, tripping while walking. So here is the outtake I found:
And then this is the finished product:
It was all shot with a single camera. The shoot took about two days and another day to edit. They had a very tight budget so it was a "one man effort" with some help from friends, Mariah, Tony and Georgie. It was fun to do...and thought we would share.
If you don't mind a few moments of shameless self-promotion....
2019 marks the tenth year that I've been in the world of professional speaking. While it's true that I've been teaching a number of subjects for 30+ years, it was a decade ago that I made the decision to offer my services to those businesses and associations that were seeking high quality, engaging information on a variety of topics.
So, what is it, besides clarity and motivation, that I can bring to your group? Here are several topics:
"Five in 24 - Five Things Any Business Can Do in 24 Hours or Less That Can Remanufacture your Brand and Allow you to Sell more Stuff" - While this is the most requested topic the content has changed as marketing has changed. Fast paced and full of fun facts and ideas for any business.
"Social Media Is...Not Free" - We all know what social media "is" but how to best leverage the various platforms to successfully impact consumers is the critical topic of discussion. And, just because it's "free" does not mean it really is.
"Media & Media Relations" - Gaining positive press, when you want it, is a science as well as an art. Far too often businesses spend valuable time and money writing news releases that get ignored. In this presentation I share the science behind pitching your business story and how to capture the attention of the targeted reporter. Business messages that can not be ignored.
"Effective Communication Tools" - As a trained newscaster and journalist I have conducted thousands of interviews. To be effective in that craft you must be a master at using effective communication tools. Learn the tools of effective communication that can assist you in reaching your desired outcome.
One other thing: I not only show up for the presentation/seminar I'll also help you market the event through social media and a video geared to build participation at your event. And, each presentation is customized for the participants.
In my presentation "Five in 24"there is a section about the three reasons people are not buying what you are selling. Yes, there are only three.
One of those reasons is that you are using the wrong messenger to communicate with your customer. It may be that your core customer is not in that communication channel or it might be that the channel is antiquated yet still around soaking money from the unsuspecting advertiser.
We see both of those issues all the time. A trendy new restaurant with a focus on young professionals advertising in a regional newspaper or a high-end jewelry store advertising on a cable channel where the viewers simply are not in their demographic.
So, how do you fix it. Better yet, how do you stop the outflow of marketing dollars that's not returning on your investment?
Well, you could ask a professional...somebody that is a trusted source of information. But, you can also do it yourself. Here are some ideas to get you pointed in the right direction:
Know Your Customer - Seems pretty simple but not every human out there is your target customer, unless you are selling a commodity. Then you've got other issues. So learn as much as you can about your current customer. What they like, don't like. What they are buying or not buying. This takes some time and some interaction but it can be done;
Understand Trends - The newest, hottest social media channel may not fit your current or future core customer. I've seen people spend loads of time and money chasing a trend only to, finally, learn it didn't work;
Watch & Read - What are other successful businesses doing that are in your space? What do your association magazines and communications say about how to best reach core customers? Spend some time thinking, really thinking and learning more about how to market successfully;
Trust but Verify - Every media sales person who comes through your door has "the answer". But, remember, what works for one may not work for you. I once had a broadcast outlet tell me their audience was made up of thousands of people but when we went digging learned it was more like several hundred in our client's prime demographic.
Let me offer one other piece of advice, and this came from a conversation just this week. If you are a small business seeking to do business with another small business wouldn't it make sense to market in something that is directed toward small business owners?
Let's say you have an accounting firm or a office cleaning firm or a business law firm and your prime customer group is made up of other small businesses. What the heck are you doing in an advertising channel that is marketing to the masses? Doesn't make an ounce of sense.
It doesn't but, man, that sales person had a good story.
I get this question from clients and non-clients every week. Businesses from start-ups to established corporations are often, just now, finding out about podcasting and thinking that it may be the perfect answer to an ever increasing number of media opportunities in which to connect with consumers.
The answer to the question is, as with most answers, it depends.
The number of podcasts that are now being done is stunning. Research from June of 2018 puts the number at 550,000 in more than 100 languages. That is a ton of competition but it also isn't a complete story. However, if you want to deep dive into the numbers like who listens, how often do they listen and more here is a link to PodcastInsights.com that we found to be enlightening.
Bottom line is the people are there and they are consuming hours and hours of podcasts. But, the question remains..."Should I start my business podcast?"
I've been in this podcast/webcast world for nearly ten years. We started out in a closet at a local bar (no, really!). We put in a "studio" of sorts and I was one of 60 people doing a podcast/webcast from that location. We moved from there into a real studio and launched something called Webcast One Live. It was all years ahead of its time.
Six years ago we launched Insight on Business the News Hour a daily business news broadcast/podcast that covers national, regional and some local business news plus long form business interviews that run between 15 and 20 minutes. So, yep, been there. Here are some considerations you've got to think about moving forward:
Do you really, really have something to say? - This is an important question because it's really about the long term. To simply launch a podcast and then, within two months you run out of material. Not such a great place to be. So, be honest;
Do you have the talent to carry it off? - This is so critical. To just sit in front of a microphone and talk is a world away from having the talent to make it work. Talent goes to the ability to carry on the conversation, a voice that is listenable and the technical issues that go into creating a successful podcast;
Do you have the technology? - True you can get into podcasting pretty cheap and that's why it's attractive to some. But when you start adding up the costs and the knowledge it can get expensive. So, if you are willing to to make a commitment to and you don't mind learning and working...it can be done;
Do you have the time? - I do a daily business news podcast. It takes me roughly two hours to write the news another hour to record and edit and another hour to polish the finished product and start to share across multiple channels. But in our case we also do business interviews so there is another hour per interview. But if you're not doing that you can figure at least four hours a day. True you can do a weekly podcast and your time will be much, much shorter;
Do you know social media? - Yes, you can put your podcast up on one of many podcast platforms but how do you let people know that you exist. If there are over 550,000 podcasts out there how do you let folks know about yours? Social media is key and you've got to not only understand it but be pretty darn good at the art of engagement;
Do you know how to measure and how to monetize? Measurement is sort of like the "wild west". We do track the number of downloads but some of the platforms we're on don't track them. Also, is this going to be a marketing expense or is there a plan in which you can make a little money and how do you do that? Sponsorship? Pay to Play? If you are investing hours of your time how do you pay for it?
Do you have staff? - Yes, you can DIY your podcast but if you don't know how or lack the equipment and the ability to share the show you are going to have to count on hiring others. That, friends, can be really expensive and cost hundreds of dollars an episode. Who will line up guests, will you do remotes, what new items will you bring to the effort? Us? We find we are always evolving.
Final thought. Podcasting is a bunch like blogging. I've known businesses and individuals that are all HOT on creating their blog for...maybe a year but then they don't see the value or the return on investment so they quit. It's taken us years to be financially secure with our format.
What you say and how you say it has a direct impact on your personal and business brand. No matter if it is in your outgoing voice mail to radio and television ads. Vocal quality matters. And when it comes to your personal brand...your verbal skills can sink or enhance your career. From our broadcast, Insight on Business the News Hour:
We all...talk, right? But how you communicate verbally can have an impact on your being taken seriously and that can have a direct impact on your career. Here Wayne Bruns from Tero International and I talk about some ways in which you can improve your verbal skills from voice training to the words you use. Listen in as a couple of broadcasters talk...voice and voice work.
We tell all our clients how important it is to stay current with your social media efforts. Current and Consistent. That lesson came home last week as we closed the office and went on vacation. We do that from time to time...everybody needs a break. Sure, we did our daily business news broadcast Insight on Business the News Hour from Anna Maria Island and yes we did do some Tweets and kept up (sort of) with our broadcast Facebook Page and we (sort of) fueled my LinkedIn Page and, yes, we posted "some" to Instagram.
However...when we looked at the numbers upon our return we saw we were lagging. Not as much interaction, re-tweets, Facebook comments and loving gazes toward LinkedIn or Instagram.
It was a great lesson in Feeding the Beast.
Once you are in that space, no matter what platform you use, you've got to be consistent. And that, my friends, is where so many businesses (product or service) fall off. It takes time. And, if you are on vacation or away to a conference and YOU are responsible for the social media activity of you or your brand...you've got to stay on your game. You've got to find the time.
If not, individuals that have come to expect a particular amount of social interaction go away or disconnect. Remember, our attention span is less than a goldfish. Staying current and being consistent is just another demand of The Beast.
And, The Beasties. (Meet my grand-daughter Jovie...pretty good huh?)
Thanks for coming by and your comments are always welcome!
There is a new, sort of, social media trend out there. It's where teens are flocking to Hobby Lobby stores across the country for the Hobby Lobby Challenge. What's going on? Young people descend on the local craft centric store and then use everything from fake flowers to ferns to other items as props to create Twitter, Instagram and Snapchat images. They then challenge friends and family to take up the challenge and do the same. Cool?
Nope, Hobby Lobby staff and workers don't like it. In fact many store employees have used social media to rail against the trend.
They complain that they have to clean up and fix the shelves that some might disturb.
But..what it... What if Hobby Lobby embraced the trend, no matter how short lived. Think of the free publicity! Hobby Lobby could:
Welcome teens to their store and encourage them to use their products as prop for social media posts;
The company could then actually re-tweet or share those images to connect with a youthful demographic;
Hobby Lobby could, in just a few weeks, ditch the "old school" label and become (sort of) cool...even for a short time.
What a missed opportunity. Any idea what some companies might pay to have their name shared across thousands, if not millions, of images sent to a demographic that may not mean anything today...but how about tomorrow.