Every business we talk to today asks the same question, “Is there any Social Medium that has real and immediate return on investment”? Every business executive and owner has a blog, Twitter and Facebook account and few of them see the benefit to any of them. “Total waste of time”, is what I too often hear.
Well here’s one social medium that works: hosting your own Internet Radio show. For just a couple hundred dollars per month (depending upon the service you use) you can:
1. Instantly brand yourself as “the expert on some subject”. Who else hosts a weekly radio show on this subject? The fact that you do instantly suggests you must be an authority on the subject.
2. Instantly differentiate yourself from all your competitors. “Hey, remember me? I’m the one with the radio show on this subject”. The novelty alone will make people remember you. And if they check out your website, they can listen to all your past shows, archived as Mp3 files (or “podcasts” as they are popularly called). What better way to get to know someone than to listen to a sample of WHAT they know and WHO they know.
On the Internet Highway, no one wants to stop and read the billboards anymore. They either want to watch something (like a video) or listen to it instead. And live or downloadable audio files have the added benefit of being something you can listen to while doing something else. You can’t multi-task watching a You Tube video, but you can listen to a show while working out or working on something else.
3. Start conversations with anyone you want to meet. “Hey, can I take you to lunch and tell you about my professional service?” CLICK….I’d love to invite you to my free seminar…FORGET IT. But try cold calling any business owner or executive and asking them “I’d love to interview you on my local radio show” and watch their eyes light up. “Sure! When would you like to do it?”
Who wouldn’t want to talk about their company to your audience or network? It’s flattering and it’s free publicity. And with so many newspapers going out of business or downsizing down to nothing, there simply aren’t many (or any!) other outlets to tell their business story. And if you’re smart, you won’t just talk to them on air. You’ll set up a meeting at their office first (as a pre-interview to learn more about them so you can ask better questions).
Suddenly, you’re in the door and talking one-on-one to the main owner or executive (whom you couldn’t otherwise meet in a million years). And what’s more, he or she isn’t looking at their watch and asking “why are you here again?” and “how long is this going to take?” They’re much more likely to tell their secretary “hold all my calls…the guy from the radio show is here to talk to me!” as they walk you enthusiastically throughout their business and tell you everything you ever wanted to know. Unparalleled access and information, just because you host your own radio show.
Then, after the show airs, send your guest a link to where the archived copy resides (or links to where it can be heard, like ITunes and other places) and suggest that the guest put it on his or her site as well. And you’ve not only got an introduction to a new prospect or networking partner, but a free ad on their website forever. Viral marketing at its best.
That’ s why we tell all our clients “hosting your own internet radio show” may be the most powerful and effective “social medium” yet imagined. For if the purpose of social media in general is to get people to start a conversation with you, what easier or more effective way could there be to accomplish this goal then just getting them on the phone, streaming that live to the world and then recording and archiving that conversation for everyone in your network (and theirs) to reference and enjoy.
- Internet Radio’s Buzz Factor (audio4cast.com)
- The Internet Radio “Super Demographic” (avc.com)
- Internet – In Car Listeners 45Million And Growing (thecollegeradiozone.com)
- Arbitron’s Infinite Dial 2011 Study Tells SIRI Investors What They Need To Know (siriusbuzz.com)
- More Than One In Five Listen Weekly To Internet Radio (audio4cast.com)