{"id":9204,"date":"2019-10-30T08:00:20","date_gmt":"2019-10-30T08:00:20","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=9204"},"modified":"2019-10-31T02:21:49","modified_gmt":"2019-10-31T02:21:49","slug":"could-a-podcast-change-everything","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/could-a-podcast-change-everything\/","title":{"rendered":"Could a Podcast Change Everything?"},"content":{"rendered":"

How mastering the right technology can catapult an association forward<\/em><\/h4>\n

Do you have your own podcast? \u201cWho? Me! No\u2026I barely have enough time to listen to a podcast much less run my own.\u201d At least that\u2019s what I used to say. Until that all changed. I launched the \u201cThat\u2019s My Financial Guy<\/a><\/strong>\u201d Podcast in June of 2019 and have used it successfully to transform our digital brand and our practice. As a result, I\u2019ve received a National Industry Award, improved client relationships, partnered better with centers of influence, and am now asked to speak nationally to members of my industry on how to deploy technology to maximize success. For us the podcast has worked wonderfully. The question though, is why?<\/p>\n

\""That's
Brian Haney produces the “That’s My Financial Guy!” podcast. The show addresses financial topics of concern to associations while promoting his company, The Haney Company.<\/em><\/figcaption><\/figure>\n

Why Launch a Podcast?<\/h2>\n

People launch podcasts for a variety of reasons. Most of them do so because they have something to say and podcasting is a wonderful medium to communicate your message to a large audience. Others use them to leverage a business or highlight a special area of expertise. Setting up a podcast is also easier today than it ever has been. However, with so many out there, what separates the good from the rest is the market development necessary to gain an audience.<\/p>\n

While a podcast isn’t right for everyone, the brand strategy behind it is! If you’ve ever asked yourself, “Should our association have a podcast?” or struggled to leverage email, newsletters or social media in an effective manner, then I recommend you take the following steps to bring clarity and help move you forward. I call them the three technology commandments:<\/p>\n

Three Technology Commandments<\/h2>\n

Honor thy brand<\/h3>\n

The most essential questions to ask yourself when considering a digital medium is, \u201cWhat is our brand value proposition?\u201d For our firm, part of our value proposition was how we educate our clients and provide thought leadership as experts in our field. We wanted to perpetuate those values and expand our reach. The consideration of a podcast answered the question, \u201cHow can we provide more education and value to a larger audience?\u201d Our brand and marketing strategy determined our mediums of consideration. The podcast became just another tool in our larger digital brand toolbelt.<\/p>\n

Consider thy audience<\/strong><\/h3>\n

It may sound like a simple question, but ask yourself, \u201cWho is your audience?\u201d Our largest market is associations and association professionals. Our market research identified key demographic synergies that would align with a podcast. The people we are trying to reach already listen to other podcasts and are frequent social media users. We recognized a clear need to become more of an influencer on social media, and the podcast was an obvious tool to accomplish that. However, if the people you are trying to communicate with don\u2019t normally listen to podcasts, then you need to find out what medium would reach them best.<\/p>\n

Produce quality over quantity<\/strong><\/h3>\n

Knowing a podcast would be a good medium, we then asked ourselves, \u201cHow can we develop a podcast people would want<\/em> to listen to?\u201d It\u2019s not just enough to know a podcast has \u201creach potential.\u201d If it\u2019s not something fun or valuable, no one will subscribe. To this end, we spent several months building out a framework for what the podcast would be like: Would we have a mix of exposition and interviews? What topics would be covered? In what ways can we make it fun and interesting and show our personality? Who would be on our list of interview candidates? How frequently would we publish an episode? The attention to detail should the same as any other marketing or membership communications component because the podcast itself becomes an extension of your organization. If it sounds great, you sound great, but if it doesn\u2019t come across the right way, the podcast can certainly harm more than it helps.<\/p>\n

Leverage your podcast strategically<\/h2>\n

Finally, it\u2019s not about one tool, it\u2019s about using the right ones strategically. Technology comes together when you leverage it properly. Today, 93 percent of buying decisions<\/strong><\/a> are influenced by social media. It\u2019s critical to deploy the power of social media in any strategy you deploy.<\/p>\n

We launched our Podcast using a platform called Podbean.com<\/strong><\/a> that makes it easy to leverage all our social media accounts to create a buzz and get people listening. The episodes are on iTunes, Spotify and all other podcast platforms and are accessible through VSO (Voice search optimization \u2013 \u201cHey Google, play That\u2019s My Financial Guy!\u201d).<\/p>\n

We post a good eye-catching photo on Instagram which auto-syncs to Facebook and then use a professional post with a similar photo for our LinkedIn and Twitter accounts. Synchronicity is essential to minimize the time it takes to manage your efforts.<\/p>\n

Each podcast episode transcript can be easily turned into an eBooks or whitepaper using a website called Designrr<\/a><\/strong>. Repurposing good content is a must to maximize its value.<\/p>\n

When you know your brand and stay true to your organizational values, it\u2019s easier to select and deploy the right digital tools for your association. And if your audience is asking for it, a podcast could be a great step forward. Who knows, maybe a podcast really could change everything for your association!<\/p>\n

<\/div>
\"\"<\/div>

About The Author<\/h3>\n\t\t\t Brian Haney<\/a><\/strong>, CLTC, CFS, CFBS, LACP is the founder and vice president of The Haney Company<\/a><\/strong>, an insurance and financial services firm serving associations and association leaders, in Silver Spring, Maryland.\n\t\t\t<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

If your audience is asking for it, a podcast could be a great step forward. Here’s how to strategically plan, produce and promote your association podcast.<\/p>\n","protected":false},"author":201,"featured_media":8954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12],"tags":[1521,1585,1586],"class_list":["post-9204","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","tag-podcast","tag-podcasting","tag-the-haney-company"],"acf":[],"yoast_head":"\nCould a Podcast Change Everything? - Association Adviser<\/title>\n<meta name=\"description\" content=\"If your audience is asking for it, a podcast could be a great step forward. 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