Podcasts Are the New Website

Don't Get Stuck in the 90's

Remember in the 90's all the business owners who didn't want to get a website? Putting it off, too confusing, too expensive, we've never needed one before...

Now they all have one (or they're out of business, you get one guess why).

Today, a podcast is the new website, but business owners still don't want to get one. Putting it off, too new, too much work, too confusing, everyone and their dog has one already...

Well, if everyone has one, and you don't, it's like getting stuck in the 90's (no matter how cool the fashion was) by not having a website when everyone else got one.

Podcasts are Essential, Not a Popularity Contest

Podcasts aren't about being the most popular, chart topping, innovative, and outstanding shows, just like websites don't have to win awards to be necessary and effective.

Podcasts are part of your brand, where potential customers and investors get to know you. Institutional brands have been replaced by individual brands, and podcasting is a major way to implement that shift into your marketing strategy.

Podcast Hacks and Tips

If you're still dragging your feet like I have been, the following podcasting hacks and tips will help you get those slow feet wet before diving in.

Since I've been putting this off myself, these are from an experienced podcast guest on my own kicking-and-screaming journey behind the scenes toward my own inevitable podcast, so they're objective, as someone not selling any podcasting services. (Although, you may want to buy some of those to do this well!)

1. If You Don't Want to Scale, Don't Get a Podcast

That's where I have been for the past couple of years as I've been winding down my business by transitioning to passive investing instead of actively syndicating commercial real estate deals. But a podcast is fast becoming a necessary tool even to just maintain current revenue.

Now that I'm growing my investing club , however, that need to scale means exactly what you think it does: I need a podcast. Guess what's coming up for me finally?

Don't procrastinate like me: get started BEFORE you need to so by the time it's a death sentence to not have one, you'll already be an old pro.

2. Hack Others' Podcasts by Being a Guest!

If you go to my website , there's a menu item titled "Podcasts" with a link to every episode I've spoken on. So it's a lot of me talking, but on OTHER people's shows! This is a lot like passive investing, putting in a bit of work up front, then letting others do the work on our behalf.

This has worked well for me to build credibility over the past couple of years, and has bolstered my confidence that I can do this well.

3. Use Podcast-Like Alternatives to Get Your Feet Wet

Social media live videos, hosting online meetings or webinars, and short-form videos are a few ways to find your voice and style before launching a show, or at least stay up to date while getting your podcast act together. Once you are more comfortable, it's time to launch your show to help you stay afloat and scale.

4. Study Public Speaking

Toastmasters, books, watching others speak, watching reaction videos from experts to speeches made by others are all excellent resources. Get better at this: just as you had to learn new skills with your business, you can learn to be a better public speaker.

Even if you don't have stage fright and enjoy public speaking, if you just rely on your natural ability, those who have no natural ability but have studied the topic will outperform you. Start small by addressing some local clubs or presenting at a networking meeting.

5. Record 5 Episodes–and Then Throw Them Away

Get the wiggles out! Make stupid mistakes! Maybe you can resurrect those episodes after a year or two as some humor marketing if they were so bad they're actually funny! Go solo, or interview guests who might be nervous to be on a podcast to help settle both your nerves: and if you're both inexperienced, the zombie shows will be even funnier!

6. Hire Someone Else to Host Your Show.

If after your five throw-away recordings, you still can't see yourself hosting a podcast, hack into this great alternative. It's a real thing. Other people will do the show for you completely! I know several podcast hosts who are paid per show as part of their freelance businesses. If you really have no time, or are completely averse to the idea, outsource it. Who knows, it might even be better that way!

7. Hire Someone Else to Produce and Market Your Show.

This can be affordable to very expensive, but you usually get what you pay for. Ask for referrals and have short-term contracts to try things on for size. Help with title and graphics, editing, sharing on social platforms, getting reviews, and booking great guests are services you can get help on, so all you have to do is show up, press record, and put those new public speaking skills into use!

8. Commit to 2-5 Years at Least

Ideally, you should run your show as long as you are in business, but at a minimum, expect to spend about 2-5 years working on your show before expecting serious traction, or don't bother starting. Again, at a minimum, you need a show as part of your brand for credibility, but eventually, you can expect it to be a great revenue or referral source for your bottom line.

This can be done more easily by using a series of episodes to plan out an entire half or full year of content. Create 12 shows on a theme, or break longer recordings into 2-3 episodes to fill your episode list.

Get started by creating (or having someone else create) 12-24 episodes before the show launch to get a backlog, and plan to stay 3-6 months ahead of your release schedule.

Seriously, Why Are You Still Making Excuses?

I hear you, I've been where you are, I've been using hacks while putting off the inevitable. If you know your business needs this marketing tool, if you feel you have something to share but don't know how, please reach out for support. You are not alone because while you have been procrastinating, the space has developed with many experts who can help you, and many budding hosts like myself who can motivate and console you!

You're an entrepreneur: you don't make excuses, you make things happen! Get a podcast on that to-do list and get started.