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Andy Kushner

Podcasts: The Next Marketing Solution for Event Pros

Now hear this, event pros: These Internet-based audio broadcasts are your next marketing breakthrough.

podcast: A digital audio file made available on the Internet for downloading to a computer or mobile device, typically available as a series, new installments of which can be received by subscribers automatically.

Podcasting has officially captured the heart of the event industry, and it is no surprise why. The same professionals who have for years attended conferences, created webinars and held seminars both for the benefit of each other, along with their consumer base, were bound to see the inherent value and convenience in the medium. Now that the two have met, watch out. This power couple is meant to be.

Still unsure how or why podcasting is your next marketing solution? It helps to first understand what makes the medium so powerful.

Why Podcasting?
Podcasts have soared to popularity in part based on their convenience. Listeners can queue up a show and play it in the car on the way to work, during an early-morning event setup, or while making dinner for the family. Listeners have the freedom to search and select a single episode that addresses a burning need or curiosity, or binge-listen to an entire series.

The content on great shows is authentic and dense. As a listener, you get a titillating sense of eavesdropping on a conversation, often with industry celebrities and major thought leaders. Followers become fiercely loyal to their favorite hosts and receptive to their suggestions. This makes successful hosts highly influential.

Benefits of Being a Guest
As a featured guest on a popular podcast, you enjoy many benefits. It is an opportunity to establish or increase your credibility in front of a receptive audience, either of your peers on a business-to-business (B2B) podcast or in front of prospective clients if the show is business-to-consumer (B2C). And because you have more time to communicate than a 20-second ad spot or 500-word blog post allows, you are able to ensure that your message is fully heard.

From a practical standpoint, podcast content is relevant and evergreen. It stays securely on the Internet waiting to be discovered by new users. Many broadcasts are also transcribed for those who need or want to read them, adding effectively the same SEO benefits of a blog or web page.

Benefits of Hosting Your Own Podcast Show
Being a guest can definitely be beneficial in terms of exposure to a new audience and increased recognition. If you want to be purposeful, though, there is so much more potential in hosting your own podcast and strategically incorporating it into your marketing plan and sales funnel.

A well-produced show can quickly gain a large and loyal following. With each episode, you are able to thoughtfully impart your wisdom, perspective and professionalism. Followers learn to trust your suggestions and seek your counsel. It is one of the most effective ways to establish your expert status as a leader in the industry.

Is Now the Time?
Understand that podcasting isn’t the marketing solution of tomorrow--it is here today. Your opportunity to take full advantage while it is a fresh concept in its youth will quickly pass you by if you let your fears of new things slow you down. If jumping in to hosting today is too intimidating, start as a listener and work your way up to guest. There is practically zero risk--and a world of reward is waiting just for you.  

Andy Kushner is the creator and host of The Wedding Biz Podcast, interviewing prolific thought leaders and talented icons within the wedding and events industry, such as Mindy Weiss, Preston Bailey and Colin Cowie. He recently launched The Wedding Biz Podcast Network, the only global platform of its kind to serve the business development needs of wedding industry professionals.

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