In case you haven’t noticed by now, I have a lot of opinions about podcasts. Recently, a friend of mine told me that she’s looking to become a consultant, and she was surprised when I asked her, “So when are you starting your podcast?” She didn’t think a podcast would add anything to her new career choice. I strongly (but kindly — we are friends, after all) disagreed.
I once saw consultants described as “doctors for businesses,” and I loved the metaphor. Some fall on the “private practice” side, while others find themselves performing triage on a perpetual ER night shift. No matter where you fall on the spectrum, if you’re a consultant you have a lot on your plate! With such a hectic, fast-paced career, should you really add podcasting to your repertoire?
Absolutely! Consultants need to market themselves effectively in order to maintain a steady stream of work. As Liz wrote earlier this month, podcasting is good marketing — plain and simple. But podcasting is a particularly good strategy for consultants. Let’s talk about why.
A Podcast for Everything
Podcasts are perfect for anyone who wants to dive deep on niche subjects. The Pen Addict focuses on, yes, pens — and as of this writing, you can enjoy a whopping 266 episodes. Obsessed with an old TV show like Full House or The X-Files? I’d wager good money that someone has a podcast devoted entirely to watching and reviewing, in depth, every single episode.
You’re a consultant because you’re an expert in your field. When you share that knowledge, you make a case for yourself as the right fit for a future job. Why should a potential client choose you over someone else? Because they listened to your podcast, of course!
Making the Most of the Medium
A lot of our clients shy away from podcasts in favor of running a traditional blog. Blogging falls safely within their comfort zone, and in their minds, requires less effort. While I’m not going to sit here and trash blogs — hello, I’m writing one right now — the medium has its limits.
I know some of you out there can multitask while you read a blog, but most of us aren’t quite so lucky. Podcasts have exploded in popularity partly because they allow people to consume media while doing other activities. Producing a podcast tells your audience, “I’m happy to let you engage with my content on your terms.” When your audience consists of potential clients, this accommodation will earn you major brownie points.
Beyond the Elevator Pitch
Think of how and where people tend to listen to podcasts:
- folding laundry at home
- driving to the grocery store
- getting in their reps at the gym
In other words, people typically listen when they’re alone, doing otherwise mundane activities. The intimacy between you and your listener goes way beyond the standard elevator pitch! Through your podcast, you can build connections and trust with potential clients. Trust is critical to B2B, which tends to be more emotional than people think.
Consultants and the Art of Connecting
As a consultant, your main job boils down to finding, making, and strengthening connections. If you’re looking to develop your network and prove to potential clients what a valuable asset you can be, consider starting a podcast.
I know some of you out there are interested, but worried about all the work involved. That’s why we launched our podcast editing service, Face4Radio! We work with both established podcasters and newbies, to help them release consistent, high-quality podcasts that listeners love. Get in touch today, and start expanding your network.