In the second article in our series about podcasts, we talk more with two EO members who launched online audio shows in 2019. In part one, we covered three questions to answer before you launch.
Sarah Bartholomeusz is a member of the EO Adelaide chapter and founder of You Legal, a law firm that provides tailored corporate and commercial legal solutions. Her podcast, Accountants on Purpose, features interviews with accounting industry professionals.
Erik Olson is a member of EO Southeast Virginia and the founder and CEO of Array Digital, a website design and digital marketing agency. He launched his daily Journey to $100 Million podcast in early 2019.
WHY ARE PODCASTS SO POPULAR TODAY?
You may be surprised to learn that the first podcast dates back to 2004, when former MTV video jockey Adam Curry and software developer Dave Winer developed what is largely considered the first podcast. According to at least one version of the story, Curry created a program called iPodder. It let him download Internet radio broadcasts to his iPod.
In the last three years, however, podcasting has taken over the digital content sphere and become a marketing mainstay for many organizations.
Erik Olson, founder and CEO of Array Digital and cohost of the Journey to $100 Million podcast credits the popularity of podcasts to three elements:
- An increased library of great content. There is something for everyone in every genre.
- iPhones have come built-in with podcasting apps for years. Additionally, Android phones are starting to ship with podcasting apps by default. That makes it easier than ever to discover podcasts.
- Technology has come a long way. As bandwidth on mobile devices become faster and cheaper, it is now easier and more convenient to stream a podcast while on the go. Additionally, connecting your mobile device to your car has become simpler. Plus, cordless earbuds, which only became prominent in the marketplace a few years ago, make it more convenient to listen while exercising.
WHAT ADVICE WOULD YOU GIVE TO ENTREPRENEURS WHO WANT TO LAUNCH A PODCAST?
Sarah Bartholomeusz, founder of You Legal and host of Accountants on Purpose, says, “be prepared to dedicate a lot of time to a project like this. It takes a lot of work to produce a show and to keep it going. There are a lot of elements to consider and a lot of moving parts. If you are up to the challenge though, I say go for it!”
Olson advises, “Don’t hesitate. If you’ve been thinking about launching a podcast for a while, then stop thinking about it and start recording. Be sure to pick a topic that you’re passionate about. You’ll be talking about it a lot, so you don’t want to fake passion if it’s not there.”
HOW DO SELECT AND COORDINATE WITH PODCAST GUESTS?
Not every smart and accomplished person will make for a great podcast. If you opt for an interview-style podcast, be sure to thoroughly vet your guests.
Beyond essential competency, you’ll want to be sure the person can technically connect with you—either in your studio or remotely.
Most importantly, look for chemistry in your conversation. While you don’t have to share the same outlook or opinions, you should be able to have a respectful, engaging and informed conversation.
“I like to think I am in touch with the Australian business community and as such, I already had a long list of people that I felt would be the perfect fit for the show,” Bartholomeusz shares. “I have seen these people in action and I know what they have contributed to the business world, their clients and the world in general.”
ANY SPECIFIC ADVICE TO FIRST-TIME PODCASTERS?
Give yourself plenty of time to plan, prep and practice.
“The first episode I recorded was very awkward, and it never got released,” shares Olson. “While recording that episode I realized I needed to refine the concept. I still didn’t know exactly what I would talk about in the whole series, or why anyone would listen. From that first test recording I also realized that I did not want to talk about marketing as much as I wanted to talk about entrepreneurialism.”
Olson adds another p-word to his tips: promote. “Keep in mind how you will market your podcast. You likely won’t have the bandwidth or desire to do it all yourself. Have someone on your current team do it, or hire an agency to help you. But know that you have to promote it or it will be very slow to gain traction. Simply being on the podcasting platforms is not enough.”
Bartholomeusz agrees that preparation is key. “The unexpected challenge was how much is actually involved in getting the production right and actually going live.” Before setting your go-live date, run through the planning, recording, production and posting process.
Looking for more inspiration? Check out EO’s array of podcast for entrepreneurs today.
Categories: BUSINESS GROWTH PR/MARKETING STRATEGY