A Simple Three Question Test on Whether Your Business Needs a Podcast

John Ray: [00:00:01] Hello. I’m John Ray on The Price and Value Journey. There’s a lot involved in not just starting, but maintaining a successful podcast. Before you take the leap, it’s important, as with any other marketing tactic, to do your homework and not make an impulsive decision.

John Ray: [00:00:20] Here are three questions to use as a guide. If you answer yes to all three of these questions, you probably need a podcast for your business. Question one, Do you answer yes to the question of your business being a high ticket B2B professional services practice?

John Ray: [00:00:41] The primary way of a high ticket B2B professional services provider builds their business is through relationships. There’s a direct correlation between the growth and high quality relationships that a solo or small professional services firm experiences in the overall growth in the business itself.

John Ray: [00:01:02] Properly executed, a podcast can deepen existing connections and open the door for brand new relationships in a low key and elegant manner. There’s a profound difference between using interruption marketing or social media to sell your service versus shining the light on someone else, allowing them to talk about themselves and their business, and giving them a piece of content they can point to with pride and use in their own marketing.

John Ray: [00:01:34] Question number two, Do you answer yes to the question of whether clients for your business or your vertical do a lot of research before they buy?

John Ray: [00:01:45] The more complex and higher priced the service or product, the more likely it is that a prospective client will do a lot of research to understand the source and depth of their issues, and develop an understanding of what to look for in the ideal services provider to solve those problems.

John Ray: [00:02:05] For example, a business owner with a complicated business or personal tax return who is also looking for business advisory services is highly likely to do extensive research on a services provider even if that professional has been referred by a trusted third party. A podcast builds authority and allows someone to get to know you in a way that a blog or a website simply cannot match.

John Ray: [00:02:35] Question three, Do you answer yes to the question of is your perceived authority an important aspect of your marketing?

John Ray: [00:02:46] A high quality, consistent podcast allows you to showcase your expertise in a direct and engaging way. The consistency of a podcast over time builds trust as well. Trust, which only deepens as the library of back episodes grows. Further, as a former local broadcast news anchor once said to me, Whoever is behind the mic in the middle of a city, in his case, or a particular group or industry is viewed as a figure of authority in that city or in that group or industry. If you own the mic, he said, then you’re at the center of it all.

John Ray: [00:03:31] So, if the answer to all three of these questions is yes, then I think you should give serious and thoughtful consideration to launching your own podcast.

John Ray: [00:03:44] I’m John Ray on the Price and Value Journey. If you go to pricevaluejourney.com, you can find a link to get updates on my upcoming book to be released in the summer of 2023. The name of the book is The Price and Value Journey: Raising Your Confidence, Your Value, and Your Prices Using The Generosity Mindset Method.

John Ray: [00:04:08] If you have not subscribed to the show on your favorite podcast app, I’d be honored if you would do so. And, obviously, you can find the show by searching Price Value Journey on your favorite podcast app. And you can find the show archives there as well. If you’d like to connect with me directly, feel free, john@johnray.co. Thank you for joining me.