BRX Pro Tip: Do You Want to Build an Audience or a Network?
Stone Payton: Welcome back to Business RadioX Pro Tips, Lee Kantor and Stone Payton here with you. Lee, a question or consideration that I think a lot of people who begin to set up a radio program, a podcast, a question, I think, they kind of fail to answer for themselves and it’s so critical, do you want to build an audience or do you want to build a network?
Lee Kantor: Anybody that’s kind of using content to grow their community has to be thinking about this question. And these are not interchangeable terms. A network is different than an audience, an audience is different than a network. And then, just because you’re doing this activity, you’re not going to get either one of them if you don’t kind of plan for it properly.
Lee Kantor: So, just to kind of define the terms, most professional service providers or coaches really want a robust network. They want a group of people that are kind of relationship-driven, where this is a two way street of dialog between the two parties, you and your network.
Lee Kantor: Most aspiring influencers, on the other hand, people that just want to get famous, they want an audience, so they don’t care if these people really interact with them that much. They love it if they did, but they’re just trying to accumulate followers, because the game they’re playing is they want to just get as big of a number of followers as they possibly can in order to sell a sponsor access to those followers.
Lee Kantor: So, that’s a different objective than a professional service provider or coach who wants to have a robust two way street network, communication, and relationship. That’s a different thing. So, if you want to build a network where you have more relationships with the people who matter most to you, this has to be dynamic. It has to encourage collaboration. It has to be built upon service.
Lee Kantor: But if you only want downloads or clicks or anonymous fans, you go about that a totally different way. That’s all about creating controversial content that you want to create charged emotions. You want to create outrage. You want to create fear. You want to create disgust. All of that is what you should be doing. If you want to build kind of an audience filled with followers that are kind of excited to hear what crazy thing you’re going to say next.
Lee Kantor: But don’t confuse the two. If you’re a professional service and you’re trying to go about this in a way to build a practice and have a robust network, you go about building this network in a different manner than an influencer would building their audience.
