Podcasting is the ‘slow burn’ way to attract a fan base. You own the podcast, so you also own the advertising that can be inserted in a short grab inside the show.
Keep in mind that shows seem better with two people, so invite multiple guest specialists to talk about a topic within your new genre range. It doesn’t matter if you only just cottoned on to the guru’s mantra, however, you will attract more top people if you really know your niche and can talk about it too.
To determine which category your tribe might seek, see Blogtalkradio.com (the talk radio and podcast platform) and iTunes for popular category ideas.
How do you Start Podcasting?
If you have a WordPress or Blogger site, then it’s a six-step process to get your RSS feed (linking the files) to connect to Apple iTunes. First, you’ll need to find a place to host your podcasts and apply post tags, categories, etc. Apple Podcasts Connect has a podcasting guide and best practices.
You’ll also need a good quality USB microphone (e.g. Nessie Blue), come up with a Podcast logo – which you could make on Canva for free – and plan how often you’ll produce an episode. It’s best to plan ahead a few podcast shows.
See ‘Amplify’ author’s podcast show, Bond Appetit, for a runaway success example — Ronsley Vaz is from Australia.
Video Killed the Radio Star
I know you won’t believe me, but video promotion is also for you, quiet one. Why? Well, there is no need to be outrageous on video. You can use your creativity, instead of speaking-to-camera-with-terror-in-your-eyes.
With Apple Keynote, you can put bullet-point presentations together with narration. It takes time though, so there is a faster way.
We use a tool that takes key points of a written blog post and through using a wizard, converts this text into video for marketing purposes. This will make a 1- or 2-minute image-plus-text-and-music video. Limitations are on the free version of these, but with a paid upgrade you can have full flexibility of timing, sound and ‘outros’ (little promos at the end).
Perhaps film in your local area in order to tell a story relevant to your target market. Of course, most modern smartphones have very good cameras built-in, but for some shots you might need a tripod and a digital camera. Try not to walk while filming, as this creates a lot of shake.
When you’ve perfected your video, it’s time to export it as a .mp4 (at 30 frames per second) and upload it to Youtube or Vimeo and add shorter ones to Facebook. You can boost your video post if you would like more views (that is, paying $7+). For introverts, Facebook Live is a bit scary; it plays on our nervousness of impromptu public speaking.
Webinars that use your voiceover presentation are also a good idea because you can rehearse the critical points in your special presentation. You can do live webinars or ‘fake live’ ones with a webinar program called Everwebinar. Don’t you love the modern tools that let you sleep.
Still a great way to attract a massive niche audience, blogging is not only for the confident confessor. There are all types of blogs for all kinds of people.
One quiet local computer repairer blogged a tip every time he learnt something new, which over the years brought thousands to his website.
While my own JenniferLancaster.com.au blog tells of the lessons I learned in publishing, branding, and book marketing, I also write on other diverse topics. So it’s best that these other articles are placed on another blog — because the audience is completely different. And Google search appreciates clarity.
What topics will attract your target audience?
For a successful strategy, you need to consider what information would attract those you can service or sell to. Are they looking to save money — or time? What language will you use? You might have a technical expertise… but need to write in analogies and everyday terms to help general small business owners understand the topic.
A further thing to consider is the concept of bias and social proof. If you can bring in an expert’s opinions, guest reviews or informal client stories, then you will begin to overcome your audience’s critical viewpoint and at the same time, give your blog more credibility.
Don’t forget to offer something relevant as a freebie (lead magnet) to invite those folk onto your email list.
Recently we completed editing and typesetting of a Prenatal Yoga Handbook, mainly for yoga teachers. It contained over 81 hand-drawn illustrations that needed to be re-saved as smaller, grayscale format and inserted — as per the requirements of print on demand. Handbook publishing support is just part of what we do.
Regarding the final result, it was superbly finished and the tables came out nicely. The cover designed by Heather of Art & Design Studios was colourful and the whole thing stood out.
What Type of Books/Handbooks Can You Make?
Handbooksfor teachers are just one of many types of books you can get made with Print on Demand. Print on Demand books can be paperback (perfect bound usually) or hardback. It can also include high res photographs and be a different shape to usual, for those architectural or website design portfolio books.
If you think what your students or your clients really want to know, there is a book format for it. And you don’t have to put it in a binder and muck about!
How To books, like the Dummies series on complex topics. 200 – 300 pages.
Tips books, like my Power Marketing book, help people with different ideas and their pros/cons. 100 – 250 pages.
Your story plus learning examples. This style is great because it uses the power of story and yet readers can learn a lot from varied honest and raw anecdotes.
Experts tell all. Like the “Secrets of…” series, this is where you interview experts on a topic and follow a set structure so readers get key takeaways. Also good for offering a freebie bonus at the end of each section – e.g. an audio download, which helps the expert grow their own list. They like that!
Where Should You Distribute Your Handbooks?
Handbooks that illustrate various techniques are tuition guides for a niche audience. While large publishers don’t want a bar of such a select group, as a master, trainer or coach, you can distribute and sell the handbooks through:
a) your students
b) your other suppliers, e.g. associations you belong to, clubs you teach at, even the place that sells you the coffee you use at work!
c) offering to teach one simple element at relevant networking events, and sell them there
Think creatively about distribution, because just relying on the mass book retailers is not going to reach your niche audience as effectively. Your handbook needs to appear where no other books are being sold. Look what it did for Rich Dad, Poor Dad, who started selling the books in petrol stations, of all places!
Many small business managers are wasting fruitless energy pursuing mass marketing tactics — aiming to blanket their local area. In addition to newsletters, there are plenty of other ways to promote yourself and your services to a narrower, more interested audience.
1. Publicity in the local newspaper, if you are new in town, have just joined another partner business, are hosting a seminar, or are in the midst of inventing something.
2. Put on a low cost event that resonates with your target market or a free seminar night at your office. (Or at Redcliffe Hive / event hire space). It’s often worth it to rehearse your presentations among friends or your own networking club first.
3. Ask a supplier or a noted author/blogger to feature your story on their website, if your goals and markets align nicely.
4. For those who write articles, there is a wide range of digital magazines cropping up which you can be a part of. Many of them are women focussed or location focussed, e.g. Samara magazine (women), ROOOAR magazine (women), MyTown magazine (Moreton Bay), etc. Some of them offer quite low cost advertising as well when compared with print.
5. Similarly, there are a growing number of communities which help connect people businesses, such as LocalSmile.com.au, SavvySME.com.au, and FlyingSolo.com.au. You can interact as a community member or choose to upgrade to a premium member. Often networking groups also allow you to post articles on their site if you’re a paid up member.
Whichever tool you use to get the word out, make sure you consider your target market and their reader habits. Explaining things at their level of understanding, without being patronising, is a fine art… so don’t slop that paintbrush!