A video podcast is one of the easiest and cheapest things you can do to market your business. In fact, to get started, all it costs is the price of a camera, domain, hosting, and well – your time! You don’t need a domain or hosting, but it’s highly recommended to ensure that you have complete and total ownership of your brand.
Starting a successful video podcast to promote your business, or to market a new product isn’t everything it’s cracked up to be though; it’s hard work!
You have to put the work in. If you have people who know how to do the editing/producing work for you, things get much easier.
Most of all, you have to have ideas that will draw in an audience…
From Gary Vaynerchuk, successful entrepreneur, public speaker and author of Jab Jab Jab Right Hook:
“This isn’t a particularly popular thing to say in this world where every marketer and guru wants us to believe that we can all be the absolute best at everything. You must choose an area where you can win. No, scratch that. Not just win, but absolutely dominate. After all, don’t we have enough mediocre podcasts around?
It must be an area that:
- You are passionate about engaging in,
- Leverages your strengths and;
- Where you bring things to the table that no one else can.”
Just look to the success of other video podcasters like Gary Vee’s Wine Library, Joe Rogan and London Real. These podcasts focus on a multitude of issues: social, business, marketing, success, sports, lifestyle, etc. You’ll also find plenty of marketing and business-specific podcasts out there. Each succesful podcast has an angle – something unique that keeps people watching (e.g., tips, breaking news, interviews with influential people, etc.)
Great Tips for a Perfect Video Podcast
1. Evaluate before expanding…
This should really go without saying, but you’d be surprised how many 1 – 5 episode podcasts there are in the current Internet-graveyard.
You don’t want to go all-in: investing hundreds or thousands of dollars in your podcasting efforts, only to realize you hate it and can’t bear filming another session.
Try making a few videos (maybe throw them up on YouTube), before you invest in something you don’t even know you like. The YouTube idea is great for getting people’s feedback about your particular style and likeability too.
2. Make sure you own the rights….
Buy a domain specifically for your podcast. If you already have a domain for your business or brand, you can use a sub-domain (e.g., www.yourbrand.com/podcast), or look for a .tv with the same name and use that.
Try to stay away from commercial podcast hosting sites. There are hundreds, possibly thousands of them out there. On the surface, they seem like a viable option because it won’t “cost” you anything to get started.
The problem is, they have complete control over airing your podcast and will usually exploit your efforts by running their own ads along-side your show. You have no control over pop-ups, auto-play infomercials, or other invasive on-page elements that can ruin the visitor experience and destroy your credibility with potential viewers.
Not to mention: if the site goes down, is seized, or is hacked, you could lose everything you’ve built!
Make sure your brand is copyrighted (learn more: uspto.gov/trademarks/basics/).
3. Intro/Theme music….
Your podcast’s intro and theme music is an essential brand identifier. Just think of television newscasts, sitcoms, soap operas, morning radio shows, and other popular programs you identify with. The intro music has a happy psychological effect on the viewer – kind of like that warm feeling you get when receiving a phonecall from home when you’re traveling on the road.
Get a jingle that they’ll hum at work throughout the day and you’ve got em’!
Upbeat music is best. If you don’t know a musician who can create some cool jingles, search Google for royalty-free music. To be safe, you’ll have to pay a small fee to gain the rights to use the work. Be wary of using jingles or tunes you haven’t paid for: consider the implications if your podcast becomes successful, then the creator finds out and decides to sue you at the peak of your success.
4. Make it clean and professional…
Anyone can throw up a video filmed in their backyard or the local garbage dump on YouTube. Since you want to expand your brand and gain customer loyalty, it’s best to make sure you have a fresh image – use a clean website with a good theme, don’t use profanity (unless that’s what your listeners expect from you – i.e., Joe Rogan), comb your hair if you’re doing a video podcast – even put on a suit or clothing appropriate to your niche and brand.
5. Equipment…
Most modern viewers are going to prefer to view your video podcast in 1080p; 720p minimum. Grainy videos just look unprofessional – unless you’re a psychic offering readings or Ouija board sessions on air! Get a good camera – don’t use your webcam for crying out loud!
Use a good microphone. Preferably a USB mic made specifically for podcasting. Using the mic on your computer’s soundcard is a terrible idea. They transfer fan, hard drive and other inauspicious computer noises to the ears of your podcast listeners.
A pop filter is also a good investment if you plan on podcasting for the near future.
6. Be careful about what products you promote…
Lastly, as your video podcast (hopefully) gains traction, the temptation to take a few easy paydays will be hard to turn down.
If you have your own product to promote: avoid or be very picky about promoting other products and services. If some new promotion comes your way and you start to promote it – only to later have your viewers scammed out of hundreds/thousands/millions of dollars – it certainly won’t add to your credibility, will it?