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Each day starts and usually ends with the same BIG question. Our clients and prospects ask us, "How can I grow my business and capture my fair market share?" Our answer is quite simply, "Build yourself a base of prospects and work that pipeline relentlessly and efficiently."

One BIG tip that I can offer you as read my short synopsis today, learn how to become a successful PodCaster and watch your bottom-line fly skyward!

Over the past decade, the Internet has created many new breakthrough marketing mediums. From successful ezine publishing and distribution straight through to more pronounced search engine optimization practices.

As a television and radio broadcaster/marketing consultant, I have had the sincere pleasure of understanding just how important both the radio and television marketing methods are to businesses and individuals in getting the word out to their prospective audience.

Our weekly online radio show, Net Talk Radio has been received very well amongst listeners and advertisers alike. I guess I always knew that in time, connectivity speeds and portable hand-held devices would ultimately allow for a more expansive target audience reach.

The day has finally arrived!

Although, we began using our online talk radio format years ago, we are now able to sweeten the pie by allowing our listeners to almost effortlessly download our show (information and entertainment) right into the iPod and iRiver devices. Now our audience can listen where ever and whenever "they" like. Plus, as an added-value benefit to us and our valuable advertisers, we can track every hit (listener) around the clock for about the cost of a cup of coffee! We make all this happen by deploying one of today's best emerging audio/blogging technologies popularly referred to as, "PodCasting".

PodCast Marketing: *Anyone Can Do This!

First, What is Podcasting?

Podcasting is a term that manifested as a fresh way to describe the technology used to push (share) audio content from web sites down to consumers (clients) of that content, who usually listen to it on an iPod (hence the term "pod") or any other type of .mp3 player (iRiver) at their command, convenience and control.

PodCasting is somewhat similar to the concept of time-shifted video software and devices like TiVo, which let you watch what you want exactly when you want it by simply recording and storing video, except that PodCasting is primarily used for audio to date. (Universal video deployment is most likely just around the corner.) With that stated I should explain, however, that this easy to use emerging technology can be used to push (deploy) any kind of file such as photos (images), software updates, videos and/or text.

PodCasting uses an XML-based technology called RSS (Real Simple Syndication). Content publishers (PodCasters) describe new content in an XML RSS file which includes dates, titles, descriptions, and specifics links to the .mp3 files. This "automatically" generated file is referred to as an RSS feed. Dave Winer is considered by many to be the creator of RSS and a pioneer in the environment of applied XML. The component to making PodCasting work with RSS is "enclosures" (remember that term), an element supported by RSS 2.0.

As a consumer or end-user, you simply run an "aggregator" (remember this term, too) program like MTV's Adam Curry's iPodder software on your local computer, which lets you easily subscribe to RSS feeds. Programs like Adam's will either by schedule or by random design, download the RSS files, and check to see if any fresh content is available. If new content exists, the audio files are automatically downloaded and put into a folder (of your choice) on your hard disk or directly routed to your mp3 player.

I used an asterisk as noted above to make this very honest and often painful-to-some disclaimer. When I stated that "Anyone Can Do This", I should more accurately state, "Anyone that properly learns (from a real professional) and activates their own PodCast process can reap the significant harvest of BIGGER numbers by creating and nurturing their own emerging community. As an online business owner this is HUGE and required! This marketing solution can not only make you financially solvent, it can even make you a "STAR"!

Fitting The PodCast Magic Into Your Arsenal

Here now is a list of things to do to prepare yourself for your first PodCast presentation.

1. Research The PodCast Element

Learn precisely what PodCasting is all about and how it works. I recommend visiting [url]http://www.google.com[/url] and typing, "PodCast Radio" into the search field.

2. Physically Search Out Only The True Professionals

Create a list of those PodCasters that undeniably know exactly what they are doing. Align your yourself with only the best. From this list, call them on the phone and pick their brain(s). If you cannot locate an actual telephonic point of contact, I strongly urge you to wipe them from your list. You want to do business with those that believe in "touching" their market with more intimacy and one-to-one personalization rather than just an email. Remember, you are looking for a friend. A mentor. Not necessarily someone to take your money and be off. A solid partnership (friendship) is your objective here.

3. Discover Your Passion

What passion do you share with others? What true value will your audience glean from you? Who is your target audience? Understand your "WHY"!

4. Develop Your Plan & Work Your Process

What do you need to learn? What do you need to do? What specific date will you be ready? Who will provide you with the support you will need to fulfill your plan. What equipment is required?

5. Make Your Podcast Happen!

As you roll out your "new-to-you" adventure, don't expect total perfection on day one. Be kind to yourself and know that you will evolve. We all started from square one. You should have heard my first radio air check from my first radio gig in Bakersfield, California. I sounded just like a bumbling knucklehead. :-) Enough practice and desire can make you near perfect, but do be fair with you and give yourself time to grow.

Listen to other Pro-PodCasters. Listen to your local radio stations. Read books and articles like this one on a daily basis. (I do it everyday!)

6. Finally... No Excuses!

If you "really" want to crank up the heat on your marketing efforts, than PodCasting will give you the significant marketing advantage.

Know this...

Others will talk about it, but never make their move.

You, on the other hand, will except no feeble excuses and get working on your very first PodCast right away! (At the very least, be sure to move PodCasting up near the top of "TO-DO" list!

In closing today...

I have illustrated only a fraction of what you must know before you go piling into your PodCast endeavor full steam ahead. Be sure to identify and experiment with all angles of marketing when it comes to producing an on-going, money-generating PodCast production for all the world to hear and take notice!

Happy PodCast Marketing!

About Tony Marino, Ph.D., Marketing
Dr. Tony Marino is not only the CEO of America Web Works ([url]http://www.AmericaWebWorks.com[/url]), he is also host of the PodCast Radio Show ( [url]http://radio.weblogs.com/0144135/[/url] ), the Founder of the [url]http://www.AudioVideoStreams.com[/url], the International ePublisher's Association, Christian Times eBusiness Newsletter and the author of the ePublishing Master's Course at: [url]http://www.ePublisherUniversity.com[/url]. Additionally, he holds Email Compliance Officer status for many of today's leading Network Marketing companies.

He has also worked with the likes of legendary Direct Marketers Ted Nicholas and Gary Halbert. Best-Selling Authors, Harvey McKay, Jack Canfield and Mark Victor Hansen. ABC Television's, Jimmy Kimmel and NBC's, Carson Daly. Online Marketers, Dale Calvert and Jay Abraham just to name a few. His offices are location in Portland and Los Angeles and he'd love to hear from you anytime!

[url]http://www.AmericaWebWorks.com[/url] 866-824-9684

[quote=NetCoach]

1. Research The PodCast Element

Learn precisely what PodCasting is all about and how it works. I recommend visiting [url]http://www.google.com[/url] and typing, "PodCast Radio" into the search field.[/quote]

again, being synical, but you only have 5 shows under your belt as a "PodCast(er)"

and one piece of advice..... make your XML link a little more visible... took me 3 scrolls to find it

[quote=NetCoach]
2. Physically Search Out Only The True Professionals

Create a list of those PodCasters that undeniably know exactly what they are doing. Align your yourself with only the best. From this list, call them on the phone and pick their brain(s). If you cannot locate an actual telephonic point of contact, I strongly urge you to wipe them from your list. You want to do business with those that believe in "touching" their market with more intimacy and one-to-one personalization rather than just an email. Remember, you are looking for a friend. A mentor. Not necessarily someone to take your money and be off. A solid partnership (friendship) is your objective here.[/quote]

If you called me at home to "pick my brain" i would yell very loudly at you, then change my phone number. You have no reason to call me at home to ask me questions. There are many different ways for you as a listener to contact me, and i make these ways very public within the show and on my website.

I as a podcaster who "knows what I am doing" am ALWAYS happy to help someone wanting to learn about this great medium. It sounds like you need to get some ladder to come back down to reality.

In my opinion, you need to do a bit more research in podcasting (notice the lack of caps C and P) before you try to sell yourself to the masses or before you try giving advice.... like those in my field of work, a piece of paper you can hang on the wall is just that, a piece of paper to hang on the wall..... experience means everything! paper means little!

[quote=NetCoach]
Listen to other Pro-PodCasters. Listen to your local radio stations. Read books and articles like this one on a daily basis. (I do it everyday!)
[/quote]

If you're a aspiring podcaster, i would suggest you listen to broadcast radio only if you want to know what not to do about content. sound quality is of course something to reach for, but content wise, unless you listening to certain NPR episodes, listen to other great podcasts for content help!

and last but not least..... just because you have the #1 place on google for "podcast radio" does not make you the best marketed or best produced podcast.....

very few use the words "podcast" and "radio" together since they are looking for an alternative to radio......

best of luck with your consulting job.....

"a real podcaster"

josh in japan

In reply to guest

Hello Josh!

My goodness... I must say... I wish we would have known you back when. Obviously, you hold the awe-inspiring, podcast ("all-knowing") membership card.

I guess we will just shut down our podcasting and toss our mixer and mics right out the window! Hey, thanks a million for saving us the embarrassment of thinking we had a clue. :-)

Josh ( or should would call you, "POD-Sire"?), you sure know how to win friends and influence people... NOT!

Anywho...

We wish you the best anyway!

Next time we would like to get an eye poked out, we will certainly look you up! :-) Thanks again for your positive insight!

Tony (Out!)

PS. Josh, we have been streaming since 1998 and have over 200 podcast shows in the can. Perhaps a little more research next time, before you poke your own eye out! Bye now!

PPS. And, thanks for listening to our show! :-)

In reply to guest

Hello,
The idea of podcasting is simple enough, and as a marketer, you will want to consider podcasting as another means of reaching your customer base. Obviously, the more directions in which you attack the marketing problem, the better. Whether it is television, the radio, or the internet, you will need to be able to reach your target audience from several different outlets. Podcasting offers a new way of reaching the internet market. It is a way to reach your viewers without making them have to read through countless pages of web site material. As of today, podcasting has not fully realized its potential in the business world and most podcasts have been used for only personal purposes. It remains an untapped technology that many business owners may not have yet considered. Thank you.

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In reply to guest