Idea of the week: Podcast pioneer Bob Garlick says you can use podcasting to build business – no matter what you do!

with Neil Godin

Meet Bob Garlick (a.k.a. The Great Idea Guy). Bob is Vancouver’s podcasting aficionado. He co-hosts “The Bunker Project” in the basement of the Barclay hotel on Robson Street (with mobile telecommunications titan, Andrew McGivern), where business owners are invited to come on down – every second Wednesday evening – and learn how to use and apply podcasting to grow their business. I’ve been to the bunker (and it is a bunker, believe me – a smallish back room behind the hotel’s basement bar – but that’s another story). And I’ve been interviewed for podcasts a number of times – often by Bob. But. I have to be honest. I’ve never produced a podcast. And I admit it. I have never listened to one either. In fact, I have never even thought about how podcasting can be used to grow your business. So this week, we enter Bob’s Wonderful World of Podcasting to see what’s going on.

Bob Garlick

 

“Bob,” I ask. “What is the business connection in podcasting?” He answers: “Don’t think selling, think educating. You use podcasting to educate customers and potential customers about what you do, and why and how you do it.” “Can you give us an example?” I asked. “Of course. A dentist client used to spend hours and hours each week explaining the ins and outs of expensive dental procedures like crowns, implants, and root canals. Now he does a quick, basic explanation – then hands the patient a card with instructions on how to go itunes (or the dentist’s WordPress blogsite) to listen to a podcast that explains the entire procedure in detail – and outlines different options. When the patient returns, the dentist simply asks which option they would like – and away they go. This has saved him thousands of dollars in billable time each and every month.”  Is there a danger? Of course. We’d better not lose the human touch – or we could lose the customer. So. As always, it’s a question of balance!

Bob offered a number of other examples as well. A realtor builds his reputation as “the local expert” by offering podcasts (think “broadcasts” as in radio) covering a range of truly helpful topics – from interviewing a moving company owner who gives advice on how to prepare for your move – to a home organizer advising on how to prepare your home for sale at the highest possible price – to a landscaper advising on what and how to grow things in Vancouver’s weathery climate (is “weathery” a word?). (Of course, the realtor includes their phone number, and a link back to their website – as well as being the host who introduces the person they are interviewing – so there is always that business connection). Bob said there is a plug in that now also allows blog readers access to podcasts of the information as well. He added: “Literally anyone can now use this medium to grow their business.” And he emphasized that podcasting can be very low in both tech and cost, noting that a basic podcast program can be set up for as little as $50.

Your call to action:

If you’d like to know more, you’re invited to come out to our Marketing Dangerously “Social Media Challenge” Meetup gathering on Monday, April 30, at Trinity Western University (here in the beautiful Langley, BC, countryside). This Meetup event (as always) is free of charge. And Bob will be our guest speaker this month. For full details and to register please visit: http://snipurl.com/22z2zb3. I hope to see you there.

BTW Jonathan will be here on Thursday, with our Social Media Challenge of the Week – and I will see you again next Tuesday. Meanwhile…keep on Marketing Dangerously!

Neil

Ps – Yes. We “are” going ahead with “Online Marketing – 2012,” our full day workshop on how to turn your website – and all your web activities – including social media marketing – into a marketing and sales machine. We have had to change the date, from April 18 to early May due to conflicts in my travel and work schedule – but this full day workshop will definitely be held in mid May. If you would like to receive updates, please email me at ng@neilgodin.com, or call me at 604.888.4570 or 1.800.563.4332.

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Comments

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