Turn Your 30 Minutes of Fame into Sales
Many of my friends and acquaintances who didn’t know me back when would be surprised by this, but I was the shy kid. I know…the big mouth of the South used to be the one who sat back in a crowded room, afraid to speak to anyone. A take-it-all-in-er. But over time with a career that demanded networking and public speaking, I came out of my shell. And boy did I. I’ve certainly made myself noticed in a room more than once with something I’m sure was stupid but that I thought was funny.
So when webcasts and podcasts came along several years ago, I was super comfy when asked to be a guest to discuss the topic at hand. They are the best way to express your personality and show your expertise. And little do you know that what you’re doing also is helping to “sell” yourself and your company’s products or services in an inadvertent way.
When I was the editor-in-chief of Impressions magazine, my publisher used to tell me that, even though we kept sales and editorial separate, I was a natural salesperson. What?! Truth be told, I didn’t think I could sell anything to save my soul. Selling Girl Scout cookies used to freak me out. I guess as you shape your career and it shapes a part of you, you begin to become a natural. It took me a while, but I finally learned to believe that because I let my personality grow and shine, I really was good at selling myself or the product I was representing. For me, that was the Impressions brand and being on webcasts and podcasts did a lot for it and my career.
And that’s what being on or conducting your own unbiased webcasts and podcasts can do for you. By putting yourself out there as the expert on a particular topic or product, you’re also selling what you’re saying. And that, with a little follow up, eventually can turn your digital media appearance into sales.
"In today's world of lockdowns and social distancing, reaching customers with useful content through webcasts is an ideal sales tool," says Terry Combs, TerryCombs.com, Writer, Speaker and Educator. "No one wants to listen to your webcast sales pitch, but if you share usable content, customers will trust you and want to buy from you."
The importance of effective webcasts as a marketing tool cannot be overstated. “Yes, webcasts can be a waste of time if they are thinly disguised sales pitches,” says Jay Busselle, Marketing Director for Equipment Zone; Managing Partner at FLEXpoint. “They become obvious and are avoided. The magic of effective webcasts is how you position the value. If you present and give real value to a qualified audience, you will earn its trust. As a result, real connections are made and real needs are uncovered. Sales conversations will be a natural outcome rather than a manipulated pitch. Ditch the pitch — give value first!"
Experts agree that the key to gaining new customers through your webcast or podcast message is to remain clear yet unbiased. With the influx of this kind of digital media only gaining strength, it is imperative to hit the market with concise information with real meaning. Digital audiences have tons of choices on what specific media to consume, and they won’t stay or come back if they’re being “sold” under the guise of true educational guidance.
“Webcasts are one of the most versatile tools that can be used as an educational resource, regardless of industry, to disseminate valuable content and messaging that is authentic,” says Jamar Laster, Executive Editor, Impressions Magazine. “That authenticity is key, as it’s a key element of driving brand messaging, and then subtly turning that brand messaging into sales opportunities, which can be used to drive revenue.”
And at the end of the day, we’re all in this for revenue. So what do you say? Say goodbye to that shy kid and get your face and voice out there. Spend some time developing relevant content for an intriguing webcast or podcast and watch the viral results spread your message. You’ll be selling Thin Mints before you know it.