Your Business NEEDS A Podcast
The Amplified Impact Podcast
October 1st, 2023
Today, I’m diving into the power of podcasts for your business. Specifically, using podcasts to connect with niche B2B audiences.
Here’s the secret…invite industry leaders to your show.
Offer them a platform to share their stories and insights. It’s not about selling; it’s about building relationships.
By putting them in the spotlight, you’re not just creating valuable content but also establishing a rapport. This increases your chances of future business opportunities.
Think about it like this…you’re reaching out to high-value prospects, but instead of cold calls or emails, you’re offering them a stage to shine. Use your podcast to build relationships, and the sales will follow naturally.
We’ve used this strategy to great effect in our businesses, and it works brilliantly for B2B services and digital products.
So, consider starting a podcast to amplify your brand and open the door to incredible opportunities.
TWEETABLE QUOTE:
“Your goal on the podcast is to create something of tremendous value for the audience, for the listener.”- Anthony Vicino
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Invictus Capital: www.invictusmultifamily.com
Multifamily Investing Made Simple Podcast
Passive Investing Made Simple Book: www.thepassiveinvestingbook.com
Episode Transcript:
Anthony Vicino:
What is up, everybody? Okay, that was a really weird introduction. Sorry about that. What’s up, guys? Really psyched to have you here. I want to talk about one of the most powerful reasons to start a podcast. Now, this is one type of podcast. What I’m doing right now. This is a daily podcast. It’s short.
Anthony Vicino:
I aim for five to 15 minutes, just sharing my experiences, my insights, my lessons learned and earned over the years of building businesses, fighting with my ADHD and all these things, right? So this is one type of podcast. But there are other types of podcasts which, when you’re building out your business, I think are the secret weapon to massive growth that most people are completely sleeping on. And I know this because we used this technique back in 2020 when we had just launched Invictus Capital. Now, at that point that it was our real estate private equity firm, we had done just one acquisition inside the firm. I had done a number outside of that. My partner had done a number outside of that. So the very first deal we did through Invictus, and we were new to this world, I had just exited Escape Climbing, my manufacturing company, and I was focusing on real estate. And so I was trying to rebrand myself in the public’s eyes, like, oh, he was doing this in rock climbing and manufacturing, and now he’s doing real estate.
Anthony Vicino:
What’s that all about? And so we needed to create a thought leadership platform. We went about this in two ways. One was we wrote a book, and it became the number one bestseller on Amazon. It’s been there for the last two years in commercial real estate. And then we launched a podcast. Now, the beauty of the podcast and the reason I want to share this with you today is, like, in your business, if you’re looking to grow, maybe if you’re just starting out or if you’re more established, I think this is one of the best ways to unlock massive value, especially if you’re doing some kind of b to b. And the reason this came up is I was having a coaching call with one of my students this morning, and he was like, Should I do a podcast? I don’t exactly know what that would look like to start. I don’t know, should I do, like, interviews, or what would that be? So here’s the super secret hack.
Anthony Vicino:
So he is a capital raiser. His goal is to raise capital from private investors that invest into real estate deals. And his particular niche is for door to door salespeople. That was his past life. He had made really good money there. And he knows that those individuals make great money. They’re great at making money, but not great at managing their money. So he wants to help them go from just being extraordinary at making money and teach them how to start investing into real estate, specifically into his deals.
Anthony Vicino:
So the value of the podcast for a guy like that, where he is trying to reach out to this very niche industry of experts, is to get on this podcast and have it be directed towards the director of sales or the sales team operations guy at these different businesses like, oh, there’s a solar company over here. And he has his team of seven crackshot door to door sales dudes. The way to expand his investor pool, his customer base, is to go and find the guy who is in charge of running that team of salespeople. Go to that guy, invite him onto the podcast, and then use that as an opportunity for him to share his story, his lessons learned, his expertise. Put him on a platform, put the spotlight on him. And it’s an opportunity for you, as the host, to build rapport with him. Or that with her, whoever it is. And so now, if your goal had been to sell or to inform these sales dudes and girls about what you do then instead of going to them one to one, you could now go to the guy who runs the team, build rapport with him and then figure out maybe I can come in and teach your guys, like do a quick segment or a session, teaching your people about what we talked about on this podcast.
Anthony Vicino:
At worst case scenario, maybe he just shares the podcast with his team. But either way, you find that one person, the linchpin, the bottleneck, the guy at the top of the mountain, who, if you can create that relationship with him, it will all trickle down to everybody underneath who is ultimately your customer. So another way to look at this is if you’re a B, two B customer in the sense of, let’s take manufacturing. In the rock climbing world. We used to at escape climbing, we would make rock climbing holes, sell them to gyms. That was one of our biggest customers. And so what we could do is start a podcast where we bring on the gym manager or we bring on the director of sales or whatever at these different gyms to come on and share their story and build that relationship so that in the process, they become familiar with us, they become familiar with our product. And it’s not a hard sell, it’s not a pitch, right? I’m inviting you onto a podcast to amplify your visibility, to share your story.
Anthony Vicino:
It’s not really about me selling you. As a consequence, we tend to do business with people we know, like and trust. What better way to do that than spend 30, 40 minutes with me interviewing you on a podcast? It’s very intimate and it’s a very good way to build that relationship. Now, here’s why this is so powerful, is that if you wanted to reach out to this director of salesperson at some company, you could go on LinkedIn, you could find their information. You could shoot them a DM, you could shoot your shot, you could shoot them a cold email, you could try even shooting them cold calling, right? But you’re just some guy coming off the street and they immediately know that you’re after something. But if you come at them from the perspective of hey, I have a podcast and I would love to have you on to share your story. Now it’s them being put in a position of authority and power and getting to be amplified by your brand. That’s a very easy thing for them to respond to, much more so than being pitched to.
Anthony Vicino:
Now, again, the downstream consequence of this is that you will have a relationship with this person and your chances of selling them on something in the future go up drastically. But I would not go into the podcast with that as the mindset. Your goal on the podcast is to create something of tremendous value for the audience, for the listener. And to do that, I think you go into it and instead of just interviewing the person, you go in and you have a conversation. You really just try to get to know them and understand what help them get to where they are in their career. So that can hopefully help the people that you’re ultimately trying to target, right? This works really well in services, businesses and digital products anytime you’re doing some kind of b to B aspect of business. So this was something that we did in the beginning with Multifamily Investing Made Simple, that’s our real estate podcast and we’ve done probably close to 500 episodes at this point. In the beginning, it was all about getting other industry professionals on the podcast and this went a really long way towards letting them know who we were and building that thought leadership.
Anthony Vicino:
Because when you see this industry titan on this person’s podcast, it immediately elevates the brand of the person that’s hosting the podcast, right? Like even if they’re just starting out and they don’t have any history or in this industry just by the fact that they managed to get this person on the podcast it elevates their brand which then you can use to great effect in building and scaling your operations which is something that we did in the early days of Invictus. So take a page out of our book, start a podcast. It is immensely valuable from a business perspective, but then you also have podcasts like the one that we’re doing right now, which is also tremendously valuable but for completely different reasons. It’s valuable for me to build up the muscle of discipline to show up every single day and make a new videos. It’s developing my skills as a communicator, it’s helping me come to a better clarity and understanding of what I think on different topics. It’s helping me solidify different concepts and hopefully it’s also maybe bringing you a little bit of value that you can implement into your life, into your business, so that you can maximize your return on life. That’s ultimately the goal. So if it did any of those things, do me a favor, drop a review.
Anthony Vicino:
Hit the like button, hit the thumbs up on Spotify, whatever it is. I don’t know what the different platforms have, but that really does help. It means a lot, your feedback, truly. It means a lot to me. So thank you. Thank you. Thank you for this. It doesn’t go unnoticed, truly.
Anthony Vicino:
But that’s going to do it for me. Guys and gals, I’ll see you back around these parts tomorrow, but until then, stay hyper focused, my friends.
This Week On YouTube
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→ Invictus Capital: my real estate private equity firm.
→ Multifamily Investing Made Simple: Top Apple Podcast.
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