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Marketing & Tech
Jan 10, 2018 | Canadian Professional Sales Association lock

15 percent of people in the US and Canada listen to a podcast at least weekly. That's five times more than those who go to the movies each week! Monthly listeners last year were up 14 percent on 2016 and the numbers just keep growing! It's an exciting time for podcasting, and businesses that add podcasting to their sales and marketing efforts can reap serious rewards. In terms of content marketing, podcasting is fast becoming the new blogging!

In this episode of the CPSA's Social Selling and Tech show, we'll consider why podcasting should be part of your social selling toolkit.

Our guest today is Mario Martinez Jr. Mario is a speaker, digital & social selling expert, CEO & Founder of Vengreso and frequent guest expert on podcasts.

Mario has featured in such top sales focused podcasts as SalesReinvented and the CPSA's SalesProChat. His company, Vengreso also produces 2 podcast series called Selling with Social and Social Business Engine.

Listen to this episode of the CPSA Social Selling and Tech Podcast and discover:

* Podcasting is not new. Why is it only in the last few years that it has really started to explode? (access to smartphones, lower costs, social media distribution etc).

* What can be conveyed in an interview like this which perhaps cannot be conveyed through traditional blogs or social media messaging? (e.g. tone, personality, the human quality)

* Why is it important to present your personal brand and represent your company brand across multiple channels? (E.g. access to wider audiences such as YouTube, iTunes etc)

* What are some of the sales and marketing podcasts you listen to and why?

* How can sharing podcast content, webinar or video format - help brands build new audiences?

Want to hear more? Check out these bonus insights:

* How can one integrate podcasting into a wider social selling strategy?

* What are some of the other main content types that should complement podcasts within one's social selling toolkit?

* How can podcasting and vlogs help to engage and educate potential buyers?

Read the edited transcription:

Bill Banham: 15% of people in the US and Canada listen to our podcast at least weekly. That's five times more than goes to the movies each week. Monthly listeners in 2017 was up 14% on 2016, and the numbers just keep growing. It's an exciting time for podcasting. There are businesses that add podcasting to their sales and marketing efforts can reap serious rewards. In terms of content marketing, podcasting is fast becoming the new blogging.

In this episode of the CPSA Social Selling and Tech Show, we all consider why podcasting should be part of your social-selling tool kit. Our guest today is Mario Martinez Jr. Mario is a speaker, digital and social-selling expert, CEO and Founder of Vengreso, and a frequent guest expert on podcasts just like this one.

Mario Martinez Jr., welcome to the Social Selling and Tech Show.

Mario M: Bill, thank you for having me, my friend. I'm excited to be here with you.

Bill Banham:  I'm excited to be talking about something that it won't be any surprise to our listeners that I love, which is podcasting. Firstly, podcasting is not new, Mario. Why is it only in the last few years that it has really started to explode?

Mario M: It's a great question. I think there's a couple of reasons why it started to explode. Podcasting is now way easier to be able to get access to. First of all, if you look at your iPhone, you've got a icon on there that's native to the app that's called podcast. You've also got access to smartphones, you've got access to social media, which people publish their blog post for the podcast on there. You can embed the podcast players inside there. Quite frankly, Bill, it is one of the most effective ways for learning, coaching, and training and development because many people commute. Whether it's on a train or in a car, it is an easy thing to be able to just pull up a podcast and listen to it.

Bill Banham: What can be conveyed in an interview like this one, which maybe can't be conveyed through other channels such as traditional blogs or social media messaging?

Mario M: I think the big one is you really don't hear tone, you don't hear voice modulation, you don't hear passion, you don't hear excitement. You don't hear those things when you are reading a blog. Yeah, sure, some people are very creative writers, and they can create a conversation and you can read a two-way conversation, which oftentimes you can interpret and bring into your own mind what that sounds like and what that feels like. Maybe sometimes you can feel like you're in the room with those two people, but when you're hearing this conversation live, it just allows you to be able to create human attachment through audible learnings and hearing the person's voice and hearing that modulation, hearing that tone, hearing the passion, those types of things. You just don't get that inside of a traditional blog.

Bill Banham: That covers the quality of the content and the benefits there, but what about the audience? Why can podcast interviews and features be a better route maybe to market, for generating sales than, say, writing lots of posts.

Mario M: From the buyer's side, you definitely should be utilizing podcasts, but I believe that the organization that you work for should be trying to push podcasts out, and salespeople then can turn around and nominate buyers that they're trying to get into the office of to be on the podcast. Honestly, it is a phenomenal way to be able to get into someone's office and begin building a relationship by inviting them to speak on a topic that they're passionate about.

Let's just pretend, Bill, that I want to get into the CMO's office at Adobe, as an example. Well, it is an easy way for me to be able to reach out and invite that person to join me for an hour-long conversation on a podcast where I build relationship talking about something that they care about and only that they care about. That is a phenomenal way to be able to start building client relationships, and really, that should be the main purpose of how a podcast is used for a sales organization, which means the larger your sales organization the more podcast shows that you should have and break them down on a region by region basis.

If you're a salesperson, the one thing that you want to be careful of if you're thinking of creating your own podcast is creating it so that the show is too segmented on the industry that you're in, and what happens one day if you decide to leave that particular industry. You really want to make it more generic to the buyer type that you would be selling to overall. For example, IT or security or sales, whatever it might be. That's the way I think that podcast should be leveraged and could also be leveraged in terms of getting in. I'll tell you, I get a lot more success inviting someone to a podcast than I do inviting them to do an interview for a blog article. It's almost a 90% uptake on the podcast than it is on a general interview.

Bill Banham: I completely agree. In my personal experience, I have exactly the same thing. Jumping a recorded call like this that then gets turned into an awesome podcast, of course, is so much more straightforward and genuine and authentic and powerful than sitting down and writing lots of content, although that's important in certain channels too, of course.

You project your brand through lots of different channels and networks, of course. In addition to writing and speaking, you also host webinars and present vlogs. Why is it important to present your personal brand and represent your company brand across multiple channels?

Mario M: Well, I mean, that's a great question. First off, you should be presenting your brand and channel, or sorry, you should be presenting your brand, company and personal, in the channels that your customers are at. You asked me why is it important. It's because that's where my buyers are. My buyers are on Twitter. My buyers are on YouTube. My buyers are on LinkedIn. I do, in fact, hold back my personal Facebook account, and I only let those that I'm close friends with, such as yourself, Bill, in bringing them into my Facebook life, if you would, because I post a lot of personal-related content with my children, and I want to be able to protect them, as a public figure, protect them from things that potential, bad things that could happen.

Most of my close customer relationships are all on Facebook, but generally, Twitter, LinkedIn, YouTube, and the company Facebook channels and company channels across the board are going to be the areas that I'll present the personal and company brand. Why is it important? Well, if your buyers are there, then it's absolutely important, but if your buyers are not there, then don't worry about those types of channels in terms of having a voice and creating an audience to people who aren't going to buy from you there. If all you're striving for are the likes, comments, clicks, then you're striving for the wrong thing, especially if you're in sales.

Bill Banham: What are some of the sales and marketing podcasts that you listen to and why?

Mario M: Great question. I actually listen to In the Arena with Anthony Iannarino. I also like Kelly Riggs and his son Robby for The CounterMentors Podcast. They're just a hoot. They're ... If you want to laugh and you want to hear about sales-related topics for sure, but the baby boomers versus millennial thought processes, you'll want to listen to The CounterMentors Podcast. Sales Reinvented, of course, is another one, and your podcast, of course, and then I do tune into, every once in a while, some of the other social media type of podcasts. You've got the Science of Social Media is another podcast that's out there that I do listen to every once in a while.

Overall, I mean, there's quite a few podcasts that are out there. It's hard for me to listen to all of them. I also tune in every once in a while to Brian Fanzo's iSocialFanz podcast so there's definitely a few of them that are out there, but it's a lot of content, so you've gotta pace yourself for sure.

Bill Banham: Just finally, for this show, how can sharing podcast content or webinars or maybe in video format too, how can that help brands build new audiences?

Mario M: Oh, this is a great question. This is exactly what I do. When I'm listening to a podcast, whether it's one that I've recorded or whether it's one that I'm listening to, one of the best ways to engage your audience, especially if you're in sales, is you listen to a podcast with the intent to learn and the intent to engage. Those are the two things that you want to do with a podcast.

Now, intent to learn is for, obviously, self-learning, but the intent to engage is you're listening for sound bites that you can turn around and send to a potential buyer and say, "Hey, Bobby, Mr. or Mrs. CIO of ... " whatever it might be, " ... I was listening to this podcast today, and here's the link, and at 22 minutes and 5 seconds ... " as an example, " ... there was some commentary around ... " whatever the topic might be, " ... and I thought of you. What are your thoughts on .... " blah, blah, blah, blah, blah, and ask the question. That blah, blah, blah, blah, blah was the question.

That is ... When someone sends me a podcast or a video and directs me to a specific spot to listen to, 99.9% of the time, I click, I go to that section, and I listen. Then what happens is, is I do a little rewinding because I want to get the context, and I keep listening to the whole entire thing, and I'll make a reply to that individual. That is called bringing value to your audience, that is called engaging with content to your audience.

You don't always have to ask a question. You might also take a podcast, direct them to a specific segment of the podcast, and say, "I thought of you, based upon our conversation that we had and the business problem that you described, this might be something that could help you." It is not just asking a question. You can also engage to help your buyer and add value. I promise you that if you, as a salesperson or any other salesperson out there listening to this, I promise you, your buyers are not receiving podcast or videos from your competitors saying, "Mr. or Mrs. Buyer, listen to this spot, listen to this segment, here's a question or this may help you in the business problem that you described to me when we were last talking." It will definitely make you unique, and it'll definitely make you stand out from the crowd. If an organization's listening to this, sales leaders, my goodness, this is a phenomenal way to build a great new audience. It's a phenomenal way to be able to engage with your buyers.

Bill Banham: Awesome. That just leaves me to say Mario Martinez Jr. thank you very much for being the guest today.

Mario M: You're very welcome, my friend.


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