“People are really listening and want to consume all of the content that is there and available. There’s a level of dedication that comes from podcast listeners that you don’t otherwise find. And now the numbers prove it. Podcasts aren’t a bubble, they’re a boom—and that boom is only getting louder.” – Miranda Katz

Podcasting is one of the most powerful ways to build credibility – you get a nice “soapbox” and nearly unlimited time with your ideal customers, as long as you are providing useful or entertaining content.

Transcript – Aviation Marketing Fundamentals – Podcasting!

Paula Williams: Hey, Paula Williams.

John Williams: And John Williams.

Paula: And we are ABCI and ABCI’s mission is…

John: To help all you ladies and gentlemen out there in the Aviation world sell more of your products and services.

Paula: Absolutely. This week, we wanted to talk about podcasts. A lot of our clients, well, not a lot of our clients, not as many as should have a podcast. I think all of our clients should have a podcast because if you’re in the aviation industry and you’re selling a product or service, then you have a specialized skill set and knowledge base that other people in the industry could benefit from.

The cool thing about a podcast, whether you do a video podcast or an audio podcast is that people can find individual episodes or they can subscribe, right? If it’s a topic that they’re interested in and then they get reminded all the time about new information coming from you and you really can’t beat somebody signing up to get your advertising, right?

It’s not necessarily advertising there has to be a good balance of quality information, useful information, and so on together with the promotion of your products and services. Finding the right balance for that is different for every podcast. Some of them have discrete, what they call mid-roll advertising or end roll advertising where they put their advertising in the middle or at the end.

You can get subscribers or you can get sponsors to put advertising on your podcast. But for the purposes of most of our clients, I think being your own sponsor is way better because then you control the message you advertising from and you’re the one that’s benefiting from your content. We had somebody approach us this week, actually, or last week about sponsoring our podcast and it was one of those meal delivery systems and I’m thinking, “No.”

Okay, fine. Our people eat. I imagine that the people that listen to our podcast do eat. But I would be looking for something that’s a little bit more specific or a little bit more…

John: Aviation Central?

Paula: Relevant to what we do. We’ve never accepted sponsors on our podcast, and yet, it is incredibly profitable for us because most of our clients have found us through our podcast. Yeah, it’s very, very profitable for us to do. Every episode we do features clients for us.

John: True.

Paula: That is something that I truly I’m amazed by. I didn’t think it was going to be as successful as it has.

John: There you go.

Paula: Yeah, what we do with our clients, when we do a podcast set up with them we brainstorm ideas for episodes. Episode titles and things like that. Episode guest if you want to do a guest-based or interview-based podcast. You could also do a tip of the week sort of a podcast or just simply a list of topics that you want to talk about that people would be interested in. Brainstorming those topics, setting up all the plumbing for your podcast and there’s a lot of plumbing, there’s a lot of places that will distribute a podcast. There’s an Apple podcast or Spotify, SoundCloud…

John: The list goes on.

Paula: Yeah, there are probably 20 different podcast outlets that we can syndicate to once we get your podcast together and get 2 or 3 episodes together we can submit your podcast, and most of them will accept it depending on the the criteria that they have. We set up the plumbing, we do the production and editing, and management, and promotion of your podcast.

All you have to do, in a lot of cases, is send us the footage and we help you set up your setup so that you’ve got a nice background, you’ve got good audio. All of those things will help you test all of that. And then, you can record probably 4 or 5 episodes in an afternoon depending on how much time you have. Send us that footage and we will take care of it from there. Easy to do, huge dividends, and largely untapped. There are not very many Aviation Industry podcasts. There are a few good ones.

John: Hopefully, ours is one of those.

Paula: Exactly. We always like to say that we are the longest-running Aviation Marketing podcast in podcast history. We are also the largest Aviation Marketing podcast in podcast history. Of course, we are the only Aviation Marketing podcast. It really puts you in a category of one. And people who are looking for Aviation marketing who happened to listen to podcasts, we have a pretty natural advantage, and that could be true for insurance., that could be true for documentation, that could be true for a [inaudible] of specific types that could be…

John: Airfields.

Paula: Yeah, FBOs, charter services in particular places in your local area you can focus that way. If any number of ways that you can do podcasts.

John: Brokers and aircraft appraisers and so on.

Paula: Exactly. In fact, one of my favorites is a brand-new one. We’ve got three episodes out now and that’s Mark Perry’s Contrails and Cocktails, real quick plug for that podcast. We’ve had 3 different guests and Mark has come up with 3 different cocktails based on the stories that they talk about. All the aviation history and other stuff that comes up in that podcast are really kind of cool.

John: It is.

Paula: Yeah, there’s a topic and there’s an angle for everything.

John: True.

Paula: Let’s find yours and we’ll see you next week.

John. Stay safe and healthy.