153 - Audio Marketing for Podiatrists

If you haven’t considered using audio as part of your marketing strategy, now is the perfect time to get started while still being underutilised by most podiatry professionals.

The purpose of my Audio Marketing Workshops is to show podiatrists how to use audio for marketing in their podiatry businesses and why it will help them stand out from all the other podiatrists in their area that do not know how to use audio effectively.

When it comes to creating online content, you have three options available to you.

  1. Written Content (Blogs, FAQ’s and Articles)
  2. Visual (Video, photos and Infographics)
  3. Audio (So many options available)

Emotional Connection 

Audio marketing has been around for a long time; think of radio; people have a favourite radio station and a favourite radio announcer. Because they've heard their voice repeatedly, they start to create an emotional connection with them.

"You can also create an emotional connection with your patients and potential patients". 

History of Radio:  http://www.pbs.org/wgbh/aso/databank/entries/dt20ra.html

Audio - Easy to Consume

The thing I like about audio more than anything else is it’s simple to consume. Unlike video, you must stop what you’re doing to get the full benefit; however, you can listen and still do other tasks with audio.

Compared to video, audio is cheap to produce; you don’t have to stand in front of a camera nervously, it doesn’t matter what you wear, and you can record in your underwear if that’s how you like to roll.

Capture Audio

So, where do you start?

Firstly, it all begins with capturing the audio, and there are multiple ways to do this. You don’t need an elaborate recording studio unless, of course, you want high-quality audio.

You can use your Smartphone and headphones, and as long as it is clear, that’s probably going to be good enough. If you want to improve the sound, use a quality lapel microphone and attach it to your phone. It makes a significant difference.

App & Script

You need an App. Most smartphones will have a recording App built-in, or you can download one. My favourite recording App on my iPhone is called Voice Recorder.

Before you press record, I would highly recommend writing a script, practice reading it a few times and then press record. There’s nothing worse than someone rambling because they’re not sure what to say next.

Editing 

If you don’t like what you hear, have someone else listen to it before deleting it because we are our own worse critics.

Once it’s recorded, you probably will not need to do any editing, especially if you’re keeping it simple. There are many editing programs available, some free and some paid, but that’s a whole different topic.

Now Use It

So, once you’re happy with your recording in MP3 format, which is the most popular format, you can then start using it as you see fit.

You can upload your recordings onto your computer and start using them for training purposes, or you could have them transferred onto a CD and give them to patients for reinforcing instructions on their way home. 

Maybe you want to have your own podcast. 

If I was to set up a new podiatry business tomorrow, the first marketing tool I would utilise would be audio marketing. 

And remember, all your audio recordings become part of your IP and add value to your business.

Media Host

Unlike video, you cannot add audio recordings directly to social media platforms like FACEBOOK and LINKEDIN. To upload on these platforms, you’ll need to use a media host.

Just like a web host is used to host your website, you’ll need a media host to host your audio files.

Once again, there are free and paid versions and depending on how big your files are and what you’re planning on doing with them will determine the host you choose.

I use Libsyn, which is paid for my podcast, but for other audio recordings that are not part of my podcasting world; I’ve used free media hosts, SoundcloudChirbit and Podbean, but there are many more.

Combine Audio And Pictures

One last thing I’d like to share about using audio is combining it with pictures and creating short videos, which is great for product and service promotion. These videos can be uploaded directly to FACEBOOK and LINKEDIN. 

This is also a great way to avoid being in front of the camera yourself, but you can still connect with your audience with your voice.  

What I will cover in this audio marketing for podiatrists workshop

  • Different ways of recording and capturing audio (iPhone, computers, audio recorders) 
  • Using Microphones, including lapel mics and Bluetooth
  • Creating professional sounding MP3's
  • Finding an audio platform that suites your needs (free and paid)
  • Using Canva to create good images.
  • Creating Audiograms - combining your audio and images into a short video. 
  • Adding transcripts to your audiograms or short videos
  • Basic audio editing
  • How to use audio in all your social media marketing.
  • Adding audio to your website and blogs. 

This is not a podcasting workshop, but the skills you develop can easily transfer into podcasting if you choose to go down that path.

Alternatively, you may decide to use these newfound audio skills and become a professional podcast guest. Guests with great audio sound more professional and will usually be invited on more podcasts. 

If you have any questions about this episode, one-on-one coaching or any of my group coaching programs, please send me an email at email/tf)(tysonfranklin.comand we can arrange a quick ZOOM call. 

Competitive Advantage

If you're looking for a Competitive Advantage over other podiatrists in your area, please visit my EVENTS PAGE, and consider joining my next group coaching program, the 12-Week Podiatry Business Reboot or join the Podiatry Business Owners Club on Facebook.   

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