Everyone says business is all about who you know, but what happens when you’re starting fresh and your network is empty? A podcast opens doors that cold emails never will.
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Everybody says that it’s all about who you know, but what do you do if you don’t know anybody yet?
As a business owner, sometimes you’re going to want to break into new market segments, start selling new services, deal with a different type of clients, or maybe start a whole new business altogether.
If that’s the case, you may find that your digital or virtual Rolodex is a little bit thin on the ground.
As you grow a business, you build connections and you meet people who are doing something similar, complimentary business owners and other people who can help you grow, send referrals and give you the information and insight that you need to grow.
But when you’re making a big change or you’re starting to do something new, you don’t have all of those deep years long, really valuable connections.
One way that you can start to build a new network of connections in a new topic area or a new service area is by hosting a podcast in that topic.
Most people are delighted to be invited to a podcast. It’s something that people very rarely say no to. And even if they do say no, no one’s going to be mad that you asked them. So it’s a great way to open the door.
And when you do, you get all of the touch points in advance – the invitation, the prep work, the recording check (if you do that).
You get time during the conversation itself before you record, while you’re recording, after you’re recording, and then you have as much follow up as you’re willing to do to continue building that relationship.
If you use all of these touch points to genuinely get to know people who are in the new space that you want to be doing business in, then you can find that in just a matter of months, depending on the frequency of your release schedule, a lot can change. You can go from knowing nobody in the new topic area or a new industry to having dozens or even hundreds of connections who can help you grow your business, and who you’re going to be able to support as well.
So if you are trying to break into a new space of some kind, consider a podcast as one of the strategies that you’re going to do to help you build the connections you need to be successful there.