Download

Transcript

In this podcast, I'm not interviewing anyone but want to share some information about Michael's Directory with you. Recently, I revealed to a business acquaintance, who I haven't spoken to for quite sometime, that I have a different sort of lead generation strategy and system for my real estate business. He was interested in learning more and this is what I shared with him. First, I'll start with sharing a little about the system I created and then follow it up with some of the marketing strategies it's based on. So basically, I've created Michael's Directory to be a business-to-consumer podcast platform where local (and that's currently local to Southern Arizona) tradespeople, service providers, and craftspeople are interviewed by me. As host, I determine if they'll be a good fit for the podcast and prepare them for their interview. And I don't limit the number of Providers in any industry; except for real estate and, obviously, anyone who is associated with a dishonest or illegal industry. Now, this falls in line with what many real estate agents provide in a Referral Directory page on their websites. They list the service providers and businesses they want to refer to their real estate clients. It's a smart way for agents to build their sphere of influence. I'm basically doing the same thing but with a different focus. Michael's Directory gives tradespeople, service providers, and craftspeople (who I collectively call Providers) a chance to make a good impression with potentially new customers through an in-depth and well-thought out audio interview. And then I list their interviews on the MichaelsDirectory.com website, upload them to various podcast hosting websites, like iTunes and Soundcloud, and announce their new interviews through brief emails to a growing list of subscribers. Now, the strategy behind all this is actually based on blending four different marketing strategies. I'm building and growing the podcast and website to become an Influencer. By employing elements of influencer marketing, which is essentially where a well known online entity can help influence the marketing of others, Michael's Directory will help influence listeners in choosing interviewed Providers. Much like Angie's List where people go to learn more about Providers through customer reviews, to determine who to hire. But unlike Angie's List, the Michael's Directory audience listens to an interview revealing the Provider's level of trust, capability, and customer care through their own words. So, Michael's Directory isn't a review website from customers, it's a get-to-know-who-to-turn-to website through these quality interviews. I'm also employing some reputation marketing elements. Primarily helping a Provider strengthen and demonstrate his or her reputation through their interview. Many small Providers don't have a strong online presence; therefore, their online reputation hasn't been firmly established and can use a boost. Having a website and podcast such as Michael's Directory can help build their online reputation and will likely help with other online marketing efforts. Another strategy I'm employing is from referral marketing. I don't want to spend a lot of money on getting the word out about Michael's Directory. I want to see it grow organically. So at this time I'm helping interviewed Providers understand how to refer our platform to their circles of influence so more and more peole have the opportunity to learn where they can go to discover who to turn to for help with important services, tasks and projects. Finally, I think it is safe to say that I'm employing some relationship marketing too. The idea of Michael's Directory was sparked when my parents needed a home repair and didn't know who to turn to. They saw an ad on TV and called the company. Luckily, they were served well but if they had a chance to hear their provider or another perhaps they may have felt more confident about hiring them and establishing a long-term referral relationship. I think it matters greatly to a listener who they hire and to learn as much as they can about the Providers they consider before making a hiring decision. I rely on the listener's discernment to determine whether the providers they listen to are worth contacting for more information or perhaps even hiring. Anyway, if you're a Southern Arizona trades person, service provider, or crafts person who wants to share your business to potential customers please click on the button or link below for more information.