Archive for the 'How-to' Category

Kathrin Bussmann Offers Tips and Advice on Global Podcasting

Kathrin Bussmann, Ph.D. is someone that everyone should know. She is Founder and Principal of Verbaccino and has been hosting the famous Worldly Marketer Podcast for as long as I can remember, more than 100 episodes, and she doesn’t just host it well, she hosts it magnificently. Each podcast features a different expert in the field of global marketing to learn more about the challenges and the rewards of reaching out to a multi-regional, multilingual and multi-cultural audience. Anyone who has been on her show, like I have, knows she’s a real pro.

Recently at WEGG, we had the good fortune to have Kathrin present a WEGGinar™ on “Building Your Global Brand Through Podcasting.” You can access it here: https://register.gotowebinar.com/register/3759262530790572546 along with her SlideShare deck. Her bio can be found on Slide No. 46.

In follow up to Kathrin’s talk, I passed along five questions from WEGGinar™ participants that we didn’t have time to address. What follows are the questions and her answers.

1. WEGGinar™ Participant: How will Artificial Intelligence (AI) affect podcasting?

Kathrin Bussmann: The thing about podcasting is that it’s a very human, very personal medium. That’s a big part of the appeal. As a listener, you’re getting a real sense of the person behind the microphone. You’re listening to the sound of the podcaster’s voice, often through a set of earbuds, and you’re forming a picture in your mind of the podcaster’s personality. So it’s a much more intimate experience than if you were reading a blog post by that same person, for example. The only medium that’s potentially more personal is video. But as a content creator, you can’t expect to hold people’s attention for more than a few minutes at a time with video, whereas an audio show can keep people tuned in for 30 minutes or more. That’s the beauty of an eyes-free, hands-free format. As for the potential influence of AI, the only way I see it contributing to podcasting in the future is in the way it might help to better connect podcasters with their target audience. There’s still a lot of people out there who have never tuned into a podcast, and who may not even know what a podcast is, let alone where to go looking for one. That’s starting to change, as more and more people discover the world of on-demand audio, and AI can definitely help people find more of the kinds content that is likely to interest them.

2. WP: Do you think the podcast bubble is going to pop?

KB: Bubble? What bubble? I think podcasts are only just getting started as a medium. Surveys show that the vast majority of people have yet to discover them. Yet, in the Digital Age, we’re getting used to consuming content on our own terms, on our own schedule. In the same way that more and more people are switching from traditional TV to Video-On-Demand platforms like Netflix, I think audio consumption will go through a similar shift. It’s just the way things are going now: people are looking for more specialized content, greater convenience, and less advertising. I don’t think those are temporary trends. No wonder public broadcasters like NPR, CBC Radio and BBC Radio are now offering podcast versions of all their most popular programs. They’re doing what they need to do to retain the audience they already have.

3. WP: There are a lot of podcasts to choose from; how do you make yours relevant and distinctive enough for people to sign up?

KB: First of all, you need to do your research. Who is already producing a podcast in your category? Listen to those podcasts, and take notes. What are they covering? What aren’t they covering? Which ones appeal to you, and why, exactly? Quite often, a big part of the appeal is the person behind the microphone. If you’re already a fan of the genre, you probably have some favourite podcasts. So ask yourself: what keeps you tuning in regularly? It probably has something to do with the host(s), their personality, and how they deliver the content. So as a podcaster, you need to be willing to make yourself part your show’s Unique Selling Proposition. Don’t be afraid to let your personality shine through. Your style might not appeal to everyone, but that’s OK. You’ll attract and retain those listeners who do connect with your approach, and at the end of the day, that’s your target audience.

Of course, you also need to deliver valuable content on a consistent basis. You’re asking people to give you their most precious commodity: their time. Never take that for granted. Make it worth their while to tune in. And make it easy too, by having a predictable schedule. Show up with new content on a regular basis, so your growing audience has something to look forward to. Of course, that takes time, effort and an ongoing commitment on your part – something that a lot of podcasters can’t manage in the long run. In fact, a lot of your success as a podcast producer will depend on sheer endurance and outlasting your “competition”.

As for getting people to sign up, just know that most people prefer to stream their podcasts, rather than subscribing and/or downloading them. When you look at your analytics, don’t get discouraged by the number of downloads. Try to engage your audience in other ways. Give them calls to action that will reward them for their loyalty in some way. And make it easy for them to interact with you and to share your content on social media.

4. WP: How do voice-activated devices — smart speakers — such as Amazon Echo and Google Home play into the future of podcasting?

KB: There’s no doubt that smart speakers are going to facilitate the consumption of on-demand audio generally, and that includes podcasts. As podcasts become more widely known as a medium, as platforms like Spotify make them more easily available than ever before, and as people get used to searching for content through voice-activated devices, the future podcasts looks very bright.

5. WP: How do you embed a podcast into a website or blog?

KB: There are different ways to do it, and your podcast hosting platform (e.g. Libsyn) should be able to provide exact instructions. It involves generating a HTML code, and then embedding that code into the page where you want the podcast displayed for downloading and/or streaming purposes. If you’re not a techie, there’s a bit of a learning curve. But there are lots of online communities of podcasters where you can ask for help. There are also lots of online courses you can take now, to teach you all the basics of starting your own podcast. And once you’ve learned the basics, it’s really a matter of developing a repeatable system that works for you.

How a French Beauty Company Won Over Women Worldwide

L'Oreal

L’Oréal, considered the number one cosmetic company in the world, tributes its international success to an international marketing model based on skill, knowledge and an unshakeable reputation. How has L’Oréal created this image and reputation? How has the group won over women around the world?

Here’s a story of a French brand that became international and has added real value around the world.

A few quick key takeaways from the article that will help you as you grow your business internationally:

  1. Acquire leading brands to reinforce brand status.
  2. Develop a larger distribution chain than your competitors.
  3. Foster innovation focused brands.
  4. Invest in innovation to crack the Asian market.
  5. Adapt to specific cultural differences in the beauty market.
  6. Embody your image or brand as the expert in the industry.

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next_up_4jan_2017_wegginarNote: Don’t miss our next WEGG webinar 1/4/17 on “Laurel Delaney’s Global Trade Trends Report 2017,” and presented by Laurel Delaney, President of GlobeTrade.com, creator of The Global Small Business Blog, and President of Women Entrepreneurs GROW Global.  Register here: https://attendee.gotowebinar.com/register/4683006218535347459 Event is no charge but you must register in advance to attend.

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8 Tips From a Turkish Television Star

whitehouse

President Barack Obama with Baybars Altuntas.

What does a television star have to do with growing global?  Plenty and through an interview, I had a chance to bring it all out. First though, it started with having the perfect combination of collaborating on a book deal (“Planet Entrepreneur“), being a member of the same global entrepreneurial membership organization (World Entrepreneurship Forum) and wanting to stay in touch with an amazing human being:  Baybars Altuntas.

That’s how I pulled off interviewing Baybars (http://baybarsaltuntasnotes.com/about/), who in addition to being a Turkish star, is an global entrepreneur, best-selling author, angel investor, columnist, president of Deulcom International-Economist 100 Franchise Brand of Turkey-president of the Business Angels Association of Turkey, executive board member of the European Trade Association for Business Angels & Seed Funds (EBAN) and the World Entrepreneurship Forum’s ambassador to Turkey and the Balkan countries.

Here’s what came out of our discussion.  You’ll find eight tips for becoming a global entrepreneur.

Read the entire interview:  An Interview With Turkish Star, Global Entrepreneur and Best-Selling Author, Baybars Altuntas

Photo courtesy Baybars Altuntas

Posted by:  Laurel Delaney

Only Today: Celebrate International Women’s Day With a Special Savings On My New Book

ExportBookbyLaurelDelaney

To celebrate International Women’s Day, enjoy a special savings (40% off!) on my new book, “Exporting:  The Definitive Guide to Selling Abroad Profitably” and on other books from female authors.  The digital version on “Exporting” is normally $24.99 and you can get it only for today (3/9/14)  at $14.99!  Better hurry.

Exporting equips you with the knowledge you need to market, sell, and fulfill orders internationally, taking full advantage of the Internet and the opportunities it creates. It also imparts a can-do spirit on exporting, leading to greater revenues, stability, and profitability for your business.

I guarantee “Exporting” will help you establish an exporting business or take your existing business to the next level of growth.  It’s also useful for students who aspire to start a global business and for entrepreneurs who want to take their company’s products and services international.

Use promo code 8MAR14 by 03/09/14.

Go here to order:  Apress – “Exporting” book

Let’s continue to create an environment where women can learn, grow and achieve success!  It’s the only route to uplifting our world.

Photo courtesy:  Apress 2013

Posted by :  Laurel Delaney

Are You Ready for International Expansion?

InternationalExpansion

Before entering international markets, many small business owners focus primarily on their domestic market. Usually, initial international marketing begins with unsolicited inquiries from foreign customers online via email, website, blog or posting on a Facebook Page. In the following article that I authored for American Express’s The Knowledge Center, you will learn how to determine if your business is ready for international expansion and how to identify international opportunities by utilizing online resources.

Read the entire article:  Are You Ready for International Expansion

Photo courtesy:  BDO

Posted by:  Laurel Delaney

 

Get the Global Edge

One of the best online resources for learning about expanding a business internationally is globalEDGE™:  Your source for global business knowledge.

Created by the International Business Center at Michigan State University, globalEDGE™ is a knowledge web-portal that connects international business professionals worldwide to a wealth of information, insights, and learning resources on global business activities.

globalEDGE™ offers self assessment tools to identify your exporting potential, guided learning modules with case studies and narration and a comprehensive list of answers to frequently asked international business questions.

Visit:  globalEDGE

Posted by:  Laurel Delaney

How She Did It: Retail Success in Singapore

Visit: 77th Street

Posted by:  Laurel Delaney

Pricing Products For An Overseas Market

Here’s a look at criteria (10 considerations to be exact) for pricing your goods in the overseas market.  You can use parts of this analysis for determining pricing on service offerings as well.  Generating profits should be your primary goal.

How to Price Your Product Competitively For Import and Export Markets

Posted by:  Laurel Delaney


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