Podcasting - audio programs distributed online - are increasing being used in place of or as a supplement to a blog or newsletter as a marketing tool.
Why should you consider creating a podcast? Three reasons:
Traditional broadcasting or advertising by radio or television is very expensive - out of reach to many small businesses. It is also hit and miss - if your target audience isn't listening when your advertisement runs, you've missed them. Additionally, these media formats are rapidly losing market share to online media.
It is becoming increasingly difficult to reach customers by email. Even legitimate email can disappear forever into the receiver's spam filter. Podcasts distributed by RSS bypass email entirely.
People are becoming skeptical of obvious marketing messages. By creating a podcast of useful and entertaining information, you are building trust with your audience. You are giving them a chance to get to know, like and trust you in a very risk-free way. And because podcasts allows listeners to hear your voice, you stop being an anonymous business and become a living, breathing person.
What should you include in your podcast?
Offer news, updates and insights about your industry. Try interviewing industry experts, particularly ones not from your company. Explain how new technology will impact your customers. Warn them of legislative changes. Let them be the first to know of new trends. Keeping your audience informed about what's new can position you as a trusted expert and advisor.
Podcasts that offer tips to make your customers' lives easier or better will always be popular. Think about your customers and what their problems are. If you can provide useful advice to solve those problems they'll keep listening.
If your product is complicated or difficult to use consider releasing a series of instruction podcasts - particularly video podcasts. Offering podcasts with detailed and easy-to-follow instructions that walk customers through the process and warns them of pitfalls can turn dissatisfied customers into raving fans.
These are just some of the ways a podcast can be used to promote your business.
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