Using podcasting as a marketing tactic
Podcasting reaches potential customers easier than emails because there is no junk filter set on a podcast. A podcast is a form of advertisement, similar to what you might hear on the radio. By having an audio file that can be downloaded onto a computer, cell phone, MP3 player, or other devices that can play audio files people are able to play the ads in the background while they continue with what they were doing. Think about how popular radio advertising is, many people listen to the radio as they are driving, cleaning house, etc. The radio unlike television allows them to multitask so they feel like they have gotten stuff accomplished; podcasting is similar to radio advertising.
If your business is going to use podcasting to communicate with your customers there are some things they should keep in mind. When creating a podcast for your business make sure that it is a quality podcast, which means that is full of useful information, not a bunch of ramblings. You are also going to want to keep it creative, there are millions of podcasts out there, and you are going to have to make your company's podcast stand out so that users will listen to it. When you are publishing, your podcast be sure to include it in a variety of podcast directories so that your company has the maximum amount of exposure for the podcast.
Here are the top six reasons that your business should use podcasting.
- Increase your marketing reach and online invisibility
- Improve your sales and conversion rates
- Regular line of communication with subscribed listeners
- Value added content increases loyalty
- Industry news and trends sets you apart from the competition
- Interviews with leaders in your particular niche will establish your business as a respected leader in your industry
If your business plans on using podcasting as a new marketing tactic here are some tips for you to follow to get the maximum effect from your podcasts.
Always vary the creativity in the ad. Many users don't mind hearing short tasteful ads but they don't like to hear the same style repeatedly. They want something new and exciting each time the listen to a podcast. So always keep your ads interesting by talking about different features, doing special ads for the holidays, getting different people to talk on your ads (a new voice is always an eye catcher), or you can add real live interviews with other customers who have tried your product and liked it. Don't hesitate to try something new, which is the reason why people listen to podcasts for something new and interesting.
When placing your ads inside a podcast do not place the ad at the very beginning or at the very end of the podcast. For the best chance of people listening to your message you are going to want your ad right in the middle of the show, where they will be less likely to fast forward or just stop listening. If there are ads, at the beginning of the show many people will fast forward through them because their hands are already on the control and they just want to get started. Ads at the end never are listened to because once the podcast is done people turn it off and begin listening to the next show they had lined up. Your best time is in the middle of the show because the listeners is already engaged in the show and probably won't skip through the sponsors messages because they are already doing something else while listening.
Just remember that while podcasting can be a great form of advertising you still need to use some common sense to create an ad campaign that will engage and entertain the listeners.