As traditional forms of online marketing become more like flogging a dead horse, businesses now have to come up with innovative ways to attract and connect with their target market. The open rate of emails has dwindled significantly and social media is quickly becoming ‘noise’ in a person’s business day. So how, then, can you connect with your market with an interpersonal approach and a lasting effect? You can with a podcast show and audio podcasting specifically.
Podcasting for business is the new frontier for those seeking an innovative online marketing strategy. Not yet prevalent in the online marketing space, businesses who adopt this platform now will be considered the forerunners in their industry.
Imagine having your voice heard by thousands across the country; but not just your country, countries beyond your borders. Consider what it would do for your bottom line if you could promote and sell online digital programs to a global market. We’re no longer hindered by our own geographical boundaries and when using digital mediums like podcasting, your business can attract a global market.
How podcasting can solve your business problems
The first problem most small businesses face is not connecting with their target market, let alone being clear about who they are. If you are a business who is trying to be all things to all people, I am certain you are suffering with this problem right now. So how can podcasting rescue you? Producing a podcast show will cause you to really consider who you’re podcasting to. You’re going to be more inclined to be specific about what your message is and who you’re talking to. Once you’ve got a rhythm for your show you’ll discover that podcasting will become your most effective lead generator.
Being clear about your communications strategy is a must, particularly now that we live in an era where there are many online mediums with whom we are communicating. It’s also possible to get lost in the overwhelming amount of social media streams, emails, texts and more. What if you could streamline your communication where the main focus stemmed from one place? Your podcast show could be delivered as a show, transcribed for an eBook or report, edited down to a series of articles, audio parts can be pulled for mini sound bites and your blog post can easily be put together from the information drawn from your show. This one audio file has now created a strong communication theme across many platforms and with your vernacular and tone.
Unless you’ve got the inside scoop on how to successfully market online, it can be one of the most challenging aspects of your business. Trying to filter through the consistent changes Google implements and attempting to keep track of what they require can give you a migraine! But one thing we do know is that Google loves relevant, high quality content that is aligned with the context of your website and engages the visitor in an interactive manner. Audio does this. Click the play button and you’ve immediately engaged your visitor. Add to the regularity of the content you’ll create from it and you’ve got a high quality product, produced frequently, featured on your website, linked to iTunes, mentioned in your blog and social media platforms. Think about the online credit you’ll receive. Google will love it!
Business owners are finding it difficult to stand out in a crowded market place. Being the one they can see above all others is a juggling act in itself. I say it again, podcasting has not yet taken off within a business context so those of you who are gutsy enough to take on this new and exciting form of media, will definitely be the ones standing out in your market place. It will be your voice they will be hearing regardless of how long you’ve been around or how many listeners you have. You will be the one who’ll become the one to listen to.
Finally, lack of innovation in business is a killer. It’s easy to follow what everyone else is doing. It’s easy to get caught up in the noise of industry leaders telling you to follow their formula or follow their trends. The problem with that is, every man and their dog is doing it. How many websites look the same? How many articles read similarly to another you’ve read? Where is the innovation in business? It’s those who are courageous enough to do something that other people haven’t yet adopted that will have you seen as an innovator and thought leader.
Let’s get a clearer picture of what a podcast is
A podcast is essentially an audio or video (I’ll be focusing on audio in this article) that is accessible via a RSS feed (Real Simple Syndication) and works in the same way as subscribing to a blog. Upon subscription, it will automatically update each time a new podcast has been released. With the advent of smart phones you can now sync your favorite podcasts to your phone. This allows the listener to engage with the content at their own leisure and in their downtime. E.g. when they’re cleaning the house, walking the dog, working out at the gym or riding your bike. All of these activities can still be in motion with a headpiece in your ear and an arm-band or a pocket to hold your phone. What does this mean for the podcaster? It means that your content can be easily consumed whilst doing random activities.
Ludwina Dautovic is an author, speaker and entrepreneur who specializes in online marketing, broadcasting and digital media strategies that build your brand and online profile. Her book, ‘It’s That Easy – Online Marketing 3.0’ shows businesses how to better connect and engage with your market online. You can grab a digital or print copy at www.ItsThatEasy.com.au. To find out more about Ludwina go to www.Ludwina.com.
This is a sample from a chapter taken from the social media business guide, Social PR Available from Amazon.