Podcast marketing refers to producing audio files that can be shared on company websites, podcasting directories, and social networking sites. These audio broadcasts can be used as infomercials, offer insights into business operations, and for building brand awareness.
Several podcast marketing techniques are available. Business owners can use them to broadcast company radio shows, conduct interviews with industry experts, for entertainment purposes, or to share in-depth product information.
One of the biggest advantages of podcasting is this venue offers an affordable way to share information. The only equipment required is a microphone, audio editing software, and computer access to upload audio files to podcast directories.
Nearly all newer computers include preloaded audio editing capabilities. Mac computers offer built-in audio recording and editing software, while Microsoft includes multichannel audio production via the Windows Media program.
These programs are easy to use and allow nearly everyone the opportunity to produce quality podcasts. Those with little patience or time may find it beneficial to hire an online marketing company to produce or edit audio podcasts.
Working with professionals can save business owners time and money. Professionals can also track campaign results to determine effectiveness and calculate the financial return on investment.
Once podcasts are created, companies can upload audio files to a variety of podcast directories. It is advantageous to conduct research to determine which directories are frequently visited by your target market.
It is unproductive to publish audio podcasts at directories that specialize in niches unrelated to your business model or those that do not attract large numbers of visitors. Presently, iTunes is the leader, but Podcast.com and PodcastDirectory.com aren’t far behind.
Podcasts can also be published via company blogs and websites. It can be beneficial to showcase recent podcasts via the home page and create an archive page so visitors can review all published files. It is also advantageous to include the option to download files and offer share buttons so people can publish to social media sites such as Facebook or Twitter.
Audio podcasts are a popular way to obtain information. Files can be downloaded to iPods, MP3s, computers, cell phones, and handheld devices. Subscribers can listen when it’s convenient and easily share files with others.
People can subscribe to podcasting services and build lists of their favorites; receive notification of newly published work; and have podcasts automatically downloaded to the device of their choice.
Building a loyal following is one of the best forms of advertising. Consumers like to do business with people they trust and connect with. Companies that learn how to tap into listeners’ needs and wants and produce quality content on a consistent basis can improve their bottom line.
The secret to success with podcast marketing is to never become complacent. There are literally millions of available podcasts. If you aren’t putting your best foot forward you’ll quickly lose subscribers. Worse yet, they could trash-talk you all over the Internet.
If you aren’t prepared to produce great content, podcasting might not be for you. A solution is to hire an online marketing agency to produce audios or improve previously recorded episodes. Professionally produced podcasts can easily pay for production costs through increased sales.
It is strongly recommended to develop a written podcast marketing plan. The Internet provides abundant information of how to produce audio podcasts; conduct demographic market research; and strategies to fully capitalize in this specialty niche.