One of the best ways to use podcasts is to make them part of your content marketing strategy. You can include educational information that is valuable to your audience. This can attract them to become loyal listeners. In turn, they can become loyal customers of your products and services.
Using podcasts is a great way for you to establish your company as the authority in your field. As a thought-leader you can influence your audience to think and behave a certain way towards a topic. Plus, you can persuade many decision makers to purchase your products and services.
The adage your business needs to be where your audience is seems very apropos for podcasts. That’s because consumer demand for podcasts is growing rapidly according to Edison Research. The results of their 2012 podcast study shows:
A big reason why podcasts are gaining popularity is that consumers want to be entertained and educated in a way that fits their unique tastes. The old media model was about creating content that appealed to a broad audience, whereas new media is about appealing to a narrow audience. You are better able to cultivate a deeper relationship with a narrow target audience.
These models also differ with respect to revenue. With traditional media, revenue comes from advertisers that seek to communicate to a large audience. Yet with new media, you are able to earn revenues from subscriptions, audience donations or sponsorships. Your company can also sponsor a third-party podcast that has an audience that fits your target market.
One of the big advantages of podcasting is that you can engage your audience for a longer period than with blogs or other content strategies. This enables you to build a stronger, more trusted and deeper relationship with your audience. Over time, that can help you induce repeat purchases and referrals.
The key to a successful podcast is that you provide content your audience wants. One way to do this is to have the speaker talk about a particular topic and provide unique insight. An even better way is to interview thought leaders. People like interviews, especially with thought leaders they know and respect.
Podcasting is not just for media companies like ESPN or NPR. Small businesses such as WEBS, Greenfeet.com and Copyright Clearance Center are seeing great results too.
WEBS increased its online sales after starting their podcast on knitting. WEBS is the largest independent retailer of knitting, crocheting and weaving supplies in the United States. They have produced 208 podcasts and attract about 13,000 listeners per week. As they discuss a particular yarn or pattern on the show, website traffic to their product order page goes up.
Greenfeet.com discovered that podcasts provide a great way to interact with global customers. These podcasts have inspired the audience to spread the word about the company’s eco-friendly products and services. Over 1.2 million people worldwide have downloaded their podcasts in a five plus year period.
Copyright Clearance Center publishes podcasts to establish its expertise in the publishing industry. The first month the podcasts had 60 downloads. Five years later they attracted 17,000 downloads each month.
There are a few things you need to do to create a successful podcast strategy. These include:
The way to start is to talk with your customers. Find out what they would like, then build it for them and promote it to your target audience to grow a loyal following.