Content marketing is an excellent, low-cost tool for a small businesses to use to expand its reach, engage customers, and ultimately increase revenues and profits. Podcasting can help your small business stand out, since many other small business owners fail to utilize it . Podcasts are simple audio files that are created and uploaded to the internet. Your potential customers can listen to them anytime they want, either by clicking on a link to the podcast or by downloading it and listening to it later.
Advantages of Podcasting
Podcasting offers some important advantages as a way to reach and engage potential customers. It can offer your small business an edge in its marketing by virtue of the fact that not many of your competitors may be using podcasts, so your business can distinguish itself and appear more unique.
One very important advantage of podcasting, in regard to engaging potential customers and building and enhancing customer relationships, is that your business’s podcasts let you create a more intimate connection with listeners. In contrast to reading a blog post or other written content, listening to your voice on a podcast immediately creates a more personal connection with your audience.
Podcasting is low-cost. All you need to create a podcast is a microphone and a little time. Podcasts are much simpler and less costly to produce than video content.
Creating a Good Podcast
As with any type of content marketing, your podcasts will only work as an effective marketing tool if they’re done well. There are several key elements to keep in mind when creating podcast content.
- Plan them out. Don’t just pick up a microphone and start talking. Think about what kind of content your target audience is interested in hearing about, select one of those subjects, and then design your podcast as a brief, entertaining and to-the-point presentation.
- Think like a radio producer. Radio producers, ever mindful of the fact that listeners can choose to change stations at any moment, strive to craft content that is compelling and engaging, that makes listeners resist turning the dial and tuning out. Make sure your podcast is offering your audience something of value, either in the form of useful information or entertainment. Keep it brief, probably no more than 10-15 minutes, since many potential listeners have short attention spans.
- A conversation between two people is usually more compelling to listeners than just a monologue delivered by one person. Having two people talking together on your podcast makes your audience more inclined to keep listening when person A is talking to find out what the response of person B is.
Once you’ve created your podcast, make the effort to obtain maximum reach with it. Don’t stop at just posting it on your website. Tout it on all your social media outlets, and consider making it available through channels such as iTunes or SoundCloud.