Podcasting and the Power of Voice in Business Marketing

Guest Author·
Marketing

With all of the talk of marketing done by podcasting, many marketers are wondering just what is podcasting and how can it be used to bring in customers. With online marketing, there are many different ways to be established as an expert in a particular subject matter and to become well known within that online field. Using several different types of media, including social networking, blogging and search engine optimized websites can get a marketing message out to a wide sphere of customers.

Podcasting is another of these online marketing tools.

Exactly What is Podcasting?

Podcasting is a way of delivering audio content online through an RSS feed. Podcasting is similar to the radio-on-demand sites that allow anyone to listen to audio files online. But, with podcasting, there is more variability and customization available. A podcast may begin at a certain time, but it can be listened to later at any time that the listener chooses.

Using Podcasts for Marketing

Listening to a podcast is a popular alternative to simply reading information on a page. It gives information a personal feel and can deliver entertainment at the same time. With podcasting, listeners can see the faces behind the website.

Poscasts are often used for attracting more readers to a website. By scheduling a live podcast and telling people in advance when the podcast will air, people are drawn to the site to hear the message. By scheduling regular podcasts, such as one per week, they will gain a following.

Gain Credibility

One of the most useful aspects of using a podcast for marketing is that hearing the person’s voice as they discuss the topic gives the speaker a credibility that is hard to get through test alone. The audio files are listened to much like a news broadcast would be, and they are a great way to earn quick respect as someone who is knowledgeable about the topic.

When deciding what is podcasting, think of information that can be made engaging and entertaining. Consider interviewing another authority on the subject so that readers hear the questions that they may have answered. Vary the content of each episode so that listeners to will tune in to the next one to see what else will be covered.

Make the broadcast personal by introducing yourself and talking about your experience with the subject matter at the beginning of each file. This will encourage loyalty and a familiarity that will bring listeners back over and over.

Direct Horizon Business Development Group has over 50 years of technical experience behind it’s business practices. Whether it’s web design, content creation, content distribution, point of sale systems, traffic and conversion tracking, pay per click or custom software, Direct Horizon Business Development Group is the one you want to call.

For access to our blog please visit http://blog.directhorizon.com
For access to our website please visit http://www.directhorizon.com

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This post was written by a guest author and does not reflect the views or policies of Pursuit Magazine.

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2 Responses

  1. As a podcaster and host of The Curbside Investigator Podcast for the last three years, I’d like to offer my humble opinion on the veracity of this article. While it’s true that podcasting is a tool in the marketing arsenal, it is by no means mainstream. Podcasting still hasn’t “caught fire” and many many people still don’t know what it is. That definitely causes problems if you approach it as a mass marketing tool.

    Podcast is delivered through an RSS feed. That much is true. Go try to explain RSS to your friends. Us podcasters barely understand it and we work with it daily. Podcasting is not radio on demand and it doesn’t start at a certain time. It’s not live webcasting either. While those methods of content creation can be used, a podcast is a completed, stored archive that is pushed out via RSS to subscribers. Others can choose to listen to the files at their convenience by visiting the Podcasts website and playing the files directly but that is merely web streaming.

    Listeners love to put a face and a voice to the information, but they also expect to be entertained or educated; sometimes both. Reading off a script or translating a web page or article into an audio file doesn’t always work (audiobooks do work great as podcasts however). Loyalty is gained by quality, not by following a marketing firms playbook. And guess what. Listeners will rarely visit your actual site, so don’t think podcasting is the best way to get them there unless you really push it.

    The point of all this is that it is important to understand the tool and how it fits in the toolbox. There’s lots of “social media experts” out there that are selling snake oil. It’s similar to multi-level marketing. You sell the idea of selling the idea to other people who sell the idea of selling the idea. Get it?

    If podcasting is a tool that you think is right for you discuss it with a podcaster. Preferably someone that has been around and proved themselves in the podcasting scene. They will explain what it is, how it works and will honestly tell you what you can and can’t expect from this exciting but challenging new marketing and new media tool.

  2. As a podcaster and host of The Curbside Investigator Podcast for the last three years, I’d like to offer my humble opinion on the veracity of this article. While it’s true that podcasting is a tool in the marketing arsenal, it is by no means mainstream. Podcasting still hasn’t “caught fire” and many many people still don’t know what it is. That definitely causes problems if you approach it as a mass marketing tool.

    Podcast is delivered through an RSS feed. That much is true. Go try to explain RSS to your friends. Us podcasters barely understand it and we work with it daily. Podcasting is not radio on demand and it doesn’t start at a certain time. It’s not live webcasting either. While those methods of content creation can be used, a podcast is a completed, stored archive that is pushed out via RSS to subscribers. Others can choose to listen to the files at their convenience by visiting the Podcasts website and playing the files directly but that is merely web streaming.

    Listeners love to put a face and a voice to the information, but they also expect to be entertained or educated; sometimes both. Reading off a script or translating a web page or article into an audio file doesn’t always work (audiobooks do work great as podcasts however). Loyalty is gained by quality, not by following a marketing firms playbook. And guess what. Listeners will rarely visit your actual site, so don’t think podcasting is the best way to get them there unless you really push it.

    The point of all this is that it is important to understand the tool and how it fits in the toolbox. There’s lots of “social media experts” out there that are selling snake oil. It’s similar to multi-level marketing. You sell the idea of selling the idea to other people who sell the idea of selling the idea. Get it?

    If podcasting is a tool that you think is right for you discuss it with a podcaster. Preferably someone that has been around and proved themselves in the podcasting scene. They will explain what it is, how it works and will honestly tell you what you can and can’t expect from this exciting but challenging new marketing and new media tool.

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