Delivering a successful podcast is more than just featuring an online radio show or video blog. For business owners, when used successfully, customers can learn more about a featured business while businesses have the opportunity to learn more about their customers.
The first tip a business can do to increase marketing efforts via podcast is to make their podcast accessible to potential and returning customers. Featuring an updated podcast at regular intervals will encourage listeners or viewers to return to the site on a designated day for a new podcast, and will help increase the traffic’s site. Make the podcast as accessible as possible by allowing a direct click-through link to either the audio or the video presentation. Additionally on the website, allow for a customer podcast feedback section. Here, listeners can offer suggestions and topic ideas for new shows.
Adding a brief survey of two or three questions to the podcast feedback can allow the business to gain a greater insight of their podcast listeners while conducting market research. Age, household income, and purchase history can help a business tailor their upcoming podcasts to potential and returning customers while helping to increase sales by discussing some of the items/services desired by the survey participants.
Another tip for a successful business podcast is to offer incentives. Having a referral program for podcast listeners allows greater marketing to more listeners while keeping the original podcast followers still interested in your business. Consider starting an affiliate program and offer a commission or referral bonus to each listener whose referral makes a purchase.
Contests are also another business marketing tool which can be incorporated into podcasts. Having a listener contest where a podcasting logo can be created, an audio jingle can be composed or any other way to promote and encourage enthusiasm for your business’ podcasting program can be used to excite and draw-in listeners. If your business’ budget allows, consider holding a contest for loyal listeners to become guest podcasters. Promoting the contest by means of “one entry per dollar spent”, or “one entry per person, per day” will encourage website visitation and purchases. For all contests, announce a specific date and time when the winner will be contacted during a podcast recording. Make sure a release is signed so the listener gives the authorization to use his/her name, voice, and if necessary, appearance.
Podcasts can also be used to add supplemental information to marketing campaigns. Instead of offering an online coupon code or secret discount day, have listeners tune into podcasts to learn about upcoming sale events, coupon codes and “podcast specials”. This gives listeners an incentive to hear the podcasts and if enjoyed, will help increase your business’ podcast following. This also helps eliminate the sharing of online coupons and encourages drawing listeners to your website. When combined with the survey questions, greater market and demographic research is achieved without the cost of outside market research consulting services. By offering a variety of ways to attract listeners to your business’ podcasts, companies and small businesses can not only save money, but can attract, retain and learn more about their target audience.
Podcasting is truly a medium designed for anyone who has something to say to be able to reach out and get his or her message heard. If you already have a blog or website, then podcasting is only an extra step that can help your business get more attention. To make your podcast successful you need to consider whether you have the time and energy to truly put in the work needed to make your podcast sound professional and get viewers steadily tuning in.
Introducing the podcast
No matter how long you've been running a podcast it always needs an introduction. Include the date, the podcast number or episode number and the topic. You should also take a few seconds to highlight what is coming up during the show to tease your audience. Before ending the show keep your viewers interested in visiting again by offering a brief highlight of topics being covered in your next planned podcast.
Developing segments
Segments are a way for the podcaster to break up their content and keep viewers interest. By offering shorter 3 to 5 minute segments in a 20 to 30 minute podcast, you are less likely to bore viewers by rambling on and you add a greater variety to the finished podcast.
Talking out the kinks
Podcasting is really about connecting with your audience and to connect you have to have the right voice representing your business. Most of the time a little prep work can help prepare anyone to talk into a microphone and speak in a relaxed voice. Whomever you use to represent your company they need to understand that podcasters voice must draw in the audience. A host that rambles on, pauses and is unprepared will turn viewers away. Even if you prepare a more organic approach to podcasting and don't want to sound rehearsed by reading off a script, at least take the time to make an outline of the topics you plan on covering. This way you can remain spontaneous but you won't sound uninformed.
Develop smart interviewing techniques
A bad interview with poor sound quality can completely ruin an otherwise good podcast. When interviewing a subject, make concessions for recording equipment problems and to keep the flow natural. Do this by sending the questions in advance, this will allow your guest enough time to prepare their responses and avoid pauses while they think of their answer. When actually recording the interview, follow the flow of the conversation and adjust your questions if needed.
Add a second host
Been podcasting for a while and looking to add a little spice to your weekly podcast? Adding in a second host or even creating a roundtable discussion is a great way of putting new energy and fresh ideas into a podcast that might have gone stale. Using several hosts, you can better tailor your podcast to meet the needs of more of your target audience. For example, your podcast might be targeted to parents. If your original host is a female, adding in a male host would add more balance and make sure the viewpoints of fathers would be represented. In addition, you might choose to add in a teenage host to represent the kids view and feature host from different ethnicities and nationalities to give your podcast a global viewpoint.
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