Podcasting can help spread the word about your business or company, but is it a cost-effective investment to undertake? Podcasting, whether audio or video, requires special equipment which can seem costly when purchasing, but when used wisely, the rewards can definitely outweigh the upfront costs. Due to today’s ever-changing technology, companies who use podcasting as a means of advertising or as an advertising supplement can benefit by reaching customers on the go, abroad or anywhere technology takes them.
The costs of producing a podcast can vary by the podcaster’s requirements. Renting studio time, enlisting the help of a paid production team and distribution outlets can add increased fees to the business’ budget. Even if looking to create, produce and distribute a podcast in a home or company office, some of the basic costs involved include those for purchasing a webcam, digital camera, digital camcorder, computer with microphone and headphones, digital voice recorder, and computer software with sound editing capabilities. While not all of these elements are required, they still can become a possible financial burden on a start-up company or small business.
On a positive note, podcasting provides businesses with the ability to reach a global audience. Unlike mailed flyers and sales copy, podcast listeners have the ability to hear or watch podcasts all over the world. Even if looking to market your business or service to one country, citizens of the targeted country can enjoy podcasts while on international vacations, living abroad or serving in the military at foreign locations. While podcasting does require a hefty up-front investment, businesses can actually save money by eliminating the need to purchase bulk mail permits, printing costs and copywriting/advertising services. Additionally, while traditional mail and advertising services are viewed as more stationary, podcasts can be seen as a directly reaching customer-advertising medium.
If looking to see whether offering podcasting is a wise investment for your business, add up all of the costs involved for your current marketing campaign. Inventory sales based on the success of the present advertising campaign and convert to advertising versus sales ratio. Now implement a podcasting campaign; giving it a trial run. Create an in-house focus group and see which advertising campaign is preferred. Is it the “hard sell” of a traditional advertising campaign or the more “soft sell” of a podcast audio or video broadcast? If successful with the focus group, consider slowly implementing the podcasting campaign in with the already existing advertising and use it as an advertising supplement. Monitor after each quarter to see if the podcasting supplement has been successful. In addition to checking if sales increase, ask for customer feedback and see which campaign the customers prefer. If deciding to change, do not do anything drastic. Make any changes slowly over time, gradually phasing out one form of advertising with another.
Whether your business uses podcasting to replace one method of advertising or as a supplement, with the increased potential of wider customer appeal, more positive word-of-mouth and the potential to generate more company revenue, podcasts are great business planning methods to incorporate new technology with successful advertising campaigns.
Podcasting, just like Radio and TV shows can mean a lot of competition for your business. Do you know what it takes to set your business podcast apart from the dozens of others podcast being produced on a similar subject? It's about developing brand awareness and establishing an identity. Help your podcast get the attention it deserves by remembering too:
Cater to your niche
Though podcasting is becoming big business, most podcast could do more to really understand who their target audience is and cater to their niche. If you already took the time to create a Web site you probably learned aloud about your targeted audience and how they like to be reached. However, as business grows and expands you might realize that your niche has changed or needs to incorporate different elements in order to give the audience what they want.
Create a logo
All businesses looking to create a brand need a logo and a podcast is no different. When individuals see a logo, they begin to associate it with a particular company. Logos can be used in every aspect of your marketing efforts and should accompany press releases and be added to your Web site and blogs. When creating your logo keep in mind your audience. The logo should be visually appealing, easy to see and feature colors and styles that compliment your Web site and blog.
For businesses that already have a logo creating a variation of the logo for podcasting will help your podcast look more professional. Logos don't have to be purchased from freelance graphic artist or firms. Adobe PhotoShop and other logo creation software allows even beginners to create their own original logo.
Use your podcast to redirect listeners to your Web site
If your audience doesn't have all the information about your business you cant expect podcasting to convert to sales. During the introduction and when wrapping up the podcast, provide the name of your company and how viewers can contact you to buy products or services, most podcasters do this by proving their Web site address and blog address.
Get interactive
After your podcast has been around for a while, getting listeners to participate in what happens during the podcast will keep them listening and set you apart. Some podcasters user their websites to get viewers to send in questions that they will respond to during a segment of their podcast, a business might solicit customer testimonials and play them during the podcast. Smart podcasters know that viewers are bluntly honest and can help them understand who their target audience is and how to better focus the messages of their podcast so the audience gains information of value.
Experience is really the best way of learning what works for creating a brand presence. After producing your podcast for a while, you may realize that your podcast runs too long and drags in the middle, or is too short and crowded with information that is rarely on topic. Fine-tune your podcast, review what works to gain listeners notice, establish your brand and get rid of elements that just don't work.
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