Offer news, updates and insights about your industry. Try interviewing industry experts, particularly ones not from your company. Explain how new technology will impact your customers. Warn them of legislative changes. Let them be the first to know of new trends. Keeping your audience informed about what’s new can position you as a trusted expert and advisor.
Podcasts that offer tips to make your customers’ lives easier or better will always be popular. Think about your customers and what their problems are. If you can provide useful advice to solve those problems they’ll keep listening.
If your product is complicated or difficult to use consider releasing a series of instruction podcasts – particularly video podcasts. Offering podcasts with detailed and easy-to-follow instructions that walk customers through the process and warns them of pitfalls can turn dissatisfied customers into raving fans.
If you can find a popular existing podcast that targets your market, consider advertising on that podcast. Depending on the number of subscribers, the cost of advertising or paying for a review of your product can be significantly cheaper than traditional media.
More importantly, with radio or television you know how many people usually watch a particular show you are advertising on but you don’t know how many people actually were listening at the time your ad ran. With a podcast, the producer can tell you exactly how many people downloaded your particular episode. And unlike traditional ads which are done once your spot has run, your ad will continue to be heard as new people download the podcast.
These are just some of the ways a podcast can be used to promote your business. Tomorrow I’ll tell you how to locate and listen to podcasts if you’ve never done it before.
Andrea J. Stenberg
