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    A forum user Reputation points: 2147483647 Sean Cash's Avatar
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    Incorporate podcasting into your marketing strategy

    I recently noticed that Lendio, a small business loan networking service was publishing regular podcasts. I thought, hmmm is this purely for SEO purposes? It turns out they're actually interesting clips that are produced in a radio show format. I haven't really seen anyone in the mca or microlending space do this.

    http://www.lendio.com/blog/podcast/e...uel-podcast-3/

    Here is some of my insight on podcasting that I though was worth sharing:



    Savvy small business owners understand that they’ve got to not only send messages their customers and prospects find meaningful – but they also must make sure that they place their messages where their customers “hang out” as well as utilize the digital platforms their customers habitually use.

    Translation – digital technology (a.k.a. computers, iPhones, iPads) has produced a ton of new, often low (sometimes even no) cost vehicles to spread the word about your business and savvy small business owners make it their business to be sure that they’ve optimized their marketing mix to include new technologies and platforms in their customers access and use.
    Now, if you’re not certain what a “marketing mix” is, it is simply jargon that refers to what methods you are using to promote your small business. For instance you use your website to promote your business, you may use direct mail to promote your business, you might post blogs, and you may also be using digital social networking (i.e. Facebook and LinkedIn) as well.

    Your Own Talk Radio Show
    One particular type of digital platform you may not have considered is podcasting. It may sound technical, but both the concept and process are both pretty darn simple. Podcasts are “radio” style audio shows and presentations that your customers and prospects can subscribe and listen to when convenient.

    You might think a form of communicating with your customers that allows them to choose when they want to listen isn’t worth the effort. However, this feature of podcasting meets the needs of today’s customer who tends to “tune out” what is called “interruptive” marketing messages such as television and radio commercials, and uninvited email marketing. Today’s customer much prefers, and expects, the opportunity to “invite” messages from businesses into their day.

    And, because a customer or client chooses to download and/or subscribe to a podcast, their doing so qualifies that person as a real prospect or, if they are a current customer, one who is interested in continuing to build the trust necessary for your small business to develop a long-term, repeat customer. Another benefit of including podcasting your marketing mix is that it allows you to reach very specific target markets. For example, a gym may have one podcast directed specifically to expectant mothers and another podcast targeting male bodybuilders.

    Benefits of Podcasting
    Podcasting is also low cost. Sure, you add a lot of bells and whistles but all you really need is a computer, a good microphone, access to the Internet, and (most important) great content. Just as with blog posts and article marketing, when it comes to podcasts “Content is King.” Not only must subject matter be pertinent and meaningful to your target, but it also must be delivered in a style your target enjoys and finds interesting.

    However, the great thing about podcasting is that it is very versatile. For instance, you could use a podcast to broadcast from a trade show or conference you are attending. You can invite guest speakers of interest to your target audience. Podcasts can be used as tutorials. For example, a financial planner can create a podcast on different types of investments and invite listeners to contact them to discuss what type of investments meet their specific goals and needs. You can also create wonderful “testimonial” podcasts by interviewing happy current customers.

    A small business owner can also offer to participate on other related podcasts. This is especially effective when guesting on a “show” with a large following. Say you own a local specialty niche bakery. Guesting on a podcast hosted by a popular chef or restaurateur in your community exposes your business to a large audience and can increase subscriptions to your own podcast.

    A Few Words of Caution
    While “the rules” are still (and may always be) being written when it comes to podcasts, there are a few general guidelines. For one, just as with blog posting and social media, podcasting must be consistently posted with some level of frequency. A good rule of thumb is a minimum of twice a month. And podcasts shouldn’t be overly long. This is digital media we’re talking about and generally speaking people’s attention span is shorter when accessing digital information. You may want to start out with podcasts no longer than 5 to 7 minutes and then increase the time format depending on audience response.

    As for the “style” you decide to use when creating your podcast presentations you do want to make sure that your content is organized. This doesn’t mean you have to present a “memorized” script, but you should follow a logical and sequential presentation of ideas. Whatever style you choose, be it informal and fun or a more serious academic presentation, what is most important is that podcasters need to be able to communicate their passion, as well as their expertise in their subject to their target audience.
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