How would it feel to have your own radio talk show to promote your small business?
That is the essence of podcasts, which are online audio programs that your site visitors can listen to on their computer or on a portable MP3 audio player such as an Apple iPod®. Listeners can hear a podcast either by downloading it as an audio file from a Web site, or by subscribing so it is delivered to them via an RSS feed.
This sounds complicated, but it’s not. There are a wide range of free or low-cost services that make it easy to develop, post and distribute podcasts. For example, you can record a podcast using a computer microphone and free software such as Audacity. Your total cost: $25 if your computer doesn’t yet have a microphone.
But the big question may be: why should a small business create a podcast? Many companies are using this technology as a way to deepen their relationships with customers, reach out to new prospects, demonstrate their expertise and broaden the reach of their marketing messages. Consider some of the different ways businesses are using them today: to create brief audio tips; to develop a series of seminars or lectures; to post interviews with experts; to share event highlights; or to draw attention to unique customer stories.
If you think podcasting could benefit your small business, here are some basic guidelines to help you plan your online audio efforts.
Before you begin podcasting, know what you want to accomplish via this medium – if your goals are not clear, your podcasts will likely be unfocused. And without measurable goals, you won’t know if your podcast efforts are meeting expectations. Your goals might be to establish or demonstrate subject matter expertise – an accountant, for example, might create a series of weekly podcasts related to tax-saving tips. You may want to provide service to existing customers, such as tips and tricks for getting more out of your offering. Or you may want to use podcasts for promotion purposes such as audio press releases or “live” interviews that complement a newsletter article.
While you want your podcast to sound professional, the best podcasts are not necessarily those that sound like they use seasoned announcers or actors. You can host your podcast yourself. A strong show is often one that delivers quality information or useful tips and advice that isn’t readily available elsewhere. Focus your podcast on a topic relevant to your business and to your audience. A “do-it-yourself” ethos and style can be fine. Your voice doesn’t have to be slick, but your personality (and that of your business) will need to shine through.
Podcasts are ways to deliver information, not advertising. Provide practical information that your audience wants to hear. Like a good speech or newsletter, your podcast can be entertaining, but should avoid being a sales pitch or promotion. Otherwise, you’ll start losing listeners.
There are many different podcast formats – think of all the different kinds of radio shows that there are. Just to name a few: brief monologues, talk shows, panel discussions, one-on-one interviews, personal insights, reports from the field, audio diaries, product showcases, etc. Come up with a format that works for the goal of your podcast – it should be easy to create and easy to do on a repeated basis. When developing your format, keep audio length in mind. You need to come up with something that keeps your listener’s attention, and also something that you have the time to produce. In general, podcasts are five minutes or less.
New podcasts should be posted regularly. Your goal is to build a loyal listenership – this can’t be done if you post three podcasts one week and then not have another one for four months. Some online broadcasters put up new shows weekly, but you don’t have to publish that often – monthly may be fine in many circumstances. The key is to be consistent so listeners know what to expect from you when they receive a new podcast via iTunes or other podcast feeds.
You won’t get listeners unless you have a plan to promote your podcast. Make sure it is listed on the major podcast directory sites such as iTunes or Podcast Alley. Announce it in your newsletter. Incorporate it into your other online marketing efforts. Put your podcast on your own site or blog as well – couple it with an online audio player so that visitors can listen to it with just a single click.