Image by: Grant
By Michael Sterling
As a business owner in today’s world, you need to up your game as far as content. Though many people think podcasts are a thing of the pasts, you might be surprised by just how many Americans are avid consumers.
With so many opportunities to sell yourself, a podcast might be just the thing you need to take your consumer loyalty to new heights. Here are a few tips on how to get there:
#1) Consider Your Demographic
A 2012 research study by Edison Research and Arbitron did a very thorough investigation into podcast consumers. One of the most important things they pointed out was their age and sex. Much to my surprise, it’s more spread out than you think. Here are some of the results:
- 54% of podcast consumers were male, while 46% were female.
- 24% were ages 25 to 34.
- 26% were ages 12 to 24.
- 18% were ages 35 to 44.
- 17% were ages 45 to 54.
- 15% were ages 55 and older.
It’s important to consider your audience at all times, but when it comes to your podcast, it’s crucial to consider their place in your company. What do they want to hear about from you? Think about which topics they’d like you to cover, and be sure to answer questions they’ve asked you in the past. From there on, it’s all organic.
#2) Promote Everywhere!
As important as it is to promote your podcast on social media sites like Facebook and Twitter, you should also submit your channel and RSS Feed to podcast directories no just in the iTunes store, but places like Blackberry Podcast, Stitcher, Double Twist, and Zune Marketplace.
According to the Edison/Arbitron study, 73% of podcast consumers prefer internet over TV, radio, or newspaper. They also live on Facebook and YouTube, most of them saying they’re likely to share videos on their pages, so be sure that these are included in your distribution strategy. This sure helped the consulting firm Bearing Point.
A case study showed how Bearing Point used podcasting to promote a white paper by rolling out a press release, email announcements, and posting the podcasts on several related sites and iTunes, seeing sign up rates of over 30% (a 200% increase over traditional marketing techniques) and hundreds of executives downloading the podcasts within the first month.
#3) Create A Free App
By creating your own app, you can then automatically update it with your newest podcasts, blog posts, and other information about your business. Seeing since one in five smartphone owners are podcast consumers, it might not be such a bad idea. Not only will be a huge step forward in exposing yourself, but word of mouth marketing is bound to naturally blossom.
#4) Being Visual Is As Important As Being Audible
When it comes to artwork for your podcasts (especially for places such as the iTunes store), remember that most of the time, it’s going to be as small as a thumbnail. The recommended specifics that will be embedded on your RSS feed is 300 x 300 pixels, in either JPG or PNG format. Never change your image no matter how many places you send your podcast. This keeps consumer confusion at bay.
Be sure to make important words jump out, specifically ones like “NEW” or “FREE” or “SALES,” or any other descriptive word that ties into your business which your customers are likely to be drawn to.