 Why You Need to Start Podcasting Today
If you have not experimented with podcasting as a way to deliver content, now is the time. With forecasted sales of over 120 million MP3 players and 200 million MP3-enabled cell phones in 2007, the use of podcasts is well into the early adoption phase of the product life cycle. We will continue to see heavy adoption over the next several years.
In a recent study on the emerging role of new media by KnowledgeStorm and Universal McCann, over 41% of survey respondents claimed they had listened to podcasts on more than one occasion, 13% stated they frequently download or listen to them. In addition, 65% of podcast listeners said they listen to podcasts for both personal and business interests. (Source: Emerging Media Series: The Influence of Podcasts on B2B Technology Purchase Decisions, July 2006)
What's great about podcasting is that it adds an extra dimension to your message and gives people more flexibility in how and when they interact with your company. Podcasting allows you to create a more personal dimension in your marketing program by adding tone of voice, something difficult to achieve with a standard issue technical white paper, a PowerPoint, or even a webinar. And podcasts can be more easily transported for people who already live and breathe their MP3 players (can you say "next generation of buyers"?!?)
Here are three reasons why podcasting should be added to your marketing mix in 2008:
- We all learn differently. Some people like to read, some like to surf the Internet, some like to listen. Don't force your customers and prospects to interact with your company in just one or two ways. Acknowledge individual preferences and provide options. Your site visitors should be able to choose between reading a white paper, watching a tutorial, and listening to a testimonial.
- Give new life to materials already written. Unlike a content-hungry newsletter or web site, a podcast can help leverage existing materials. Of course, creativity in podcasting is encouraged, but to get your feet wet, try repurposing that white paper that has been posted online for a few months.
- Producing a podcast is becoming easier. You don't need to be a web expert to produce a podcast. You can set up your podcast kit for under $500. If you don't want to do it yourself, there are tools available including joining a site that produces podcasts such as Podomatic. (www.podomatic.com).
The bottom line is that podcasts are gaining in popularity. You can create powerful, poignant podcasts that are focused and serve to help your buyers through the buying cycle. For example, you could have your CTO or VP of Engineering discuss an important technology differentiator in a radio interview format, or you can create a podcast series for common technical support questions.
A podcast can be about anything, from a verbal account of a customer success story to a white paper to a statement from your CEO that shares his personal outlook at the beginning of each year. Such information can be compelling when sales cycles are closing as an interesting CEO message can minimize the risk in a prospect's mind about doing business with your company.
Just remember, take advantage of the technology that's available to you to help share your message. Make sure you're ready for all mediums and your company will be in front of customers long before your competitors.
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