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Just because podcasts haven’t yet hit critical mass as marketing tools doesn’t mean you should put them on the back burner of your marketing strategy for long. Corporate Podcasting 101: A Basic Introduction for Online Marketing Executives and Their Stakeholders, a new whitepaper from SEM and online marketing agency OneUpWeb, points out that there will be 10 million podcast listeners by the end of this year, as reported by Internet research firm eMarketer. And, very little of this audience will be teens. What’s more, leading corporations are testing their way into this space, either by producing their own podcast series or by sponsoring podcasts targeted to audiences that fit their demographic criteria. Some firms OneUpWeb mentions include: Avon, Blockbuster, John Deere, Southwest Airlines and Whirlpool.
OneUpWeb’s whitepaper offers nearly a dozen ways that these audio and video files can be used to market to prospects and customers. Here are just a few to consider:
1. Invitation marketing: This is quintessential pull marketing, in which podcast subscribers listen to or view your content because they choose to do so. OneUpWeb likens them to prequalified leads.
2. Brand builders: Like e-mail newsletters, people sign up to receive podcasts. Thus, every time you release a new podcast, this audience will be exposed to your brand. Regular contact offers the potential to build a strong impression of your brand. Conversely, people can unsubscribe at any time, so you will want to ensure your podcasts are quality productions that offer value to the recipient.
3. Relationship builders: To make the most of this communication tool, it should foster a dialogue between your company and podcast subscribers. Ask for feedback on the kinds of content, how often to deliver the content and any other likes/dislikes subscribers want to share. Then act on this insight to refine your podcasting communication strategy.
4. Product information: The Internet and many new media are viewed as information tools. Leverage this application by creating podcasts that offer in-depth information on your products and services. Prospects and customers then can download these presentations and refer to them at their leisure.
5. Viral marketing: Podcasts can be created to generate buzz for your firm or products. For example, software firm Arbor Networks uses a podcast series featuring fictional characters to both entertain and inform prospects. Word-of-mouth for the series in Arbor’s industry has helped its sales team make appointments faster, without the need to explain who the company is and what it offers.
OneUpWeb’s whitepaper offers nearly a dozen ways that these audio and video files can be used to market to prospects and customers. Here are just a few to consider:
1. Invitation marketing: This is quintessential pull marketing, in which podcast subscribers listen to or view your content because they choose to do so. OneUpWeb likens them to prequalified leads.
2. Brand builders: Like e-mail newsletters, people sign up to receive podcasts. Thus, every time you release a new podcast, this audience will be exposed to your brand. Regular contact offers the potential to build a strong impression of your brand. Conversely, people can unsubscribe at any time, so you will want to ensure your podcasts are quality productions that offer value to the recipient.
3. Relationship builders: To make the most of this communication tool, it should foster a dialogue between your company and podcast subscribers. Ask for feedback on the kinds of content, how often to deliver the content and any other likes/dislikes subscribers want to share. Then act on this insight to refine your podcasting communication strategy.
4. Product information: The Internet and many new media are viewed as information tools. Leverage this application by creating podcasts that offer in-depth information on your products and services. Prospects and customers then can download these presentations and refer to them at their leisure.
5. Viral marketing: Podcasts can be created to generate buzz for your firm or products. For example, software firm Arbor Networks uses a podcast series featuring fictional characters to both entertain and inform prospects. Word-of-mouth for the series in Arbor’s industry has helped its sales team make appointments faster, without the need to explain who the company is and what it offers.
Companies Mentioned:
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