Podcast your marketing net wider with these top tips
WHILE many podcasts have little impact in such a crowded market, some become highly effective marketing tools that raise awareness of a firm’s expertise and offer insight in areas such as innovation, sales and leadership.
Given the potentially high marketing value and low production costs, how can small businesses get involved in podcasting themselves?
Equipment and hosting
A microphone, computer and some recording software (and perhaps a freelance editor, if necessary) – those are the only tools that a team needs to get started in the world of podcasting, says Tim Cameron-Kitchen, the head of Exposure Ninja, who hosts his own digital marketing podcast.
“It will also need to be hosted somewhere,” he explains. “Libsyn is the industry standard for podcast hosting. It’s cheap, easy to use and gives you some useful listener stats.”
Other options include Blubrry, Buzzsprout, Podbean and Fireside.
Janet Murray, PR expert and author, is also a keen podcaster. She said music was often used. “You will probably need an intro and outro,” she said. “You can get copyright-free music at websites such as Music Bakery, Jamendo and Audio Jungle.”
Emma-Victoria Houlton, founder at production company Art of Podcast, says business owners will need to consider the best routes for distribution.
“If you want to get the most eyes on your content, you will want to submit your podcast to iTunes,” she said.
Formats for podcasts vary, but an interviewee with useful expertise or entertaining insights that are highly relevant to the target audience is the best place to start. But with experts comes jargon – something to be strictly avoided, warned Ms Houlton. “Our presenter encourages the guest to explain any jargon or acronyms, and prevents them from going off on a tangent,” she said.
Growing an audience
Interviews can bring many benefits, particularly if you’ve managed to bag an influential expert or personality, Ms Murray explained. “Getting a guest on your show who has a bigger audience than yours can help to get your content in front of a wider audience,” she said.