Small Business Marketing

Podcasting in Marketing

Written by Richard San Juan for Gaebler Ventures

Podcasting is a relatively new term being used on the Internet. To put it in simple terms, a podcast is basically a blog in audio format instead of web text format.

In a sense, a podcast is similar to a radio show except that it is transmitted through the Internet.

Podcasting in Marketing

The potential uses for podcasting seem limitless and include its potential as a marketing tool.

Before discussing in more detail how podcasts can be used in marketing, it is important to gain a better understanding on how exactly podcasting works.

In essence, a podcast is like a blog that can be stored as an audio file.

The audio of a program or show is stored as a MP3 file. These audio files are then posted on either a corresponding blog site or a podcasting web site where Internet users can visit and download them whenever they want.

Another option for interested users is to subscribe through a really simple syndication (RSS) feed, which automatically downloads new podcasts to their computers. This type of technology is similar to that used by TIVO, a program that allows users to set which TV shows programs they would like to record and then automatically records those programs for later viewing.

As you can see, the potential for podcasts to be incorporated into mainstream marketing is strong.

One of the most beneficial ways you can use podcasting is to promote a new product or service. By simply creating an audio file, this type of online marketing gives you the opportunity to go into much more detail about the product or service and what are its benefits to a certain group of people.

It is a much more advanced form of marketing. In addition to setting up a podcast, it would be a good idea to provide a written blog on a Web site that offers supplemental text for your podcast material. For example, you may briefly give an overview on a particular topic on the podcast and then let your podcast listeners know that more information on the topic is available on the web blog. Doing it this way helps increase the amount of information that your subscribers receive from your podcast transmission.

Interesting podcast format can make the podcast enjoyable to consume. Ordinary content can become interesting because good format can change mood and engage listeners. On the other hand, quality content can become dull and boring if the podcaster can't delivery it properly.

But don't hesitate to change things to suit your needs because after all, you are the one who know your audience best. Based on their feedback, you are going to create a podcast that is most welcomed by the audience. Podcasting has opened up a number of opportunities for entrepreneurs and online business owners to enhance their business and market it.

You can essentially create a full commercial or audio promoting your business and how people can and will benefit from it. The key is to become familiar with it and see what it can do for you. While podcasting has already hit the Internet by storm, it is just getting started.

Richard San Juan is currently pursuing an MBA degree with an emphasis in Finance from DePaul University in Chicago. He is particularly interested in writing about business news and strategies.

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Do you know any companies that are using podcasting in marketing? Please tell us about them by posting a comment below or simply share your own tips on podcasting. Thanks!

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