When did you start listening to podcasts? If you began within the last 3 years, Edison Research says you are one of more than 20 million people who are doing this at least once per month.
There are many reasons why more than 57 million people in the United States listen now. In this What Works for Biz episode, we’re going to explore why podcasting could be the secret local leads generator in marketing your business. Just like a radio show, it’s a natural marketing tool for individuals to use to sell their books, get speaking engagements and sell advertising. But there is an opportunity here for local business to generate sales leads and strengthen client/customer relationships.
WHAT ARE THE ADVANTAGES OF HAVING A BUSINESS PODCAST? (1:39 in)
You control the message. It’s a unique opportunity for a one to one connection with a prospect, client or customer that feels personal. It’s also a great content generator for your website without having to write a time consuming article or blog.
For your prospects, access is convenient, on demand and evergreen. They can listen via a smartphone while driving to work, walking the dog, or wherever they want.
WHAT’S THE PAYOFF FOR THE BUSINESS AS A LOCAL LEADS GENERATOR? (2:48 in)
Through your business podcast the company’s reputation and visibility will increase the likelihood of people contacting you for help, service, or acquiring your products.
You’ll be considered an expert. Instead of reading, the emotion registered in your voice makes it easier to take action. Valued content will attract followers and a willingness to pass it on. The reach of your website, conversation on social media, and visibility in search listings can be improved.
WHY TRY A BUSINESS PODCAST NOW? (7:14 in)
The audience is growing. According to Edison Research, it has grown 75% in the last 3 years. The blog universe is saturated. Organic reach of social media is restricted. Research indicates that the audience is comprise of active, high income and educated people. Competition is limited.
WHAT IS IT GOING TO TAKE TO PULL IT OFF? (8:45 in)
Delivering messages your audience wants to hear is paramount. Interesting stories worth telling are possible by examining a wide range of topics related to your business.
- Introduction of new products or services or upgrades.
- Problem solving tips
- Explanation of business vision and strategy
- Stories of how your business has helped or exceeded customer expectations
Production of the program is not complicated. If you have limited staff and time is at a premium, using an outside source for assistance is sensible. You can call on their help with content development, hosting, recording, post production and program distribution.
If you use an interview format, all you will need to do is spend some time answering questions. With a good message and production of show episodes regularly, your podcast can be an important local leads generator.