Next month I'm traveling to Dell for a marketing conference they're giving business leaders internally. My session is a hands-on session where I'll be sharing how podcasting has grown in popularity, what equipment is needed, and how to publish, syndicate and promote your podcast online. It's a topic that I've become quite passionate about over the last couple of years – and I still feel as though I'm learning more and more each month.
From my viewpoint, there are specific ways that marketers can utilize podcasts for their own marketing efforts:
- Education – prospects and customers love to listen to podcasts to learn more about their industry and how to best leverage the products and services that you have to offer. Education segments can lead to better utilization, retention, and even upsell opportunities.
- Influence – whether your leadership is being interviewed on another influencer's podcast or you've invited an influencer on your podcast, the resulting expansion of the audience is worth the effort. Bringing in an influencer will provide value for your listeners as well as confirm you as an authority in your industry. Getting on an influencer's podcast will open you to their audience and confirm you as an authority as well.
- Advertising – while many companies don't do it, a podcast is often listened to by a captive audience. They're paying attention, and it's a great time to introduce them to your product or offer them a service. Throw in an offer code and you can even measure what the impact of your podcast advertising is. And, of course, there are now opportunities to advertise in other podcasts!
- Lead Generation – I started my podcast because I wanted to meet and work with many of the leaders in our industry. Years later, I've had some fantastic business relationships with the companies we've interviewed on our podcast.
WebpageFX put this comprehensive infographic together, Why Podcasting Matters to Marketers, to provide some insight on growth, platforms, advantages, metrics, and advertising.