Have you considered the benefits of podcasting for business?
If you’re not podcasting, you may be missing out on one of the hottest marketing and growth strategies available to you.
Podcasting is essentially free and available to almost anyone; the only real “cost” is the initial purchase of equipment. A high-quality microphone and quiet space in which to podcast is best, but even starting out with a high-quality headset is enough if you’re tight on funds.
Podcasting for Business
Podcasting, in some ways, is a bit like Blogging 2.0 – you’re providing similar content, but you’re doing so in a way that’s quickly becoming more accessible and far less boring in an online world where content shock is a serious problem. That’s not to say that you should get rid of your blog; a well-written blog is invaluable in terms of SEO and website traffic. Highly effective, engaging text will still attract more attention than, say, a spam blog or half-hearted attempt.
Podcasting just happens to amplify the benefits of blogging, social media, and text-based content, turning it into something even more powerful and attractive.
But what exactly makes podcasting so special? Can you reap the benefits and enjoy additional growth just by creating a podcast? The answer is yes, and we’ll explain why right now.
Just as blog content is valuable for SEO, so, too, are podcasts valuable for the same reason.
Although audio doesn’t necessarily carry the same importance as text content (at least not yet) with search engines, it can significantly boost the valuation and credibility Google gives your website when it scans your pages.
That’s because the search engine giant considers multiple forms of content better than just one.
Audio, video, and infographics all carry at least some benefits for SEO, driving more web traffic and attention to your website.
Content is king. That won’t change anytime soon. But that doesn’t mean you can just throw content onto your website and hope it attracts the right crowd.
Simple words on a page.
Curated content that adds no value. Boring, time-tested, overdone topics…these are all engagement killers that turn visitors off and lead to high bounce rates. Podcasts help to shake things up a bit and provide yet another option for engagement that’s a bit more exciting than standard text; better yet, it’s easier to access and tune in from a mobile device.
Think of the last website you visited. Chances are you were looking for the answer to a question, contact information, tips, or some other piece of valuable information you didn’t have. Alternatively, you may have been searching for entertainment to fill a bit of free time.
These are the two biggest reasons any visitor stops by your website.
Blending these two needs together and filling them in a way that’s more personable, approachable and engaging is quite literally the very basis for YouTube, Vine, Instagram and other video-based social media platforms. Likewise, a good podcast can engage visitors while entertaining them and providing them with the answers they need, too.
Struggling to make ends meet in early ramp-up?
If you’re an industry expert, you just might be able to capitalize on your podcasts and get a bit of income rolling in. Monetization of podcasts isn’t new; both YouTube and iTunes offer it while other marketing gurus provide paid-for content right on their websites. Tutorials, DIYs, and ‘insider secrets” podcasts typically do especially well, especially if you sell them in a series that allows the listener to develop new skills in a course-like style.
Here’s an example of how you could use this to your advantage. Assume for the sake of this example that you’re an industry expert in something – perhaps social media marketing. You also offer a platform like HootSuite that allows your visitors to utilize social media more effectively.
You could theoretically offer a 7-episode podcast “course” teaching your visitors how to effectively run a social media campaign (with insider secrets, of course). Toss in a few mentions of your platform and charge a nominal fee – maybe even just $2.99 per episode – and suddenly you have extra income rolling in for just sharing your knowledge.
Of course, there is one caveat with this approach; you really need viewership or intense podcast marketing to make it work.
Thus, the approach is ideal for businesses with at least some attention already.
If content is king, networking is queen; without it, you simply won’t get your name out there and no one will know who you are.
Fortunately, podcasting is a remarkably excellent way to get your information out there. Podcasts do go viral, although opinions on whether this is true range from outright disbelief to skepticism. C
Certainly, it isn’t easy to get a podcast to go viral, but it is possible. Like anything else, achieving virality is three parts hard work and one part pure and simple luck.
You’ll stand a better chance if your podcast is engaging and packed full of interesting expert secrets. If you hit the nail squarely enough on the head, it just might draw the attention of other influencers in your industry.
“But wait,” you’re thinking. “Why on Earth would I want to attract my competition?”
Well, the answer lies in shareability and virality. Yes, other influencers may be your competition, but that doesn’t mean you shouldn’t try to interact with them. Most have deep audiences and high visitor numbers already. If they share your podcast with their viewership, you’ll directly benefit from that viewership, too.
You can even take this concept one step further by creating podcasts in tandem with other influencers.
You’ll benefit each other and provide real value to your visitors. Better still, you give the impression that you aren’t afraid of a little competition.
Syndication and Virality
Though this article addresses both of these topics above, they bear repeating simply because syndication and virality can be so influential to the growth of your business. A syndicated podcast that spreads from site to site can take you from 100 visitors to 1,000,000, especially if it gets syndicated to major websites like Forbes or Entrepreneur.
Likewise, if a major player in your industry writes about your podcast, you could potentially find yourself with far more conversions simply because they are effectively telling their audience that you’re trustworthy.
Achieving syndication and virality isn’t easy; simply putting yourself out there just isn’t enough. This where your text-based content and social media strategies come in. Structured the right way, they’ll pull enough attention to your podcast that at least some visitors will listen in.
Then, follow this short guide to better understand what goes into a viral podcast in the first place. Essentially, people love stories; if you can deliver your message in a way that’s also captivating and interesting, perhaps sprinkled with a little humor and charisma, you’re well on your way.
Podcasts can be incredibly effective, especially within niche markets where expertise is vital to success. Though it certainly won’t carry your business alone, more than one expert has leveraged podcasting to take them to the next level. As a part of an overall content strategy and growth plan, it can be just as valuable as, say, having a website or a social media presence in the first place.