In previous article, I’ve given 6 concrete ways Podcasting can help your business. Basically it is a great and unique marketing tool that allows you to take an entirely different approach to marketing through audio. This post is a sequel, focusing on practical applications instead of general functionalities.

I hope after reading this, you have some ideas to start your own Podcast strategically to promote your business. These are factual Podcasting applications that I’ve seen implemented in different businesses. I hope to have the chances to provide interviews and case studies for you in the future.

1. Industry news and updates.

Reach more people who want to know about your company and the industry by giving them another way to do so. Nowadays, your readers are just too busy to keep up with your company news. If they can take that information when commuting, they will appreciate that.

Doing this properly, you instantly become one of the trusted source of information in the industry you are doing business in. How about that? You can’t do that easily with traditional website anymore. Audio give more high perceived value compared to text and less competition, at least for now.

2. Customer support.

Your prospects don’t buy from you because they still have questions waiting for answers. Your customers don’t talk about you because they are not clear about how to do that.

Answer all of their concerns interactively. Get one of your customers featured in your Podcast. Case study and story are two effective ways to market your business.

3. Product development and launch.

You don’t have to start marketing only after your product is in the final shape to ship to your customers. In fact if your product is so unique people want to talk about it. You can tap into word of mouth marketing and build the buzz around your product even before the launch.

Consider the amount of feedbacks and ready to buy audiences flocking to your website on the launch date.

4. Press releases.

Reformat your press releases into audio format. Give them more choices to consume your content. The more people you can reach the better. People who take the time to listen to your press release Podcast are those who really want to know what your company is up to.

5. Education based marketing.

It is the marketing model I use and recommend for all my customers. Instead of using a traditional way to sell, educate your customers and let them know how you can help them. They will come to you feeling they have known you. They also are more willing to discuss the possibility to work with you or buy your product.

Audio is a great way to give away information. Some people prefer to listen rather than reading.

6. Be an expert in your niche.

You can immediately become an expert in your niche simply by expounding what people are talking about this week. Share tips and provide insights about particular topic.

You don’t have to be a real expert who know everything to do this. If you are willing to work and learn, chances are you know more than most people about a topic in the planet.

7. Branding.

How do you think reaching your prospetive customers again and again affect your brand? A lot. How about doing it for free. Instead of you pushing the content, they come to you.

Podcasting increase your visibility in the marketplace. You can reach more peple with this new media format.

Think of a Podcast as another marketing channel to reach your prospects or customers. The more channels you utilize, the more people you are able to reach. Seriously, don’t abandon any other existing tool that works but add this to your marketing mix. Your effort really can build up that way.

Before you start a Podcast, clearly define your strategy though. Choose at most two of the applications above and focus on them. If people expect information, they may be turned off by your next press release announcement. Stay focused. It is better to have more than one Podcast for every purpose instead of being an island.

Help your visitors get what they want and you will see increased listenership and more targeted audience.

Read also: Marketing with Podcasts.

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