Podcasts are an often-overlooked element of online marketing.
Facebook and Twitter thrive by affording users instant access. Podcasts are long format and slower to update. In this case, long format and slower updates are good things—if you know your audience.
Think of all the people driving to work or going on their daily run. They’re probably listening to the radio or their iPod. Podcasts are a great way to connect with these people, and fortunately, it’s fairly easy to create a successful podcast.
Get the equipment
This is pretty obvious. Still, explore your options; there are a number of routes you can take. The cheapest option is to use your computer’s built-in microphone, but you could buy one. A decent headset costs around $30
. Next, you’ll need editing software. Again, you can get this for free by using GarageBand
. For businesses, it’s worth paying a little more to use Adobe Audition
Create interesting content
Podcasting is a niche-heavy form of media. iTunes has over 250,000 different podcasts. It’s a crowded market, but the best podcasts survive by knowing their audience and giving them relevant material. If you want to drive business to your company, focus more on issues related to your field than on yourself.
If you’re a restaurant owner, talk about different recipes or food history. Podcasts allow you to delve deeper and connect to your audience in a way other forms of media can’t. Be mindful; the average attention span for an adult is somewhere around eight seconds
. Keep it short (five to 20 minutes) without diminishing quality.
Use social media sites to promote your podcast. Make sure to tag your podcasts and upload them
to different directories like iTunes. Visit websites that pertain to your topic. A groomer, for example, could visit pet forums and make an announcement. Finally, join a podcasting community. A group of like-minded folks will have different insights and tricks to share.
Eric Wilson-Edge is a publicist at Three Girls Media, Inc.,
a boutique public relations and social media management agency located
in the heart of California’s Silicon Valley. A version of this story
original appeared on the company's blog.