Consumers are now more savvy. They demand participation. Marketers who realize this have major advantage over those who don't. Even if you don't allow a feedback mechanism, they can start a blog and talk about you or your company just as easily.
What are the main benefits of podcasting?
1. Leverage existing content
Small businesses and service professionals usually have a lot of content they can leverage and produce as podcasts.
You can create content once and use it over and over again. Make it work for you instead of sitting on the hard drive gaining virtual dust.
2. Low start up costs
A podcast doesn't require expensive server setup and proprietary software to start with. You can use a simple microphone or recording device to get your voice recorded.
There are free podcast recording and editing software available on the market. For a very simple setup, you can start at $20 - $50.
3. Tap into new media
Marketers are looking for different content distribution channels to reach their target audience. Podcasts allow them to do so inexpensively.
If you can establish new marketing channel easily without spending much, and immediately level the playing field with big companies, then it may be the most exciting medium to add to your marketing mix.
4. Connect with audience like never before
Podcasts allow you to connect with your target audience through unique medium beyond static text and graphic content. Audio and video conveys emotion far more effectively than other type of content.
Yet some types of content are made possible only through audio and video. One example is music.
5. Shorten sales cycle and increase revenue
It takes 3-7 follow-ups to make a sale on the average. For complex sales, it takes longer than that, sometimes years. While white papers, articles, webinars and free trials are effective, diversifying ways to nurture the leads can be very compelling to the prospects.
Let's admit it. Some people prefer to listen and watch rather than reading. Podcasting allows you to diversify the message and make the whole process more interesting.
Used properly, you can enrich your marketing and sales process through podcasts. Just like email, it allows you to keep in touch with your subscribers. But the fact that podcast involves audio and video content and is spam free make it very interesting for marketers.