How Businesses Can Use Podcasting To Drive More Sales

Podcasting is the distribution of an audio file via the internet, often using RSS feeds to make it available for a wide audience to pick up and listen to.

The best known sites for downloading podcasts are iTunes and the fairly new, and making your content available here exposes you to a potentially huge audience. Visibility is the key if you are to reach the market who will be interested in what you have to say.

Don’t overlook lesser known podcast directories either. You will be asked to list your podcast in a specific category, so make sure you pick the most appropriate one in order to reach your target market.

Creating a good podcast will be easier if you plan ahead and write a script for yourself. The best business podcasts have a single focus and are packed with useful information that will leave the listener itching to come back for more. Remember to speak slowly and clearly when recording, and ensure there is no irritating background noise.

‘How to’ angles are extremely popular, as they are specifically designed to help people achieve something. If the subject of your business warrants it, try and plan a series of podcasts to encourage repeat listeners. Each podcast should be complete in itself, but should also be worth more when listened to as part of a whole package. Think of each one as a separate chapter in a non-fiction book.

Podcasts are like gold for internet marketers, as they allow you to build better relationships with your audience. Instead of just being a face on a website, represented by written content, they can hear you speak. If you have real enthusiasm for your subject they will be carried along with it and will lap up every podcast you produce in the future.

Podcasts have long term appeal as well. They can be downloaded onto an MP3 player and listened to while on the train, out jogging or wandering round the shops. They provide a much more intimate way of getting in touch with your target market – and the very nature of them means you will have your listener’s undivided attention. It’s a powerful medium to master.

A podcast is also perceived as being of high value. This in turn gives people a positive view of you and your business, and if the content of your podcast is of high quality, your listeners are much more likely to explore the products and services you have to offer.

To get the most from podcasts you need to view them as a long term venture. One single podcast won’t do the trick if you are looking to build credibility. Make them a regular part of your marketing arsenal and you will open yourself up to a whole new audience.

Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.