What are Podcasts and How Can they Help Your Business?
The name podcast is derived from the words broadcast and ipod. Essentially, it is a broadcast designed for portable mp3 players. Podcasts are digital files that are distributed online for download to portable devices or personal computers and can now come as audio or video. Often it is syndicated using RSS feeds.
For the less technologically-minded, podcasts are like on-demand radio shows but tend to be more focussed in their content to a specific theme. They can be any length from a few minutes to an hour (or longer) and can be just speech, or speech and music. They can be recorded by one person or many. They can be released regularly – daily, weekly or monthly – as an ongoing broadcast, or as part of a short series. There are few limitations as to what can constitute a podcast.
Some Podcast Statistics
The recent Universal McCann Wave 3 survey of 17000 internet users in 29 countries revealed that between June 2007 and March 2008, the growth in podcast downloads went from 21% to 49%, and 18% listen to and download podcasts everyday.
Another survey conducted by Edison Media Research in 2007 showed some interesting statistics about the demographics of the podcast audience. The statistics are from the US but are still quite revealing for all countries:
• the split is even between male (51%) and female (49%)
• the age range is also fairly evenly split with the largest percentage at 22% for 25 to 34 year olds. Even the 55+ age range had a healthy 12% (one percentage more than the 11-18 year olds).
• podcast users are HIGH EARNERS! A large number are in the $75000 to $100,000 category and they are twice as likely to earn over $100,000. They are also 36% more likely to have bought online.
• even the most popular podcasts have less than 50,000 downloads; the majority a lot less.
What does this mean for you?
• podcasting is a great marketing tool, especially for niche marketers
• you shouldn’t dismiss this tool if you are marketing to an older age group - they are becoming podcast savvy too
• this is the ideal vehicle for sellers of high-ticket items and businesses that want to appeal to Internet savvy customers
Who wants to listen to a podcast advertising my business?
Nobody! You’re quite right. Nobody will download and listen to your podcast if it is a blatant advertising vehicle. Podcasts need to be more subtle than that.
As mentioned previously, podcasts are especially useful for niche marketing, so you need to focus on a niche topic related to your business for which you can create valuable content.
For example, if you are an Estate Agent in the Bristol area you could create a podcast about Bristol and its environs. Each podcast could highlight a different part of the city or a particular attraction. It could include interviews or soundbites from people who live there. Anyone thinking of moving to the area or who already lives there would find the information interesting and useful.
Branding the podcast as being created by “___ Estate Agents: Specialists for Buying and Letting Property in Bristol” will ensure you are the Estate Agent of choice when that person is seeking a property. By offering them useful information you have created a connection with the listener. The podcasts can be made available in podcast directories and on your website, to increase listenership.
This is a relatively obvious topic but with some thought any small business could find a niche topic that relates to their business.
Podcasts have yet to become part of the mainstream in the UK, but they are increasing in popularity, and that makes it the perfect time to become the trusted expert in your niche. They are an excellent and cost-effective medium to reach customers, especially for small businesses, and at present there are few competitors in each field.
When people download a podcast they are literally “all ears”! They are really interested in what you have to say and have committed to listening to it. Unlike radio, you will not be competing with a lot of other noise and distractions. By providing your customers with good quality, valuable, free information and advice you will be establishing your name and area of expertise in their minds.
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