By Peter Koeppel
While most people have heard of blogs and podcasts, few are taking full advantage of what these marketing mediums can offer their businesses. As recently as two years ago, blogs and podcasts were viewed as nothing more than places for opinionated people to rant and rave or assert their viewpoints. Today, blogs and podcasts are the most explosive marketing vehicles to emerge since the Internet.
BusinessWeek reports that more than 40,000 new blogs are popping up every day. And in 2006, the number of podcast feeds exceeded the number of radio stations worldwide, according to the CIA World Factbook. This means business owners essentially have a wealth of marketing opportunities requiring little to no out-of-pocket expenses.
Read All About It
A Blog is a powerful medium for delivering information that, done correctly, comes across as informational and less biased. Blogs also allow for consumer feedback in an unfiltered environment, and while this can create challenges when you get negative comments, you can at least address the issues and be aware of them. A blog is like an instant focus group, and being receptive to feedback indicates a` company is accessible and interested in customer concerns.
Because thet are updated regularly, search engines like blogs, and display them at the top of the search results. Include keywords that search engines will pick up within blog entries, which helps promote your business while positioning your company as an industry leader.
Blogs provide an easy forum for delivering information to customers about new products and offers, as well as building relationships with customers. Likewise, if there were some sort of crisis occurring in the company, it’s a way to get the facts out there so you can deal with the situation quickly. To make blogs more relevant and non-biased, reach out to people who will contribute, including outside experts and customers, as well as employees. However, a blog makes it easy for a disgruntled employee to post information that should not be public knowledge—including proprietary information and trade secrets. So, when allowing employees to post entries, establish some controls over the content.
Whatever you do, don’t create fake blog entries; for example posing as a customer and saying wonderful things about the company. People will see through the deception. Be honest in all entries.
You can find a number of inexpensive blogging services online that can help you set up and maintain your blog.
You Don’t Say
Essentially your own radio show on the Web, a podcast is an extension of a blog, whereby you make your entry more personal by actually speaking the words, as opposed to just typing them. According to a comScore study, people between the ages of 35 and 54 make up about half of the podcast listeners, and they are more likely than average to download podcasts. As such, podcasts are a great choice for small businesses to boost the company’s credibility and sales without having to invest much.
The first step in developing a podcast is to think of a unique concept or angle that relates to your industry or company. A financial planner, for example, could do a podcast about wealth or investment strategies. A catering business may do segments about easy entertaining tips. Address the challenges your customers or prospects have, and they’ll tune into your podcast.
Podcasts also allow you to appeal to niche audiences, since you can cover certain topics in more depth. Make your podcast any length—30 minutes to an hour is typical—and address specific or even obscure topics you know your customers will find interesting.
Actually creating the podcast requires recording/mixing software and a microphone. Both of these items are installed on the computer, so there’s no need to go to a recording studio. With the software, you can edit your podcast and include introductory music. You can even put commercials into your podcast to sell your own products, or sell air space to others and include their commercials.
The beauty of podcasts is people can listen over and over, whenever they want, on an mp3 player. Prospects and existing customers who listen to your podcast will likely think of you when they are in need of your products or services. Make it easy for people to find your podcast by submitting it to different feed directories, such as FeedBurner or PodcastValley.
With blogs and podcasts, the key to success is to be informational. You need to give people lots of relevant information in order to keep them reading and listening. Yes, maintaining a blog or doing a regular podcast takes time and discipline. But, when you consider the amount of credibility and exposure to new customers these technologies provide, no company can afford not to use these tools as a vital part of their online marketing mix.
About the Author:
Peter Koeppel is founder and president of Koeppel Direct, a leader in direct response television (DRTV), online, print and radio media buying. A Wharton MBA with more than 25 years of marketing and advertising experience, Koeppel has helped Fortune 1000 businesses, small businesses and entrepreneurs develop direct marketing campaigns to increase profits. For more information on his company, visit www.koeppeldirect.com or call (972) 732-6110.
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