Leaders Now Using Untapped Social Media Tool for Business Success
Podcasts: The Secrets You Need to Know
While Twitter, Facebook and YouTube grab the headlines, businesses from across Canada are now tapping into one technology that has gone virtually unnoticed by the mainstream: podcasts. But, shrewd marketers are moving quickly to tap into this cost-effective form of social media. A Podcast Primer Podcasts are audio or video files that are made available for download online. Subscribers receive regular updates automatically. Unlike television or radio broadcasts, which are constrained by specific airing schedules, subscribers can listen to podcasts at any time, in any location and on any device that plays sound files. Podcasts are listened to during commutes, in the gym, during leisure times, during business meetings and in book-group like settings. That flexibility and portability translates into numbers that are grabbing the attention of marketers.
Podcast "Killer Stat"
According to international research companies, soon over 20% of all Internet users will be regularly listening to podcasts. In fact, Edelman, one of Canada’s largest public relations firms, is leveraging podcasts to help their national brand name clients be heard. Managing Director, Sylvain Perron at Edelman Digital Canada comments, “Podcasts offer the opportunity for brands to engage with a highly targeted audience in a very dynamic way and build real value around what matters to their audience.”
Podcasts and Purchase Behaviour: Two More Killer Stats
For leaders of national brands across industries, the true power of podcasts is the undeniable impact they have on purchase behaviours. The Association for Downloadable Media just announced findings from independent research that 90% of listeners had taken some kind of action as a result of podcast advertising or sponsorship. Furthermore, 40% reported actually purchasing products or services as a result of listening to podcasts. This finding is truly a wake-up call to everyone in charge of marketing or advertising dollars. These results also explain why podcast advertising spending is on track to reach over $435 million within two years.
How to Get Your Podcast Right
While businesses are quickly hopping onto the podcast bandwagon, there are a handful of secrets that will help ensure your success. First, successful podcasts provide unique and powerful content, so the more relevant the content, the better. Second, research shows that podcast listeners build a strong bond of trust with podcast hosts. As a result, businesses need to leverage this loyal relationship. Third, podcasts are, in part, successful because they deliver content according to the listeners’ timetable rather than a broadcaster’s timetable. As a result, podcast content needs to have a long shelf-life in addition to being informative and entertaining. Podcasts are valuable business tools that are here to stay. In today’s competitive environment, marketers that learn how to use podcasts to establish and strengthen their relationships with their customers, prospects and employees have a decided business advantage.
Andrew Brown