Dave Pelland has extensive experience covering the business use of technology, networking and communications tools by companies of all sizes. Dave's editorial and corporate experience includes more than 10 years editing an electronic technology and communications industry newsletter for a global professional services firm. |
How to Promote Your Small Business With a PodcastAs the popularity of digital content continues to expand, a growing number of small businesses are adding podcasting to their marketing and promotional efforts. Podcasts offer compelling benefits in helping your small business broaden your target market while highlighting your company, its products and services, and your expertise in delivering them. Podcasts require an investment of time to develop, produce and promote your content, but the benefits in building an audience can make podcasting worthwhile in promoting your small business. An important first step is defining the focus of your podcast: the topics your podcast will cover, your target audience, how often you wish to produce an episode, and how long each show will be. Studying current podcasts in your niche will provide insights. It’s also important to remember that your podcast should be educational, not directly promotional about how good your company is. Listeners will be interested in your expertise, but won’t listen to a 20-minute commercial about your small business. Audio Benefits For a small business owner, the primary benefit of podcasting is increasing awareness of your business as well as authority within your marketplace. Podcasts allow you to produce your content in another format, and potentially reach a different audience then you would through a blog or by producing videos. This content allows you to demonstrate expertise within your industry or niche, which in turn allows you to be found more readily when people conduct relevant searches for your products or services. Other valuable benefits for your small business include:
Despite these benefits, it’s important to understand that a podcast will take time to prepare and promote. You have to make a commitment to produce podcast on a regular basis, because your momentum is likely to build slowly. You’re also likely to attract a relatively small audience, but you’ll get compelling benefits if that audience is interested in your content, products and services. Read other technology articles |