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Should you be podcasting?

Podcasts are great... but can they help you market your business? 


Many businesses are adding audio podcasting to the weapons in their marketing arsenal. Whether or not creating and maintaining a podcast to promote your business is worthwhile depends mainly on your capacity for creating new content, your budget, and the nature of your existing marketing.

If you're unfamiliar with podcasts, think of them as on-demand radio shows. Podcasts become more and more popular every year, and businesses can create podcasts to connect with consumers in a unique way.


Creating Unique Content

But how can you make your podcast stand out? What are you going to discuss? How are you going to produce it? Who's even going to listen?

The short answer is that if you have an idea good enough to blog about or post on social media, then it's probably a good enough idea to record to a podcast. The problem is that podcasts are generally longer in length and go more in-depth on topics. What you would communicate in a 30-second TV commercial won't suffice for a podcast. The upside is that podcasts give you the freedom to say what you are limited by time and space to otherwise say.


Share Success Stories

Explain what your business does, who your employees are, and how they do what they do. Tell success stories clients and customers have had working with your business. Share funny or unusual stories about experiences you've had in your career. The goal is to build a relationship with the listener so that they'll think of you when they need your services and tell all their friends and family about you as well.


What If You Don't Have Enough Time?

If you don't have enough time to record a podcast, it's still worth thinking about how to make a podcast happen. Are you recording YouTube videos? You can easily take the sound from the YouTube videos and create an audio-only version for the podcast. Are you blogging? Record one of your employees reading your favorite blog posts. The point is to get your voice out there, to be as accessible as possible to as many people as possible.


How Do You Podcast, Anyway?

Almost all computers and smartphones have solid microphones that will allow you to record audio. If you want to edit and enhance your recording, GarageBand and similar apps will get the job done.

Once you've produced your podcast, you'll need a way to distribute it online. A podcast hosting service will allow you to upload your recording and distribute it to iTunes, Stitcher Radio, and other popular podcasting platforms.

The most trusted name in the game is LibSyn, which offers monthly packages for as little as $5. Prices increase the more size you require... in other words, the more podcasts you release, the more bandwidth you'll have to purchase. LibSyn also offers great analytics, so you'll be able to track and get insight into your audience.

A free alternative to LibSyn is SoundCloud, which offers limited podcast hosting, with paid packages for users who need more space and tools.

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