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Most of us today are knowledge seekers. We are in the pursuit of bettering ourselves. We want to empower ourselves so we can grow, make better decisions and ultimately live a lifestyle we dream off. As people we are constantly in a pattern of learning. New life chapters start everyday and each come with a new invisible heading with a collection of invisible bullet points under it. Unfortunately life isn't like a laid out curriculum, though sometimes I wish that it was, so I can tick it off as read, learnt and apply. Anyway.. the point being is we are knowledge seekers and these days we have many ways in which to collect that knowledge. We can read, watch videos or listen to podcast!! And this is what this podcast/blo is about because if you are a knowledge sharer and want to add value to your business then podcasting could be your way of streaming up to date audio knowledge to your clients and prospects.
What is podcasting and who is using Podcasts?
Podcasting is a great way to share your business message and core values. It is simply a digital audio file which your clients or prospects can download from ITunes, Stitcher, your website or other podcast platforms. On the digital file you have created is your content, you can discuss whatever your business is about, so for example with my own podcast show, The Learning Curve Podcast, I interview Women Entrepreneurs in the Middle East. My digital content is my conversations with these women to showcase what their business is about aswell as sharing their challenges, successes, tips, advise and much more. All aimed at helping more women take the plunge into entrepreneurship.
Today many people create podcasts sharing their expertise, their opinion, their interviews, film and book reviews and all sorts of material. Just check out the Podcast list on ITunes or Stitcher. Choose a subject you are interested in and you will find any number of podcasts from mentorship shows to people travelling the world. Through the advent of this simple and low barrier to entry marketing method many businesses are starting to see the pull of podcast. Big brands today are starting to create their podcast shows. For Example the Economist now streams in audio. American Airlines - just started. In-fact, here is a list of the 38 best podcast shows this year.
How Can We Use it For Marketing?
Showcase your business and build authority
We all want to be seen as a product authority or an expert in our particular field and often that is difficult to achieve as to show case you need to get in front of your clients and prospects, you have to create workshops, events, meeting spaces to make this happen. All this can cost you a bit in terms of organising the right location, catering, material and then marketing but this is where podcasts could be quite a useful tool. Creating an audio series showcasing products, new information, showcasing customers, discussing the latest information allows your clients and prospects to have an interaction with you without actually having to interact with you just yet. What a great way to build authority. They can listen to what is going on in your business and you get to show off your knowledge, expertise and advise on a particular matter or product. Seems like a great way to do some inbound marketing with a relatively inexpensive medium. Plus the content is evergreen meaning that it has longevity too, so you can keep it up for months, even a few years and it doesn't get old until it really does need updating. You can share your podcasts through your website or via your email marketing or your newsletters. Your customers get to interact with you on their terms without being bothered by annoying cold sales calls.
Build a rapport with your audience.
Podcasts are great relationship builders and a great way to connect with your audience. As a listener you get enjoy a two or three way conversation between the podcast host (usually the business owner/Entrepreneur) and the guest(s) talking about what their business/subject is, how it helps its customers, their success, failure, tip or advise. As the host you get to share a bit more of who you are and what goes on behind the scenes of your business. You allow your audience to get to know you and your style. There is so much to learn from someone's voice when they talk. You can hear the movement of their voice, the low and high tones, the pauses, the passion in their voices. Its just adds a whole new dynamic which isn't always achievable through the written word. If your audience love you then they can subscribe and get the update when you add a new podcast episode.
I've seen an article somewhere that it says it take 7 - 8 connections before a prospect will potentially buy from you so why not take the opportunity of building that rapport with your audience and allow them to connect with you before they make a purchase.
Brand Building
Brand building is an absolute must and with online marketing is even tougher to break through the noise of the competition. But here's where podcasting can be fruitful. Sharing short snippets from your podcast which you can then share on social media gives you an opportunity and your audience a small teaser into what your business is up too. We all watch or listen to short clips so why couldn't this work for you? You can build your brand, build your authority and look like you are progressive. Using technology to up your game. Remember podcasts don't just have to be audio they can be video aswell and with the advent of Live video streaming on Facebook on via live streaming networks this is another great way to build your brand, put you behind your brand and give your product or service more of a voice? Facebook LIVE at the moment is very powerful. Facebook have made it so that your live stream generate lots of traction and interest so you may find when you go live that you get lots of views, likes and comments on your Facebook page than you would if you just put up a post. Try it!
The other great benefit of podcasting is it is relatively inexpensive to get started. You need a microphone, a lap top, download audacity a free audio software and press record. Once that is done you need an audio host so you can save it in cyberspace. You can use your website or a third party tool, like Libsyn, Omny or Soundcloud to save and all these hosts come with additional tools to help you share your podcast, see the background demographics, see which podcasts are the most popular and more. There is a lot of information and with that you can see how your podcast is doing and what your audience likes and engages with.
Accessibility and Flexibility
Its the only medium that allows you to be doing something else while you listen to them. You don't have to be watching TV to listen to them or at your laptop - you can listen to them on the move. They are also on demand - so like how many of us like our TV shows, you can listen to podcasts whenever you want. So how is this right for my business? Well now you don't have to schedule time slots with your audience you can be getting your commentary out there and get marketing it without having to pay for a physical space to create that same conversation or sharing of information you want. Hit record and then share the knowledge you want to get out there and being valuable to your audience.
Conclusion
Overall I think Podcasts are a great addition to your marketing. They beautifully compliment a blog and your articles on your website. In some ways they can bring them together too. Take this recording...this is also a blog piece so you can choose to sit and read or listen. As a business you can use the space to showcase your products, services, current commentary, interviews, discussions even record panel discussions and make them available to those that couldn't attend your events. All this material isn't wasted it's in full view to your audience, helping them to get to know you better and if they want to buy from you. We know today that people buy from people they trust and find authentic - this could be you! Bring podcasting in your marketing. I can help you make that happen! :) i currently offer a podcast series creation for businesses in the UAE. We create a 12 episode podcast season which you can showcase on your website or an audio host platform. Check out our particular offer via our page called Start a podcast.
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ABout the blogShare interviews with Arab and Expat women entrepreneurs, sharing their entrepreneurial journey with their top business advise. We blog about knowledge, articles, FAQ on social media and share tools and resources to help us get going in our niche. 
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