The audio podcast has become increasingly popular as the number of portable audio devices on the market has exploded. Since podcasts can also be enjoyed on a computer and they can simulate an in-person sales pitch, they have become popular marketing tools. To be effective, you should have your goals for the podcast firmly in mind before you start recording.
People have a short attention span, which is probably why popular songs are only about 4 minutes long. Good podcasts aren't much longer than that. Trying to keep your prospects interested for longer than 15 minutes is extremely challenging. The best marketing podcasts tend to be about 7 minutes long. Even though this isn’t much time, you can still accomplish some important goals.
To be successful, your podcast must convince your audience that they should engage in a conversation with you. Conversations lead to relationships, which is the only thing that leads to sales. Don’t try to teach them what you do or sell them on you as an option. The truth is, you don't have enough time to complete the sale using this tool and it's not as effective as responding to a prospect's unique needs in a live fashion. But pre-recorded podcasts work very well at getting prospect's interested in your offering as a solution and your company as a potential partner. There are three goals you must meet to make this happen.
1) Convince your prospects that your product or brand is represented by a real person. Distance yourself from those companies that leave pre-recorded messages in the middle of the night and answer some important questions about your offering in a way that convinces listeners that you are a person just like them, not a slick advertising spokesperson trying to sell them a quick fix.
2) You want your prospects to know that you are a true expert in your field. That's why it's important to answer some tough questions on your podcast. Talk about the issues that are causing your prospects pain and explain what you know about them and some potential solutions.
2) Let your prospects know that you are passionate about helping them. This is all about your prospects, after all. Your willingness to go above and beyond the call to help them solve their problems will resonate with your listeners.
If you accomplish these three goals your prospects will be ready to take action, so don’t forget to include a call to action that tells them what they should do next. Ask listeners to register for a free white paper, an informational brochure, a more in-depth audio podcast, anything that allows you to find out who they are. This ability to generate hot leads for your prospect database is one of the most powerful advantages offered by audio podcasts. To accomplish this, you have to be clear about your goals for the show from the very beginning.
