Building a relationship with your audience is key to ensuring the longer life cycle of your business or brand. Sure, serving your audience bite-size pieces of quality articles works, but just like in any long-term relationship, you have to mix it up a bit to keep the fire burning. Visuals in the form of photos, infographics and videos do work, but that depends as well on whether they suit the content you bring to your audience.
If you want a more personalized approach though, we think doing podcasts is worth a try. Why? The How To Podcast Tutorial blog puts it more aptly, “The human voice connects with people in a way that the written word cannot. When you listen to a podcast, you can feel the speaker’s emotion. You get a better sense for his personality. You feel like you get to know him.”
Podcasts are an underutilized technology, but in its second life—thanks to consumers’ renewed interest to internet radio, talk shows and broadcasts—they have become the go-to medium of influencers from celebrities to your average bloggers. Recognizing the rapid rise and growing popularity of podcasts, many marketers have expressed interest in learning how to property integrate podcasting in their marketing efforts.
Citing data from Social Media Examiner, online marketer Jeff Bullas, noted the trend, and said some 30 percent of marketers last year are keen on using podcasting moving forward in his personal blog. He also noted that 23 percent of marketers, meanwhile, plan on beefing up their podcasting activities in 2013.
Indeed, people from all segments of various industries are placing more value in using podcasts. But how does one use it to his or her advantage? How does a person strengthen a brand or instill a value in his or her audience that will stick through a series of podcasts?
Danny Iny, author of Engagement from Scratch, founder of Firepole Marketing and host of Connect, Engage, Inspire podcast, says one of the most important things to have loyal audiences is to “increasing the feeling of commitment through rewards over time.” When audiences are rewarded, they become more engaged, and look up to you or your brand. “When someone discovers you for the first time, there is no connection, relationship or engagement. You have to give them something to keep them coming back,” he explained.
For instance, one of the ways his company, Firepole Marketing, had built engagement was when it held a free Business Ignition Boot Camp for 200 participants. Danny and his team worked intensively with the participants for six weeks but all the hard work definitely paid off as up to this day, the participants have been “evangelizing” about the boot camp. Instead of asking for a fee, the Firepole Marketing team offered its subscribers valuable training for free—best decision it ever did! In the world of podcasting, this “free service” could come in the form of a tutorial or maybe an account of a personal journey that listeners can learn from.
Ready to connect with the world? Turn to the broadcasters at AudioBoom (AIM: BOOM). The platform offers a wide array of user-generated content and podcasts from celebrities by the likes of Stephen Fry right at your finger tips.