A HearThis.com Blog
We love audio. Here's the why, how and what of Internet audio. By Dave Evans, Margaret Harrist and Brian Massey
Am I Podworthy?
We are adamant about two things at HearThis.com
I want to help you answer the question “Is Podcasting right for my business?”
There are three things that make your business podworthy and three factors that will impact your success.
Does your typical prospect spend a considerable amount of time on their computer? Is their computer connected to the Internet? What percentage of your prospects would you say are computer literate?
Podcasting is an Internet medium. To be successful, your prospects have to be able to get it. But, despite its name, podcasting does not require an iPod, iTunes, MP3 player, RSS reader or aggregator. HearThis.com makes your podcasts available to any Internet-connected computer.
I met recently with an amazing program that is hosted here in Austin called The Acton MBA in Entrepreneurship. In my mind, they represent a business where podcasting can have a significant impact.
Our friends at The Acton MBA appeal to a computer-savvy crowd of multi-tasking professionals, so Podcasting is available to their target market.
Every time you speak you are creating audio content. When you are talking about your business, give a presentation, or rally your troops, you are publishing a “bodcast” (sorry, bad pun). However, bodcasts can only be consumed by those people within earshot of your body.
Now imagine that your bodcasts could be turned into podcasts. Tradeshow presentations can live on to influence other prospects. Customer interviews can be turned into audio cast studies. Sales successes stories can be shared with the entire team.
Do you have smart people working in your company? Which is easier: getting them to write white papers, or getting them sit down with you for a 20 minute interview. The latter is a podcast waiting to happen.
The Acton MBA is in the business of creating bodcasts. Through information for prospective students, discussions and quest presentations in the classroom, the school communicates its vision to eager minds. Furthermore, they employ some of the brightest entrepreneur-teachers in the country, prime fodder for interviews.
I met with the folks at Acton in mid-June, a few weeks after the class for the coming year was finalized. The next chance that their prospects would have to enroll in The Acton MBA was next year. Those prospects that Acton engage today have to be kept engaged for a year.
How long is your sales cycle? How will you keep your prospects thinking of you until they act?
Podcasting is “sticky,” that is, it keeps prospects engaged. Why? Because it is free, it just shows up in your email inbox or aggregator, and it can be consumed while you’re working on your computer, driving or jogging.
But most importantly, it’s relevant. It can offer the kind of information that a prospect is looking for about your business, your industry, your company.
The Acton MBA is a one-time event; once you graduate, you’re done, and there’s no more to sell you. But The Acton MBA has a large and active alumni association, and podcasting can help turn these alumni into salespeople for the program.
What kinds of information will engage your current and past customers? What would make them pass a link to your podcast page along to others that might buy your product or service?
Once someone has purchased a product from you, what do they need to know to maintain the product? How can you help them troubleshoot common problems?
Podcasting offers an on-going interaction with enthusiasts of your product or service that helps them get the most out of what you offer.
For example, automobile enthusiasts love to learn more about their cars. What after-market products are available? How can they ensure that they will get the maximum mileage from your product?
Many products require on-going education for the purchaser to fully utilize the product. Are you completely familiar with all of the features of your camcorder? What are the subtleties of using your new rod and reel that will help you catch more fish? You can use podcasting to continue to engage your customers, making your product and company more value to them, and encouraging repeat purchases.
The Acton MBA hosts industry guest speakers every Thursday. Making parts of these presentations available to their alumni allows the ex-student to continue their education. It also gives them something to share with other professionals who may one day become students.
For many businesses, your customers love the impact your product has on their lives.
Sometimes it’s enough just to entertain, and audio is a great medium to do that. What would your audience find funny? What would they find interesting, even if it didn’t relate directly to your product? Who would they like to hear an interview with?
Case discussions in the Acton classroom are rich with opinion and perspective on business and management from both students and the entrepreneur-teachers. Acton students will find this insight both interesting and entertaining, especially programs from the more colorful professors.
Let’s pull this all together: You should consider a podcast as a marketing tool if:
Podcasts will further improve your bottom line if: