The B2B landscape is constantly changing. B2B Marketers are continuously looking for marketing strategies that will prove to be the most effective for business growth. The motive behind any marketing strategy is to maintain their market position by maintaining existing customers and capturing a fair share of any new segments. A marketing strategy is generally a business’s scheme for developing a customer base for the product or service the business provides.
The world of marketing is constantly changing, especially in the modern era of social media, data-driven and audience analytics. Businesses need to stay on top of these changes to successfully reach their audiences, especially as consumers become savvier and more skeptical of advertising.
Nowadays a new (not completely new) marketing strategy is taking the B2B and B2C businesses by storm. I’m talking about PODCAST – a digital audio file made available on the Internet for downloading to a computer or mobile device. The popularity of podcasting has grown exponentially in the past few years. As far as I remember, the podcasting medium was an uprising when it began during 2005-06. Since then, it has been evolving at a slow rate, but now it seems to be spreading at the speed of fire in the forest.
The reasons for the evolution of podcast in today’s marketing can be discussed with the help the of following points.
Any content that is easily available for the readers to consume and share marks its importance in the content marketing strategy. Compared to text and video content, audio content is more accessible and easily available for users. They can listen to your podcast while doing their daily routine works or even while travelling. Your podcast won’t take them away from their current activities but make sure that your podcast is made easily available for the users.
If your business designs a general information collecting form for the users to be filled in order to download the podcast, you’ll have an access to the detailed information of all those users who’ve downloaded the audio file. Of course, this can be even done through IP tracking. This lead data can then drive your journey from lead generation to customer acquisition.
Every business aims to grow outside it’s boundary and gather or attract a huge share of the audience towards it. Publishing your podcast on platforms such as social media, iTunes, Pinterest and other networking sites can expose your content to thousands of potential listeners for free. These platforms are search engines, and people use them to find podcasts as well as hit singles. This organic exposure helps you increase your reach and grow your audience.
All organizations try to create a different image for itself so as to be unique from its competitors. For the same, they try to opt for several strategies that may make them stand out from the competition. Hosting a podcast can help you immediately stand apart from your rivals in your marketplace and position you as the go-to authority in your field.
Creating a audio file hardly costs much and is not at all a lengthy process. Recording a podcast episode is far less time-consuming than writing an article or recording a video. To create a podcast episode, all you have to do is record yourself speaking and upload it on the sites for the users to download and listen to. All you need to spend on is a decent recording device, a audio mixer/editor and a good quality mic or headset.
In the world of business today, trust is more important than ever, especially when it comes to relationships with clients, customers, audience, employees and all stakeholders in your business. Trust is invariably the critical component in enhancing business relationships. Audios are personal. They develop a sense of belongingness toward the business in the minds of the listeners. This makes it easy for them to meet, like and trust you. Podcasts help your target market feel as if they already know you on an personal level.
The secret to getting or attracting a huge audience towards your company isn’t only to outspend everyone else. Instead, you need to get creative with your marketing and advertising efforts and strategies. As we continue to see the increase in ad spend, there will surely be an increase in podcasting marketing strategy.
I believe Podcasting’s best days are ahead and we do have many developing trends that will enable this medium to grow its creators and listeners globally.
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