Thursday, April 07, 2005
Podcasting: Should You Do It?
Podcasting is being touted as the hottest way of distributing information right now. But what exactly is Podcasting?
According to an article by Stephan Spencer on Marketing Profs:
Podcasting refers to the technology used to pull digital audio files from Web sites down to computers and devices such as MP3 players. "Podcast" is derived from the name of the iPod MP3 player from Apple, although you don't need an iPod to partake in podcasts.
Podcasting isn't just about downloading MP3 files. What makes it special is that it piggybacks on RSS technology, also known as Really Simple Syndication.
Business 2.0 magazine calls podcasting the "democratization of broadcasting." Indeed, anyone with a computer and a microphone can try his or her hand at being an Internet radio talk show host, and building an audience of thousands, potentially millions.
But is Podcasting really for everyone? Not everyone thinks so, according to the article. Laura Ries, author and renowned expert on marketing and branding strategy, believes bloggers may have a hard time successfully transitioning to podcasting.
"Blogging is a written medium, and podcasting is an audio medium," says Ries. "It takes a unique skill to deliver content verbally. Some bloggers could make the switch, but many I am guessing could not. Also, one of a blog's unique features is the ability to link to other content on the Web—something that podcasting would have difficulty doing."
The article also lists some good applications of podcasting for marketing. Namely:
- Interview authors and thought leaders in your industry
- Provide a thought-provoking idea or tip of the day
- Offer late-breaking podcast industry news compiled from sources across the Web
- Get your listener subscribers to participate in a talkback show
- Sponsor existing, high-quality podcasts
Reasons for podcasting:
- Be seen as an innovator.
- Soft-sell by becoming a thought-leader
- Add a human touch to your website.
- Podcasting is novel and has PR value to be milked when dealing with the trade press.
Podcasting How-Tos:
Steve Rubel provides links to some excellent tutorials on how to listen to and create podcasts.
I found this link to Engadget's podcasting tutorial via Debbie Weil.
Tips for Good Audio:
Before you create a podcast or audio for your website, take note of these tips from John Reese to make sure your podcast doesn’t actually HURT your bottom line.
Everyone is rushing to add audio to their sites. They are recording all kinds of little messages that their web site visitors can listen to. I've seen some crazy stuff already. But here's a REALITY CHECK. Most of it sucks.
Not many people have taken the time to THINK about the audio they are going to put on their sites. People think you can just put any audio on the site and it will instantly increase sales. Umm... no.
Audio CAN be very powerful for your marketing. It CAN increase your sales. But it can also HURT your business if used incorrectly. That's right, it can LOSE you business.
Don't just think because you add audio to your site that you will start making more money. Unfortunately, it doesn't work that way.
FIRST THINGS FIRST. If you add ANY audio to your site, you need to split-test the old version of your site and the new version with the audio (regardless of what the first version of your audio script sounds like.)
Unless you split-test your site you won't know which version pulls better. You won't be able to tell if the audio version FLOPPED. And believe me, I know for a fact that some sites that have added audio are probably producing MUCH WORSE since they added it.
So the first thing to keep in mind is you need to split-test this just like ANY other change you'd make to your marketing. The results will tell you if it improved your marketing or made it worse. That's the beauty of direct marketing. The results speak for themselves.
It's all about Yes or No -- the "Maybe's" don't pay the rent.
CAREFULLY SCRIPT AND PLAN YOUR AUDIO *BEFORE* YOU RECORD IT.
Before you go to record that audio file that you will add to your site, you need to take some time and think about what you are going to say. Your audio should contain BENEFITS of whatever it is you are marketing. The same rules apply with copywriting.
Ideally, your audio should contain something that the rest of your copy doesn't. Certainly, you can restate some of the same benefits and points in your copy, but ideally if you add some additional info it will make it worth the prospect's time to listen to it.
TEST. TEST. TEST.
And just like everything else, test until it hurts. Test different audio recordings. See how your prospects react for each one. See which ones have a more positive effect on your sales.
If you don't want to actually split-test, like John recommends, an acceptable alternative may be to ask for feedback and comments – and act on suggestions when your listeners are generous enough to provide them.
If you need more tips, check out the Create Your Podcast Kit video series and ebook.
