Podcasting: cutting through the online noise
Market fragmentation and a disruptive, competitive marketplace have businesses worldwide concerned. Especially as traditional marketing and advertising continue to become increasingly ineffective.
In fact, according to the KMPG 2016 CEO Outlook Report, 88% of CEOs were concerned about the ‘loyalty of customers’ and 88% about ‘their competitors ability to take business away from our company.’ The next 3 years will be critical in shaping our future. The change is ‘Now or Never’, the report claimed.
Annemarie Cross, recent Award recipient of the Best Business, Marketing & Entrepreneurship Podcast at the Cast Away Australian Podcast Awards, believes one of those changes enabling business to connect and engage with their consumers is a podcast.
Ms Cross, a podcasting veteran, has been podcasting since 2008. Since that time, she has amassed tens of thousands of listeners across numerous countries.
For podcasts to be successful, Ms Cross says, the five following tips are crucial:
1. Know your audience: Get totally clear on what your audience is interested in. This way your information will be valuable as it will solve a problem or help them to overcome an issue. When it does, they’ll want to know more and will see you as a valuable resource.
2.Work that Introduction: Your introduction will either seize your listeners’ attention, or not. Why should they listen? What’s in it for them? If you don’t tell them within the opening segment of your podcast – then they’ll probably just press stop.
3. Forget the jargon: Industry terminology and jargon will only confuse listeners. Simplify your language and speak to people in a way they can understand you.
4. It’s NOT an infomercial or lecture: Keep it conversational. Start to sound like a lecturer or an infomercial and people will stop listening.
5. On-Brand Creatives: Everything from your choice of music, voice-over professional, show introduction, graphics and other creatives must be ‘on-brand’. Remember, you’re creating an experience for your listeners. Is the experience you’re creating one that is memorable in a good way?
If you adhere to these tips and really think about your podcast, your brand and your customers. You will get cut-through and your followers will start to grow.
“My podcasts have enabled me to build a much deeper connection with my audience, whilst creating that all-important ‘know, like and trust’ that we know must be there for someone to become (and continue to remain) a customer,” says Ms Cross.
“I’m thrilled that my podcast Ambitious Entrepreneur Show has won this award and I look forward to being able to show how businesses can leverage podcasts to raise their own profile in a busy, and noisy marketplace.”
For more information about Podcasts, or to listen to the Ambitious Entrepreneur podcast, go to ambitiousentrepreneurnetwork.
