Podcasts are essentially the new radio shows for the digital age. Instead of broadcasting live on a regulated frequency spectrum with a limited time slot, anyone can record and upload their own on the Web. People can download each episode at their leisure such that content is consumed on demand. There are podcasts for virtually every topic under the sun from the economy to sports to social issues to TV shows. Businesses have also started to create their own podcasts to showcase their products, services, social works, executives, employees, initiatives, offices, store branches, updated policies, and so on. Podcasting for business provides them with the following benefits:
While it is possible for businesses to do marketing and promotion in other established shows, they would only be given a limited amount of time despite paying a large amount of money for the opportunity. They are not even certain that they interviews will come across well or that they will be asked the right questions to expound on things that they really want to explain. Having their own podcast gives them full control over the platform and the message. They can package the whole show to highlight vital elements. They can also make the episodes as long or as short as they need it to be.
The podcast can be a way of strengthening their relationship with their audience. Businesses that are in a highly competitive space will want to build loyalty among their customers by providing them with the inside scoop on upcoming products, ensuring that issues are being resolved, and giving away prizes in occasional contests. Podcasts tend to have a steady subscriber base that will download and listen to every episode. As long as the producers continue to come with interesting content, they will be able to develop a community of listeners who eagerly await every upload.
The podcast audience should grow with time. Listeners who like the show are likely to tell their friends about it or at least leave a review that may convince others to give the podcast a try. This will increase the number of listeners which will have a great effect on the traffic that comes into the site. Once they hear about a new offer through the show, they are more likely to make a purchase. They will know more about the products thanks to in-depth discussions in the podcast compared to the information they might get in a 30-second ad spot on TV or a banner ad on a website. More sales mean more profits.
Podcasts are usually consumed on a delayed basis. It is recorded, edited, and upload to a site before people can download and listen to the episodes. However, this does not mean that they are not interactive. It is quite typical for audiences to send their comments and questions via email. They could also leave comments on the episode page. Recently, more podcasters are trying to stream live including video such that viewers can interact with the hosts as the show progresses.