Conventional marketing continues to pitch established vehicles like radio and print marketing.
While it’s true these legacy communication systems still play a role in outreach efforts, there’s a reason why internet marketing has moved to the front of the line. Podcasting has become a powerhouse for forming direct connections with your audience compared to old-school radio broadcasting – here are four reasons why:
1 — Budget Friendly
In most cases Podcasting costs are generally confined to setup and content production, and the technology has become incredibly efficient. For example, many successful podcasts are just a virtual meeting that’s recorded with very little editing.
With TV and Radio, you’re paying for every broadcast that happens… THROUGH THE NOSE! If you happen to connect the first time with the right time and station, perhaps the investment will pay off, but finding your tribe can be cost prohibitive, and we have met many many fallen radio and TV stars that learned this lesson the hard way.
2 — SEO Boost!
Here’s a trick question: Who does Google love more than itself?
It’s been an open secret for years that Google results are preferential to its properties (YOUTUBE) and strategic partners … we have seen many many MANY benefits in engaging YOUTUBE to improve visibility. You don’t need to maintain and produce your own channel. Established channels relevant to your field that want to interview real individuals about there experiences can provide you with instant relevance AS LONG AS YOU RECEIVE A LINK in the show notes.
No need to stop at YOUTUBE, by the way. A single episode can be placed in multiple venues, which only increases your chances of connection with those very special people out there who want to hear what you have to share.
3 — More Time
The primary limit in Radio and TV ads is TIME. As tech has improved, we see one hour podcasts or longer within reach of many business owners, giving then the opportunity to elaborate on all the benefits of the products or services they have to offer.
Compare that to the restrictions of a typical 30 or 60 second ad, or even a 30 minute infomercial, and the podcast is an undisputed winner.
4 — Relationship Building
Radio and TV are highly scripted environments, riddled with “production value” and glitz. The unvarnished, very human interactions are incredibly refreshing to today’s audiences, and they get a chance to interact through comments as well as taking direct action to visit your followup links in the show notes. The dynamism of these online venues has no challenge in the traditional broadcast environment, except perhaps talk radio which is limited to a specific period of time and provides only a tiny fraction of the audience an opportunity to speak.
This more intimate connection with your audience builds a stronger bond than is possible with Radio or TV.