The New Marketing: December
From December 2005
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Podcasts Click With Niche
By Jim Bonfield
Podcasting. Can it help you do more business? Probably.
Simply put, it is similar to TiVo for audio content. Listeners may want to hear what you have to say, just not right now. Time-shifting of media is happening all around us, and industry experts and niche businesses will be wise to make good use of this new way to reach customers.
A mortgage broker’s podcast might be of interest to soon-to-be homebuyers or those considering refinancing. Real estate agents could benefit by podcasting new homes that have recently come on the market in advance of tomorrow’s ads or MLS posting. Corti Brothers would do quite well, I am sure, with a weekly ’cast on great new wines hitting its shelves.
Are you in an industry that has consumers who would be interested in audio news delivered directly on a regular basis? With a podcast, you’d probably be able to beat the competition to the consumer’s ear, and almost certainly be able to beat the traditional media that may not even report on niche-industry news.
Then there is the almost limitless time you have for each segment. No more 30-second radio spots to explain why your reverse mortgage is better than the other 50 available in this market. Treat your podcast not as a commercial but as your very niche, very local talk show.
Continued...
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