Marketing Through Podcasting: The Number One Problem
There are some podcasts that generate their own revenue, and as such, are a business in and of themselves. But the majority of people use podcasts as a vehicle to market their products and services. And the number one problem with podcasts is: people start them and abandon them.Yes, that’s a simple answer, but it is true. And there is nothing that is more irritating to a listener than having a podcast just drop off of the face of the earth.
Starting a podcast is a commitment of resources. It seems like it should be incredibly easy, no big deal, just like starting a blog, only talking, right? And certainly, there are enough services like TalkShoe and BlogTalkRadio that if you have a phone, you can create a podcast.
Both the blogosphere and the podcasting realm are littered with the bodies of abandoned efforts. And while this may not seem like a big deal to the podcaster, it can be a big deal with the client. What exactly are you saying about your services if you start something and discard it a few weeks later?
There are SEO and SMM consultants that will tell you to leave that information online as it creates links and can help people find your site. But, when I come across a series of podcasts in iTunes that starts, stutters and stops (with no “final show”) my respect for that brand changes. It’s worse if I have been a follower of the podcast for some period of time, then there are simply no more episodes.
Keep in mind that you are always representing your brand. Stopping and starting marketing efforts and leaving loose ends creates the appearance of an unprofessional business. You can always take that material and move it to your website as an archive. Don’t leave it in syndication, hoping it will bring you business. It could have the opposite effect.
