There are basically four reasons why I believe podcasting and video promotion are the future of small business customer engagement and marketing.
In podcast #19, I’ll discuss why I believe this–compared historically to how small business were marketed years ago, and what opportunities this affords today’s small businesses to grow their business.
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4 Reasons Podcasting and Video Are The Future of Small Business Marketing.
Host: John D. Verlin
And a pleasant good afternoon to you, John Verlin with On Demand Advertising Solutions, with another Digital Marketing Update, podcast #19.
Today, I’m going to call it 4 reasons podcasts and video are the future of small business marketing. We could reverse that question and say, are they?
And I’m going to tell you why. Let’s consider thirty years ago. If you’re old enough to remember back then. If you had a small business, what you did to market back then.
Let’s say you had a jewelry store, in a shopping center, or strip mall type of thing. And you were going to have a grand opening. You might do a post card mailer. A letter or direct mail piece. A flyer. Inviting people to your grand opening.
And you might do that in an eight to ten mile trade area of your business. So, you have direct mail, you might take out a quarter page ad in the newspaper, which backed then they ruled. And in a majority of cities, they were the dominate media.
You probably spent good money to be listed in the Yellow Pages. I don’t know who many times I had clients put aside a good budget for the Yellow Pages. I’ve got to be listed in the Yellow Pages. Much like today, it would be like I’ve got to be listed on Yelp.
But back then, you had to be listed in the Yellow Pages to be considered a viable business among small business owners.
You had TV, you still have TV. You had radio, you still have radio. Cable was breaking into the scene back then. Cheap, very…a lot of cable channels. Very diverse. Questionable effectiveness because it was so diverse, where you’re reaching often enough. Even though it was cheap, cheap didn’t matter if you didn’t get anything back, so to speak.
So, those primarily are the options you had back then. And today, these are the four reasons I think podcasting and video will be the future of marketing for small business, at least for the for seeable future.
Because we know that virtual reality, automation, robotics—all of these things are coming into the fore.
But that will take some time to develop, just as everything else did over the last five to ten years.
Here’s four reasons why. We just talked about the typical media that small business had back then. Today, those platforms and channels have changed. I’m talking about Twitter, Facebook, Pinterest, Instagram.
These were things that were a dream, weren’t even thought of back then, that small businesses can use to pinpoint and target customers—of varied interests to connect with a communicate with them.
And the platform today are smartphones. Obviously you still have desktops, tablets. Didn’t have those years ago.
That’s changed everything for small business. Using those channels to communicate. Compared to the traditional thirty years ago.
Now, the second reason I believe that podcasts and video are the future of small business marketing are because of the nature of what they are and how they communicate.
They can engage customers and prospects…and they can do it with fun content. Video content even audio content can be creative and it can highlight your expertise. Five minutes, ten minutes…a half hour podcast.
Thirty minute video. Thirty second video. Thirty second podcast. You have a range of ways to communicate. Because of the ways in which you can communicate, you can engage people.
For example, I have a large scooter. I saw a new model—futuristic of a scooter, concept scooter, the other day it was on a Youtube video. Really cool. And they were showing what this was going to look like. And guess what? That piece of content got my interest. I showed it to several people. I’d even call to see if it’s available.
That’s because it caused me to be interested. It got my attention with a concept video, about a concept scooter that’s not even been built yet, but I’m interested.
They engaged me as a prospect, just because I happened to see it on the scooter website of what’s upcoming. That’s an example of how they’re engaging with a video—a prospect that could go out and buy it tomorrow.
So they’re using that to get people’s interest. The same thing could be said for small businesses today. By using podcasts and videos to connect with your customers.
The third reason I believe these are the future is that they’re accessible. Podcasts and videos, you can listen and watch at ten at night or three in the morning. Twenty-four, seven, this content is available.
And particularly when you’re talking about your expertise or your business. For example, looking at that video, I wanted to know more about it. It got my interest. Well, your prospects and customers want to know more about you.
You’ve got their attention because of your product or service, and they want to know more, so naturally you should tell them more.
To get them and engage to do business with you, as your competition is out there, walking around and stalking like a lion waiting to devour any customer they can.
So, doesn’t it make sense, that you have the capabilities today to further your brand, further your expertise by informing prospects and customers about what you do? And not everyone may be interested in a three quarter karat diamond and how it’s made.
But if you’re going to spend ten grand on one, you just might want to know, because they “feel” like they know you better once they see that or hear about it.
And that sure may beat the competition who’s not doing anything like that. So, it’s accessible twenty-four seven.
And finally, the fourth reason—these platforms and these engaged pieces of creative content, videos and podcasts, allow you to use them in a promotional capacity.
It allows you to keep your name in front of them, so it’s on-going, everyday. You don’t have to buy a radio ad ten times a day, that costs a fortune to get your name out there.
You can do this on a regular basis through social media, utilizing those videos and podcasts on posts to promote your blog. And you do that on a regular basis.
My question is, are you using podcasts and videos to share your expertise with your prospects and customers on a regular basis on a blog to tie people to lure them into your website?
That’s how you can build your business. It doesn’t happen overnight. But you’re not having “sales” every night either. So, you’re getting to use tools that thirty years ago were a pipe dream. And cost a lot of money to build a customer base.
And I know this because I worked with a radio background in announcing, writing commercials, producing them. And I did this for clients.
The very things I’m doing for clients today, and offering, podcasting, videos…blogging, social media, I did that for my clients thirty years ago in a round about way, because they were spending a lot of money to market themselves. And I found out what they did because I did it for them.
So that’s why I know this. And that’s why I’m telling you a podcast is a great way to highlight your expertise, cost-effectively. Posting it on a blog and promoting it with video and posts on different social media.
That’s what I call the marketing platform, that’s the basic thing. But these are four reasons why I believe this is the future of small business marketing. Because not all small businesses are doing this right now.
But they know, particularly with video that it’s the upcoming thing, but they’re just not doing it. My guess is they’re a little intimidated. They don’t know how to do it. They don’t want to take the time to do it or have the time to do it.
They’re going to delegate it to their son or daughter who are familiar with social media. But they may or may not take the time to do this everyday and connect on a regular basis.
It’s familiarity. If you got a memo from someone, you might say oh yeah, I kind of know that person. But if you got it everyday for a week, you would get to know them a little more. But if you got that for a month, you’d feel like you knew them. You might say I’ve seen that person, I know how that person is because you see that memo from them all the time.
It’s the same deal. Repetition. So those are the four reasons I believe podcasting and videos are the future of small business marketing because, again—all these platforms and channels have changed and accessible on a small phone that fits in your pocket.
It engages prospects and customers with creative content highlighting your expertise, answering questions, whatever your prospects or customers need.
It’s accessible twenty four seven, they can learn about you day or night. And they allow you to have a marketing platform with on-going promotions. To be able to keep your name out in front of your prospects and customers on a regular basis.
It’s all coming down to the customer experience.
And that’s why I believe at the end of the day, podcasting and videos are a way to create a full filled customer experience. Because they’re learning all of this and once they feel good about you, guess what? They’re going to do business with you.
So, if you’re not doing those, I’ll be happy to answer any questions you might have about them. It’s what we do to help our clients, and I think it would be well worth your while because they’re cost-effective, and yet they give you a base from which to work from on all of your other marketing.
Direct mail you may be doing, email marketing, radio, TV ads, print, whatever—you can lead them back to your blog and your content to access your website to get to know you.
That’s what it’s all about.
firstname.lastname@example.org is my email. John Verlin is my name.
Website is www.OnDemandAdvertisingSolutions.com.
Would love to hear from you. Next week we’re going to have another podcast—and I’m going to delve more into..well—you just tune in and find out!
Have a great day, we’ll see you next week.
All podcasts are produced by Verlin Studios / Gardner, Kansas
Copyright, 2017, by John D. Verlin