Using podcasts to boost e-commerce conversions

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Just as it is true in written communication, so too in podcasting: Your content is king.

Podcasting is a great complement to written content. Writing is fun. It helps you improvise. But it is also time consuming.

Writing takes practice. Podcasting also takes practice, but it’s a slightly more forgiving form as it tends to be more fluid and conversational. 

Podcasts involve good verbal skills and concise communication - especially when you addressing busy e-commerce site owners.

They don’t usually have time for chit chat and stories. What they want to know is:

  • Actionable Steps - What do I need to do (specifically)
  • A reason to trust the information - via specific research, case study or example

If you’re not as comfortable writing, or, you enjoy writing but want a break from thumping the keys, then podcasting is an excellent alternative means of publishing your content and reaching a new audience.

Think about your ideal customer. Is there a sector of your market that have the time and inclination to listen rather than read?

Why podcast?

Podcasting allows you to add a new medium of communication

Rather than see podcasting as an alternative, business should see it as another tool in their belt. Your voice can convey much more meaning than the written word. It can boost trust and authority.

Repurpose content

As a marketing tool, podcasting is on the rise. A recent report by Hubspot on current marketing statistics showed that podcast listening grew 23% between 2015 and 2016.

In addition, 15% of marketing agencies plan to add podcasting to their marketing toolkit in the next 12 months.  

Developing a podcast strategy for your store or service is another means to deliver content that you already have.

Using podcasts in marketing
Source: Pexel. CC0 License

Podcasts can be used to provide in-depth product guides and series and for that reason, podcasting is becoming a very popular medium in publishing.

Press release and product announcements

Podcasting can serve as a way to announce a new product or market an offer. Through your podcast and your blog, you can subtly promote your product by essentially marketing yourself as the go-to guy or girl in your niche.

Here are some how-to’s for your developing a podcast strategy

  • Tell Stories, provide testimonials
  • Deliver specific information
  • Be precise and concise while describing your products
  • Try explaining your servicing features in a layman's terms.
  • Provide new and relevant value every time you broadcast your product and merchandise.
  • Use podcasts to reach new audiences

Some people prefer listening to an audio info rather than reading. It’s all about creativity. A podcast opens the doors to new ways of communicating to a new audience.

It can also open the door to new ways of marketing your online material.

With podcasts, people will listen and have a reason to keep coming back to your online store. You can improve your SEO by offering thoughtful responses and interacting with your audience via audio, forums and more.

Not everyone likes to read. Some prefer the informality of a radio-style program.

How to get started in podcasting for e-commerce

Start simple

As the saying goes, ‘Less is always more.’ Be precise. Say less, convey more. Long explanations can sometimes be a drag for some people. Your target is to attract, not bore.

Search the number of platforms which can to offer podcasting services. SoundCloud is one very popular option that is now out of beta and in full operation.

Be tactical

The strategy is the key! Decide on the Frequency of Your Podcast, the timing and be willing to plan out a series on paper first so you can see where you are heading.

Create great content

Words matter. In preparation:

  • Determine the length of your podcast
  • Get the Right Equipment and Setup
  • Promote like there’s no tomorrow

Beyond the basics

Here are some more advanced strategies to keep in mind as you get underway as a podcasting rockstar.

  • Choose and continue to define your target market
  • Select and define your consumer type
  • Create a blueprint of your techniques
  • Read trending conversations and comments on social media to gain fresh  insights
  • Create customer profiles or listener profiles as a means of focusing your podcast content

Plan your content to keep it dynamic and focused. But don't plan so tightly that you cannot change things up to meet a current trend or demand.

Daniel J. Lewis from The Audacity to Podcast suggests writing show notes instead of using a transcript to prevent a monotonous delivery.

Developing a broad outline as you would if you were giving a speech will help avoid a hard reading of your script.

It is also critical that you include a natural variation of keywords, thoughts and phrases in your podcast feed. This will help listeners locate your resource. 

And, most important of all, ensure that your listeners have a way of responding to you and that you follow up on those responses.

Like video marketing, podcasting is another way to communicate your expertise to your audience. So, don’t sell to your audience. Talk about features uses and benefits.

Mention those who are doing, using or applying what you recommend. Be a commentator rather than a salesman.

Podcasts are good for providing more in-depth information about your industry, service or product. You can use podcasts to talk about features and benefits of your e-commerce services or products.

About David Trounce

David Trounce - Mallee Blue Media

David is a small business consultant based in Australia. David has worked in small business tourism and retail and also writes for Business.com, GrowMap and Born2Invest.

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