Although podcasting is trendy, it's vital to remember that
when you use a podcast for Internet marketing, your podcast
is really just another delivery mechanism – a way to get
your marketing message across.
Because it is a new delivery mechanism, there's a chance
you'll get so wrapped in the technology that you'll forget
the basics, the AIDA formula. You need to give people
something that they want to listen to, and you can't go
wrong with the AIDA formula. AIDA is used in copywriting,
and is an acronym: AIDA means Attract/ Attention,
Interest, Desire, Action.
You need to get people's attention, arouse their interest
in your product, get them to want it, and finally take
action to buy it.
Using AIDA In Your Podcasts
You can use the AIDA formula to market your products via
podcasts in several ways.
Firstly, you can use the podcast to attract people to a Web
site where you're selling products related to the podcast
theme. The podcast is the attention-getter. You can have
ads on your site selling your products, and include mention
of them in the podcast too.
Next, include valuable information or entertainment in your
podcasts to make sure that people subscribe. When they
subscribe, you can market to them over and over again. This
is the Interest factor.
You arouse Desire by mentioning your products and their
benefits in your podcasts.
Finally, you need a call to Action, to ensure that people
take action. "Buy before midnight on Thursday, and receive
_________"
Making Your First Podcast
Making a podcast (it's really just making an MP3 file)
couldn't be simpler. Here are the steps:
1. Plug a microphone into your computer;
2. Record your podcast using a program like Audacity at
http://audacity.sourceforge.net/ (it's free);
3. Create an RSS feed – more information on that here
http://www.ipodder.org/whatIsPodcasting (don't let the
technical jargon make you nervous, the RSS Feed is just a
reference enclosure that lets listeners know when you've
put a new podcast online);
4. Upload the podcast to your Web site, and then upload the
podcast's RSS Feed to a destination like Podcast Alley at
http://www.podcastalley.com/ so that you can start getting
a mass of happy subscribers.
Get Interviewed On a Podcast
If you don't want to make your own podcasts, offer yourself
as an interviewee on other people's podcasts. This saves
you the trouble of recording your own material and putting
it online, and you can promote your products on someone
else's show as easily as you can on your own.
When you create your own podcasts, you'll want to ask
people to join you for an interview too. You can even ask
people to send you MP3 files of questions or tips, that you
can include in your podcast.
So there you have it: podcasting, another tool to add to
your Internet marketing toolbox. If the idea appeals, give
podcasting a try.
