Using Podcasts to Generate Leads
By Keith Smiley

Podcasting is another technology that many business-to-business marketers are starting to use to generate leads. A podcast is an audio show mp3 file that can be downloaded from a web page either directly or by RSS feeds. A podcast is like a radio talk show. Instead of listening to your radio, you listen to a podcast on an mp3 player on your computer.

How can I use a podcast to generate leads you might ask? By using them to boost conversions on white paper downloads.

A podcast can be used as a teaser for a more in-depth white paper. Your podcast can be as short as 5 minutes or as long as 30 minutes.

Your podcast can be used to discuss a few things that are in your white paper such as problems your prospects may be having and how your product or service can solve them. Don’t give them all the problems and solutions in your podcast. Leave them wanting more information that can only be answered by downloading your white paper. In order for them to get the information have them provide their e-mail address before they can download your white paper. This way, you can follow up with them and ask them if they have any questions about your white paper or what was said in your podcast.

If they are not ready to buy from you at that moment, you can still e-mail them as often as you like, send them your e-newsletter, new product announcement, etc.

Podcasts can also be a part of your ezines. You can send audio messages along with your written e-newsletters. These podcasts within an ezine can just be a simple “message from the editor” or a Q & A interview type podcast.

You can also use your podcast for client testimonials. Nothing is more powerful then having one of your satisfied clients raving about your products.

If your company has a lot of industry knowledge, a podcast is an excellent way to generate qualified leads. If your products help businesses save money or manage productivity why not use a podcast to promote your knowledge. As I stated earlier you could use a podcast as a teaser for a more in-depth white paper or even a case study.

Podcasts can also be used to announce an upcoming webcast, seminar, or speaking engagement.

If you’re a business-to-business marketer, you should seriously consider podcasting as part of your marketing mix. Marketers who produce relevant and highly targeted information will have the most success with podcasting.

Keith Smiley is a freelance B2B copywriter who specializes in writing for the telecommunications market. Keith writes lead generation sales letters, brochures, press releases, white papers, case studies, landing pages and web page content. To get Keith’s Free Report, “How To Create A Steady Stream Of Qualified Telecommunication Leads…While Shortening Sales Cycles, Maximizing Productivity and Increasing ROI,” go to http://ksmileycopywriter.com .

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