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Podcasting is an effective way to broaden your customer base and sure up your relationship with your existing customers. It is one of the newest, freshest and cheapest forms of marketing available.

Web 2.0 (marketing speech for connecting with your peers and target audience in a more interactive way) is the new buzz word. Consumers now demand participation in the sales process, they want to leave feedback and feel involved. They don’t want to have static impersonal pages of information thrown at them. Podcasting gives you a tool to diversify your message and present it in a fresh new way that can make both the message and your product more interesting and memorable to the consumer.

This article will discuss the main benefits to your business of podcasting. The first benefit being the ability to leverage your existing content. Most small business and service people will be surprised when they really look at how much content they already have to leverage by being reproduced as podcasts. Reuse content over again in a fresh format instead of leaving it withering in cyberspace or on your hard drive.

Podcasts have very low start up costs; basically the only thing you may need to buy is a microphone to record your voice all of the software required to produce, edit and upload your podcast is available free on the internet.

Producing a podcast allows you to tap into a media, a new and innovative channel to present your product to both your existing customers and to an expanded target market. It is an easy and inexpensive way to expand your marketing mix.

Podcasts allow you to connect with your target audience like never before. This medium allows people to listen to your content when it suits them they are not tied to their desks reading boring text. Emotion is also far more easily conveyed in audio and video – excitement about the product is more readily understood and felt by the customers. Also some forms of content such as music are only possible to be conveyed through the use of audio or video.

Podcasts may also help you shorten your sales cycle and thus increase your revenue. You may already have many tools in your marketing arsenal including such things as articles, free trials, webinars and white papers, all of which are effective adding another innovative string to your marketing bow may help nurture your leads and increase your prospects of making the sale.

The innovative aspects of podcasts such as the audio and video content that your customers can access in their own time which is spam and pop up free make this form of marketing very appealing to both customers and marketers.

Frédéric, editor-in-chief of ParisByPod.com

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