This week’s post was written by Ray Sidney-Smith of W3Consulting, social media consultant and facilitator of the monthly Roundtable for the Alexandria SBDC.
Terrestrial radio started in the early 20th century when broadcast technology became a reality for the first time. It was then that wartime broadcasts could literally be heard around the world and were taken by the United States military for its sole use. Commercially viable radio followed just a few decades later. In 1990s Internet radio broadcasting became a reality, through an now-ancient but then-innovative process of recording and pushing audio to the listening audience in far off places that couldn’t be touched by local broadcasting radio waves in the past. Fast-forward to 20 years ago and a new form of Internet broadcasting was developed out of a need to access audio broadcasts when Internet might not be available and wireless broadband was in its infancy. Podcasting (a portmanteau of Apple’s “iPod” music listening device and “broadcasting”) was born; although, it was called netcasting (as the iPod didn’t exist, combining the words “Internet” and “broadcasting”) until podcasting became the term of popular choice.
Podcasting allowed you to download audio files through a Web feed (think, how a syndicated newspaper column is placed in many newspapers around the country with modern technology called RSS) into a computer or a mobile listening device. From there, you are able to disconnect from the Internet and consume the broadcast. Podcasting had a heyday because of the unique circumstances (say, technology limitations) of the era. When broadband and the proliferation of streaming audio took off over the next decade, interest in podcasting waned. Many but the ardent podcast listeners thought the medium was dead. And they were wrong.
Podcasting since 2008 has nearly doubled in listening audience, specifically here in the United States and I’m sure those numbers are much larger if taking into account the developed and developing nations. The waxing nature of podcasting comprises several possible factors, including American love of urban sprawl and increased work commutes to our increasing demand for customized news and entertainment. With podcasting you get to choose the programs you listen to, and when you can subscribe to shows as specific as a type of cuisine and as broad as how to fix your car, the options seem endless. Therein lies the business case for podcasting. This cultural and technological Renaissance provides a fantastic opportunity to market your business. Businesses are able to emotionally connect with your audiences one-to-one. You’re literally in their ears and have a good portion of a listener’s attention; in a world of fragmented focus it’s like a California miner striking pay dirt during the Gold Rush Era.
On March 19, Alexandria Small Business Development Center held its first workshop focused solely on podcasting for Small Business. The day was built around helping business owners get most of the requisite strategy and technical/technological skills (or know which they need to further develop them) to launch their first podcast. It was an intense day full of downloading information about Web presence and content market strategy combined with copious laughter, seeing a podcast episode recorded live as a demonstration, and a few tears of sorrow as business and organization leaders read their heartfelt scripts in their rough, first drafts.
The Podcast Workshop was refreshing, and yet surprising. I knew social media was a powerful platform, but it was not until I took this workshop that I realized just how much this form of communication reaches the masses. Ray’s enthusiasm while explaining how this method of connecting with millions was infectious. By the end of the day, I, too, was excited by the many possibilities for my small business using podcasts as well as the opportunity to work with Ray on this next step in growing my business.
Laetitia Pryor, Owner, My Time Feminine Care
If you haven’t yet contemplated podcasting for your small business or organization, the playing field is ripe for local and national Web presence building. The time to invest in a multimedia, multi-channel marketing and engagement strategic campaign is hard work, and totally worth it. You can impact your local communities, increase your brand exposure, and add profit to your bottom line with podcasting. Here’s an free, introductory course on YouTube to podcasting to get you started.
[Watch the entire playlist of podcasting tutorials. It’ll only take an hour!]
Podcasting will only grow over the months and years as more smart technology is infused with the ability to download and play rich media like audio and video in almost every environment you spend time: cars, kitchen (in your refrigerator), smartphones, bathrooms even, and more. Take advantage of this time and prosper by doing so. I look forward to listening to you on my smartphone while running or driving soon.