A thought on podcasts and online video as lead generation tools
Research over the past 5 years has shown for certain that online video and podcasts impact B2B purchase decisions. Buyers want to be re-assured that you understand their businesses and needs. B2B clients especially, appreciate working relationships so they want to know who the people are behind your company and by providing quality thought leading and educational content you can satisfy all these preferences by using online audio and video. You should find that a quality podcast or video series not only generates leads but furthermore nurture those leads for you so that when they are ready to bring you their business, they are the ones calling you!
Check out the new video at Net Communities (produced by yours truly naturally 
) for an overview of who they are. Whether you produce your content with us or not, these guys can help you get the most out of your podcast or video as part of a lead generation campaign:
They specialise in the tech sector and even if you are just interested in pre or post roll ads on exisiting content they can probably help you there as well!
Online audio and video educates potential consumers and clients on the benefits of your product or service, and for further information perhaps in the form of a further white paper, they can fill out a web-to-lead form. The video or podcast has educated them, given them tips or information that they find valuable for free and thus warmed them up to your message. By using standard lead generation tools such as forms and links, contact information is easily obtained and due to the fact that the user has found the podcast useful, interesting or relevant to them means that those leads that you do obtain are of a much higher quality.
By targeting your content effectively you can communicate much more intensely with particular niches that you may wish to focus on. Podcasts and online videos are a magnet for attention and let’s face it, most of us would rather watch a video than read a web page!
Additional web traffic is brought in by posting the program transcripts with your audio or video and this is something we can help you do either at the scripting stage of a motion graphics promotional video for instance or in post - production by our team of transcribers who can notate all interviews into a useful written article. The keywords within this transcription of course help you build extra web traffic, the podcast or video informs and engages and then a web-to-lead form can get you contact information fo follow-ups.
If you have a lot of messages, products or services you want to promote and communicate then why not spread over a series of podcasts by syndicating your program. Syndication via RSS to iTunes and similar podcast directories can again generate further traffic and ultimately leads.
Podcast syndication makes it easier to consume the content away from the work place because the content is not only instantly portable (iPod, iPhone, or Apple TV) but also allows you to keep those leads updated with new content. If you put a new podcast out, they receive that new episode direct to their portable device or laptop the moment it is released. The key to ensuring your podcast is subscribed to is to create content that gives the listener value. Offer advice, freebies, inside information, hints and tips. Give away a little and you will gain a lot more through audience engagement with your brand. It is an opportunity to be the authority voice and resource within your particular niche or sector.
