Thoughtcasting

It’s becoming a recurring theme in this blog. Any lead generation tactic is about trying to establish a conversation between a solution provider and his target audience. True lead generation management is about understanding all of the dynamics that let you set up those dialogs. For example: a lead-generation webinar is about much more than organizing a webcast. It’s about making the right choices regarding media and message selection. It’s also about having access to a ‘platform’ that enables you to objectively measure whether these selections you made were the right ones.

So what about a Podcast? Can this be used for lead-generation purposes as well? Certainly. But…. there is a but. Of course you can add podcasts to your marketing mix because of the cool factor, for image or branding reasons. In most case however this is typical me-2 marketing and it certainly does not make it a lead generation tool.

For lead generation purposes you see a podcast in a larger context. Just like with lead generation webinars. First off, you need to add some basic registration functionality. But you also need to understand how to use this mode of communication. What is working and what’s not. Again, it’s about figuring out the right subject matter, the message length, the message relevancy, media selection or better syndication options etc. It’s about more than just adding an MP3 link on your website, that’s for sure.

If you measure the same things as you (or we at Bulldog) do with a lead generation webcast then you can do great things with podcasts in a lead generation context. One of the things we have recently learned when organizing podcasts for our customers is that it only works if you are consistent. This happens when you repeat your messages, over and over again.

Or in other words: Repetition Works, a well know marketing adagio.

If you repeat a message over and over again, and you make the message available at the right time (read: constantly or ‘on demand’) then you increase your chances of triggering response. One thing remains. How do you maximize your chances that people actually download your podcast? Simple. As always..Teach don’t sell…

If your message is a “thought leadership” message and not just a sales pitch then you are successfully translating the ‘me 2′ podcast hype into a valuable addition of your lead generation mix.

Let us know how you’re embedding pod or vodcasts in your mix.