Internal Comm.
Thursday, December 3, 2020
Integrating Podcasting into Your Company’s Communications
Here's how your team can effectively integrate multimedia podcasting into your company's internal communications strategy.
We all know the feeling too well. You open your computer on Monday morning and are swarmed with hundreds of emails: discount codes from the website you bought your sister a gift from, the Monday morning news brief you signed up for but never read, and the “Big Announcements” from your local gym or movie theater. In addition to the dozens of work emails sitting in your inbox, the Monday morning email marketing storm is a headache waiting to happen.
“In addition to the dozens of work emails sitting in your inbox, the Monday morning email marketing storm is a headache waiting to happen.”
Yet, 306 billion emails are sent out per day and 87% of marketers send promotional material through email. Why do so many companies continue to use ineffective marketing strategies to engage their audiences? You might click on an email from a brand you’ve shopped with before or from a local restaurant once or twice, but chances are, that email is going directly to the trash. In fact, across industries, marketing emails have a meager 22.15% open rate amongst customers.
With all of this in mind, how can you reach your audience without the old email newsletter?
Multimedia podcasting allows your company to create dynamic content. Unlike marketing emails, podcasting is a flexible medium, and your audience can engage with your material on their own time. Whether it be during their morning commute to work or evening dinner preparation, podcasting does not take away from your customers’ time, but rather adds to it. Educational materials and industry updates can all be conveyed to potential clients right through their headphones.
“Whether it be during their morning commute to work or evening dinner preparation, podcasting does not take away from your customers’ time, but rather adds to it.”
In addition to just audio, the new multimedia podcasting world allows you to add documents, videos, images, and interactive modules to your podcast to further engage listeners. Many of the elements you might throw into an email newsletter can be added on to your podcast for additional context, allowing listeners to really dive deep. Interactive modules can collect listener feedback, allow you to answer questions, and make your customer’s experience even more effective. With these options available for consumer engagement, there’s no need for your company to contribute to the Monday morning email headache.
“Interactive modules can collect listener feedback, allow you to answer questions, and make your customer’s experience even more interesting.”
Moving away from email and towards multimedia podcasting will draw consumers in and keep them engaged with your content. In a technologically advanced world, this change will keep you on the cutting edge of multimedia marketing and will help take your company’s brand to the next level.