I’ve made a name for myself online using video. I’ll continue to work in video for clients and my own website properties and projects. The sheer power of online video is amazing and will only grow with time. But what’s ironic is my background is actually in radio and audio production. I always dabbled in video as a youngster – but I cut my teeth doing sound, audio, and radio. So here are five reasons I think you should be using audio for your business.
Audio is very personal
When you listen to the radio and someone is speaking, it is as if they are speaking directly to you. Radio is a personal media and so is podcasting online. Your voice and the inflections that you use are powerful. Combine this with the recurring nature of a podcast and your voice will become familiar and friendly to your listeners. You will build a name for yourself and listeners will begin to trust and listen to what you have to say. Rush Limbaugh, Howard Stern, and others have made fortunes from using the personal aspects of audio.
Audio can be consumed away from a computer
Unlike video, where you have to be tethered to a computer or iPod to watch, audio is portable. Audio can also be listened to in the background while working, cleaning, driving, mowing, etc. Audio podcasting is a passive medium that is easily consumed doing other things. And this is powerful because you can enter the subconscious mind of your audience with your message.
Audio can be longer format and still be effective
Online video clips have a lifespan of about 4 minutes. If you go much beyond that you are losing viewers. In my opinion 3 minutes is the sweet spot for online video. It is hard to really dig into a subject and be comprehensive. Contrast that to online audio podcasting and you will see longer programs that can communicate much more information to listeners with much more depth.
Audio is imaginative
To be imaginative in video takes incredible resources. To show someone blowing up a car for example would require a special effects budget in the tens of thousands. With audio all that is needed is the listener’s mind. A well placed sound effect or suggestion can bring to life an imaginary experience in the listeners mind that would be nearly impossible using video.
Audio is cheaper and easier to produce
Borrowing a little from the point above – online audio is way cheaper and easier to produce than video. If you would like to get a testimonial or interview from a client or customer on video you need to have a crew that can travel to their business location to film the segment. With audio, all you need is a phone connection and you can conduct an interview with anyone in the world from the comfort of your office.
So there you have it. My five reasons to use audio for your website and business. To sum up here is what I’ll advise: use online video to attract an audience then use online audio and blogging to build that audience into a raving and loyal fan base. It actually takes a multi-front approach. But we’ll save that for future posts.
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This site, Joel-Mark-Witt.com, is about marketing, technology, blogging, social media, video, podcasting, and how you can use all these tools as a leader to grow your business or professional career, even if you know nothing about computers and the Internet. It has a two part focus. 1) Social Media Leadership. 2) Social Media For Business. If you like what you see please subscribe to it for free by RSS or eMail. To join the discussion or to comment find me on Twitter.
Joel Mark Witt
*photo by bitmapr
