Using Podcasts to Market Your eCommerce Business

As technology continues its merry march through all aspects of our lives, the ways we make and spend our money are changing fast. 

The internet is transforming our work lives and personal lives at unprecedented rates. 

And if your business has any kind of web presence, you'll know that the world of ecommerce is growing exponentially, as it gets ever easier for businesses to reach and woo their customers online. 

Whether you're dropshipping goods via Amazon Marketplace, or taking advantage of great platforms like Shopify and Etsy (with options like Magento migration to easily switch between them) – the opportunities for selling your wares have never been greater. 

But this wealth of opportunities is also creating goldrush levels of competition, as more and more would-be entrepreneurs enter the ecommerce arena. 

To rise above all this virtual noise, there are two Must-Have Mindsets for any modern retailer: 

1. Staying in touch with cultural and technological trends.
2. Getting creative with your marketing. 

What if there was a way to connect with customers past, present and future that is not only highly doable for even the smallest business, it also ticks both of the above boxes? 

Happily, there is. 

Podcasts. 

Podcasts are emerging as one of the most popular – and effective – new marketing tools for modern businesses. 

They are particularly relevant for the tech-savvy online market of ecommerce shoppers. 

Why are podcasts so popular?

Consumer demands are changing. 

In modern commerce, with the unprecedented levels of choice and accessibility, customers want to buy from brands and businesses they believe in. 

They want to purchase their products from stores that share their values. 

They want to feel understood, recognised and respected. 

Communicating with your audience via regular podcasts is a simple and elegant way to touch their hearts and minds with the stories behind your brand. 

Stories your customers want to hear – stories that inspire them to subscribe, tune in, explore your offerings and rave about them to their friends. 

Stories that compel them to stay loyal and support your business with their purchasing decisions. 

The power of storytelling is as old as humankind itself and podcasts are the modern channel for sharing brand-building narratives with millions of online listeners. 

So, if podcasting-as-marketing is a new idea for you, now is the perfect time to explore how this unique medium could be a powerful way to promote your ecommerce business. 

But even though it may be a strategy that reaps dividends in your market, even though it may seem like podcasts are The Next Big Thing –  there's no need to rush. 

The rare, steady growth of podcast technology suggest this cultural trend may be around for a while. 

So you have time to do your due diligence to see if; 

a) Podcasting is a viable and potentially profitable way to engage and nurture your customer base

and 

b) Whether you can do it well. 

Because for all the power of podcasting, success is only a likely outcome if your podcast adds value to your audience. 

Whilst it's true that this may become a lucrative marketing channel for your business – it is not just a new place to advertise. 

Podcasting is about connection, entertainment and education. 

Listeners do not tune in to hear about your products. 

The objective is to nurture a rich, personal connection with the people who are interested in what you have to share, in what you are creating and offering the world, and why. 

As James Dillon over on gorilla360 advises in his blog post The great podcast marketing opportunity for ecommerce brands:

Entertain. Don't sell.

Done well, podcasting can be a fantastic marketing strategy for your ecommerce business. 

Whereas done poorly, it could be a missed opportunity, as well as a waste of time and valuable resources. 

So, if podcasting appeals to you, if you genuinely feel you would enjoy reaching and connecting with your audience through stories, interviews or behind-the-scenes insights, you might find that this unusual, unconventional, yet quietly powerful tool is a route to success online. 

This rapidly growing audience of affluent, loyal and educated listeners are waiting to hear from you.  

Podcasting for Your Ecommerce Business: DOs & DON’Ts

• DO address your customers problems, challenges and desires
• DON'T focus solely on you and your business
• DO provide value in the form of entertainment, information, inspiration or education
• DON'T over-promote your products
• DO share your values, beliefs and lifestyle
• DON'T be bland and generic
• DO be transparent and connect openly with your audience
• DON'T be impersonal, superior or aloof
• DO share your offerings in a conversational way
• DON'T be salesy
• DO include other peers or personalities in your industry or niche
• DON'T create thinly-disguised adverts
• DO tell stories that engage your listeners
• DON'T preach or prattle
• DO begin even before you have ‘Perfect Podcast' skills
• DON'T miss out on this fun and effective way to reach your audience!