Podcast marketing can be an important part of your online marketing mix. The key is producing a podcast—or, more accurately, a series of podcast episodes—that current and potential customers want to listen to. That means producing a podcast that sounds professional, of course, but also one that provides value of some sort to your listeners.
You also need to find some way to let potential listeners know about your podcast and make it easy for them to subscribe to receive future episodes. And throughout the entire process, you have to ensure that you’re imparting the desired promotional message—but in a subtle, barely-perceivable fashion. It’s a different challenge from what you’re probably used to.