There are about 4billion mobile phone users globally and a fast growing number are using smart phones like Blackberry, iPhone and Android. The advantage of mobile phones is they are affordable, their owners always have them on hand and they are always switched on. You really can’t say the same for their personal computers.

So how can a local business drive mobile phone users to their websites and businesses?

Text messages

This is the most direct way to contact mobile phone users and update them on promotions, events and other important information.

Email marketing

Most phones today allow users to access their email accounts from mobile phones meaning your customers can still read your emails and participate in sales offers.

Mobile ads

Your business can set up an ad campaign through mobile ad networks which can target mobile users within a certain radius of your business location. Just imagine a tourist or local native seeing your restaurants ad banner on his phone during lunchtime. Wouldn’t that be an extremely targeted and compelling marketing strategy?

Podcasts and Videos

Users can download your business podcasts and videocasts onto their phones. You should mention your business website address or embed it in the videocast.

Social media

Users can also access their social media accounts via mobile phones. All the more reason to open your account and keep in touch with new posts, tweets and RSS feeds.

Applications

In a study published in June 2010, The Nielsen Company showed the top mobile applications accessed by users include Facebook, Google Search, Google Maps, the Weather Channel, iTunes, Pandora, ESPN amongst others. That means your local business needs to have a presence on these applications. Optimizing your webpages for mobile users is a further step to take, so that if someone clicks on your website through Google Search, they are able to read your content. Mobile traffic cannot read regular websites.

Another point in the applications category to consider, is that local businesses can now be found by mobile users who have bought mobile apps from iPhone and the like. For example the Where Inc app helps people “Search out cool local places, events, things to do, and great deals — even coupons and special offers…. Discover what’s nearby with real-time reviews on restaurants, cheap gas, movies, weather, and more”.

Webcasting is similar to traditional broadcasting in some ways. Basically, it’s a video recording of you or others on the net. You can have a news webcast or an interactive one where you hold an online class and participants can view you on video.

Podcasting is similar to traditional radio in some ways. As a podcaster you can have an internet radio show where you invite people on to interview or simply record your thoughts on audio and share with your audience.

Both can be a great method of publicity and interaction on your website. More than ever people are looking to connect on the internet, and both a podcast and webcast can help them do that.

It’s also great news as far as search engine results for your business are concerned. A webcast and podcast may mean more repeat visitors, which is a positive sign for the search engines. If you then repurpose your content by adding it in text form to your webpages, you’ll gain additional SEO points.

So how do you choose between the two?

The decision is ultimately yours but it helps to think things through a little before starting. Ask yourself a few questions:

Do I like the idea of appearing on video regularly? Or does that mean more work for me – i.e. looking presentable, getting your hair done, honing in your presentation style, etc.?

Is an audio recording easier or more within my comfort zone?

Do I have a good speaking voice?

Do I have the presence to hold a viewer's attention on video?

What is my end goal with this?

Will my target market respond better to video or audio? Note: it may be easier for some people to listen to an audio then it is to sit and watch a video.

Whether you choose one option or the other or both, podcasts and webcasts are great additions to any online business. It may also be worth noting that it is beneficial in may ways for you to produce a text version of either the podcast or webcast. You’ll always have the visitors who prefer to read and this option will not alienate anyone. It’s also a great plus for your search engine rankings.

Who can benefit from a podcast?

Just about anyone who has a website or online business can benefit. The podcast can be an extension of your website and you can record information each week about your topic and even add expert interviews. A podcast is a nice addition to your online business which can be quite interactive if you invite listeners to contribute and leave their comments. A podcast can also be a mode of fresh, updated content – which the search engines love – for your website.

You can do this by having the audio podcasts transcribed and adding the text to the pages of your website. It’s a great way or repurposing your content.

What equipment do I need to get started?

Getting started with a podcast is fairly straightforward. You need a microphone which you can find on Amazon.com or at your local computer store. You also need some sort of digital recording equipment. This is as easy as using a service like Audacity or Audio Acrobat.

This equipment is easy to use and allows you to record your podcast. To interview guests for your podcasts, the easiest service to use is Skype.com. It’s free to use and allows you to record interviews with one or more people.

To edit your podcast, you can use the tools on your digital recording software. It’s not very difficult to do and you can remove certain parts of the podcast or play around with it a little until you’re happy with the end result.

How long should a podcast be?

There isn’t really an industry average but the length will depend on whether you’re interviewing someone, have a group of hosts or are simply doing a simple one-person style podcast where you do all the talking.

The length should also be dependent on your topic or market. If you’re offering a how-to podcast it needs to be as long as it needs to be for you to show people how to do something.

Use your common sense as to how long it will be, but do realize that people’s attention span online is quite brief. It’s not easy for most to sit through a long podcast unless they are extremely interested in the topic. Keep things interesting and lively, and be succinct.

How do I find people to interview?

Once you start your podcast you’ll be surprised at how many people are open to interviews. When you interview someone they’re gaining publicity for their business too – so it’s a win/win situation for all involved.

To find people, include a section on your website which lets people know that you’re looking for experts to interview. Or simply contact people you’d like to interview directly. As the saying goes – you never know until you ask.

Podcasting is a great addition to any website. It can be a means of attracting a following of loyal visitors who can then become potential customers/clients. You can also use it as a mode of additional content for your website, which will benefit your search engine status.

The difference between a cell phone and a podcast is that the podcast is being aired to the public. Using foul language can turn off listeners – especially since some people will be listening with their children nearby.

Different people have different opinions, and that’s the way the world should work. If your opinions are extreme, however, it may be best to keep them out of the podcast, as there will be some people who will undoubtedly take offense to them.

Joking about various subjects is another thing that some people can take offense to. Some topics, such as race and religion are best to avoid at all times, even in a humorous tone.

If you have a co-host or a guest, there may be times when the two of you want to express different opinions. Arguing is a big no-no, although a gentle debate may be appropriate. When this happens, try to stay focused on the topic that the show is about. Maintaining a clear speaking voice will make it sound less like people bickering, and more like people debating. Keeping things light will insure that no listener is offended.

Podcast shows are done on a myriad of topics and you never know who is listening. Keep in mind customer service skills. Using these skills in this setting can go just as far as using these skills in a face to face situation. The difference here is that your skills will be reaching a much larger audience. If the show you are on is not a debate of any kind, then keep a neutral stance, and allow for the input of others if it is interactive.

If you are scheduled to be on a show, then show up. If something happens whereby you cannot make it, then by all rights call in; do not just leave them hanging as this is rude, most definitely unprofessional and can cause an adverse effect on those running the show. I have seen this happen and seen the disappointment of everyone involved.

Just remember that when on a show, all sorts of people will be listening – whether they are in a car or at their computer, so always maintain professionalism. The podcast may very well spread world wide and a bad first impression is always remembered.