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Business Podcast Marketing Case Study Shows How Podcasting Delivers Dramatic Results for Client. Podcasting has significant business marketing potential. If the business podcast strategy and online visibility plan is properly executed; podcasting has the potential to be a marketing tool that delivers great marketing results.

The professional business marketers over at marketingsherpa.com have just released a new case study titled “How to Use a Podcast to Promote a White Paper That Generates New Business Sales Leads”.

This case study is about how Bearing Point used podcasting to promote a white paper and saw sign up rates of over 30% versus a traditional 10%. This is a 200% increase over traditional marketing techniques.

Here is a short excerpt: “Dunay wasn’t sure if the podcasts would be a hit or not, especially as his key prospects tend to be fairly conservative. So he didn’t roll out trumpets and strobe lights for the launch.

Instead, the team posted the podcasts and announcements at several related sites including and iTunes (all of which currently promote podcasts for free.) They also rolled out a press release and an email announcement to the house list. Their first podcast launched quietly July 29, 2005.

RESULTS

Joy and exultation! Hundreds of executives downloaded the podcasts. Dunay had hoped that 10% of podcast listeners would respond to the white paper download offer. Instead, 30% did…”

This is a great example of how marketing professionals should and could be using podcasting to help their business. This is the future of podcasting, Podcasting is going to become a marketing tool that communicates, educates and drives listeners to action. In this case the action was to download a white paper and effectively generate leads.

I have been trying to inform the business markets of this trend for the past 9 months. I discussed this very scenario in a Podcasting White Paper that was released a few months back. Read the full case study at http://www.MarketingSherpa.com

Experienced online marketing professionals that have expertise in the areas of podcast production, strategy, and visibility such as can help your business achieve these same levels of results. Just creating a podcast in a vacuum of space is the wrong strategy. Make sure that you achieve maximum exposure for your podcasts so that they can deliver measurable marketing results.

Copyright 2005 Rodney Rumford