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Marketing Tricks With iTunes                     Back to Marketing Articles         By Elaine Saunders Next time you're downloading music from iTunes, why not take a look at the free podcasts available in the iTunes store.   Not only can some of these podcasts teach you valuable lessons about marketing your business, they could also help you understand how your customers think and exactly what they're looking for in a product, leaving you perfectly placed to supply them For those of you unfamiliar with iTunes or podcasts, here's a quick tutorial.   iTunes is available for free download to your computer from www.apple.com/itunes/download/.     Basically, iTunes is a music management system, allowing you to buy, store and catalogue your music before downloading it to your iPod.   You don't need an iPod to listen to the downloads, however - you can tune in through your computer speakers or download content onto a CD to play in the car.   But it's the other features of the iTunes store that we're interested in here to help you with marketing.   If you don't already have it, download it now and then continue.   When it's loaded you'll see a heading Library on the left of your screen with several sub-headings, including Podcasts.   Further down you'll find another heading called iTunes Store next to a little green bag.   Click this. When the store has loaded, go to the top right of the screen and enter something connected with your business in the Search iTunes box, for example, fishing.   The search will turn up several songs and TV episodes with an option to buy but you're looking for free content to subscribe to. When you find such a podcast you can double click the title of it in the first column and play it immediately but you can also subscribe and download it to your computer to enjoy later.   As you click Subscribe you'll notice that a spinning wheel appears under the iTunes Store heading on the left.   When it's finished downloading, you can find the episode by clicking the Podcast section of the Library. To the left of the title you'll find a blue circle which tells you that you've not listened to the podcast yet.   You might also find a triangle shape.   Click this to reveal more episodes to download through the Get  button. Once you've subscribed to a podcast, episodes will automatically be added to your podcast directory whenever you next turn on iTunes, even if it's a few weeks later, thereby saving you time searching for the next episode.   Just hit Unsubscribe at the foot of the page and delete the podcast if you want to stop receiving further updates. So how exactly can this help me in my business? you ask.   Staying with the fishing analogy, let's suppose that you run an online (or even a High Street) store selling fishing tackle, books and supplies.   -   In the podcasts you'll hear what fishing experts are discussing.   Does this give you any ideas for special offers or marketing? -   Taking the information in the podcast, could your write your own version and add it to your site as an information fact sheet?   If customers are reading interesting articles, they're on your site longer so you have more time to recommend products to them and make a sale. -   Instead of experts, hobbyists might put a podcast together which can be very revealing.   The presenter might talk about his particular area of interest which may reveal an otherwise undiscovered line of marketing.   If, for example, he says he's been searching unsuccessfully for a piece of equipment with which to do X, it's a sure bet that there'll be others out there wanting the same.   Are you able to research this further and make the product available?   You could then email him from at his website and become the subject of a future podcast. -   The podcast may have been put out by another online fishing store as a way of marketing their own products.   Use their experience to give you some extra marketing ideas. -   Many podcasts involve interviews.   Could you write up an interview with a renowned or local fisherman, subtly interweaving advertisements for your supplies?   Does this fisherman have his own website and would he be willing to link back to you or recommend you?   (Affiliate marketing is discussed in another article) -   As well as searching under Fishing, cast your eyes over the hundreds of free podcasts relating to marketing and online business.   You'll find interviews with industry experts, advice clinics, unusual marketing ideas and tips for raising your online presence.   Download these to listen to on your way to the office or whilst you're doing mundane tasks around the house, making use of otherwise wasted downtime. iTunes contains a wealth of invaluable free information amongst its podcasts with new episodes or topics coming online constantly.   Business owners need to market their business constantly and consistently so why not see whether podcasts can enliven your marketing?    For new ideas or a fresh slant, why not contact us?