The continued development of Web 2.0 technology has produced new and exciting ways to market your products and services. The ability to broadcast audio and video online has emerged as a beneficial means to get the word out about your business. In particular, I address how podcasting can help you sell more products while helping you connect with your customers.

Essentially, podcast marketing is the art of publishing audio programs on the internet with the intention of raising product awareness, establishing a brand, and, of course, increasing sales.

There are many advantages to podcasts. Namely, most people have a computer or other MP3 compatible device. Since people are spending more time at the computer, rather that in front of the TV, it's easy to hit them right where they sit.

Thanks to cheap digital recording equipment and software, you can record, distribute, and test your podcasting activities-too expensive and cumbersome only a few years ago.

One helpful tip is to listen to several other marketing podcasts to get a feel for the medium and to help you brainstorm ideas of your own. It's especially important to listen to podcasts from marketers in different industries. It's even more important to find someone who has been podcasting consistently. By the tone of their message, you will get a good idea about what messages work in an audio format.

What you don't want to do is record a glorified ad. Most people change the radio station during a commercial break. Don't be that commercial break.

The best podcasts are those that provide the "meat" of a subject. Just like written copy, how-to, advice, and Q&A type formats offer listeners more meaningful content.

For example, if you sell motorcycle parts, you could create a podcast, or series of podcasts, instructing people how to service and maintain their motorcycle at home.

Once you have a written script, it's time to record. Make sure you invest in a good microphone for the best sound quality. Many podcasters use the Audacity software package to record and edit their podcasts. Audacity is free and simple to use once you learn it.

After you have recorded and edited your podcast, you will need to upload it to your website or use a podcast hosting service. Many of these will also create a podcast feed for you, or you could use a website like FeedBurner to create your feed. There's also a unique service call WebPasties that will allow you to "paste" a code snippet in your own page that will create a feed for your podcast.

When you have all this is in place, recorded podcast uploaded to a server, it is time to start promoting your podcast Start by listing your podcast on podcast directories. Also, have links to your podcast feeds on all of your websites and e-zines. If you have an email list, start sending out a weekly podcast. I don't recommend sending something daily unless your market demands it.

With time, commitment and a little luck, your podcasts will become more popular, driving more traffic to your website and increasing sales.