Home Marketing The Power of Podcasting in Marketing – Benefits for Your Business

The Power of Podcasting in Marketing – Benefits for Your Business

by Olufisayo
Power of Podcasting in Marketing

The digital world has long stepped over the lack of content. There is so much information on the web that users do not always have enough time to check it all. Therefore, the task of any company is to technologically deliver relevant content to its target audience without taking a lot of their time.

People want to receive the information that matters to them while driving, working out at the gym, or while walking in the park. But this is not the only reason for businesses to make podcasting a part of their digital marketing strategy. Keep reading this post to know what a podcast is, what functions it performs, what its practical value for the business is and how to start a podcast.

What Is a Podcast in Simple Terms?

Podcasts are a new segment of media in the format of audio programs. The main distinctive feature of podcasts is that people can choose topics to their liking and listen to a program at a convenient time for them. What is more, podcasts are often listened to in recording and come in completely different formats:

  • Audio blogs;
  • Interviews;
  • Talk shows;
  • Music podcasts;
  • And many more.

Despite the fact that many of us have heard the “podcast” term just recently, this type of content has been around for a long time. Just in recent years, it experienced explosive growth and is a part of the small business marketing plan of almost every company.

According to Edison Research, from 2017 to 2020, the number of Americans who have ever listened to podcasts has grown from 24% to 44%. Google has already built podcasts into its search engine, and the company’s new goal is to double its audience of listeners worldwide. It would be foolish to turn this small business marketing opportunity down.

How to Start a Podcast and What Can It Do for You?

Podcasts have become a great opportunity for brands to speak directly to their audience and build trust through the media face (or voice) of the brand. Podcasts seem to be created in order to immerse the listener in the atmosphere of cozy gatherings in the kitchen with friends. Therefore, the main thing making podcasts so popular among business owners is the opportunity to establish close contact with the audience. Besides that, there are different ways to monetize podcasts and ensure effective business promotion:

  • Advertising integrations;
  • Partner projects;
  • Crowdfunding;

Still, have no clue why to spend your time and effort on the creation of podcasts? Let’s talk about the top reasons making this type of content a good solution for your business.

#1 – Loyalty of Your Target Audience

Podcast listeners are extremely loyal. It is believed that 80% of the audience will listen to everything or almost everything you post online expecting a new podcast to come out every week. In general, podcasts tend to appeal to a wealthy, educated, and ambitious audience interested in continuous self-education, which is a true marketer’s dream! Hosting a podcast is a great way to reach people with the qualities you need to build an engaged audience.

#2 – Brand Voice

A podcast helps you create and manage your brand identity. It literally becomes the voice of the company. By interviewing or answering calls during a podcast, customers will have the opportunity to interact directly with the brand, thus, increasing engagement and establishing trusting relationships. Building a strong brand voice with a podcast is a great way to win loyalty and convert listeners into buyers.

#3 – Authority

Podcasts allow you to establish yourself as an influencer in your field of expertise or operation. Taking the time every week or month to talk about the industry is showing your audience that you are an expert and deserve their trust. Along with webcam recordings and corporate videos, well-crafted podcasts will help you grow your business’s credibility.

#4 – Trust

Podcasts are perceived to be more natural than videos, emphasizing brand transparency. Combined with credibility, this transparency cultivates the listener’s trust in you and loyalty. The interaction between the brand and the consumer is like a good relationship, which is always based on trust. And a podcast will enable you to achieve it.

#5 – Investments

If people listen to your podcast, they are investing some of their time in your business. They can’t just skim through it like they do with a company’s blog (unless you’re using podcast transcripts). Even when driving a car or doing something else, a listener chooses you instead of listening to something else.

Successful people want to make sure they are spending their time wisely. They are using a webcam recorder to record videos they like and watch them again when they have time. The same refers to podcasts.

If people access your podcasts, then you have already hooked them with something. Such a temporary investment is very rewarding. This is an indicator that people are interested in your business. Interaction like this creates a stronger bond with your brand, so there is a greater likelihood that listeners will become your customers soon.

#6 – Partnership

You can use your podcast to support partners. This is a great way to strengthen professional relationships. You can invite partners as guests or mention their brand or services. This will benefit their marketing. In turn, they can share your podcast with their clients, which will also increase the awareness and trust of the audience in you.

#7 – Impact

In terms of impact, podcasts help build brand awareness. They can be easily shared on various social networks and blogs. You will also have access to an audience of podcast platforms such as Apple’s Spotify, which is constantly on the lookout for new content. You can start engaging your listeners simply by talking about topics that interest them. The more actively you share your podcast, the more new and unique potential listeners you will reach.

#8 – Profit

You can also use your podcast as an additional source of income. There are many ways to monetize your efforts and boost a podcasts revenue, including advertising, sponsored products, or partnership agreements. Besides that, you can also easily direct your listeners to landing pages, encouraging conversions and driving sales. This is a great way to grab the attention of your audience and make your podcast profitable for your business goals.

Use All the Opportunities You Have

The growing demand for audio content makes podcasts an extremely popular content type today. It is becoming more and more difficult for users to fetch the desired content from social media feeds. This is where podcasts come in handy. They provide an opportunity for a brand to show its human face to the audience: to make it so that people can hear how the employees of a particular company really sound, what they care about, and what they want to offer.

However, you must effectively promote your podcast in order for others to find it. You can advertise using social media platforms, upload it to YouTube, create a website just for it, etc. Interview transcription might be an excellent method, in which conversations with your guests are transcribed to text and put on a website, allowing for better discoverability.

The American podcast market is estimated at $ 220 million, although it was only $ 69 million in 2015. Unlike innovative tools (VR, AR, IoT, etc.), the creation of podcasts does not require significant financial investments. Podcasts can be easily integrated into websites and apps, and ensure top user engagement.

All you have to do is click on a push notification, browser notification, or email link and continue driving, working, or cooking dinner. Make sure that you are not using an outdated strategy and that your digital marketing plan addresses the needs and expectations of your key audience. Good luck!

Photo by CoWomen on Unsplash

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