These days it feels like every celebrity hosts a podcast, with the internet drowning in carefully curated video clips from these, despite the fact that the podcast is meant to be an audio medium! There’s a reason that podcasts are so ubiquitous – whether you’re a celebrity or a business, they’re a great way to engage with your target audience.
Although not a new medium by any means, podcasts remain very popular, and businesses can utilise them as an effective marketing tool. The conversational nature of podcasts is their primary strength, and a branded podcast is the perfect opportunity to show the human side of a business – the behind-the-scenes and imperfect cuts of content and the people who make the brand. Listeners see the people behind the work, constructing a sense of familiarity, authenticity, and trust. Unlike traditional advertising, podcasts allow businesses to deliver content that is both informative and entertaining, fostering a deeper connection with listeners.
One of the key strengths of podcasts is their ability to create long-form content that resonates with listeners. This format allows businesses to delve into topics relevant to their industry, sharing insights, stories, and expertise that positions them as thought leaders. By offering valuable content, companies can build trust and credibility, making it easier to convert listeners into loyal customers.
Podcasts also offer flexibility in content delivery. Listeners can tune in at their convenience, whether during a commute, workout, or downtime. This on-demand nature increases the likelihood of engagement, as the audience chooses when and how to consume the content. Additionally, podcasts can be a cost-effective marketing tool. With relatively low production costs, businesses can produce high-quality content that reaches a global audience without the expense of traditional media.
Once you have created your podcast, you need to promote it. Promoting your podcast typically involves leveraging social media to share episodes and engage with your audience through platforms like LinkedIn, Facebook, Twitter, and Instagram. If you film your podcasts too, as most hosts do these days, you can upload to YouTube where they will automatically be detected and listed as podcasts, helping you expand your reach and even monetise your content. You should also submit your podcast to major directories like Apple Podcasts and Spotify.
Collaborate with industry experts to expand your reach and use email marketing to keep subscribers informed and encourage sharing. Engage actively with your audience and consider running targeted paid advertisements to increase visibility. Additionally, cross-promote with other podcasters to reach new listeners and build a broader audience. This approach can work well with complimentary businesses – for example, an architecture firm and a construction firm could work particularly well together.
It’s best to plan your podcasts as part of your overall marketing strategy, looking at how your key messages can be delivered to your target audience across a mix of different media. Remember that consistency is key in helping to build trust in your brand. If you go rogue with your podcast your audience won’t know what to make of you, and it might cost you potential customers!
