A podcast is a modern type of a digitized spoken word audio file that is listened to at home, in cars, and at work. Podcasts are usually aired in the form of a series.
There are podcasts for every taste, ranging on topics from policy discussions to useful publicist issues. Many companies have studied this marketing tool and have concluded that podcasts can be used for advertising purposes. In this article, you will learn how to create a marketing strategy to promote your business with audio recordings.
Popularity of Podcasts
According to a study by Convince & Convert, about 30% of Americans of average age listen to podcasts more than once a month. You can listen to podcasts in the car, in the office, at home, when jogging or walking your dog. Many statistics confirm the growing popularity of podcasts among middle-aged audiences between 25 and 54 years. Listeners prefer podcasts to music and audiobooks, as they are interested in more useful information in compressed form. Tinder, eBay, McDonald’s, and other companies create their own podcasts, implementing them into their marketing strategies as a valuable and profitable advertising tool.
Why podcasts are useful for advertising business promotion:
- The volume of audio recordings is not limited by time;
- You can promote podcasts not only on the radio but also on your website, as well as on iTunes and other web resources;
- Creating podcasts is cheaper than TV advertising;
- Podcasts are growing in popularity because of their convenient audio format;
- In audio recordings, you can talk about the features of the company’s products, its advantages, as well as address directly your target audience.
Features of Creating Promotional Podcasts
As a rule, podcasts are both entertaining and informational sources for many users. Marketers have learned to use this media format to promote the services and products of various companies. It is necessary to use the rules of successful marketing podcasts creation for successful interaction with the target audience.
- The creation of audio podcasts requires professional equipment, scriptwriters, and experienced speakers;
- Marketers should develop a text script that attracts listeners while promoting business services or products;
- Audio content should be of interest to the listener;
- Advertising in podcasts should be organic and not intrusive.
Marketers argue that podcasts have more potential to promote a business than email or aggressive text advertising. Cold calls to potential customers are also losing effectiveness. Therefore, the company and its marketers are looking for new strategies to promote their services and products. One of them is using podcasts, which are practical alternatives to the radio.
According to the listeners, they like to listen to audio recordings on different topics because of their content and informativeness. Broadcasts on the radio often contain much unnecessary information. Also, they are full of musical and ad breaks. In podcasts, specialists talk about actual problems, evaluate analytical data and official statistics. Entertainment content is also enjoyable. But it should be fascinating and relevant to the topic.
Many listeners claim that they like to listen to podcasts because of the convenience of the format. They listen to audio recordings in headphones while walking or play them in the car directly from their smartphone. You can pause the recording at any time and then continue. It is not possible on the radio, where you are stuck with the program you found to be aired at that time.
Objective №1: Identify the Target Audience
Having a large budget and professional equipment is not enough to create an interesting podcast. First of all, it is necessary to determine its content based on the target audience. Answer the question: who will listen to the podcast? Young people aged between 17 and 25 or older people? What do they do? Answering these and many other questions will help you determine the subject and style of the podcast. If the business has a target wider audience of young guys and girls, they are unlikely to be interested in a boring podcast with statistics and scientific data. However, there are plenty of podcasts on popular science, which is not that much determined by the age factor. First of all, define the target audience and make a content plan by writing an exciting podcast scenario.
Objective №2: Podcast Promotion
Professional podcast creation does not guarantee its popularity. Most often, audio recordings are distributed on music platforms and thematic websites. But this is not enough to attract tens of thousands of listeners. Make sure that the podcast can be downloaded from iTunes, Podcasts, and other popular online services and applications. Next, add it to your site and run effective advertising to promote the website page with the podcast. To do this, you can use different online services for promotion. For example, Adsy guest posting service is highly popular among webmasters. With its help, you can place links to the page on various blogs and web portals, which increases the number of unique users. You can also find out about podcast promotion on the blog voicetechpodcast.com.
It is also essential to involve the audience in sharing the link to the podcast they have listened to if they liked it. It increases the reach of the target audience. It would be wise to place podcasts on popular Reddit websites, various forums, and social networks to increase audience coverage.
Podcasts as a Marketing Tool
The main key to success when promoting podcasts is finding your own audience. With the help of aggressive advertising, it is impossible to increase the number of business clients. Therefore, now there are more and more companies that are engaged in advertising promotion of podcasts. To do this, you need to use many resources. For example, pumped-up accounts on forums, many email addresses, and much more for organic promotion of podcasts.
Choose the podcast format yourself. International brands need to create a podcast with an authoritative expert. Experts’ opinions and interesting stories increase the involvement of listeners. For companies with a young target audience, it is worth making a slope on popular influencers and relevant themes.
It is not difficult to create a podcast. Luckily, it is the case when you do not need to have unique clothes or even presentable appearance for this. It is enough to have a room with a professional microphone and a special computer program.
Implement the tips from this article to create podcasts to promote your business. It will allow you to talk to your audience and attract new clients.
Marie Barnes is a contributing writer and a reviewer for GearYoda. She is an enthusiastic blogger interested in writing about technology, social media, work, travel, lifestyle, and current affairs.