More than half of all adult consumers in the U.S. listen to podcasts. With over 850,000 active shows, those consumers have a wide variety to choose from. So, it’s no wonder so many businesses have jumped on board.
Podcasting, as a marketing platform, can be a very useful tool. For specific industries, it’s a way to connect with your audience and make your business seem more approachable. Now, more than ever, consumers are craving humanistic qualities in the brands they trust.
While podcasting isn’t the right platform for every business, it can be the perfect way to connect with an audience when you’re trying to market your expertise. Are you a coach or consultant? Are you an expert in marketing or other areas of business? Do you have a service that people need?
If so, adding a podcast into your marketing strategy will make a big difference in how you connect with your target audience. Let’s cover some of the benefits, and how you can get started.
The biggest benefit of podcasting is that it gets you more clients — when done the correct way. It’s a useful alternative to video marketing that can increase your traffic generation quickly.
Do you consider yourself an expert or influencer in your field? You can use a podcast to share your knowledge. It will also help to build your reputation as your listening audience grows. When your audience views you as a reputable source of information, they’re more likely to use your services and hire you.
That’s another major benefit. Podcasts are engaging. They help you connect with your target audience. Unlike many traditional marketing efforts, podcasts feel more intimate and social. It’s easy for a listener to get lost in the conversation — and that’s exactly what you want. You have more time to make a connection than you do with a social media post, and the connections you do make will foster lasting relationships with your audience. As a result, your business will grow. More importantly, you’ll develop a crowd of loyal listeners who are dedicated to your brand.
Once you know the subject of your podcast, there are a few key things to decide before getting started:
- Your format (audio only or with video).
- Whether your episodes will be scripted.
- What equipment you need.
- How long your shows will be.
It’s not enough to record episodes from your smartphone. Because there are so many podcasts already out there, it will take a quality show to stand out. So, take the time to invest in a solid microphone and recording equipment. That doesn’t necessarily mean you need to blow your budget, either. A good USB microphone can cost less than $200 and work perfectly, which is going to be your main tool when creating a quality podcast. Next, have your design team create a logo. If possible, hire someone to compose a professional introduction and outro. Invest in solid collaboration tools such as Asana or an online whiteboard to allow your team to work together to come up with new podcast ideas and keep the show running smoothly. These are little touches that will make a big difference in how professional your show appears.
It’s also important to determine how your new endeavor will fit in with your other marketing efforts. If you have a marketing team, make sure everyone is on the same page. Collaboration is key. Your marketing team should promote your podcast, and your podcast should promote your business. Utilize project collaboration software if there will be a lot of hands involved in production. This is to always ensure quality remains high. When your marketing efforts are streamlined, your brand will become stronger.
Podcasting is a great marketing tool. It’s also a lot of fun, especially if you like getting personal with your audience. If you’re in the right industry, starting a podcast can boost your success and open up your brand to an entirely new audience. It doesn’t take much to get started. If you have something of value to say, consider starting your own show.