Podcasts In Marketing Strategy

While podcasts were previously considered a niche format, they have now evolved to become an essential component of the mainstream media landscape. It is noteworthy that podcasts represent highly effective tools for content marketing. In the United States, the number of podcast listeners reached 68.85 million by the end of 2023. Forecasts suggest an annual growth rate of 39.02 percent up to 2028. It is important to highlight that from 2009 to 2019, the percentage of Americans who had ever listened to an audio podcast more than doubled, increasing from 22 to 51 percent.

Podcasts serve various purposes such as education, storytelling, interviews, and brand awareness. With millions of individuals regularly engaging with podcasts, even attracting a small percentage of dedicated listeners can significantly impact your brand’s content marketing strategies. Neglecting podcasts means businesses are overlooking a remarkable opportunity to engage with a broad audience.

Advantages of Investing in Podcasts for Business

For businesses venturing into the podcast realm, you might question its necessity alongside existing social media and blogging efforts. However, take into account that approximately 79 percent of U.S. listeners aged 12 and above are acquainted with this medium! Integrating podcasts with your reliable social media channels can enhance your brand presence and reach a broader audience.

Moreover, here are four compelling reasons why embracing podcasts can serve as a robust approach to engaging with your audience in a novel manner:

Pros, Pros, Pros…

Accessibility – The adaptability of podcasting for businesses is unparalleled. Listeners can engage with podcasts from any location, at their convenience. Unlike other content forms, podcasts do not demand active attention, allowing individuals to multitask while absorbing your brand’s message. Podcasts seamlessly blend into people’s routines, positioning them as a valuable marketing asset.
Audience – Tailoring content to captivate your audience’s interests enables you to offer educational and thought-provoking material. In contrast to saturated platforms like blogs and YouTube, the podcasting domain has fewer competitors, increasing the likelihood of your show being discovered. Partnering with established podcast hosts can elevate your brand visibility and draw in new listeners. Identify podcasters whose audience mirrors your target demographic for optimal outcomes.
Loyalty and Trust – Consistency plays a pivotal role in content creation success, particularly in podcasting. Similar to eagerly-awaited TV series episodes, listeners anticipate regular podcast releases. The structured nature of podcast episodes fosters anticipation and recurrent visits. Building a dedicated listener base fosters trust. Notably, 69 percent of enthusiasts exhibit a higher inclination to engage with services and products advertised on their frequently tuned-in podcasts.
Emotion – To evoke enthusiasm about your offerings, the passion in your voice serves as a potent tool. Your emotions are conveyed to listeners through verbal expression. While social media and blogs facilitate emotion conveyance, they lack the resonance of authentic fervor present in vocal delivery.

Podcasting to Achieve Business Objectives

Just as you would for social media marketing, blogging, and other forms of content marketing, it is imperative to allocate time to define the objectives you aim to accomplish by establishing and maintaining a podcast for your business. These objectives will serve as your compass throughout the journey.

When delineating the podcast’s objectives, ensure they adhere to the SMART criteria (Specific, Measurable, Attainable, Reasonable, Timely). What potential goals could you set for your podcast? Here are a few suggestions:

Enhance Brand Visibility: What listener growth target do you aspire to achieve in the initial months or years? Greater listenership correlates with increased brand visibility.
Financial Advantages: Are you looking to boost sales through business podcasting? How much growth in sales do you envision? As your following expands, opportunities for monetization via advertising and sponsorships arise.
Augment Website Traffic: What level of website traffic are you aiming to generate monthly through your podcast?
Explore Enhanced Networking Opportunities: The growth of your business podcast can lead to diverse opportunities such as guest appearances on other podcasts, potential sponsorships, and more. Deliberate on the avenues you wish to unlock through your podcast’s development.

Remember to consistently reassess your goals to refine your approach. Your objectives may evolve – that’s normal! Just ensure they remain SMART.

A podcast can be one of the elements of your marketing funnel, very effective, but how to create it? a funnel… read our article: CREATING AN EFFECTIVE MARKETING FUNNEL

Podcasts Objectives

Now that your goals are established, how can podcasting be leveraged for business success? There are three primary objectives when utilizing podcasting for business purposes – advertising, influencing, and educating.

Advertising – Companies with their podcasts can effectively showcase their products and services. They naturally incorporate their business offerings within podcast episodes without extra expenses. Alternatively, if you do not host a podcast, you can still advertise on existing ones. Many podcasts offer advertising opportunities to businesses. Should you opt for this approach, remember to allocate funds to your content marketing budget. Ensure the podcast aligns with your message by considering:

The demographics of the audience
The show’s purpose and theme
The episode’s topic
The show’s popularity and reach

Influencing – A well-received podcast serves as a reliable source of expert knowledge for listeners. By creating your podcast, your business can also establish expertise. Listeners develop loyalty to podcasts that demonstrate authority, leading to trust. As your audience grows, your influence expands through expertise and trust-building.
Educating – Many individuals tune into podcasts to delve deeper into their interests and industries. Whether explaining a product or teaching a skill, your podcast can provide valuable information for listeners to enhance their knowledge and achieve personal or professional objectives. Educating your audience through a podcast will position you as a thought leader and a key figure in your industry.

Depending on your objectives, you can tailor your podcast to incorporate all three functions or focus more on a particular aspect. Considering podcasting for business in your content marketing strategy? Continue reading to discover how to embark on this new venture!

Effective Steps to Create Your New Business Podcast

Creating a business podcast involves a straightforward process, yet it encompasses more than mere recording and uploading. By following these eight simple steps, you can progress toward your brand’s objectives and expand your listener base effectively.

Step 1: Select Your Podcast’s Topic

Selecting a topic that resonates with your audience is a crucial step in establishing a business podcast. Opt for a topic that complements your expertise and aligns with your passion. Let your podcast’s objectives serve as your compass. Your topic can range from broad subjects like “content marketing strategy” to more specific areas like “video marketing.”

Once you’ve finalized your topic, delve into brainstorming potential names. Aim for a title that is both imaginative and engaging to captivate new listeners.

Step 2: Define Your Target Audience

Irrespective of the quality of your business podcast, its value diminishes if it goes unheard. As mentioned by the Podcast Host, “Without a clear understanding of your target audience and the purpose behind your show, growing an audience becomes a formidable task.

From a business perspective, for instance, if you are a personal trainer aspiring to create a health and fitness podcast, your target audience could include individuals interested in healthy eating, weight management, physical fitness, or bodybuilding.”

Step 3: Develop Your Strategy

The third step in developing your business podcast entails formulating a strategic plan encompassing the format, duration, and broadcasting timetable. According to Buzz Sprout, a variety of formats are prevalent, such as interviews, scripted non-fiction, news recaps, educational content, and scripted fiction productions. Once you’ve determined the podcast type, consider the ideal episode length. While some formats naturally lend themselves to longer episodes, the final duration is at your discretion. Additionally, scheduling is crucial for consistent content delivery online. Establish a manageable schedule to uphold this consistency. To uphold content quality, consider investing in top-tier equipment and software.

Step 4: Get Your Equipment

Although it’s possible to start a podcast using just your phone and headphones, the quality of the final product may not be optimal. For superior audio quality, investing in a microphone is necessary. There are numerous affordable microphone options available that can significantly enhance the audio quality beyond what a phone can achieve.

Step 5: Choose Your Software

To produce a high-quality podcast, it is advisable to invest in recording and editing software. Although it is possible to edit using a phone, we strongly recommend utilizing specialized editing software. Fortunately, audio editing software is affordable and readily available. Our preferred choice for recording and editing is Adobe Audition. This software is user-friendly and does not necessitate extensive expertise to navigate. An added advantage of Adobe software is the ability to record and edit within the same program, simplifying file organization. Additionally, we utilize Audacity. This tool is cost-free and straightforward to operate.

Step 6: Develop a Script and Record Your Episode

An essential component in this process is the script you create. Taking the time to craft a script, or at the very least a well-thought-out outline, will help you maintain focus and stay on course during recording.

As stated by Buzz Sprout, “Rambling is a common error among new podcasters, and the most effective way to counter this is by outlining your podcast.” Crafting a script will also provide insight into the episode length, a detail that should have been determined in step three.

Once your script is polished and meets your satisfaction in terms of content and duration, you’re prepared to begin recording. Have a glass of water on hand to prevent a dry throat, secure a quiet environment, set up your equipment, and initiate the recording process.

Step 7: Revise and Upload Your Podcast

Once the recording of your business podcast is complete, the next step is to edit and upload the final product. While editing can be a time-intensive task, the dedication you invest in this phase will yield long-term benefits.

Commence by arranging your files systematically, refining content flow, and eliminating any distractions. After achieving satisfaction with the outcome, proceed to export and upload it to your preferred platform. Apple Podcasts, SoundCloud, and Spotify are three popular platforms known for their user-friendly interfaces. Should you wish to complement your content with a video file, consider uploading the recording to YouTube.

Step 8: Enhance Your Podcast for Optimal Performance

The final phase of the production process involves optimizing your business podcast. It is crucial to optimize all key components of your podcast to enhance its reach and engagement. Developing artwork, using relevant hashtags, and selecting appropriate categories that resonate with your message are essential steps for the growth and success of your podcast. With commitment, planning, and determination, your podcast will soon find its audience and set you on the path to success. So what are you waiting for? Start producing and sharing your business podcast today! Happy recording! Keep improving your content by constantly seeking feedback from listeners and incorporating their suggestions into future episodes. Utilize social media platforms to promote your podcast and engage with your audience. Collaborate with other podcasters and businesses to expand your reach and create a strong network within the industry. Remember, dedication invested in this phase will yield long-term benefits for your business. By following these steps and continuously improving your content, you can create an engaging and successful business podcast that resonates with your target audience.

Video, no matter how you look at it, is the king of marketing! You can see the statistical data in our article – Video Marketing Statistics In Detail

Conclusion

Your inaugural business podcast is primed for the world to explore. Embarking on this new journey as a podcaster requires perseverance and dedication. Remember, podcasting for business is a long-term commitment, requiring consistent effort. Over time, your diligence will be rewarded with a dedicated audience eagerly anticipating each new episode.