Why Podcasts and Audio Should be Part of Your Marketing Strategy
Expand Your Audience Reach Using Podcasts as a Marketing Tool
You listen to podcasts to hear the latest buzz in the world of sports. Or, maybe to get inspiration for a DIY project around the house. And, no day would be complete without hearing TED Talks! But, have you made podcasts a part of your marketing strategy?
Podcasts are an engaging way for companies to share their stories and have some major advantages over written content. Audio allows for multitasking which saves time and energy. In fact, 44 percent of senior-level decision-makers including department heads, VPs, owners and C-suite executives specifically make time to listen to podcasts.
If you’re still not sold on the idea of podcasting, research shows that this form of marketing can drastically impact brand awareness with an uplift of 24 to 79 percent over traditional channels. Podcasts are an effective marketing tool because they help companies reach a specific target audience and provide a good return on investment.
Still more advantages can be realized when you include audio in your marketing strategy.
Audio Can Lead to More Leads
One of the key benefits to an audio format is that it gives you greater reachability. Since 65 percent of podcast consumers are most likely to listen on a mobile device, prospects can tune in and hear your message on the way to work, at the gym or while walking the dog. Podcasts enable you to connect with listeners on a more personal level, thereby creating new relationships that can ultimately lead to more sales.
“You are essentially sitting right at the very top of the funnel by building brand awareness and affinity,” says Vidhi Bubna with Entrepreneur. “It’s such an intimate format, and because of that, it automatically projects an air of authenticity.”
Repurposing audio into written content and publishing it across other marketing channels also helps with Search Engine Optimization (SEO). Audiences listening to podcasts are more loyal and are 20 percent more likely to connect on other social media sites utilized by the brand.
“Podcasts available on platforms that can be easily accessed give you access to new audiences,” explains Alex Germain, Marketing Coordinator, Marketing Direction. “Plus, because they are more personal in nature, they have the potential of growing an audience with great loyalty to your brand.”
Being a podcaster can help position you as a thought leader, an expert in an industry who shares information solely for the benefit of others. Interestingly, about half of B2B decision-makers say thought leadership influences their purchasing decisions. The effect is that you are building trust with a prospect even before you’ve established a relationship.
We’re all ears for good content
When done correctly, podcasts create value for listeners because they are often informative and educational. Making the most of podcasting, i.e. generating qualified leads and brand advocates, means making the most of quality content in order to showcase your expertise.
If you think content isn’t as important as the actual audio, think again. “The content is actually of higher importance, including the name of each episode, as someone has to read the title of your podcast before deciding to choose to listen,” Alex states. Make sure everything about your podcast from the name, episode titles and descriptions to the actual content—is relevant, beneficial and unique.
“Podcasting is a very specialized form of content,” says Alex. “If any aspect of either the production or content quality is off, listeners will immediately lose interest. Building a sustained following is dependent upon both the content and the personality of the hosts; having one without the other makes for a lesser outcome and therefore less interest.”
Partnerships, connections and long-term relationships can be formed by having knowledgeable guests on your show whose expertise complements yours. Inviting guests from specific industries and from different companies can help directly target a customer base as well as help with podcast notoriety.
Focus on the podcast logo as well as it is the first line of attention with your audience. Just as with any medium, the logo defines in the listeners’ mind what the mood, style and purpose of your podcast is.
Tune in Now
Podcasts can be a cost-effective and moderately simple marketing tool to implement. Basic requirements include a good microphone, headphones, editing software and a hosting site. However, time and budget permitting, you may wish to outsource certain aspects such as booking qualified guests, copywriting and editing.
“Establishing a routine publishing schedule can be a rigorous task including the time taken to actually record and edit an episode; but when properly produced, podcasts can create great loyalty,” Alex says. “Podcasts should be perceived as not just a branding tool, but also as a way to engage discussion with listeners and make them feel a part of your podcast community.”
How can Marketing Direction help make podcasting a part of your marketing strategy?
