Why Podcast? The Marketing Benefits

When many people hear the word ‘podcasts’, they automatically assume it’s for political purposes or for some large non-profit. However, podcasts can be an incredible tool for the business world to help build brand awareness and loyalty. But, first let’s bring it back to basics on what exactly a podcast is.

A podcast is a series of digital audio files that a user will download to listen to. This is usually done as subscription based and will be downloaded to the individual’s own electronic device. A podcast will have a consistent narrative tone with an underlying message in each “episode.” In other words, think of it as an episode of your favorite TV series, only in audio form.

Why Podcast? How is it Beneficial for Business?

It may not seem very obvious that all businesses should consider starting a podcast, but there are very valuable reasons why it should be done.

• Advertising & Sales – this can be a great way to introduce your company, brand, services and products in a new setting, all while converting listeners in to consumers.
• Customer Relations & Community Building – are there issues that are facing your company that could affect your brand? Using this forum to openly speak to your audience will give them a sense of belonging and make them feel essential to your company.
• Content Marketing – what is your company an expert in that no other brand can compete with? What deeper understanding of certain topics can you offer your audience? Developing strong strategic content will entice the listener to become a subscriber and convert to sales.
• Minimal Investment – there may be some startup costs with acquiring a good microphone and software to edit files, but the biggest investment will be time. Time in developing and vocalizing the necessary content or arranging for guest speakers to sit in.
• Shelf Life – podcasts can last indefinitely. In doing so, you will want to be careful in the content that is created and shared to last alongside the availability of the podcast.
• Shareability – with everything that is digital, the podcast is no exception. This can be shared across channels and across audiences to increase awareness of your brand.
• Multi-tactical – with podcasts, not only are you engaging in content marketing, but you can also take advantage of including social influencers that would help spread the news of your brand. This can include podcasts that are in an interview setting or allowing the influencer to be the ‘guest host.’ Inviting outsiders to be immersed in to your brand, can show flexibility and inclusiveness to your audience.

Success in Podcasts

Above are the answers to the question–why podcast? A company’s brand or marketing strategy will be crucial, but how can podcasts be executed successfully?

• Name the Podcast – this should be relevant to your company, but also to what the content will be speaking to, all while grabbing your audiences’ attention.
• Format – considering format for your podcasts is a must first step before developing content. Are there different series that have different formats or is there one defined podcast series with an interview or open forum conversationalist format?
• Content – just as you would build out a social calendar to work in special offerings, posts due to external circumstances, you will want to do the same in your podcasts. Having clear and consistent messaging throughout each podcasts is crucial when adhering to your brand standards. Providing your audience with a complete left turn on a topic may leave them confused and disinterested in your brand.
• Placement – making sure that you cross promote your podcasts will be crucial in developing a strong following for your podcasts, but your brand as a whole. Embedding links in blogs, social posts, publishing the podcasts on YouTube as well as your own website, will increase traffic and awareness. Referencing your social and content marketing calendars will help fill in the gaps of where and when links can be placed.
• Software – utilizing compatible software to edit files to have high-quality audio will be beneficial for the podcasts and for your listeners downloading the content.
• Sponsors – when your podcast is gaining traction with subscribers, this is a great way to bring in other products or services that will compliment, but not overrun your brand, to help capitalize on the success of your podcast. The host will need to mention the product at the beginning, middle or end of the show.

Colleen Eakins Design can work with your company to develop intriguing content that meets your goal of launching a new podcast series. Contact us today to learn more!