This year, about 155 million people listen to podcasts every week. Podcasts are transforming how people gain and retain information. You can listen to podcasts while exercising, driving to work, or simply listening for leisure. Now that you have that in mind, it is important to understand how this form of digital marketing can boost your brand.
What is a Podcast?
A podcast is an audio program that consists of a series of episodes that discuss a particular topic. For instance, that can range from either lifestyle, religion, politics, social sciences, etc. You can subscribe and listen to a podcast on your phone either through headphones, through speakers, or in your car.
Many podcasts are quite familiar with how they sound due to their conversation-like style of speaking about a focused topic. Digital marketing continues to rise with the use of social media, videography, and SEO. In fact, podcasts are reshaping the art of storytelling by showing audiences that conversations are powerful. They are designed from an idea or passion to draw attention and inspiration. Essentially, implementing podcasts into your marketing strategy can help gain more prospects for your business and boost your brand awareness.
So, what should you consider when choosing to go on a podcast platform?
Before creating any type of marketing strategy, it is important to identify your buyer persona.
- What are their personal interests?
- What do they need to know about your business’s missions and values?
- How will podcasts help serve your customers’ needs when they engage in your content?
- Why would they want to listen to your content?
Identifying and researching the characteristics of your buyer persona is vital when crafting a podcast to ensure that your content will be engaging and beneficial to your audience and to generate leads.
So how do podcasts boost your brand?
1. Helps Personalize Your Brand
Inevitably, your main pursuit when beginning to create your podcast is to build relationships with your customers – which includes building trust. Uploading an informative series relating to your products and services helps your audience get a better understanding of your brand’s personality. Also, podcasts help represent who you are to the world. Podcasts are highly engaging which breaks the monotony of overloaded information.
- You can break the monotony of overloaded information by allowing guest speakers onto your platform to discuss topics that represent your brand.
Podcasts are highly interactive because they convey a simpler and direct message to your audience with the means of storytelling altogether.
2. Grows Thought Leadership
When delivering a message to your audience about your experience as an entrepreneur, it is vital to establish credibility on how you have executed your passions. Podcasts are beneficial to grow you as a thought leader when sharing your insights to your audience. Conveying topical information to your audience that is tied with well-researched evidence of building your business shows that you are able to provide helpful resources for your audience.
3. Builds Consistency and Awareness for Your Brand
Implementing podcasts for your brand creates a sense of community and awareness about where you stand to make your community a better place. When presenting your content, your audience connects to the authenticity you display to them. That said, using podcasts helps build a relational connection with your brand. Adding podcasts to your marketing strategy boosts your brand awareness by clearly having your voice heard about your passions for your business and customers.
4. It’s a Growing Media Platform
In light of the COVID-19 circumstances, many companies are resorting to audio and video platforms for their audiences to learn more about who they represent, and to educate their audiences on their missions as a business. Since podcasts are another medium of digital marketing, you can use them as an alternative for storytelling. Hypothetically speaking, say if your business does not have the equipment to shoot a professional video, using podcasts is an inexpensive approach to distribute your storytelling content. This is done by using high-quality audio software to record your “conversation-like” content. You can then promote episodes through a variety of distribution channels such as Apple Podcasts, Spotify, or Google Podcasts.
5. It’s Simple to Setup
Setting up a podcast is not complicated, thank goodness. To set one up, all you need is great WiFi, high-quality earphones/headphones and a microphone, and a good audio editing software.
Second, create cover art and clickable subject lines that appeal to your audience when they are searching for topics to listen to.
Last, outline a decent and organized script that sounds conversational, relaxed, and informative. Not only are these steps simple, but they are also inexpensive when you are branching out a new marketing strategy to promote your brand.
As technology continues to advance, it cannot eliminate the human element of connecting with your audience. Using podcasts boosts your brand to appeal to your audience personally which lets you focus on why conversations matter. Using podcasts effectively helps execute your goals to serve your prospects, customers, and audiences altogether.
- Discover how PivotPath can boost your brand identity with its brand strategy development here.
Your audience is the heartbeat of building your business success. Reaching them through a portable and mobile-friendly medium boosts your brand and grows your target audience demographic. Inevitably, how you sound to your audience makes a lasting impact on how your brand is perceived. Expand your research on podcasts to see if it can best fit your marketing strategy needs, to become a better storyteller and thought leader for your audience.
Thalia Rodriguez is a Communications major with a double minor in marketing and professional writing at Grand Canyon University. When she’s not practicing writing, she can be spending time with family and friends, going on hikes, or cooking delicious plant-based dishes. Check out her LinkedIn profile here to connect.