Amplifying Your Marketing Strategy with the Power of Podcasts

Podcasts can foster a deep connection with listeners while establishing industry authority. Have you ever considered developing a podcast for your company? You may have thought about it without knowing how to go about it. But you’ll find that there are significant marketing benefits to doing so.
Let’s discuss some of the benefits you could gain by investing in a podcast and how to do so effectively.

The Benefit of Podcasts for Businesses

As mentioned previously, podcasts can forge strong connections between listeners and hosts. As listeners take in one episode after another, they grow more familiar and comfortable with the podcast’s personalities — and even become more trusting of what they say.
For businesses, podcasting can be an excellent opportunity for reaching customers, either on its own or as a multi-channel approach. Of course, the simplest way to use podcasts is to deploy audio ads on them, which can be very effective by itself (well-designed audio ads can be up to 36% more memorable than video ads). However, there is more you can do.

Tapping into Podcasts

When it comes to benefiting from podcasts, there are two excellent paths that businesses can take:

• Sponsoring podcasts for marketing
• Developing a podcast as content marketing

Let’s explore those options.

Sponsoring Podcasts

Depending on the nature of your business, your target demographic may overlap with a specific podcast’s audience. It could be quite lucrative for your business to sponsor a podcast or at least set up ads within the podcast. 
That is especially true if the podcast host endorses your product or service. Since there’s already a measure of trust between them and their audience, their listeners will be much more likely to hear what they’re saying (as opposed to an impersonal ad heard on the radio or viewed on the Internet). You’ll be tapping into an audience that’s already more likely to buy from your company simply based on who your spokesperson is!

Developing a Business Podcast

Your business can also develop its own podcast as part of your content marketing efforts. It will give you another platform to promote your product or service and share your industry expertise with consumers.
Here are some key steps to take if you’re interested in developing a company podcast:

• Identify the podcast’s purpose and audience. Ensure you’ve clearly defined your target audience and why they would be interested in your content.
• Design the podcast format and structure. Just about every successful podcast has a specific format and structure. It helps your producers stay efficient week after week and gives your audience some reassuring familiarity (e.g., recurring segments).
• Plan out the episodes and topics. Pick subjects that are most likely to interest or resonate with your target audience. Using marketing analytics tools and some form of content calendar can help you greatly in this regard.
• Choose the right equipment and software. You don’t want your podcast to sound like it’s cheaply produced. Instead, choose equipment and software to provide a crisp, professional sound for each episode.
• Record and edit your first episode. At some point, it will be time for you to take the plunge! It is an exciting milestone for many businesses and one you should celebrate.
• Publish and promote. Make it widely known to your consumer base that your podcast is now available. Feature impactful snippets or share topics you’ve discussed or will discuss in an upcoming episode.
• Measure and adapt. Developing a podcast comes with a learning curve, so monitor your performance and don’t hesitate to make needed changes.
• Seek expert help. Keep in mind that an experienced media partner can help you to develop and distribute your podcast. Their team may have insights that will make your endeavor even more successful.

Let Your Marketing Shine with Podcasts

Investing in a podcast (or multiple podcasts) can amplify your marketing strategy by several degrees. Podcasting can help you forge deeper connections with your audience, reach more people, tap into consumer trust of well-known personalities, and ultimately increase your brand exposure and sales. If you continue to implement the tips and strategies discussed above, perhaps with the help of a media partner, you’ll no doubt experience significant benefits from your efforts.