Podcasts are audio content you produce to market yourself, your products, or services. Producing and sharing content through this form of media is a convenient, effective, and personal way of strengthening relationships with your clients and building new ones with the target audience. So, if you and your team are on the fence about launching a podcast, you should reconsider, as this is a growing marketing tactic in 2022.
According to statistics from 2019, there were almost 88 million podcast listeners in the United States, and 61.1 million American families are podcast fans. After the Pandemic, people were isolated and needed a human connection, which led to the growth of podcasts. Today, 42% of global listeners listen to podcasts (sources: Marketing Charts, Smallbizgenius).
Apart from educational and motivational content, Marketers are shifting to this medium as it’s a perfect way to advertise. In other words, you are sending out marketing content that doesn’t feel like marketing.
Want to know what other channels you can use to produce content that doesn’t feel like marketing? Click Here!
Let’s get some context before we cover why you should be investing in podcast marketing right now!
The Benefits of Podcast Marketing For Your Business
Podcasting is an easier way to absorb information. People can multitask, which makes it convenient and a source of entertainment. As for businesses, it helps amplify the brand to a broader audience as it is a more targeted approach.
Are you still wondering about whether you should start a podcast? Let’s read through the benefits to know how podcasting is relevant and a fruitful marketing strategy in 2022:
You Reach New Audiences
Podcasts are becoming famous for storytelling, interviews, and educational content. These are searchable by topic. So, if your target customer searched for a keyword linked to your business, they can land on your website. In addition, when you partner with an influential personality or an opinion leader, it expands your reach.
Moreover, you can use “reverse engineering”. For that, start by analyzing and gathering insights about the topics your target customers are interested in. Next, you can group those topics and develop valuable content around them. This approach will help convert potential customers and retain the existing ones since you will create the right content that they want to consume. So, in marketing language, instead of creating a push, you will create a pull.
Here is an example. Suppose you run a gym and want to start a podcast. You can invite health professionals and gym enthusiasts to them. You can have a detailed chat with them and drop hints about your business. In addition, you can reach out to people that are relevant to your business area who run their podcasts. Have yourself invited and talk about your business and other key topics.
Become More Than Just a Business
A podcast allows you to directly address your audience, which increases the authenticity of your offerings. Imagine this! You set up a business and start advertising using static posts filled with the benefits of your products or services. Now think about adding your pictures to those posts. It will add character and personality to the business.
However, if you bring in your voice and talk about relevant topics that revolve around your offerings and the interests of your target segment, it will be a total game-changer! It will establish closer connections which will help you shorten the sales cycle and solidify customer loyalty.
An Easier Alternative to A Video
As Marketers, we cannot avoid videos when it comes to content amplification. However, video marketing comes with a set of challenges. All of us know that the equipment required, technical know-how, props, actors, editing skills, other resources, and factors are costly and time-consuming.
Having a relevant podcast with a smooth flow is far more helpful than a poorly shot video. In addition, podcasting does not require a huge investment. All you need is a good quality microphone and headphones. So what are you waiting for? Think about a topic and hit Record!
Podcasting Can Increase Conversions
People will listen to your podcast when there is something in common. So, it would be best if you looked at the mutual interests. Preferably topics that will encourage the listeners to be associated with you.
When your audience relates and connects with you, they will not see you as a business but as a friend. As a result, they are far more likely to buy from you than a business that pushes its products and services without engaging.
Midroll, an advertising firm, surveyed 300,000 podcast listeners, finding that 63% of listeners purchased something the host had advertised on their show. They also found that 71% would visit a sponsor’s website, while 63% would consider a product or service they heard about on a podcast.
Podcasting Content Can Be Repurposed
Whenever you create a Podcast episode and post it on your website, Youtube, and other channels, that doesn’t have to be the end of it. You can repurpose this content and use it in different mediums. For instance, you can pull out quotes from the podcast and turn them into images.
By taking out chunks of content, you can turn them into audio and videograms. Then, you can post these on your Facebook and Instagram feed. In addition, you can use them as stories or run ads on them. Last but not least, repurposing podcast episodes will save you the time and energy that you would normally spend on creating new content for different platforms.
If you require content repurposing services then contact us today!
Research The Best Type Of Podcast Ads
The primary purpose of creating these podcasts is to improve brand image, engage the audience, and advertise your product or service. There are two ways to go about advertising your product on a podcast:
- During the commercial breaks
- During the conversation where one of the speakers promotes the brand or product
Though both are for the same purpose, the second approach is more effective and, to be honest, less annoying. Conversations that market the product during the podcast feel less intrusive and more organic. In addition, your audience will be actively listening while consuming the content.
Be Eminent Can Help You Do Podcasting The Right Way!
At Be Eminent, we have many businesses that have now started their Podcasts. We use their content and repurpose it. This approach helps the clients reach the right contacts faster and increases brand engagement. So, if you are convinced about the benefits of podcasting and are planning to start it in 2022, then get in touch!