Power of Podcast Marketing in the Digital Age
Every business has a goal, and the goal is needed irrespective of the nature of the business. The goal generally is to add as much value as possible. And to do this, one needs to influence people to take the action required to create value. And this can be done by marketing. Whilst there are several ways to market, a big opportunity in the online world right now is using a podcast to do this marketing.
Understanding Podcast
A podcast is an audio program that’s been recorded in advance and is hosted on a website, ready for download on personal computers or mobile devices, allowing listeners to enjoy it at their convenience. What sets podcasts apart and has made them immensely popular is the subscription feature. Through the use of RSS (Really Simple Syndication), subscribers are automatically notified whenever a new podcast episode becomes available. This elim
Keeping that in mind, podcast marketing is typically a strategy that implies promoting and selling a product or service through audio content. It helps reach new audiences, tell the brand’s story, build authority, and encourage word-of-mouth marketing.
A commercial on radio usually lasts 15 or 30 seconds, which means one has to cram as much information as possible about the brand in half a minute. Podcasts, on the other hand, can last from five minutes to an hour or more, giving brands the ability to dig deep into the company’s use cases, benefits, and back story.
Podcasts are much more engaging than long-form text because one can invite panellists and guests, have customers phone in with queries, or tell stories using different audio formats. Hence the best marketing agencies in Delhi and around the world are starting to use it to their benefit.
Promoting Your Podcast Effectively
Given the benefits that podcasts have, it is better to make sure it reaches as many people possible. To get a wide audience, one needs to inform people about the podcast. Starting with the simplest yet effective ways of promotion is a good option. Let’s look at a few of those ways of promoting effectively:
Consider email marketing
Creating a list of customers who might be interested in the information in the podcasts is a wise thing to do. According to that information, one can send email campaigns. Marketers must make sure to include the date of the first episode in the email newsletter. Those who find it useful will save the date.
Leverage social media
Platforms like Instagram, Facebook, and Twitter are perfect for reaching new big audiences. There are many options to draw listeners’ attention. Firstly, one can publish a post on the social media account informing users about the upcoming podcast, create a video or story with its release date. If there are enough resources for promotion, one can consider paid ads. These effective tools will help reach the target groups fast and bring more people to the podcast channel.
Have a giveaway
Giveaways help enhance the audience experience fast. By giving something useful for free, brands earn an opportunity to get free promoters. Brands should interest new listeners with something really helpful and related to your company and podcast. For example, providing users with early access to some podcasts or a private consultation with an expert or asking people to share news about the podcast with their subscribers on social media instead can be considered.
How Podcasting Can Grow a Business
Now another important aspect to understand is how podcasting can grow a business. Let’s look at a few possibilities:
Through content marketing
By definition, podcast marketing is a form of content marketing. Content marketing is simply the creation of information that builds the authority of and trust in a business in the eyes of the potential customers. In short, the more content a brand produces that adds value to the lives of the potential customers, the more successful the marketing will be. This is because if a brand teaches its potential customers something, they will start to like and trust it, eventually increasing the likelihood that they will buy.
By generating more traffic
Traffic is something that any brand needs on its website. Traffic on a website means that the brand has someone’s attention. And when the website has someone’s attention, influencing them to do something like sign up for the email list, read the content or buy the product becomes relatively easier. Similarly, when someone is listening to a brand podcast, it has their attention. Aside from adding value to their life through the content, marketers also must direct that attention to a place on the internet where brands can attempt to influence them further, and that is the brand website.
By increasing revenue
This one is important. There is always the question: How can a podcast listener transition into a customer? This is something that is quite hard to do. Especially in the early days of the show. Hence it is recommended that marketers focus on the first three from a listener perspective in the first year of the show and then once there is a larger audience later on, brands can look at monetising it. In the short term, it’s better to develop relationships with the guests of the show that could lead to revenue. This can be done by following
- Interview the perfect customers and then invite them for a free trial
- Interview the perfect partners then propose a deal to them after the interview
In the short term, these strategies are much more likely to lead to revenue.
Conclusion
Podcast marketing is worth considering if brands strive to provide listeners with valuable and educational information. With a podcast, marketers will be able to build a strong base of listeners and introduce a product, eventually boosting the sales figure.
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