Podcasting is a not-so-new but still game-changing marketing tool for brands. It has become an essential part of any strategy that aims to forge connections, build trust, and foster a strong audience community. It’s no wonder that despite the numerous podcasts in the crowded online space, the market does not seem to even come near saturation since the demand is getting stronger than ever.
The audience has various interests and needs and is already used to a plethora of options to choose from. From business and politics to health and comedy, they are always on the lookout to learn something new and most importantly, to be entertained. So, the one tip above all tips for businesses would be – to make your podcast both useful and enjoyable.
As with any other marketing tool, you need to make sure you understand the power of the podcast to make the best use of it. Here’s a more detailed checklist to go through before going live if you want to skyrocket your brand to the stars:
Give the audience what they need – compelling content!
Compelling content is marketing 101. But, when it comes to business podcasting, you need to define the podcast niche and target audience first, and then decide on the topics that engage them. Podcasts help you reach many levels of existing and new audiences to tell your story beyond marketing and promotion, thus humanizing your brand. So, always think of the wider audience you can tackle with various relevant guests and generate new leads.
That’s the whole beauty of podcasting. By producing captivating content, you can deepen your engagements not just as a company but as a person, too. To give life to your podcast you need to reframe your stories and focus on people to inspire and convert them into loyal brand activists.
Besides choosing a hot topic, you’ll also need to structure the episodes in a way that keeps the attention from start to finish.
Production quality can make or break you
Today’s audience demands quality in all aspects. No matter how cool and groundbreaking content you have, if your podcast production doesn’t shine – you are playing a losing game. Everything about audio, video, graphics, and post-production quality needs to be your top priority.
Every attempt to save on a camera, computer, microphone, headphones, lights, noise-canceling, and other accessories, recording, editing, and design software will cost you a lot in the long run. The podcast setup design is also very important, but technology is essential.
As quality solutions are rather pricey and can be overwhelming for everyone who doesn’t keep track, many brands turn to podcast production companies to ensure peace of mind for themselves and a high-quality experience for the audience.
Podcast hosts are the face of your brand – choose them wisely.
Podcasting gives your brand a humanized voice – literally. The chosen host is now your sole advocate on this marketing channel, especially for new audiences. They need to match the brand’s image and vibe but also have strong narration and hosting skills.
You need a respected storyteller with vocal delivery and interviewing skills who can guide the guests toward your key messages and form deep connections with the listeners. This type of professional approach will help you boost your credibility as a thought leader.
The audience is eager to engage – motivate them properly
Audience feedback and engagement have great value in the podcasting endeavor. It will help you shape the direction and content of your podcast, thus fostering a sense of community and building audience loyalty.
If you are looking for an audience interaction success story like the ones of the great brands that amaze all of us, just open a two-way lane for communication. People are now used to sharing their thoughts online, so turn that table in your favor with various calls-to-action, surveys, live events, and Q&A sessions and you’ll gain priceless insights through open dialogue with your consumers.
Don’t forget to market your marketing tool
However wide and strong you think your customer base is, proper promotion is key to helping your podcast thrive. And that possibility for extended reach is another great beauty of podcasts. Social media, emails, SEO, paid ads, cross-promotions – use all of the channels at your disposal that can bring a spotlight to your new project.
Another approach that can bring you a fresh new audience and candidates for leads is getting out there using podcast aggregators and directories, as well as professional podcast promotion services.
The good thing about podcasts as a marketing tool is the ease of measuring the success of your production and promotion efforts through various metrics such as views, downloads, engagement, time spent interacting, and traffic details. All of these will give you insights on how your podcast resonates with the target audience, helping you to re-adapt and continuously up your game.