While podcasts have been around for a while, to many marketing executives, the concept may still feel relatively new. However, this avenue of communication has opened up a wealth of opportunities for professionals to generate interest in their industry and connect with their audiences. Podcasting is popular among populations with large amounts of disposable income. And in addition to generating interest, it can also generate income with very little investment. After reading further, you may decide that your company can't afford not to podcast.
Podcasting Generates Interest in Your Industry and Your Company
Think of podcasts as verbal blogs. If you've ever blogged as a means to excite interest in your industry, then you probably already have a wealth of topics on which to focus your podcast episodes. If you aren't sure where to begin, consider enlisting the help of public relations services to get you started.
Content is key, but don't overthink it either. Talk about what's exciting in your industry and current events that tie to your work. Professionals can help you to make your first few episodes really pop so that you gain loyal listeners. Promote confidence and utilize your discussions to establish your company's place as an expert in a fascinating industry.
Podcasting Allows You to Connect to Your Audience
Reading text from a website article or a blog can seem impersonal. It takes a lot of talent to write in such a way that emotionally connects with your audience. Your audience is much more likely to connect with your company while listening. If someone is driving in their car or exercising while listening to a podcast, it can often seem as if the podcaster is in the car with them or working out beside them. They don't feel as lonely and are more likely to internalize the message and appreciate the effort put into the recording.
You might choose a personable host for your recordings and recruit company employees to participate in one-on-one interviews. Any of these methods will help to humanize your organization and encourage potential clients to relate to your message. If your normal marketing strategy is very business-like, you may consider inserting more fun into your podcasting style. Keeping the tone loose and conversational will appeal to a wider variety of audiences.
Podcasting is Cheap and can Generate Income
You don't need much more than a smartphone to record a podcast and there are a variety of well-known platforms with which to share your content. Most of these platforms are free or reasonably priced, which makes podcasting a thrifty way to get your message out. It's quick and easy to link your show to your website and advertise new episodes via social media. As with any outreach effort, the easier the content is to forward to other consumers, the better, and podcasts are very easy to share.
You can make your podcasts free to download or charge a subscription fee. Free downloads are more likely to attract budget-conscious customers. However, studies have shown that the majority of podcast listeners are highly educated with comfortable amounts of disposable income. So it may be safe to put your content behind a paywall if you want to use it to generate income.
Once your podcast gains a substantial audience, you may be able to attract your own advertisers to help offset production costs. While some listeners may find ads distracting and irritating, others recognize them as a necessary evil when it comes to consuming entertainment. Carefully consider the risk of advertising versus the reward, as you would with any marketing decision.
No one likes to hear people talk just to hear themselves talk. So if you are unclear about your message or uncertain about what you want to say to your customers, don't podcast. But if you're like many companies that already have an established brand and a desire to inform and connect, consider utilizing podcasts as a way to engage with your audience. Podcasts allow you to tout your industry, share your knowledge, and establish your company as a valuable resource for information and even entertainment. Even if the concept seems new to you, consider investigating whether this popular method of outreach can become a significant part of your organization's marketing plan.