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Why You Should include Podcasting in Your Marketing Mix in 2023, 2024

If you didn’t know already podcasts are quickly becoming one of the coolest, freshest ways to reach out to consumers.

There are 90 million Americans around who actively listen to podcasts every month. Around 62 million of them even listen weekly!

When it comes to marketing, we have no problem with mobile or social media ads per se. But there’s one thing podcasts do better compared to them.

Podcasting puts the power back into the hands (or should we say ears?) of listeners -giving them content they want to listen to whenever they choose to do it, and wherever is convenient for them. It’s one of the most non-intrusive ways you can reach out and get your message across!

People listen to podcasts on the way to work, during the gym, getting housework done -all the while taking in useful information on the go and with the least amount of effort involved.

For listeners, it’s a power-packed way to learn something new every day or tune in to topics of interest.

For brands, podcasting is one of the more innovative ways to build an audience through the power of:

  • Generating multiple forms of content. Your podcasts don’t just have to live in one audio form. Feel free to transcribe your episode and use notes for that in your article, or record a live interview with a key speaker to post up as a YouTube video, etc.
  • Monetizing. It’s never a bad idea to diversify your income streams and make money podcasting.
  • Position your brand in the industry. Podcasts are here to stay, no doubt about it. Starting your channel to give helpful advice, interviewing key influencers, and just being consistent on all platforms would put you way up there above the competition and everyone struggling to stand out from the noise.

Getting Started with Podcasting

Perhaps one of the biggest reasons why people tend to stay away from podcasting is due to how grueling and expensive it might seem.

We’re not going to lie; you do need a budget to get started. Then there’s planning, recording, editing, and a whole bunch of other steps to take if you want to see success.

Instead of looking at podcasting like it’s a chore, consider this. Data shows that there’s no sign of podcasts slowing down. More and more professionals are flocking to Spotify, Apple Podcasts, and Stitcher to consume podcasts one way or another, with 54% of listeners already comfortable with buying a purchased product or service as advertised.

If anything, it might just be your loss if you decide not to hop on this bandwagon!

With that being said, here’s how you can effectively start a podcast:

Research + Planning Your Podcast Channel.

Before anything, you need to come up with a solid podcasting strategy.

Who’s going to be your target audience? What are some pain points they have to deal with on a day-to-day basis in terms of working/personal lives?

Most importantly -can you adequately come up with interesting, relevant content to fit your niche?

For inspiration, get on down to Spotify, -or any other directory you plan on sharing your episodes on and get to pre-planning.

What we suggest doing is to come with a business plan to list this all down for clarity. When you’re researching episode angles and finding key interviewees, etc -always refer back to this so you’re on track.

Of course, you’ll also need to determine your podcast title, a rough schedule of episodes, and a kickass description to tie it all together.

The artwork also plays a huge role in whether or not a listener is enticed enough to notice your podcast. Make sure it’s done professionally through Fiverr or at least by someone with a solid designing experience!

Podcast Hosting Platform

You need a home for your podcasts. Spotify, Apple Podcasts, and the like are only directories that it gets shared to -but your podcast host has to be where all of your stuff is uploaded, edited, monetized, and eventually promoted.

We compiled a great big list for you to compare these options (based on requirements, storage, pricing, etc) for you to take a look.

Platforms like Buzzsprout, Blubrry, and Anchor (we use them too!) are excellent places to start.

Buying your Podcasting Equipment

Once the planning’s down, you can finally get to shopping!

It’ll be a sin to record yourself on an iPhone, so you need to start being okay with the idea of shelling out some cash for recording equipment.

Consider this an investment! It doesn’t have to be unnecessarily loaded with features you don’t need, but it should be something that would hold up decently when your audio is played back.

The basics you’ll need to invest in are, of course, mics, boom arms, audio filters, and headphones. We recommend starting out with these first -but you can also top up pop filters, audio mixers, and shock mounts in the future if you decide to go totally pro.

Here’s a compilation of good podcasting equipment you can get started with at all levels.

Recording + Editing your Podcasts

This step is pretty clear cut, but there’s a lot of thought that has to go into recording and editing.

For starters, you need to download either a local recording or cloud-based recording software. Both software would allow you to record your audio files directly, edit, and save the end product to be shared as a file in the future.

The only major difference is how you work with them -either downloading Audacity and Adobe Audition to your computer as local recording apps or editing them on the cloud via Zencastr or Cast.

Promoting and Sharing

Congratulations! So your podcast episode is piping hot and ready to be played.

At the end of it all, however, you’re still going to want to market your end product. Increase the success of your podcast by linking your Spotify/all used directories on your website, personal email signature, social media pages, blog articles, and everywhere you can think of!

A good tip is to join like-minded LinkedIn/Facebook communities where you can share your content with people that would definitely be keen to check you out.

You can also utilize other mini-marketing campaigns like urging your listeners to leave a review and rewarding a random lucky winner, reaching out to fellow podcasters for a collab, and much more.

Starting your podcast should hardly be an idea just shelved away until everyone else is starting to do it. Because believe us -they are!

It’s up to you to start sooner rather than later. Unlike the static template of digital marketing that everyone else is already doing, podcasting is an awesome, fun, and intimate way of connecting with your audience.

More Insight

Here are several compelling reasons why you should consider incorporating podcasting into your marketing strategy:

Wide Reach and Growing Audience:

Podcasting has experienced significant growth in recent years, and this trend is expected to continue. Millions of people listen to podcasts regularly, providing an extensive potential audience for your marketing messages.

Engaging and Personalized Content:

Podcasts offer a unique and intimate way to connect with your audience. You can convey your brand’s personality, values, and expertise through spoken word, fostering a sense of connection and trust.

Enhanced Brand Visibility:

Podcasts can help increase your brand’s visibility and authority in your industry. Regular podcast episodes can position your brand as a thought leader and go-to resource in your niche.

Content Repurposing:

Podcast episodes can serve as valuable content assets that can be repurposed across various channels. Transcripts, quotes, and highlights from podcasts can be used in blog posts, social media, and email marketing.

Educational and Informative:

Podcasts allow you to educate your audience about your products, services, industry trends, and related topics. Providing value through informative content can help attract and retain customers.

Audience Engagement:

Podcast listeners tend to be highly engaged. They often subscribe to their favorite shows and actively listen to episodes, which can lead to a dedicated and loyal audience.

Accessibility and Convenience:

Podcasts are accessible on a wide range of devices, making it easy for your audience to consume your content while on the go, during commutes, or while multitasking.

Targeted Advertising Opportunities:

Podcast advertising, or “sponsorships,” can be highly effective for reaching a niche audience. You can collaborate with relevant podcasts to promote your products or services to a targeted demographic.

SEO Benefits:

Podcast episodes can improve your online visibility. Search engines index podcast content, and including relevant keywords in episode titles and descriptions can enhance your SEO efforts.

Community Building:

Podcasts can help you build a community around your brand. Engage with your listeners through social media, email, and other channels to foster a sense of belonging and loyalty.

Cost-Effective Marketing:

Podcasting can be a cost-effective marketing channel compared to traditional advertising. It doesn’t require elaborate production or advertising budgets, making it accessible to businesses of various sizes.

Adaptation to Changing Consumer Preferences:

As consumer preferences shift toward audio content and on-demand experiences, podcasting aligns with these trends and offers a medium that resonates with a broad audience.

Global Reach:

Podcasts have a global reach, allowing you to connect with audiences around the world. This can be especially beneficial if you have international customers or expansion plans.

Incorporating podcasting into your marketing mix requires planning, content creation, and promotion. Whether you choose to host your podcast or collaborate with existing ones through sponsorships, it’s essential to deliver valuable and engaging content consistently. With careful strategy and execution, podcasting can become a valuable asset in your marketing efforts for 2023 and 2024.

Feel free to shoot us any questions surrounding how to start a podcast, getting an existing one to finally take off or if you want the best advice on quality, affordable podcasting equipment.

Author’s Bio: Dave is an editor at a content writing firm. He and his team specialize in curating product descriptions for eco-friendly start-ups to create awareness about the environment and highlight the benefits of organic products. In his free time, he likes to cycle around his neighborhood and volunteers at the dog shelter two blocks from his home.

Originally posted 2019-12-30 19:35:09. Republished by Blog Post Promoter

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One comment

  1. What a great post!! Amazing ideas. You have inspired me by these tips!!!
    I am a doctor and thinking of sharing my thoughts using a podcast. This is a tutorial for me
    Thanks again

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