Podcasting Marketing


The podcast medium has been growing at a steady pace for the last few years. You probably have a few that you like to listen to on your daily commute, or while working out or doing household chores. That’s one of the reasons podcasts have seen such a steady growth. It’s a medium that allows listeners to multi-task while consuming content. Let’s just take a look at the numbers over the past few years. According to a Pew Research study, the amount of people that listen to at least one podcast per month doubled from 2008 to 2014. 2015 numbers were up an additional two points from 2014 with no signs of slowing down or flatlining anytime soon. Another reason for the growth in podcast usage is that they are highly consumable. So we know podcasts are popular, and we know they are convenient. The real question though is should your business have a podcast? Is there a place for it in your buyer’s journey? Here are a few benefits to consider.

Strengthen Your Authority

You are probably already using your content to place yourself as an authority within your space. Having a voice that can be heard instead of just read can help your prospects to identify you as a source to come back to for information throughout their buying journey. With a podcast, you can speak about your industry in a tone that can’t be read. A voice is personable and can build a level of trust and familiarity. Your listener can hear you being knowledgeable and confident.This can become powerful leverage as your prospect is nearing the end of their buying cycle. Let’s say one of the last steps in that cycle is a conversation between you and your prospect over the phone. If your prospect has listened to any of your podcasts then they already identify your voice as a trusted source for valuable information.

Open New Channels of Content Distribution

No matter how relevant your content is, it won’t matter unless that content gets in front of your targeted audience. That’s a given. Podcasting allows you to get in front of prospects that you could be missing. Here’s how: by submitting your podcast to directories. iTunes alone has over a billion subscribers. Podcast content providers like Stitcher and Tunein Radio also have millions of users and have apps that come pre-loaded on many mobile phones. There are several others and getting your podcast listed in their directories is free and only takes a few minutes. When you list your podcast with these directories you choose the topic, the genre and a handful of tags. There are a lot of podcast addicts out there that will find you just by searching for your keywords. Those are prospects that may not have found you by a google search or a social media post. Of course, during each podcast you are going to be a good marketer and give them a reason to visit your site or give them another call to action so that you can place them in the buyer’s journey.

Level Up Your Network

As the host of a podcast, you have a platform that can be used to build strong relationships with influencers within your industry. Having an occasional (or regular) guest expert on your show provides variety to your format. An appearance from a good guest is mutually beneficial. Your audience gets to hear another voice. Your guest gets exposure to your listeners. And the best part? Your guest will most likely promote their appearance to their audience and social media followers, bringing in a new wave of listeners to your show. Not only has everyone involved benefited from your guest’s appearance, you have also made a connection with an influencer that may come in handy in the future.

As you can see, harnessing the power of podcasting can have its benefits. As with all content, you want to remember to make your episodes informative, targeted and aligned with your prospect’s journey. If you need assistance getting started, here is a simple how-to guide. The best thing about podcasting is that it can be a lot of fun. And if you are having fun, then your listener probably will, too.

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