Podcasts have paved the way for bringing messages across a wide audience. While they have become exceptionally valuable in social media, they also prove to help businesses. Entrepreneurs can use podcasts to their advantage for social media and as one of their important marketing strategies.
Defining a podcast
As mentioned before, podcasts serve the digital marketing arena and used to send information to a large audience. It is said that the name originates from the “pod” in Apple’s iPod and the “cast” from the word broadcast. As the name suggests podcasts can help you, broadcast information and your listeners can enjoy it using any mobile device.
Podcasts are perfect for listening on the move.
Podcasts can include audio (speech, music), ePub files, and videos to some extent. Businesses can use it to share the latest news about their brand and services or to give essential tips to their customers. Podcasts also help businesses in generating traffic, it helps to establish relationships with the audience and it promotes engagement.
Here’s what you need to know when starting your business podcast
Personal approach
While written content is a good way to market your business, it may not be enough to cement a solid foundation with customers. With a podcast, you can be yourself and speak to your audience on a more “personal” level. This will subconsciously let your audience know that you’re a real person and welcoming. This is also another step in engaging your listeners and gaining their trust and support.
Be persistent with quality content and professionalism
You should always bear the quality of your podcast series in mind. People want to enjoy quality whether it is the picture in a video or the actual audio. Along with quality comes professionalism, because your audience is always willing to share their experience. If guests enjoy a good experience, you can expect more customers.
Build your brand and network with others
Take a tip from large successful firms. Large companies are always working at improving their skills in becoming even better with their marketing strategy.
Use your podcast to interview interesting people in your niche.
All of this despite the fact that they’ve already established their brand and presence on the market. Podcasts are a great way to talk about your brand and keeping your audience informed.
Less reading more listening
When it comes to podcasting, you can enjoy some listening. Not many people have the time to dive in and read a bunch of pages with information. However, with a podcast, you can simply talk to your audience. Podcasts are much easier to process and save lots of time and effort.
Flexibility is your best “friend”
Podcasts make things simple. Listening or viewing your favourite podcast series makes things so much better. In this way, your audience has the freedom to go anywhere at any time without missing their Podcast. While being completely mobile, your audience can download an episode for later viewing or listening.
Keeping it up-to-date and happening
Staying up-to-date is essential to survive and break through the market. However, it’s not always easy for the sheer fact that time is so limited between meetings and strategy planning to family and social time there’s little room for keeping up with the trends.
Know your audience
In this way, you can customize your angle to address your audience’s possible questions with solutions and to keep them interested.
Podcasting is an exciting platform to showcase your brand message and share stories with your audience.
This is your opportunity to provide incredible value to your listeners and generate a loyal following.
Don’t lose track of your goal
It’s important to remember your goals and why podcasting was something, you wanted to do for your business. Sometimes the persistence doesn’t always feel as if it’s paying off, but keeping motivated will help you keep that good energy for your podcast.
Dedication despite limited time
When it comes to the good of expanding your business, you want to make sure that you focus all your energy on making it work. Being overly occupied causes lots of strain on the owner and makes it harder to see things in perspective. When you leave the worries to experts, it gives you time to work on the other things you love. Professional digital marketing experts also make it their duty to stay on top of leading trends in the industry.
The great advantages of podcasts for your business strategy
There are several advantages when it comes to having a podcast work in favour of your business. The following are just some of its great perks:
Podcasts reach a large audience
When it comes to using podcasts as a means of marketing, you’ll be able to reach near and far as listeners can tune in even if they live in another country. Digital technology allows listeners to tune in with any smart device that has internet access. Unlike traditional broadcasting on radio or TV, podcasts are much more flexible and convenient.
Downloadable content
As mentioned a bit earlier in this post, listeners can download their favourite podcasts and listen to it later on. This makes things even more convenient and they never have to miss an episode. Your listeners can watch or listen to it in their own time.
Hearing trumps reading
It’s better to hear the speaker as this lays a foundation of trust. With your podcast, you can project your passion for the market and your brand in the way you speak. When the audience hears how genuine you are, they’re more inclined to remember and even trust and support your business.
Makes operations simpler
With a busy schedule and a senior role to undertake, there’s no time to learn how things work. Having a podcast makes things easier, so much, so that you may not even need the help of pros in the niche. When owning a podcast, it’s important to invest in good software and editing tools as this will affect the quality and outcome of your podcast series.
Are there any disadvantages to consider?
As with probably everything in life, there are always those little downfalls that tend to weigh out the difference to create some balance. The disadvantages of podcasts for businesses are the following:
Limited time frame
As a busy entrepreneur, you don’t always have the time on hand to sort through marketing strategies. This may lead to low product awareness because there is no time to aim for more prospective customers.
Hard work and constancy
You only have limited time to market your services and products but on top of that are the challenge to keep things “fresh”.
Coming up with content ideas without sounding boring is a skill that needs to always be refined and ready. You cannot stop for one moment and lose sight of your goals.
Finding your audience isn’t that simple
Statistics about the success of podcasting revealed that many listeners are affluent and educated people. It makes sense that a younger generation would appreciate certain podcasts as opposed to a senior generation. However, reports in 2017 showed that podcasts listeners grew by 29% aged 25 to 54 years.
According to other statistics, many smartphone users are prone to listen to podcasts using their smartphone rather than computers. It’s also clear that podcast listeners are more susceptible to follow a company’s brand and are more active on social media for that matter.
Another thing to note is that when your episode is niche orientated when other listeners hear it, it may not have the same positive impact you intended. The opposite is said for those who know what the niche is about.
For example, a car dealer specializes in sports cars but their podcast is about first-person shooter video games. This spells confusion and the possibility of losing engagement and interest. However, when the audience is petrol heads, it will increase the effect, as this audience is more than likely to engage and even refer you to others.
The Takeaway
Having your own podcast gives you space for individuality and allows you the freedom of speaking comfortably to your audience. It’s an inexpensive way to showcase your brand and grow your business even more.
You don’t have to be a tech guru to manage your business podcast for marketing purpose. However, having the right help in place can save you so much time and worry about how to make the show work for your business.
Interviewing people is a great way to add podcast content.
Professional digital marketers are already informed and keep up with current changes and trends within the market.
With so many ways to market your business and professional help, you stand a better chance of building your brand and securing a 5-star reputation.
