Podcasting Series: How to Use Podcasting for Your Business (Part 1 of 4)

Podcasts are a convenient and simple way to engage with audio content. Incorporating podcasts into your marketing strategy can help increase sales, boost customer engagement and expand brand awareness. Podcasts give you opportunities to build a trusting relationship with your audience. It allows your audience to become familiar with who you are, giving them a recognizable voice associated with your brand. In this blog, we will explore ways you can use podcast marketing to elevate your business to the next level.

Which Podcast Marketing Method Suits Your Business?

Before you pick up the microphone and press ‘record’, you should consider where your business stands and what you want to get out of a podcast.  This can help identify where your business will fit in the podcast landscape and how you want to approach podcasts as a marketing tool. With multiple avenues for podcast marketing, having a clear goal and desired outcome can help guide your approach.

Create Your Own Podcast

If you have the time and budget, you can create your own podcast. This can help engage with an audience who want to expand their knowledge in your area of expertise. For example, if you might create a podcast about complex marketing terms. You can then turn your episodes into pieces of website and social media content, creating a holistic marketing approach that engages users on various platforms and grows their knowledge.

Creating a podcast can become costly, time-consuming, and may not work straight away. You need to either have your audience pre-established – such as a strong following on social media – or actively work towards growing an audience. 

While it’s not as simple as record and publish, investing in a branded podcast is worth it if you want to build and grow your audience in a unique way.

Participate on Other Podcasts 

While being a guest on a podcast is a clever way to expand your brand awareness to an existing audience, getting your foot in the door can be difficult. Connecting with podcasters on social media can help start a relationship, which can develop into opportunities to feature on their show. You should try establishing yourself in the podcasting landscape to build your credibility. 

Being a guest on a podcast gives you plenty of brand exposure. You can speak to an existing audience and provide a new perspective that complements the host’s expertise. This can help drive a flock of new customers to your brand.

Advertise on Other Podcast and Networks

Advertising your business on a podcast seems like a no brainer. Whether it is read out by the hosts themselves or pre-recorded, advertisements on podcasts are easy to listen to and engage with.

A recent study by Acast discovered that 43% of US podcast listeners were more likely to buy a product or engage a service after hearing a podcast host talk about it. Going down the route of podcast-host read advertisements allows hosts to put their own unique spin on your product. Hosts are considered influencers in the podcast realm, so hearing about your product or service from the host allows the audience to trust your brand. 

You can also have pre-recorded ads that the editor of a podcast can insert during the pre-roll, mid-roll or post-roll. While this approach ensures that you get to control the message you want to convey, some listeners might find it harder to connect as it’s a different voice reading it out.

Start Your Podcast Journey Today

Convenient to download and use on the go, podcasts are becoming the go-to piece of audio content for many people around the world. When you utilise podcasts in your marketing strategy, it can help grow brand awareness and foster meaningful relationships within your industry.

If you're stuck on ideas on how to kick-start your podcast marketing, think about what you want for your business and go from there. With so much content in the podcast landscape, there is a podcast out there that is sure to complement your business goals!

Read Part 2 of this Podcasting Series: Creating Your Own Podcast