What is Podcast Marketing?
Using every opportunity to market yourself or your business to those around you is an extremely important part of advertising and there are many different channels that you can use to do this. As the world of marketing grows and more brands and businesses scope out different opportunities and ways to promote themselves and their businesses, it is important that you stick with the times and develop different methods of accomplishing certain goals. A recent development within the world of marketing can be seen when looking at podcasts. Podcasts offer brands and businesses an amazing opportunity to better connect with their audience, allowing them to actually speak directly to potential customers as opposed to doing it through written channels. Podcast marketing refers to the act of marketing oneself through podcast channels, creating audio content that is then distributed through podcasts. Creating a space whereby brands and businesses can actually speak directly to consumers offers a unique opportunity for brands to connect with their consumers, helping them gain a better and more well-rounded opinion of who they are and what they do. Hearing the voice of a person who believes in the product or services that are offered can make a big difference when it comes to sales, and podcasts have proven to be an extremely effective method of marketing as this type of advertising has grown over the years!
Why Should People Care About Podcast Marketing?
Podcast marketing is a growing advertising business, with many more podcast channels opening up and distributing content to the millions of listeners who sign up to be part of these different channels. Podcast marketing offers up an exciting opportunity to directly interact with different consumers, and increase the awareness that your consumers have about both your brand itself and the products or services that you offer. Brand awareness is an extremely important part of any marketing campaign and ensuring that you are releasing content that is effective in getting who you are and what you stand for across within the podcasts that you release is important when it comes to creating a good podcast marketing strategy! Using podcasts as a marketing tool is a great way to increase the number of people who know about your brand and initiate conversations around the importance of the products or services that you offer.
Is Podcast Marketing Important For SEO?
Yes, podcast marketing is extremely important when it comes to SEO and it can actually help to improve your SEO and rankings. The discussions and talking points that you have on a podcast should look to answer all of the vital questions that a user may have about a product or service while also offering the user the chance to learn more about who you are with a visit to your webpage. As more and more podcasts are released and your audience grows, if you are having effective podcast discussions, the traffic generated to your website should also be increasing! This increasing traffic will lead to higher authority and an improvement on where you rank on search engine results pages. Because these two elements walk hand in hand, using podcasts for marketing is a great way to increase your SEO!
What are The Goals of The Best Podcast Marketing Strategy?
Coming up with a direct and productive marketing strategy is a big part of any marketing plan, and it can ensure that the content you are creating is directly in line with the goals you are hoping to achieve and set within a timeline that works for your brand or business. The following are just a few of the different goals and objectives set around having a good podcast marketing strategy!
Objective
When it comes to podcasts in digital marketing, starting out by clearly outlining the objectives and goals that you have is a big part of any marketing strategy, and podcast marketing is no different. Creating clear, concise and achievable objectives will help you to better construct the content that you plan to release, helping to ensure that you reach your goals within the time frame that you have set!
Quality
The content that you are releasing and the things that you talk about on a podcast should be carefully thought out and be in line with your objectives, as this ensures that the content you are releasing is of a high quality. If you do not have clearly defined talking points that generate discussions that help potential customers understand you and your product or service offerings better, you may be producing content that is not of the best quality, which may be detrimental to the impact that your podcast marketing has.
Value
Ensuring that your audience is gaining something of value from the discussions and talking points that you are having on your podcast is another vital part of podcast marketing. You need to not only inform your listeners of the different products or services that you offer, but also inform them of why these offerings will add value to their life and how they can help them to achieve their own goals. Ensuring that the aim of each podcast that is released is centred around discussion that adds value is an extremely important part of podcast marketing!
Consistency
Consistency is key when it comes to advertising and using things like podcast marketing. Your listeners should know when to expect your new podcast, whether it’s every week, every two weeks or even just once a month. Whatever time frame you are able to manage and can ensure that quality content will be created in, ensuring that you are regular and consistent with the days that you release your podcast is important to keeping your listeners interested and invested in the podcasts that you are releasing. If they know when to expect a new podcast, they can make time within their schedule that is specifically dedicated to listening to your podcast, ensuring listeners return consistently! The length of each episode that you release should also stick within a certain time-frame. Many podcasters set a limit between two different times, for example it could be within 28 to 30 minutes each episode. This ensures that you have enough room to create good content every time, but are not creating podcasts with vastly different time frames.
Authenticity
Being true to who your brand or business is should be an important part of any podcast marketing strategy. Whether you are hoping for your brand to come across as informal and witty or are hoping to provide your potential customers with a professional and formal space where they can learn more about your company, it is important that you are true to who your brand is and what it represents! When it comes to marketing podcasts that you create, consistency will ensure that your listeners know exactly when to expect a new release and ensure that they are ready and prepared when you do! It is also important that this authenticity be carried through your various podcasts, ensuring a sense of consistency that viewers will enjoy!
Authority
The discussions and topics that you talk about on your podcast should be things that you know and understand very well, this will ensure that you hold a sense of authority. Authority is important as it ensures that you are knowledgeable in the discussions you are having and can answer any and all questions that may come up. This is especially important when it comes to podcast marketing for business, and if you show that you are skilled and have a high amount of authority over the subjects that you discuss, your audience is far more likely to respond well to you and your podcast! Be sure that the topics you are discussing are both relevant to your business and about things that you know well to ensure that you gain this authority!
How Can You Create The Best Podcast Marketing Strategy?
When it comes to finding the best practices of podcast marketing and looking at the best ways of how to use podcasts for marketing, ensuring that you have a soli strategy and backing behind you is extremely important. Coming up with podcast promotion ideas and strategies when creating a podcast can help you to better identify the best tactics and content to discuss across your channel. The following are just a few of the best ways to market your podcast and the best strategies to use.
Create a Dedicated Podcast Site Or Page
Though many podcast listeners are using apps to listen to their favourite episodes of podcasts, it is extremely beneficial to create a dedicated podcast site or page where all of your podcasts can be located within one space, with notes about who you are and what your podcast is about explaining the ins and outs of your podcast experience. The information that you place on this page should hold all the necessary data so that a potential listener will be able to determine whether or not the topics you discuss would be of interest to them. Having all of your episodes in one easy to access space will ensure that if a new listener is joining your podcast, they will be able to start from the beginning as opposed to just hearing your latest episode. This provides this listener with all of the information they need to know about who you are and what you do in one easy to access platform.
Distribute Your Podcast Across as Many Platforms
While having a dedicated space is important it is just as important to make sure that your podcasts are streamed across multiple platforms, ensuring that they are getting as much range as possible. This means that many different people will be able to see and access your podcast, getting as many people as possible interested and listening to what you have to say! Like with any marketing strategy, you want to be aiming your content at the right people, so be sure to consider which platforms are best and will get you the best access to the highest quality of listeners.
Optimise For SEO
Optimising your content so that it reaches as many people as possible is important for any marketing campaign, and this is no different when it comes to podcast marketing strategies. Optimising your headings and titles for SEO can ensure that search engines are aware of the time and effort you are putting into promoting your business and also offer more opportunity for them to better understand what your content is about and what the best searches are related to your business. The more information that search engines have, the better they can ensure that your content is being recognised for the best searches. Optimising for SEO is therefore an important part of any podcast marketing strategy.
Repurpose Content Into Videos, İmages, And Blog Posts
If you have a certain podcast that has been extremely effective and you are hoping to use it to generate more hits and site visits, you can easily repurpose your podcast into different forms of content! Through creating podcasts and finding different talking and discussion points that are popular with your target audience, you can create a system whereby the content that is received well can then be repurposed and distributed across other channels!
Turn Podcast Episodes Into Youtube Videos
While podcasts are growing and Google is implementing ttactis and search intents that make these forms of marketing easier to find, current algorithms still always favour video content over audio. To ensure that you are getting the reach necessary to attract new consumers over searches on search engines, turning podcasts into YouTube videos is a great way to further impact the reach that you and your content have.
Update Your Email Marketing Templates
Email marketing is a great way to provide consumers with more information about who you are, what you do, and any updates that may be happening within your business or the products or services that you sell. It is also a great way to link your podcast channel directly to your consumers, offering a free and easy way to promote that you have a podcast channel while also offering an easy way for your consumers to reach it!
Mention Other Businesses And Entrepreneurs In Your Episodes
Growing a business is not just about building a relationship with your consumers, but it is also about creating network connections between yourself and other brands. By mentioning different businesses that relate to the topics you are talking about, you are creating a potential space where you can network yourself across other business channels. A mention within your own podcast could lead to a shout out on another channel, offering you the chance to further extend the reach that your podcast has and the users who know about it!
Invite More Noteworthy Guests Over Time
As your podcast grows and develops, you may want to look at introducing noteworthy and relevant guests who can help your audience to better understand who you are and what you do. These guests could be internal parts of your team or even outsiders who have a high level of authority within the topics that you are discussing.
Give Podcast Guests Promotional Content For Their Episode
Making your podcast content easily accessible and shareable over their own social media channels can help to increase your audience while also generating a sense of authority. As more and more of your podcast content is shared across multiple channels and guests are able to share your content over their own podcast channels, you will become more relevant and known in the world of podcasts! This is a brilliant strategy to ensure that your podcast marketing tactics are spread far and wide, increasing your reach and the number of listeners who are able to access your content.
Get Yourself On Other People’s Podcasts
Another fantastic way to generate more audience views and discuss topics further is through being guests on other podcast channels. Discussing what you are passionate and knowledgeable about and spreading this knowledge across other podcasts is a great way to place yourself as an authoritative and knowledgeable person across the topics you discuss and increase the amount of listeners who subscribe to your podcast!
Always Include a Leave a Review CTA
One of the best ways to get more listeners is through reviews, and ensuring that you have a call to action (CTA) to encourage your listeners to leave reviews will be sure to help increase the number of listeners you have. Having good reviews will encourage others who may scroll past your channel to take a listen if you are discussing a topic that they are interested in hearing more about. This is another reason why using keywords within your headings and podcast titles can be extremely beneficial!
What Are The Benefits of Doing Podcast Marketing?
When it comes to looking at what the benefits of podcasts are and how they can impact your marketing strategy, it is important to consider a number of different things. The following are just a few of the many benefits that should be noted when looking into getting involved with podcast marketing!
Driving a Target Audience in a Low Competitive Market
When it comes to podcast marketing, one of the main benefits is that it is growing at a slower pace compared to social media and has a lower number of listeners compared to other channels. So how is this helpful? The people who listen to podcasts are generally within a higher age bracket and therefore have a higher earning potential. Though they may not be listening to podcasts in the hopes of making a purchase, generally they are there to learn more about topics within a specific industry. If they find the content that you are releasing to be helpful, they may come to you directly and ask for help or advice within a specific niche, offering you the chance to gain them as a client!
Creating a Long-Term Bond with Your Listeners
When it comes to looking at the benefits of doing a podcast, it should be remembered that video and audio interactions are far better at relaying information connecting with viewers or listeners compared to written content. If a listener can hear your voice, you are creating a stronger and more emotional connection with your listeners, making them feel as if they are individually connecting with you! This helps to create a long term bond with listeners, ensuring that they strongly relate to your brand as well as the products or services that you are offering.
Cost-Effectiveness and Ease of Listening
Podcasts are seen as an extremely effective way to communicate and relate to consumers, offering an inexpensive way to connect with your audience! Unlike visual interactions (like through videos) you do not need to have high tech equipment to be able to make and produce a great podcast! All you need is a good microphone, which can be used to record a podcast in a quiet space at the office or even in the comfort of your own home! When looking at the benefits of branded podcasts, you can even learn how to make money through special mentions and promotions as your audience grows, offering you a chance to even make a bit of money while still promoting your business and the products or services that you sell!
