Podcast Marketing. The new Mega-medium.

Podcast Marketing. The new Mega-medium.

It’s clear that the way we communicate has changed. And so, have the channels of communication.

Thanks to technological advancements and innovation. Communication mediums keep evolving by the day, enabling humans to effectively interact with each other with ease.

In 1831, electric telegraph was invented. At present, we now have text messaging and video calling platforms such as Zoom, Hangout, FaceTime among others. The new face of communication, largely because of the internet, is driven by the need to develop faster, affordable, and more effective methods of communication.

podcast marketing

Communication has not only changed for people but it has influenced the way we do business as well.

Whilst we spend several hours a week on these mediums to socialize on a personal level, businesses and organizations mostly use them to convey and articulate their key messages.

Trending mediums

But even as these communication mediums continue to serve everyone albeit for different reasons or outcomes, there are some mediums that are seemingly emerging as a must-have.

This is largely due to their effectiveness in getting the job done, their ease of deployment, and their affordability.

A hot topic right now is Podcasts. Also, it includes their role in marketing and how they work for a variety of businesses.

But why podcast?

Here’s the thing.

According to Forbes, Podcasts are an authority platform. This is because unlike social media or any other forms of digital platforms, Podcasts enable you to broadcast your thought leadership from a far more prestigious vantage point.

This is a big plus for your digital marketing efforts. Here’s why.

Be a thought leader.

Podcasts present a great opportunity to present yourself as an industry expert. Presenting yourself as an authority in your field is more likely to draw customers to you.

Podcasts help you build stronger relationships with your target audience. As an authority platform, it can also help you expand your network – an attribute that can boost your credibility.

Leverage brand awareness.

A series of podcast marketing are known to be remarkably effective in raising brand awareness due to their consistency both in terms of timing and messages. In essence, they serve as self-promotional campaigns that highlight your areas of expertise.

Your podcast presenter and the team can also ensure that there is some kind of brand identity established.

Podcast can also help you to create passive income for your business by sharing a subscription-based product or service with your audience.

Getting closer to your audience.

Podcasts are a superb way of building a connection with your audience. Of course, everything hinges on the personality and style of the presenter.

The presenter is central to the success of the podcast. He/She must obviously possess the qualities to be engaging, entertaining, and articulate. People must want to listen to him/her regularly. This is crucial. The presenter can either make or break the series.

Podcasts are your very own media platform – giving you full control of your messaging, show your commitment as well as showcase your expertise in your industry.    It can also help you to grow your PR profile.

Growing in popularity

Thanks to its growing popularity, entrepreneurs now see Podcasts as a way to educate, built trust, loyalty, reach out to a wider regular audience and most of all grow business.

According to a study, 75 percent of Americans are now familiar with Podcasting, which is approximately 212 million people and an increase of more than 10 million in one year.

Podcast listenership in the U.S. grew by over 37 percent in just three years to 55 percent in 2020 compared to 40 percent in 2017. In July 2019, there were 1.3 million regular podcast listeners in the UAE alone and over 5 million people in Saudi Arabia.

Image Source: Convince&Convert

Its sustained growth and popularity is part of the reason why it’s steadily emerging as the most cost-effective communication medium for businesses today.

The good thing about podcasts is that listeners can always download or stream your file and catch up with it later. You can always encourage listeners to subscribe too; which builds a following, boosts lead generation, and enhances your conversion rate.

There’s a catch though.

For your podcast to perform as expected and also realize a good return on investment, you must have a solid strategy. Proper setup and execution are super important.

Podcasts also need time. It could take up to six months before you see your listenership grow. Focus on your target audience and find out what they would like to listen to and then build your content around that.

You should also experiment with different types of content. This will enable you to discover content that can grow your audience base.

It is important to have the right equipment. Make sure you rehearse them well, have great subjects and titles, identify and invite engaging guests, and most importantly, have a lively discussion and content.

So yes, Podcasts that are professionally put together and well-presented can be good for your brand. Not only that, it’s also good for your business. So, don’t be left behind. Embrace the new mega medium.