How to Leverage Podcasts Into Your Marketing Strategy

marketing strategy

There are well over 500,000 podcasts out there and over 40 percent of the U.S. population listens to them.

To say that podcasts house a large market of potential customers is easily an understatement.

With these radio-style audio shows sweeping people’s speakers and capturing their attention, it’s easy to see why business owners want to take advantage of it.

If you’ve been trying to figure out how a podcast can fit into your marketing strategy, check out some of the tips we have for you here.

What is a Podcast?

The word “podcast” was first coined by Ben Hammersley in an article for The Guardian.

Simply put, it’s the current generation’s take on radio shows.

Anyone with a microphone and recording equipment can rattle off a show and send it out to one of many podcast apps or websites.

The genius of this medium of broadcasting is that it is on demand and listeners can tune in at their convenience. No longer do people have to rely on an AM/FM or television broadcast schedule.

Not only that, but podcasters (as people who do podcasts are called) can make a podcast about whatever niche topic they want. It can be as broad or as narrow as they’d like, making the content not only instantaneously available but relevant to people seeking it out.

How Podcasts Help Your Marketing Strategy

Podcast marketing may not seem as obvious to you right away like video marketing or social media marketing will.

After all, nearly everyone has a social media profile today, and who doesn’t like watching a captivating video?

But it’s important to remember that podcasts are increasing in popularity all the time. As people move further and further to mobile devices to consume content, it only makes sense that many would seek out podcasts as well.

Not only that, but podcast listeners are typically very loyal fans. Meaning, your podcast audience will not only check you out but they’ll keep returning for more.

Podcasts will:

  • Build your brand recognition
  • Give you the opportunity to be a source of insight in your industry
  • Allow you to have a more personal connection with your audience

If all of that sounds interesting to you, then let’s take a look at what it requires from you.

How to Get Started on Podcasting

When starting a podcast, it’s important to keep in mind that it can be as large and complex or as simple as you want.

Get All the Equipment You Need

Basically, when it comes to podcast equipment there are only a couple things you really need a:

  • Microphone
  • Recording program (such as Audacity or Garageband)

That’s kind of it technically!

For all anyone cares, you could be sitting in your bathroom, talking for an hour or so on a cheap microphone, recording it, and uploading it to iTunes.

Done.

That leads to a few more specific tips to take into account, though.

Don’t Skimp on the Podcast Equipment

You may be inclined to save a buck or two whenever you can, but it is well worth it to invest in good recording equipment.

Buy a good microphone, get a diffuser, find a new pair of headphones for yourself, and pay for good recording or editing software if needed.

This is all important because part of creating a good podcast is taking the time to build your audience.

A big part of building that audience is providing good quality sound. It’s not just about good content; you want to present it pleasingly.

A lot of listeners have heard enough high-quality podcasts that they will be able to tell if something sounds amateur or not. They may even give an amateur podcast the benefit of the doubt and stick it out for a handful of episodes.

That goodwill will only last so long, though.

Create Addicting Content

With all that being said, content still is the bread and butter of your podcast.

Even if you have to save some money here and there on the equipment, you absolutely want to create compelling content for your iTunes podcast.

As a business owner, you’ll most likely want to make content that’s based on your industry (or at least closely related).

From there, you want to brainstorm good ideas to have discussions about. You’ll want to spend some time with other experts in your industry (or employees) to find out what’s important to your niche.

An even better marketing strategy example for podcasting is to actually ask your audience directly.

You can easily do this through a company social media page. Whether it’s Facebook, Twitter, or Instagram, feel free to occasionally ask your followers what topics interest them.

Use polls to your advantage and try to find out what they’re already looking for.

And finally, be sure to at least occasionally bring on guests (if not every episode).

Having an expert opinion or outside perspective on the subject you’re discussing is invaluable.

Publish Your Podcast

Now that you’ve purchased your equipment, come up with topics, and recorded and edited your episode, it’s time to get it out there.

All this hard work is useless if no one can find your podcast.

You’ll need to use a podcast hosting site and consider setting up an RSS feed. This is where you’ll be able to publish your podcast. It will also give you a central hub that allows you to create episode titles and insert important metadata that allows people to find your podcast.

There are a number of options to choose from, such as:

  • Libsyn
  • Soundcloud
  • Fireside
  • Simplecast
  • BluBrry

Research each option carefully and make sure they offer every feature you anticipate you’ll need.

Spread the Word

Take a deep breath, because here’s the part some business owners don’t like to hear: it takes time to grow a podcast audience.

A lot of people want the most results as they can get right away, but time and time again it has been proven that podcasts need to grow organically. Audience engagement produces word-of-mouth advertisement and it spreads from there.

As with any marketing strategy, though, you have the ability to purchase ad time with other podcasts. But if you go that route, be sure to choose podcasts that are similar to your own.

Podcasts Will Fit Into Your Marketing Strategy

If you’ve been dreaming of starting your own podcast and you’re hoping it can converge with your business, you’re in luck. Podcasts fit nicely into any good marketing strategy.

There is still a lot for you to explore, but hopefully, you have the tools necessary to get going.

RebelFish Local is committed to helping you build and grow your company’s digital presence. If you’re interested in seeing what we can do for you, feel free to contact us right away!