Podcasts have the unique feature of being able to be listened to over and over again on demand as the episodes are stored online.
They are usually based on themes and commonly feature a guest or a host who talks about that particular subject and provides their expert views. Marketers have been leveraging this tool to position their brands among target audiences and allow them to connect with these brands.
Are podcasts still popular as a marketing tool?
The simple answer is, yes. According to Statista, US podcast advertising revenue is expected to be at over $2.5 billion this year. Furthermore, Edison Research says 51 per cent of people who listen to 5 or more hours of podcasts every week have admitted to paying greater attention to ads on these podcasts than ads on various other media.
The research firm says that what they call ‘Super Listeners’ —those who consume more than 5 hours of podcasts per week have said that when they hear advertisements on their preferred podcasts, this leads to better opinions of those brands.
Also encouraging is that MarketingCharts says that 44 per cent of marketers are “extremely confident” regarding podcasts as an effective marketing channel.
Perhaps one of the best reasons why podcasts are so popular with audiences today is because they can be listened to, on the go as people travel to work and school and are a ready form of knowledge available at one’s fingertips without having to read.
In addition to this, marketers like using podcasts to advertise because it builds trust. When industry experts speak about a particular subject, their specific knowledge and expertise create trust in the audience and establish a connection between the brand and the speaker.
Furthermore, customers hear a human voice speaking to them and this serves to humanize your brand. LinkedIn says the focus in this should be on people rather than brands and products. Sharing stories that are authentic and genuine draws in audiences as it informs them without bombarding them with advertisements.
Is podcasting the right marketing tool for you?
This decision depends on how you use podcasts. According to Forbes, marketers must determine if the podcasts they invest in are aligned with their brand values and serve a specific purpose.
Knowing what your market niche is and using podcasts to help you reach that niche market is important. Once you get into this method of promotion you also need to be persistent enough to see it through. Losing momentum halfway through will serve no purpose and may even hurt your brand.
Additionally, you must have a good plan in place. Ascertain how often you can publish podcasts and how and where they will be produced. An excellent producer/sound engineer who knows how to handle the task is essential. Podcast hosting platforms like Apple podcasts and Spotify are extremely popular and draw millions of listeners—use them.
Also, plan on how you will build your audience. Promote your podcasts on your own social media platforms and garner a gathering that will be connected with your brand.
Count your blessings
Podcasts are a cost-effective way to pitch your brand to your audience, build brand awareness and position it correctly. It also has measurable outcomes. By tracking downloads, website traffic and listener engagement, one can quantify the success of podcasts.
It also allows for the focused reach of target markets. By choosing the appropriate topics and correct platforms, one’s podcasts can be immensely successful. Podcasters can also repurpose content and build on existing material to make things more interesting. Exploring the many sides of a topic and obtaining views from various perspectives can be rewarding for your customers and your brand.
And of course, as mentioned earlier, it is a fruitful way to form relationships with one’s audience and build trust and loyalty that will ultimately be directed towards one’s brand.
Podcasts are aplenty…
Podcasts are a dime a dozen. To make one’s own stand out the best method is to follow trending topics that align with one’s brand values and choose the most sought-after industry experts to obtain their views on what goes and what doesn’t.
Make it a platform to be informative and entertaining. People should be waiting impatiently and eagerly to listen to the next episode quite like audiences await the next Bridgerton series on Netflix. Each episode should build anticipation and deliver the right balance that piques curiosity every time.
Once the message has been delivered and relationships have been built, don’t forget to follow up with audiences. Send your audiences various further resources, communicate with them via email and newsletters and nurture the relationship by keeping in touch via social media.
So, the jury is in. Podcasts are still alive and kicking in 2024. Let’s start recording.
(Anouk De Silva)