Have You Considered Podcast As A Marketing Strategy?
You’re bound to have listened to one or two, your favourites and look forward to getting your latest instalment during a daily commute.
I’m talking, of course, about podcasts. Those fascinating, insightful examples of on-demand radio that thousands of us download every day and find ourselves drawn into a world of current affairs commentary, comedy and sports.
And what makes podcasts all the more interesting to people who run their own business is the possibility that podcasts might just find a successful crossover between the worlds of entertainment and corporate marketing strategies.
So why and how would you consider this? Are the business benefits really so tangible?
The answer, it seems, is yes. So, let’s take a look at the how’s and why’s of this marketing ploy to guarantee you don’t miss a trick when it comes to podcast marketing.
1. Audience Segmentation
Naturally, as a marketing expert, you know and value the work that goes into creating marketing segmentation. You recognise the hours spent talking and analysing your customer base and creating those avatars that represent who buys your goods and services.
But, just imagine if you could take this market research even further and create great swathes of content that your customer can actively sign up to receive. This could have even greater success as a call-to-action than even your mail out or newsletter.
2. Marketing Plus
From a marketer’s point of view, you also have an opportunity to capture audience data on a grand scale. Because you can capture email address and sign up details, you’ll know how people access your podcast, if that has a knock-on effect on your website.
You’ll know when people listen and you’ll know if they listen in part or take on board the whole lot in one go. This gives you a much better indication of how long each show should be.
3. Use The Best
If you’re going to go for it, do so with the best content. Go for the most professional equipment and with the best production values you can afford. Find experts to carry out interviews, tell stories and explore quirky facts.
Make sure you hit the ground running with a first show that stops listeners in their tracks. This type will be shared far and wide. Consider how you’ll be listed on outlets such as Apple podcasts. You can come up with a killer plan to advertise and share your efforts.
If you are enthusiastic about using podcasting as a marketing tool, then that’s because you are. The question is – why do small to medium-scale businesses use these channels so infrequently?
This wealth of information allows you to create meaningful advertising and direct marketing campaigns that often result in impactful, action-driven returns. The infrequency is quite simply because of the sheer volume of entertainment podcasts out there already in existence.
Getting your audience to listen to your niche, such as an entrepreneur podcast, will not just happen overnight. Instead, you will need to build up a loyal following which might take time to be built into your marketing strategy.
Are you a lover of podcasts? You should use it in your business too. 😉