Listen here! This month, we will be discussing podcasts, an extremely efficient and fun ways for companies to share insights with their audience and one of the fastest growing forms of entertainment (and marketing) over the past few years, according to Life in Motion.
Did you know that there are currently more than 464 million podcast listeners worldwide (Backlinko), and as that number continues to grow, it is critical for businesses to stay current by creating their own podcasts.
In this issue of Marketing Playground, we’ll share with you the importance of incorporating podcasts in your marketing strategy and the tools needed to grow your company’s podcast and online presence. While we use this space to explore new, innovative marketing strategies and tactics, I try not to write about topics where I do not consider myself knowledgable. Podcasts, I know so I can’t wait to dive in and start to play.
Marketing Should be EASY for Targets and Podcasts are Easily Digestible
Podcasts are extremely convenient and practical for listeners because they don’t require you to set time aside to listen, like you might to read an article or watch a video.
73% of podcast listeners say that they most often listen to podcasts on their phone because of its convenience (Backlinko).
From car ride entertainment to background noise while doing household chores, listeners can passively digest podcast content anywhere, especially with the help of the numerous streaming platforms like Spotify, Apple Music, and YouTube. With this level of accessibility, anyone can listen to podcasts, almost anytime.
Branding Your Podcast
Podcasts create a more personal relationship between the company and the intended audience, whether that be patients, clients, or other businesses. Having a candid conversation on a podcast humanizes your company in a way that is not easily done through other forms of media.
To be an effective marketing tactic, a podcast needs its own unique identity with a podcast name, cover art, and an engaging podcast trailer for new listeners. You can also increase web traffic by directing your listeners to your other online platforms, such as your website or social media pages.
Once podcasts are filmed, to better promote the episode, it is important to post snippets on TikTok, Instagram Reels, and YouTube Shorts. These clips draw listeners in from a variety of online platforms and encourage them to listen to the full podcast.
Spread the love: Bringing in Collaborators
Inviting guests on your podcast is a great way to keep listeners engaged and diversify your target audience. Including new voices will give your podcast the natural flow of a conversation and make listeners feel as though they are part of the conversation as well.
Each episode can feature a different person, increasing the podcast’s reach, drawing in different listeners, and widening the range of discussion topics.
“Over 50% of marketers are already using podcasts to reach their target audience” (Backlinko)
Companies should create podcasts to grow their online presence and reach a new, larger audience. Capitalize on the unique qualities of podcasts and create your own that can reach and engage with a wider audience.
The Personal Note
At C&A Digital, we utilize our state-of-the-art podcast studio and expert editing capabilities to produce our own podcast in which we discuss marketing industry news, insights, and strategies. Check out our podcast at https://www.youtube.com/@cadigitalny/podcasts
We can help your organization start a new podcast, from creating eye-catching cover art, developing talking points, to providing audio and video expertise. We help clients find interesting guests to reach their target audience, while simultaneously bringing in new listeners. Get in touch with us today to learn how we can help create your own podcast and reach your audience in a different way.
Until next time, thanks for coming to play.