Advertising and marketing are composed of several different types of media. Content is still king when it comes to driving traffic, building brand identity, and inspiring loyalty, so you begin here. But, as you know, content can take many forms beyond the written word. Every article and blog post you write can be used to boost your exposure in different ways. That is where podcasting comes into the picture.
Here are some very compelling reasons why podcasting needs to be your next addition to the advertising and marketing plan for your business.
- It’s free – Who doesn’t like “free?” Most podcasts are recorded at home and not at studios, like radio shows are recorded. As long as your computer, software, programs, and peripherals, such as a microphone, are up-to-date, you can create a podcast. Because podcasts are primarily an audio file, you don’t necessarily need to have video capabilities. However, visuals and downloadable items do add interest as well as value. For these reasons, you may want to make sure you have the tools to create these items as well. Once you’ve secured the necessary tools, you don’t usually have to pay for them again, hence the “free” part.
- It is more effective than guest posting – The latest tool for driving traffic and building credibility is guest posting on someone’s blog. Through their network of followers with tangential interests, you can gain traffic and trust from someone who is already a known entity within your niche.
While guest blogging is effective, it can take a longer span of time to see the results you want. With podcasting, the effects are felt sooner. You can’t buy this type of advertising anywhere else.
- Bring your powerful message to life – Do you have something so say? Get your message out to the widest possible audience in one fell swoop. That is what podcasting can do for you. Depending on the audience size for that particular podcasting show, thousands and thousands will tune in and hear what you want to say. It’s quite a heady and humbling proposition when you think about it.
- Gaining trust – Isn’t’ that what it is all about anyway? People want to back businesses that they can trust. No one wants to waste their time or money on products or services that promise but never deliver. It takes time to build trust. Maybe you already have the trust of a few (in business terms) right now, but appearing on a podcast places you within earshot of an audience that has already built a trust relationship with its host. By extension, they are affording you the same measure of confidence when they tune in for your interview.
Trust is built quicker through hearing than reading. Both are faithful mediums, but when you can hear a person’s voice, you get a sense of who they are and what they stand for. The next best thing is seeing their face.
- Build business associations – There are other opportunities like JV giveaways, guest posting on someone else’s blog and social media, but doing a podcast interview adds a new dimension to business networking. For that 30 minutes or an hour that you speak with the blog host, you are forming a new relationship. There are takeaways on both sides that can lead to further business opportunities down the road. Just like with the podcast audience, a picture forms of who this person really is. If it is positive, a bond has been created.
- Less time consuming than hosting a podcast – People host podcasts because it’s something they want to do. But, to take advantage of podcasting for business exposure, you don’t have to start your own show. Guesting on shows is a great alternative with just as many (if not more) professional benefits. After the initial legwork and research (which we will get to in later sections), all that is required is the time it takes you to write your script and practice your delivery. More time goes into producing and distributing podcasts for the listening audience.
- Drives traffic to your site – The audience can find out more about you and hear more from you when they visit your website. When a trusted host offers them your credentials, your voice, and your contact information, people can search and find you right away. It also helps when there are freebies and discounts involved too.
- Time shifting – No, we are not talking about traveling through time and space; although, that would be cool too. Time shifting is the concept of listening to a live show anytime you want. It’s much like how TiVo and DVRs work today for television programs and movies. Not only do podcasts offer you the option to multitask when listening to them, they also give you the option of when you want to hear them. Organize them and listen to during a long road trip, when you do chores, or when you exercise. Because your time to listen is not set, they are always available.
- Latest podcasting statistics – Statistics are always helpful to put you in the right frame of mind to appreciate certain business and technological trends. Here are some of the latest stats on podcasting. Most of the stats are courtesy of Edison Research. More people are listening to podcasts and they are getting younger – starting at the age of 12. Since 2013, monthly podcast listening has increased about 75 percent. There was a 23 percent growth from 2015 to 2016. As a whole, we are looking at about 57 million listeners.
The rise in podcast growth is largely due to shifts in how podcasts are consumed. Once they were restricted to computer listening. Now, they can be devoured on smart phones and tablet devices along with mp3 players and iPods. Because of that shift, people are more apt to “tune in” than before. They can enjoy at their leisure at a venue of choice. When it comes to listening, 69 percent of podcast listeners are hearing five shows or less per week.
Podcasts also need to consider the listening audience. One in four Americans listening to podcasts are in the wide age range of 12-54. To capture the audience on the upper end of the scale (right now just at 11 percent), technology needs to simplify the process of searching, finding and subscribing to podcast shows. Many older folks are intimidated by tech (unless their 10-year-old grandson can help them with it). Devices that make can simplify the process would bring in more monthly listeners who didn’t grow up in the age of advanced tech.