Why Podcasting is the Next Best Thing for Marketers
Communicate. Connect. Convey. Podcasting provides an audio-based platform for brands to do exactly that. So, why is this increasingly popular media vehicle being used as a marketing tool? And why should you get involved as a marketer?
Firstly, podcasts are a great medium to effectively communicate with your target market and capture the attention of existing and prospective audience members. Podcasting creates an opportunity to solidify your presence and professionalism as a brand and provides the potential for you to expand your consumer base.
Podcasts enable meaningful connection with your audience. There is a sense of realism and authenticity associated with podcasts and podcast brand endorsement. Listeners will feel the human essence and realness, due to the storytelling and conversational nature of podcast shows, as well as the real voices and characters behind the microphone, and sometimes on screen as well.
Another reason why podcasting could be the next best thing to implement within your marketing strategy is because of its level of accessibility. Podcasts are mobile. They’re on demand, available and accessible to all – free of charge! Listeners, being your carefully selected target market, can listen to your brand’s podcast or sponsored placement anywhere in the world, at any time. Simply put, it’s a 24/7 marketing opportunity for your brand.
As of late, the podcast space is one that is gaining more attention. Yet, it is being used by few as a marketing tool! In addition to independent podcasts which may be founded by a brand themselves, existing podcasts are also a great platform for paid endorsements and sponsorships. As there isn’t a saturation in the market for these types of endorsements yet, they serve as a great opportunity to promote your business.
Podcasts can be executed creatively, as attention grabbing and attractive to your consumer. The aim is to make your brand stand out, in comparison to others within the industry – gaining that competitive edge. Essentially, there is the potential to enter a whole new market or capture the attention of a demographic before any of your competitors. Reach, reach, reach!
Finding podcast genres that align with your brand story and the interests of your intended audience interests will help with an organic, yet effective execution of strategy, and is one great way to promote your brand. Collaborate with existing podcast shows to highlight your product or service offerings and raise brand awareness in an entertaining, informative, and interesting way.
Conveying the key messaging of your brand to the listener will assist with brand recall and establish a relationship with your consumer, through these positive communicative associations. It is important to construct your podcast sponsor scripts in a captivating and creative manner – to achieve your objectives and build the brand’s following. Offering an incentive, such as a discount code, and other call to action initiatives may be helpful in creating leads, welcoming first-time customers, and establishing loyalty.
Businesses should leverage this advantageous media vehicle through multiple exposures (via an original podcast or through endorsements on other podcasts) of their advertisements, aiding a consistent development in customer relationship and a continued enticing of your prospective consumer base.
It is worthwhile to consider podcasting, or the utilisation of podcasting as a marketing tool in regard to return-on-investment (ROI) opportunities, and the general acceleration of business growth as a result. Podcasting as a marketing tool—truly, the next best thing.
Image Source: Shutterstock_1931610278