Are you a startup or a small business trying to cultivate a steady foundation for your business? Or, trying to evaluate the different marketing strategies and wondering which one would produce optimal results for your business?
As the marketing sphere evolves, there are many marketing approaches and techniques that are being used by businesses to promote their products or services. Guerilla marketing is one of the marketing strategies that took the world by storm, besides social media marketing and the new kid on the block is podcast marketing.
Podcasts in the actual sense aren’t, but many brand advertisers are leveraging them to connect with new audiences or to expand digital marketing channels. Podcast marketing just like the word itself involves creating podcasts and besides being an advertising tool, they are also a form of entertainment. The latest statistics indicate that 7% of respondents in a survey listen to a podcast every day. In addition, over 70% of Americans know about at least one podcast.
Unlike traditional TV and radio commercials that are broadcast as per schedule, podcasts can be live-streamed or downloaded and listened to or watched as per one’s convenience. Generally, one can listen to a podcast while running errands, driving a car, or while in the office. With this type of flexibility, it would be at a disadvantage if small business owners or advertisers fail to utilize podcast marketing to grow their brands.
5 Incredible Benefits of Podcast Marketing for Small Businesses
Starting and running a business in this competitive age isn’t easy at all. Whether it’s an online or a brick-and-mortar store, there are many challenges that small businesses encounter in the initial stages. Apart from the competition, the business owner must put up with large sums of advertising for the business or products.
Podcast marketing is however a cheaper marketing approach and it can do wonders for any small business as long as strategically implemented. Here are some of the reasons why you should consider podcast marketing;
Whether you’re an online or a brick-and-mortar business, there will always be a need to expand territories and influence. Thanks to technology, businesses, and brands can easily build their digital presence and enter new territories. Apart from using traditional marketing methods or channels like TV or radio commercials, podcasts can help small businesses expand their influence and markets.
Podcasts can be used to cultivate local markets as well as international markets. Regardless of what you sell or the services you offer, it’s essential to know that your customers are spread across social media platforms such as Instagram, Facebook, and LinkedIn among others. More and more people are also finding podcasts entertaining and constructive. Therefore, adding them to your digital marketing channels can expand a business’s outreach.
As we all know that marketing efforts are meant to expand a business’s influence, help it to enter new markets, and reach out to its customers and potential clients, podcasts are ideal to leverage for this cause.
Podcasts are a revolutionary form of content marketing and whether we like it or not, their popularity will continue increasing worldwide. The major fact with podcasts is that they have a wide scope. Brand or business owners can talk about anything i.e industry goals, expertise, or bring in fresh perspectives about anything.
These can be in a form of discussions, topics, or stories. For instance, let’s say you are marketing a mental health awareness app. Using podcast marketing, you can create episodes on self-improvement to engage your audience in discussions on mental health.
Apart from being informative, podcasts are also entertaining and soak one’s mind into what is being discussed. A study published by MediaVillage.com shows that podcast listeners display a higher level of engagement similar to when listening to news or weather forecast. It also shows that people who also listen to podcasts seem more engaged than those who use social media.
Podcasts are very interactive, and in-depth and can help businesses or brand owners show their expertise in a specific niche. In a podcast, one can cover several dimensions of a topic in the form of episodes. Like social media marketing, podcast marketing can also impact a small business’s ROI positively by supporting the main digital marketing strategies.
We all know how marketing is demanding and expensive. However, unlike traditional marketing channels, podcast marketing is quite cheaper and budget-friendly. You only need to have quality equipment to record the podcast and then make it available on any platform. Podcasts are free to create and distribute, but you must consider choosing a reliable podcast hosting platform.
You will firstly have to invest in a smart microphone to give excellent audio quality and then choose a hosting platform. Today, there are many hosting platforms like Captivate one can choose to air podcasts. Ensure to be consistent if you wish to build an authentic and loyal audience since people can listen to them in their free time, anywhere, and at any time.
Brand Recognition & Awareness
As a small business, you must invest a good amount of time in letting people know about your services or products. Letting people know about your brand can help them recognize it and this can cultivate relationships between the business and the outside world. However, it’s just a matter of doing it, but you must be strategic about it. First and foremost you must clarify whether your audience or customers prefer or like listening to podcasts.
If the answer is yes or an average of them listens to podcasts then you can use podcast marketing for brand awareness and recognition. You can record podcasts that speak about your brand, the value it offers customers, and why they should choose your brand. You can also partner with influencers or cross-promote using podcasts. Podcasts are an effective way to build relationships and partnerships.
This, enhances conversions, customers, and the brand’s follower base. It also amplifies the business’s voice which can lead to effective partnerships for better change management.
Boosts SEO Results
If you’re an eCommerce business or a physical store running a digital marketing campaign, there are greater chances that you focus on the rate of conversions. Whether you leverage social media marketing or website optimization for conversions, podcasts can enhance your conversion numbers.
Podcasts generally drive traffic back to the website where people take the necessary action either by subscribing, placing an order, or requesting a service. Your SEO efforts will also be positively impacted as long as you optimize your podcasts with the appropriate keywords. Here, keyword research is essential to help you identify the keywords most used by your audience or customers.
To encapsulate, podcast marketing is currently one of the most effective advertising approaches any small business can leverage. With podcasts, you can talk about anything to increase audience engagement as long as it offers value to your listeners. You can dive into several dimensions of a topic and create episodes that your audience can listen to wherever and at any time.
Podcasts are not only cost-effective but also a creative way of reaching out to your target audience on subjects that matter. You can start podcasting even in the initial stages of your business, as long as you have a well-crafted plan.