While not exactly a new phenomenon, the last few years have seen a rise in podcasting as a way to promote particular topics and industries. Audio in general is something that a lot of businesses are branching out into, as that’s what their target demographic is focused on.
With ever developing audio technology within our homes, such as Amazon Echo and Google Home Hub, it’s easy to see why this industry is booming. According to Statista, podcast listenership in the UK has been rising significantly each year, with an estimated 15.6 million listeners in 2020. Considering the fact that the figure was just under 6 million in 2018, this is clearly an area organisations should at least consider entering into.
So what are the real benefits of podcasting, and if it’s an avenue you want to go down, how can you get started?
Podcasting is definitely a powerful marketing tool if used correctly, as there is such a huge demand for it. You can be as niche as you like too – whether it’s exploring the idea of the sacred in the Harry Potter book series, or an in depth look at particular characters in history. The main thing is knowing your audience, and creating engaging content that will be widely shared.
There are a number of advantages to setting up a podcast for your organisation, one of which is that it’s a great alternative to video, which is another popular medium, but one few people are comfortable with recording. Smaller businesses are not often equipped to record high quality videos either. But what are the other benefits of podcasting? We’ve listed the top three advantages below:
Increase Your Traffic
As mentioned above, the number of people listening to podcasts is continuously rising, so if you’re able to reach even a small percentage of this audience, you’ll see a huge increase in traffic to your site.
Another great thing about podcasts is that they attract a loyal following – people tend to subscribe to particular channels, and regularly listen in. So as long as you continue recording, you should have an audience listening! And people like to discuss their favourite podcasts too, recommending them to friends and family.
Build Relationships With Your Audience
Podcasts can feel more engaging than written content, as despite the fact that they are a one-sided conversation, they feel more interactive. Listeners get a better sense of the person behind a podcast than they do via written media, and this builds trust in the individual and the brand.
And if you get more people buying into your brand, this should have a correlated effect on your conversions. You’re far more likely to buy something from someone you trust than a complete stranger.
Simple and Cheap to Create
There are not a lot of steps involved in creating a podcast, nor is it expensive. With video, or even imagery like infographics, there is usually a great deal of editing involved, and you’ll probably require some level of skill to perfect the end result. The equipment can also be pricy to buy or hire.
With podcasts, you simply need a good quality microphone and a few hours to spare. The editing software can be found online for free, and you can easily upload the content to a host of free distribution channels.
While starting a podcast series is a relatively straightforward process, there are a few key things to keep in mind. First, you need to carefully consider the topic of your podcast. Obviously it needs to be on brand – while there are never enough Lord of the Rings based podcasts on the market, if your company sells high tech electronics, it’s probably not the best direction to go in.
You need to ensure that your podcast stands out, as there are so many out there to choose from. Try listening to a range of existing podcasts, and make a list of the things you like about them. You can then combine these elements to create engaging content for your audience. Our other tips for creating a podcast are as follows:
planning and preparation
Before you start posting your podcasts online, it’s a good idea to have at least a few more ready to be released. As these initial episodes need to hook the audience, they need to be your best work, carefully curated and edited.
If you have several episodes ready, you can also set up a release schedule. As with most marketing strategies, consistency is key, so make a plan and stick to it!
don’t give up
You may not become an overnight success with your podcast. In fact, it’s highly unlikely that you’ll make much of a splash at all initially! But this doesn’t mean you should stop publishing content – most successful podcasts didn’t get a lot of traction at first, but as they continued, they improved their delivery and attracted wider audiences.
Collaborate with others
While you can plan your podcasts to an extent, the most interesting podcasts tend to be unscripted, with two or three people having a conversation. If you’re able to guest speak on another podcast, that would also be beneficial, as you can mention your own podcast, and hopefully encourage listeners to subscribe.
Overall, podcasts can be a great way to find a new audience for your business, and they’re pretty easy to set up. As long as you’re willing to invest the initial time into the project, you should see a significant increase in traffic and conversion.