The popularity of podcasts has skyrocketed from half a million podcasts in 2018 to nearly 3.2 to 4.1 million in 2024. With this increased popularity, marketers have the opportunity to use podcast marketing to reach relevant audiences and popularize their brand. Many celebrities and influencers have also started their podcasting shows
According to research, 80% of US brands listen to one podcast per week, and this number will grow further in the future. Podcasts provide a unique platform for brands to connect with their audience.
In this article, we’ll learn what a podcast is and why it is important for marketers. Also, some of the effective podcasts are marketing tips. Lastly, we’ll learn how to promote it.
What is a podcast, and why is it important for marketers?
The podcast is a series of audio episodes that focuses on one topic or a few related topics. However, a marketing podcast is one that talks about the world of marketing, highlights why you need it, and promotes your goods and services.
Podcasts are generally available for free or at a low price. They are available on multiple hosting platforms, such as YouTube, Spotify, etc. All you need is a device and internet connection to consume this content. According to a study, the most common place for listening to podcasts is home, with 64%, travelling in public transport with 24%, in the car with 20%, etc.
In recent years, it has become one of the favourite methods of consuming content. This one method has so much potential that it can’t be ignored. Podcasts are very engaging; all users have to do is listen to the content, which can be done while completing their daily tasks. Podcasts are very easy and convenient to follow. This makes it an active engagement tool where podcast listeners spend more than 25% of their time listening to podcasts. Also, podcasts have a strong influence on their listeners. According to a survey of 3,00,000 podcast listeners, 63% stated that they purchased a product because it was promoted by the host of the show. 71% stated that they visited the sponsor’s website after listening to it on the podcast. It is cost-effective, as you can record it anywhere with little money.
While creating a podcast, make sure your podcast has a transcript. You can add relevant keywords to it to drive more traffic to your website. Podcasts are also more creative, where you can promote a product in the tone of the episode or theme of the episode. It also has a wider reach, you can also invite a guest for more reach. It opens new markets for your business and enhances target marketing. To keep your audience engaged, you must create unique and creative content on various topics, such as sports, health, technology, etc, to keep the freshness alive in your podcast. Podcasts help in building a stronger connection with the target audience. Podcasts include conversations, experiences, etc, which make you familiar with them.
Some of the most effective podcast marketing tips
Here are some of the most effective podcast marketing tips for enhancing the reach of your podcast.
- Submission: Submit your podcast to directories such as Spotify, Apple Podcasts, etc. It helps in increasing the visibility of your podcast and boosts subscription rate. Once your podcast is in the directory, keep your information updated; that is, update your podcast’s title, description, etc. The rating and review of the podcast can build a positive reputation for your brand.
- Social Media: Promoting your podcast on Instagram, Facebook, etc helps in increasing the reach of your podcast. Create a dedicated social media account for your podcasts and share important information with them. Use engaging captions and hashtags for your podcast. You can also share behind-the-scenes content with gaming users. By responding to the comments of the users, you can build strong relationships with them. By using features like Instagram Live, YouTube Live, you can connect with your audience in real time. You can also build a community with them such as on Facebook, where you can promote your product and build a loyal community.
- Influencers: Find an influencer who enjoys a strong influence over your niche audience. Try to build a mutually supportive relationship. You can also invite these guests on your podcast as specific guests.
- Monitoring: Social Listening lets you promote your podcast more effectively. Social listening provides important insights, such as which content is engaging and relevant for your brand. By tracking brand mentions, hashtags, etc, you can explore new opportunities. You can track your competitors’ podcasts to understand their podcast strategy. Identify the upcoming trends. Respond to customers on time and seek reviews from them. Monitor the impact of social media promotion by tracking social media metrics.
- Collaboration: You can collaborate with guests or other podcasters for better engagement. You can contact podcasters of your niche with smaller audiences. Make sure their vision and tone align with your brand’s philosophy. You can also invite your favourite podcasters and explain to them how you can complement their business and boost your brand as well. Once you have made a partnership, cross-promote each other’s podcasts on social media and emails. You can co-host a podcast and talk about a topic that engages with your audience. You can organize live events, meetups, etc, for building better relationships with the target audience.
- Optimize SEO: It helps in improving your visibility and boosts engagement rate. You can optimize titles, description, content, etc, for better SEO. Add relevant keywords to your content. Create podcasts on trending topics for better results and upload them
- Podcast Website: Having a website for your podcast helps audiences to find your podcast and use it. It helps in building credibility and helps in generating more traffic for your podcasts. You can build a loyal community that never misses a single podcast of your brand. Websites let them find information easily and efficiently.
- YouTube: Publish your podcast on YouTube to enhance social media reach, improve engagement rate, and drive traffic to your website. YouTube is the second largest search engine after Google; hence, targeting it is a wise choice. It also helps in spreading your information to a wider audience. YouTube videos can be used to monetize your podcast through ads. This gives you extra income. Also, YouTube lets users watch podcast’s video version, which can engage users who prefer visual content.
- Email Marketing: Build an email list of your listeners and send them regular updates about your podcast to keep them engaged. You can stay connected with your subscribers and build a loyal community. Podcast owners can provide their subscribers with special content and reminders about the podcasts. It also helps in understanding what type of content resonates with your subscribers by tracking which email generates the most interest.
How to promote podcasts?
To ensure that your podcast reaches a wider audience, you must promote your podcast so that it reaches the target audience
- Email Marketing: After preparing the list of your subscribers, you can send them email campaigns. Include the data of your first episode in your newsletter. You can send them alerts for upcoming new episodes.
- Giveaway: Giveaways attract your audience quickly. Providing something free or giving special access to them can compel your audience to promote your brand. Target new customers by showing them content that is related to your brand.
- Social Media: You can use social media platforms to reach new audiences. You can make a post or share the podcast in the story with its release date. If you have sufficient resources for promotion, then you can use paid ads.
Podcast marketing is an ongoing process that requires consistent effort. It’s important to be creative and create engaging content and experiment with new tactics for promotion. It is important to track and measure the results of the podcast to understand its effectiveness of the podcast. Podcasts help in promoting brands and boosting online visibility, and building loyal customers. You can use digital marketing strategies for better targeting and increasing the visibility and engagement rate. Lumia 360 provides digital solutions that can create more effective strategies with measurable results. So that by studying the insights, you can make necessary changes.
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