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Your Guide to Digital Marketing Through Podcasts

Your Guide to Digital Marketing Through Podcasts

Admin 14-04-2021

For a lot of marketers, brands, and businesses digital marketing is majorly focused on the textual and visual content format. With digital marketing platforms like Instagram, Facebook, and Google search results, many have limited their marketing efforts to written or visual marketing.

In March 2020, however, a new audio-based social media application Clubhouse was introduced and it took the world by storm. Many compared it to another significant medium of audio broadcasting - Podcasts. Even so, the two are quite different.

That being said, its popularity is still on the rise because of its audio format that allows the listeners to engage with the podcast while also doing other things.

A podcast is a great way to make your audiences truly listen to what you are saying because, unlike visual media, podcasts don’t distract them from the real content and because it is audio, people are more prone to listen carefully to what you have to say to them.

But how can you use a podcast to market your product or brand?

Keep reading this blog and find out ways to leverage podcasts to reach your audience effectively.

How Podcasts can be helpful for your brand?

There are currently more than 1,950,000 podcasts with more than 47 million episodes according to PodcastInsights. These numbers are an increase from last year’s 850,000 number of podcasts (Oberlo, 2020). The uptick here suggests that there are more people, brands, and institutions taking the advantage of podcasts to reach their audience.

The increase also suggests that the number of podcast listeners is steadily increasing as well. Currently, there are around 155 million podcast listeners in the US alone and the number is said to grow in the coming years.

With that much potential, the brands that can successfully use the podcast to reach their audience and engage with them do get fruits worth their effort.

That being said, there are several ways that brands and businesses can market their products and services to their potential audiences that are listening to the podcast while driving, cooking, painting, or knitting.

How do Podcasts work?

Podcasts are similar to internet radio with more focus on a single field or industry. There are different formats of the podcast, the most popular one is the talk-show format where the host invites guests from the industry and talks on topics that concern that particular industry.

For example, if the podcast is about digital marketing, then the host may invite expert content marketers and social media managers to talk about their field of interest to their listeners. This makes the podcasts very niche-specific and perfect for brands and businesses to target their audience by selecting or producing specific topics and genre-related podcasts.

The other popular formats of a podcast are news podcasts, round-table, solo commentary, panel interviews, and fictional and non-fictional storytelling.

Each format has its strengths that you can use in favor of your business and brand promotion on this medium.

There are applications like Anchor where you can create your own podcasts for free and share them on multiple podcast sharing platforms like Apple Podcasts, Spotify, Google Podcasts, iHeartRadio, etc.

However, you may want to choose premium platforms like Alitu if you want to create podcasts that are more professional and are uploaded to other sites with your name instead of the name of the app with which you are creating the podcast.

How can you start marketing on Podcasts?

Similar to other forms of digital marketing, podcast marketing can be broadly divided into two: marketing through podcast creation, and podcast advertising.

These two ways can help you achieve your marketing goals using podcasts. Let’s discuss them in-depth.

Creating your own podcast

Podcast creation can be a little tricky if you want to make sure that everything you say has an impact on your listeners. There are a few things that you need to keep in mind while creating your podcast.

1. Know your audience:

And their likes and dislikes so that you are able to target them precisely. Check out what kind of podcasts and videos they listen to or watch. Understand which format they will be more interested in.

With detailed information about your audience, you will be able to create more effective podcasts.

2. Create content:

Your content should be informational and be able to provide value to your listeners. If it sounds like an advertisement then your listeners will not want to hear it.

The best way to go forward is to create content that addresses your audiences’ problems and issues and how your business, product, or service can solve these issues for them.

3. Create a podcast structure:

Your podcast structure will include, sound effects and transitions where necessary, background music if needed, start and end effects, etc. These sound bits are important to create an atmosphere that compliments your content.

The background music itself can contribute to making your listeners more receptive to your message. So make sure that you choose carefully why and which music and sound effects you will be using for your podcast.

Accordingly, assemble the podcast and make sure that you do not compromise on the audio quality.

4. Publish your podcast:

Choose a podcast publishing platform like Anchor to publish your podcast on multiple podcast streaming apps.

Similar to a blog or YouTube video, you will need to be consistent and entertaining about your podcast only then you will be able to gather a loyal audience that regularly listens to your podcast.

The next step in this queue is…

5. Promoting your podcast

It is better to start promoting your podcast before you publish it. That way, you are already creating an audience who will listen to your podcast the moment it publishes.

  • Share that your podcast is going live on different platforms using social media.
  • Share the behind-the-scenes snippets in Instagramand Facebook stories.
  • Let your audience on social media know where they can find the podcast by constantly posting about different topics the podcast will cover.

Once your podcast is released,

  • Share its link on your social media,
  • Repurpose the content on your blog and videos,
  • Create shareable sound clips of your most interesting bit of the podcast and share them across your social media.

With these steps, you can create your own podcast and gather an audience to connect with them and make them aware of your brand, product, or service.

Podcast Advertising

Traditionally, there are two types of podcast advertisements, the pre-roll ad that is placed before the podcast starts and the mid-roll ad that is placed at the 3/4th part of the podcast.

However, depending upon the flexibility and format of the podcast, the host can choose to place your ad during the most optimal time frame where the audience can neither skip it nor cancel it.

These ad formats are popular in talk-show podcasts and interview podcasts.

The other way to place advertisements on podcasts is to collaborate with the podcast creator much like you would with a social media influencer.

Many popular podcast creators like Aaron Mahnke (creator Lore, Cabinet of Curiosities, and Unobscured) collaborate with brands to give discounts and offers to its listeners on every purchase from the brand with a code related to the podcast.

This will make your brand more relatable to the listeners because they will trust the brand that the host is promoting rather than a separate ad playing at any point during a podcast “break”.


Why are podcasts good for marketing?

Podcasts are very niche related audio shows, so if you want to market your product or brand without creating a podcast yourself, all you need to do is choose a podcast that your target audience listens to and sponsor its episode, collaborate with the host, or run advertisements during the run-time.

The audience that is already listening to the podcast will be more receptive to your message if they feel like it is something that may help them.

Why is podcasting so popular?

The audio format of podcasts is what plays a huge role in its popularity. In any other content format, the audience has to pay complete attention to the content whether it is reading a blog or watching a video.

With podcasts, they can listen to the content while doing other work as well. And the best thing is that it still does not decrease the content efficiency since the listeners pay keen attention to every word spoken even while they are doing any other activity.

Over to You…

Podcasts have a great capacity to reach and compel your audience to visit your website and buy your product if you know how to leverage it efficiently. It is a digital marketing platform that is yet to realize its complete potential.

But the rapid growth in the number of shows and listeners suggests that it is a force to reckon with. If you are not sure about your digital marketing, then consider outsourcing a digital marketing agency that can help you reach your goal and beyond that.

All you need is to try the digital marketing services for free before you make any commitment. This way, you will know how a professional agency can help you improve your business on different fronts of digital marketing including social media marketing, pay-per-click advertising, SEO, video marketing, and much more.

What are your thoughts on podcast marketing? Also, how would you leverage podcasts to improve your business? Let us know in the comments below and if you think this blog will help someone you know, feel free to share it with them.

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