What is Podcast Marketing? A Guide to Growing Your Podcast Audience in 2022

What is Podcast Marketing? 

Podcast Marketing is a method for selling and advertising the services or products that you offer using audio content. It is a strategy that aids in reaching new audiences by sharing the brand’s narrative and, at the same time, establishes brand authority.

Podcast Marketing is also a way to increase brand awareness without being excessively promotional. Most of the time, podcast platforms offer free content that is shared with the listeners for free or at a very minimal cost. 

Why Should Businesses Do Podcast Marketing?

Podcasting is very time-consuming and requires a lot of hard work. However, it’s a terrific method to reach a large number of interested listeners as podcasts are frequently listened to by over half of the US population, and there is even a 42% increase in podcast listenership in the UK.

Advertising on the radio typically lasts at least 15 seconds or 30 seconds at most, so packing as much information about your business is quite a challenge. But podcasts may range in length for at least five minutes at a minimum and can even reach an hour or so. With this, there is enough time to go deeply into your offerings.

Moreover, podcasts are far more entertaining than long texts since it allows you to invite various guests, receive real-time questions from listeners, and convey tales in an audio format.

Benefits of Podcast Marketing in Growing your Business

1. Reduced Marketing Cost

There’s no need to invest a fortune to launch a podcast channel. While the quality of the equipment is a crucial factor for a technically well-produced podcast, you may still achieve a fantastic sound without spending a lot of money. A good microphone, for example, may be purchased for less than USD$70.

Maintaining a podcast is less expensive than vlogging or video marketing. This is a better option for small firms with limited marketing resources. Podcasting requires less technology, talent, and post-production than professional video services.

2. Increases Brand Awareness and Recognition

Identifying your target audience is the initial step toward developing a successful marketing plan. So, if your target market is largely made up of working and traveling people, then having a podcast can be greatly beneficial. That is because listening to a podcast does not necessitate a person’s entire concentration. Many people listen to podcasts while driving, commuting, showering, eating, working, or even when performing house chores. In other words, you may reach a large audience that will listen to your podcast passively while they go through their day. While this may entail some of your listeners not being entirely focused on your program as they are mostly distracted by doing other things, it is not a significant setback. Because your podcast is playing in the background, there is still brand awareness and recognition.

3. Raises SEO Rankings

Those who have familiarized themselves with Search Engine Optimization (SEO) understand how crucial it is to develop content that incorporates keywords. While keywords are often jammed into blogs, articles, and website content, you may also optimize a podcast with relevant keywords, which can increase your company’s website rankings.

4. Improves Conversion Rate

Building a connection with your clients enhances the likelihood of them wanting to test your product or engage with your company. Tying your podcast with your brand is the key to converting listeners through podcast marketing, as it offers listeners an alternative way to communicate with you. Hence, it would be helpful if you integrated your lead generation strategies with your podcast.

5. Encourages Brand Partnerships

Brands are always on the lookout for new engagements with their consumers and prospects. That is why influencer marketing is gaining nowadays, and yes you can use the same approach to a podcast.

You may work with relevant brands with similar target audiences through your podcasts – this doesn’t mean neglecting your own brand but rather a way to increase associations.  This allows prospects to discover new applications for your brand while also capturing additional listeners who are already familiar with your partnered brand. As a result, brand collaborations can help you grow your audience and conversations.

Podcast Marketing Strategies

1. Develop a Podcast Landing Page

The most basic podcast marketing strategy is to develop a podcast landing page. Having such gives convenience to your listeners. A podcast landing page guarantees that your listeners can concentrate on listening to your podcast episodes. Furthermore, the website should include a clear title highlighting your product's use. Introduce your podcast in a way that you describe the advantages listeners will gain from listening to it. Also, ensure that the page has active links to all released episodes.

2. Work on an Influencer Marketing Strategy

You may always seek assistance from opinion leaders. They are experts in their industry who have earned the confidence and affection of others. Influencers are masters in their respective fields and have the power to recommend trustworthy businesses. You must locate specialists who are knowledgeable about the themes of your podcast. Invite them to your podcast and ask their opinions on how to improve your product or services.

3. Utilize Paid Ads

Paid adverts are a great podcast strategy to generate visitors to your podcast website. You may promote them through social media or sponsored search results. People looking for comparable material will come across the ad and learn about your podcast. Paid commercials have tangible outcomes in terms of traffic and listener base.

4. Record Multiple Episodes

If you are just getting started with your podcast, it is critical that you give listeners more than one episode. A relevant and entertaining podcast will always entice listeners to listen to many episodes one after the other. Prepare at least 3 to 5 episodes of your podcast in advance to minimize negative feedback and increase the momentum.

5. Convert the Podcast to Video

These days, converting your podcast into a video that can be shared on YouTube is a good podcast content strategy. YouTube is a strong SEO driver that will help you get found. You may even let your podcast be streamed live on Facebook or Instagram to get feedback from the audience in real-time!

Conclusion

Podcasts are clearly gaining a name for themselves in the digital marketing world, and if you properly take advantage of this trend, you will undoubtedly succeed. Nonetheless, apart from being a great promotional tool for your business, podcasts are also an excellent medium for audience engagement and building relationships with your audience and potential clients. 

To know more about podcast marketing strategies, digital marketing techniques, and other business content, you may tune in to The Master Delegator Podcast!