The term “podcast” is a combination of two words- “Pod” and “Cast.” The “Pod” part comes from Apple’s iPod, while “Cast” means broadcasting. The word podcast was popularized by Steve Jobs…
What is Podcast Marketing? Complete Overview
What is Podcast Marketing?
The term “podcast” is a combination of two words- “Pod” and “Cast.” The “Pod” part comes from Apple’s iPod, while “Cast” means broadcasting. The word podcast was popularized by Steve Jobs, the founder of Apple who played an important role in integrating podcasts with the iPod.
While the term Podcast marketing is the process of marketing yourself, the products you sell or services by creating & distributing unique audio content.
Hope you know what podcast marketing is and in case you do not have a thorough understanding of it then we will advise you to just search “What is podcast marketing?” on any search engine and you will get plenty of articles but now let us focus on the most important part which is why podcasts?
Why Podcast Marketing?
When you hear the word “podcast,” what comes to your mind? Entertainment, right? But that is not the reality, most of the podcasts are niche and business-focused. In 2024 podcast market is still an untapped niche.
See, most businesses have well defined target audiences and podcasts can precisely reach these markets.
One of the most interesting parts of Podcasting marketing is the engagement level it brings at a scale. Nearly half of the US population listens to podcasts regularly. In the UK, podcast listeners increased by 42% following the pandemic.
On an average Podcasts range from five minutes to an hour, in this meantime you have the opportunity to present yourself or talk about your business and the most interesting part here is that this communication does not sound like you are marketing because the format keeps the audience engaged throughout the whole time window.
For most people, listening to podcasts is more engaging than reading text, and somewhere you will also agree on it with us. There is no doubt that podcasts will be very beneficial from your business marketing point of view.
How to Start a Podcast?
Well, you have chosen the one of the best ways to market your business and services but what are the steps to start a podcast & what should be the best approach for podcast marketing?
Choose You Podcast Niche
In which category your podcasts will fall or who will be your target audience like business, startups, entertainment or health podcasts? Who will be listening to your podcasts like are they students, working professionals or people who are interested in finance?
First, answer these questions. Our tip is to choose a niche that aligns with your own interests rather than selecting a niche based on the market size or purchasing power of your audience.
Publish Your Podcast’s Regularly
In any walk of life, consistency is the key. Whether monthly or weekly you need to publish your podcasts episodes regularly. Weekly or bi-weekly is the most common podcast publishing frequency as per data.
Audio Quality- Heart of Podcast Marketing
No one wants to listen to a podcast with poor audio quality so it is better to invest in some better audio equipment to get better quality audio. Microphones can help you remove the background noise which will give a more pleasant experience to the listener.
Make sure you are recording your podcasts on clear audio which reflects the professionalism of your podcast.
Create a Pipeline
In your journey of podcast marketing, there will be times when you are not willing to record podcasts or sometimes the environment isn’t suitable. It’s a good idea to create a content pipeline in advance.
Keep in mind that to achieve the best quality, audio format & overall style for your podcast takes time. Therefore, try to record some episodes ahead of time and then review them accordingly.
Promote Your Podcast
Now you have set up the whole process of doing podcasts now it is time to market them for the right audience and on the right platform.
When you are just starting out your podcast do not just rely on word of mouth marketing. Initially share your podcast on all social media platforms, ask your friends (Who have relevant audience) to post something about your podcast. Organic growth is possible but you need to work on little factors which play an important role in reaching your audience.
How To Promote Your Podcast?
As mentioned above, you have to put efforts in order to get the most out of it.
Invite High Profile Guest
It is true that in initial days it is very difficult to invite people who already have a big audience.
First of all you will ask why? Why would someone who already has a big social media footprint come to your podcast? No doubt it is the right question but atleast give it a chance. It is true that in initial days it is very difficult to invite people who already have a big audience but still you can ask or send invitations to people who have relevant audiences to attend your podcast. Believe me, there might be chances that someone will end up on your podcast at initial days.
Promote the Podcast Online
As mentioned above, promote your podcast online on social media platforms, on your website, whatsapp group or on any other medium to gain maximum reach. Try to create a rich or relevant audience to promote your products or services.
Transcribe Your Podcast
You might be hit with a question: why in initial days, there is a need to transcribe my podcast? Well let’s take a hypothetical scenario, you are interviewing a pharma company leader in India & he/she is sharing insights, views & making some predictions on the pharma industry, will it be somewhere relevant to the USA audience who have interest in the pharma industry? Of course yes but to some extent. So you might hit a small niche.
Give Away Few Prizes
You can offer coupon codes to the audience but remember these offers should be relevant like you can not offer sports equipment to an audience who is interested in fashion so try to ensure the relevancy of your offers.
Be Active in Your Industry
Try to be active in your community or social media where you can share links with potential listeners.
But here the majority of the people commit a mistake which is spamming the group by just dropping notes, articles & comments which are not even relevant. So do not try to be that person.
Conclusion
The bottom note is that, in podcast consistency is the key. You & your team will have to be very consistent in order to achieve the desired results. Keep track of the result & impact of your podcast, how it is performing with different analytics tools. So do not lose hope, we are waiting to see you on podcast channels soon!
Is a podcast a part of digital marketing?
Yes, a podcast is a part of digital marketing. It serves as a form of content marketing which helps in attracting potential customers through valuable information, entertainment or insights.
How to succeed in Podcasting?
Choose a niche that you are passionate about and have knowledge. Next, planning your content is crucial; it should be both valuable and informative to effectively hook your listeners.
How do I start podcast marketing?
Starting podcast marketing involves several steps to effectively promote your podcast and reach a wider audience. Here is a simple and composed process:
Defining your audience, optimizing your podcast, choosing the targeted audience, using social media for promoting, running ads, email marketing, and, more importantly, analyzing and evaluating your efforts.
Is a podcast a part of digital marketing?
Yes, a podcast is a part of digital marketing. It serves as a form of content marketing which helps in attracting potential customers through valuable information, entertainment or insights.
subscribe
