Podcast – the new social media tool for marketers

As of 2021, there are over two million podcasts and more than 48 million podcast episodes, a significant increase from 500,000 active podcasts in 2018.

Businesses have been engaging social media platforms actively in the past few years to connect better with their audience. From creative videos to funny memes, brands are using a host of multimedia tools to enhance brand visibility and boost sales.

A recent addition that has caught the fancy of business owners is a podcast – an audio platform that allows brands to share a ton of valuable information in just a few minutes. With podcasts gaining huge popularity around the globe, brands are actively pursuing this format to add to their digital marketing strategy. In case you are looking to start a podcast but are not sure how to connect with a social media advertising agency.

Benefits of a podcast

Engage audiences

On other platforms, customers often come across the brand for a few seconds either in the form of an ad post or an image. However, their attention is instantly diverted to other brands and information on their feed. A podcast is a dedicated place for a brand that does not include anyone else. This allows better connection with audiences and builds deeper relationships.

Build trust and credibility

For an audience to turn into paying customers, trust is important. With a plethora of companies shifting online, it gets difficult to sort the leaders from the rest of the pack. A podcast helps establish a strong business presence, build trust, and establish brand credibility, all of which influence customer purchase decisions.

Dedicated ad space and brand awareness

54 percent of podcast listeners are either somewhat or much more likely to consider buying from a brand after hearing its advertisement on a podcast.

Podcasts are a great way to promote your business and enhance brand awareness among your prospective customers. Keep in mind that, unlike other ads, customers don’t simply chance upon your product. Instead, they are purposively logging in to listen to what you have to say. A podcast can help effectively convert prospective customers to paying customers.

Now that you know the importance of a podcast, here are some creative tips to help you get started.

1. Plan your format

Before you start setting up your recording equipment, the most important thing is to plan the format for your show. It can either be a single-host format where you are conversing with your audience directly or a multiple-person format. This may be in the form of multiple hosts or even an interview format. For guidance on which format works best for your audiences, be sure to consult a social media marketing company.

2. Research your audience’s needs

A podcast works well only if it serves your audience well. While this may be a great marketing platform for a business, it needs to be more than that. It needs to give the audience a reason to tune in. Make sure to learn about what your audience is looking for to ensure your podcast is well-received.

3. Know your ‘why’

Ask yourself why you are starting a podcast and what are you hoping to achieve from it. This will help you list the goals and objectives you want to achieve. Whether it is improving brand awareness or encouraging sales, each objective will have a different path. Knowing the why at the beginning can help you create an effective podcast that helps your business.

4.  Create a schedule

Podcasts need to have a clear schedule to stay relevant. Whether the clips are short or long isn’t as important as consistency here. Be sure to create a detailed schedule of your episodes and have a few recorded before you start your channel. Also, keep a few podcasts recorded and ready to post on days you don’t have time to record. This will ensure continuity in your channel thus building trust and credibility.

5. Track your results

Just like in every marketing strategy, this crucial component should not be overlooked when building a podcast. Note the episodes that are most listened to or even downloaded. This will help you understand the interests of your audiences better. Also, check if your podcasts are working in alignment with your company goals.

A podcast can help you create a niche for your business and engage with customers in a far more personal manner than several other platforms. To know more about how a podcast can help boost your business, consult a social media optimization agency in India today.