When it comes to marketing in today’s modern world, the use of technologies and the internet is becoming more than just suggested. It is quickly becoming a necessity. Internet marketing is as much as part of a modern plan as publications and periodicals were in the past. Therefore, those in this field or looking to enhance the promotional value and initiatives in their business need to ensure that they are pursuing the best possible avenues and strategies.
For most, social media is a given and it is important to utilize these platforms. From Facebook to Twitter to Snapchat, more businesses understand the value and the importance of using these systems in their marketing plan. But, there are other mechanisms of promotion that are increasing in their popularity and yet remain relatively undervalued in the base level marketing campaign. Specifically, podcasts are important and valuable marketing campaigns. But, many simply have not yet embraced nor do they know all of the features. Now, through this article, is the opportunity to learn more.
Rather than take a risk on doing a podcast without any forethought, research, or input, consider the following discussion as necessary and important to have. It not only outlines the importance of podcasts and the reach that it can provide, but also explains the value in building a strong message via podcasts. With this knowledge, then, you will be able to put yourself in a better position to more than just try it but to really run with it in an impressive way. If you don’t want to suck at podcasting, then, you have found the right place to start your journey toward awesomeness. Aside from the value, this article will explain the strategies of building a strong presence in the marketing world through the use of podcasts. First, though, just what a podcast entails is discussed.
In its most basic form or definition, a podcast is a type of audio broadcast that usually shares a message or provides some type of information to the listener. It differs greatly from a standard or typical video in that it is not singular in nature. Podcasts are usually, at minimum, a part of a series or set number of different accessible broadcasts that cover a topic area or that complete a series of thoughts. Some podcasts, however, are regularly scheduled without definitive end, meaning that they cover or speak to what can be likened to a syndicated radio show.
Podcasts differ, too, on the aforementioned accessibility. While not necessarily live streamed, they can be accessed via computers or tablets with an internet connection and can even be downloaded to said device. This allows users or listeners to become invested in the topic and replay it across time or as often as they like as it has been downloaded to the device itself, allowing for easy access and continued replaying. Further, podcasts often couple their shows with live video, especially in larger networks or those with strong fan bases already. This can provide a visual as well as an auditory benefit to said podcast.
Why Marketers Love Them
If you are not utilizing podcasts as part of your marketing plan or schematic, you need to consider it. These broadcasts are absolutely wonderful in their outreach ability and in their accessibility. Consumers become quickly invested and these podcasts can reach individuals from around the world. As the internet serves as the method of connectivity and the vessel of downloading, anyone with said internet connectivity can access the podcast if you want.
Because marketing is rooted in outreach and broad reach of clients and potential clients, there is a great deal of value in using this to access the consumer. It is also a great way to share consumer information and bring relevancy to a topic or service in a modern context. There is also little overhead cost. This allows for the budget to be utilized in an appropriate way without causing a lot of initial expense or a great deal of investment. Therefore, if you have not used it yet, it is important to at least consider doing so.
Podcasts, too, allow marketers to reach a large and broad audience. These are individuals that are—more often than not—not being accessed via traditional print and internet media campaigns that are focused on image and text. Marketers need to appeal to all senses through their promotional efforts. Images are great for the visual aspect and words are, too, but they do nothing for the auditory learner. Therefore, to cover those who would prefer listening rather than seeing—which is a large segment of the population—podcasts are a great way to reach them!
Who Is Listening?
Simply saying it has value and consumer outreach is one thing. But it is a whole new ballgame to consider who exactly is listening to said podcasts and what that means for your consumer outreach. The truth is that many individuals are listening to these podcasts and they are becoming an increasingly popular means of entertainment and education. In fact, the podcast is not just for the niche market anymore. It is currently being used by a significant portion of the population and growing.
Podcasts, it is estimated, are regularly listened to by an amazing fifteen-percent of the American population. That means that approximately forty million people are listening to podcasts regularly. For marketers, that matters because that is forty million different future consumers to reach and to bring into the fold of the organization. Further, these individuals are more than dedicated to these means of communication and learning. Of these forty million, it is also estimated that the average individual listens up to over five hours of audio each and every day. That is a lot, especially when podcasts take up thirty percent of this daily activity. Imagine how much promotion potential is there.
Who Do They Work For?
Podcasts are not industry specific. That is one of the reasons that they have such a widely used and impactful presence. They offer value to all markets and sectors. From business to fast food and more, there is a great deal of value that is transferable across industries. Because of this wide competition space, then, podcasts do not occur in a vacuum. That is to say that there is a great deal of room for comparison, making the information presented here and the strategies to improve all the more valuable.
Getting It All Started
Now that you know the value and essence of what a podcast is, it is important to really focus on how to get started. To those who may be intimidated or hesitant, the truth is that there is not much to worry about in the way of start-up costs and efforts. Getting a podcast online and downloadable to consumers is relatively simple. To get started, you will need:
- A Feed: A feed is essentially the place upon which you are going to put your podcast. That is to say that it is the location from which your consumers can download your podcasts and listen to them on their media devices. These feeds can be something like iTunes store or they can be an RSS feed. It is up to you and what works best for your particular needs.
- The Equipment: There is some necessary equipment that is required for a successful podcast. This gear is relatively low cost and can be purchased on a meager budget, and built up from there. The basics or foundational items include a microphone, software that allows for recording, and—of course—a microphone.
- The Room: If you haven’t guessed already, when doing a podcast, you will want a quiet setting. A room in the home you own or an office downtown, this setting is important. It should be extremely quiet and have good acoustics in order that you do not get feedback or other auditory disruptions. You should also allow yourself the proper remote broadcasting tools for a seamless broadcast, too.
- Content Themes: Among the worst and most amateur of mistakes is to create a podcast that has no real value in it. Whether it is entertainment or product promotional, having a content theme is vital to keeping your podcast on track and bringing some type of value to the consumer. From the arc of a series or larger thematic approach to broadcasting, knowing what you are trying to achieve is very important to success and this starts with the development of a good content theme.
- The Voices: Just as in radio, voices matter. That is to say that you need the hosts or hostesses, the experts, the leaders, or whatever the case may be to be set to do the broadcasting. They may be employees of a company, up and coming hosts, or podcast amateurs. As long as they fit your brand, understand your message, and bring value to the podcast, then you have done something right for you and your brand. Pick someone who is not ready or professional and your audience will notice it.
Up and Running
When you get your podcast up and running, recognize that the journey to completion is not over. You will need to promote this podcast, too. A podcast that does not have any followers or listeners is relatively worthless in its marketing value. After all, no one will be listening so even the best of content will follow on non-existent ears.
In order to develop the audience you need and reach the consumers or individuals you are trying to make contact with, marketers need to take on the right strategy. That is to say that they need to outreach but do so in the technologically correct way. Consider the following suggestions on how to do this successfully, including:
- Develop a Website: A website that is dedicated to your podcasts makes it easy on fans to find exactly what they are looking for to listen to. Having a stationary point that can provide them this access can be great in that it is a clear room, proverbially speaking, where they know that the podcast will be on the shelf of accessibility. A website does not have to be dedicated solely to this task. Rather, many who have small enterprises or businesses use a tab or portion of their webpage for podcasts and audio media.
- SEO Matters: As with any potentially important sites online that may rely on a google search to facilitate acquisition of new and potential consumers, SEO matters. Search Engine Optimization, as it is also called, actually works to help rank webpages on a search engine site. Those that have a strong SEO presence are likely to see more traffic while those with little to none are missing out. SEO is an opportunity for promotion via a higher listing on a search page’s returned results list. That is why anyone with a podcast or podcasts page should consider increasing the SEO aspects on said site or at said location as it will help to elevate the potential accessibility.
- Cross Promote: If you have a podcast, you need to consider capitalizing on existing relationships and exploiting your already established avenues of promotion. That means that you want capitalize on cross promotion! Whether it is sharing your podcast on your social media pages with a link to where they can be found on a regular basis or it is sending an email campaign to your current list or it is working with another business to help cross promote products, this is a vital, important, and effective way to build your audiences. It will help to create an outreach to new and existing customers too.
Start It Up!
Now that you know the basics of podcasting, you are in a better position to make it work for your company, business, or organization. Using these tips, too, you will better put yourself in a position to look like you know exactly what you are doing from the start. With all of the marketing and promotional value, there is really no reason not to be utilizing this means of marketing. So get out there and get started!
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