10 ways to use audio and podcasting in your marketing

10 ways to you audio and podcasting in your marketing.jpg

Marketers have mastered the art of visual engagement. Depending on the sector you work in and what you sell, you may also have perfected marketing techniques that incorporate taste, touch, and smell. But what about audio? 

Audio provides the opportunity to develop a richer and deeper engagement with your audience. To date, 3.8 million people in the UK listen to over six hours of podcasts per week because some other formats do not provide the range and depth of original content they enjoy. And with the rise of connected cars, smartphones and on-demand services, it’s time for more UK brands to embrace the concept of branded audio and podcasting - or risk being left behind by their competitors. 

So, if you’ve not tried it, how can you add audio and podcasting into your marketing for maximum effect? The following are 10 ways that have been tried and tested by some of the biggest brands in the business. Just one of these could give your marketing a boost and help you engage with a completely new audience.

1. Create a podcast page on your website

There are still many people who don’t know what a podcast is or where to find it, so they are unaware there is an alternative when they don’t have the time to stop and read or are physically engaged in an activity with their hands. Make it easy for these people to find and access your podcasts by putting them on your company website in a dedicated section or, preferably, page.  At least your website is a place they know they can easily find. 

2. Add links to podcast episodes in your lead generation emails

Potential customers often have the same questions about your product or service. You can use the content from your FAQs to create a series of podcast episodes to address these questions, adding in some case studies and additional relevant content to put the answer into context. Its evergreen material that you only had to record once but will be useful time and time again.

3. Repurpose existing content into a podcast

You may think a podcast is an interesting idea but don’t move any further forward with it because you’re not sure what to talk about or what your audience might find interesting. If this is the case, have a look at your existing content, such as blog articles, white papers, books and case studies, and recycle the most popular content for podcasts. You don’t have to limit yourself to just copying the content – you can add more details as you go along, update any facts and figures, and link to other related topics of interest.

4. Drive engagement and sales with listener-specific offers

Once you have the content and the episode format figured out, you can use your podcasts to begin to increase your engagement and sales. For example, offer a giveaway for podcast listeners only in exchange for contact details, direct listeners to a specific (and trackable) link or give them a special discount code if they order within a certain time-frame. All these are proven and simple to measure tactics to drive engagement and sales.  


5. Bring case studies to life

People often buy products and services based on the recommendation of others. Why not bring that to life by interviewing your customers about their experience with your company’s products and services. Let the listener imagine being in their place and bring the benefits of using them to life. Then you can either embed the podcast episode or refer to it on various pages on your company’s website. 

6. Share snippets of audio on social media

It’s not easy reaching a social media audience and then getting them visit your website to listen to a podcast. To make it easier, you can share a snippet of your podcast audio, sometimes referred to as an audiogram, so if someone comes across your tweet or post they can get a sample of your podcast to whet their appetite for listening to the whole thing. Just make sure you pick the most interesting section to pull them in and convert them into a new listener and subscriber.  

7. Supplement your blog with podcasts  

Give website visitors the option to either read a blog post, listen to it or both by embedding a podcast episode with each blog post. It’s a useful way to introduce your readers to your podcast as well as increase traffic to your website and boost return visitors.

8. Deliver training with audio

For those times where it’s impossible to sit down to learn or revise a topic, such as driving to work or walking along the street, podcasts give listeners the opportunity to learn on the go. Aural learning is one of seven recognised learning styles, so transforming training notes and exercise material into podcasts provides learners with an effective way to reinforce their knowledge of a subject without having to physically sit in a classroom or in front of a book. 

9. Record live events 

Recording live events, such as seminars or workshops, either as exclusive content for those who could not attend or as a listen again option for those who did is a great way of getting maximum mileage out of all your resources. You can record these as one long continuous episode, or you can split it into a short series of topics. You can even use short snippets from events in a series of lead generation emails to sell attendance at future events.

10. Convert annual reviews into audio

Revisit your year in audio. Annual reviews can sometimes be long and slightly dry documents. Podcasts can add life to these documents by taking stakeholders through the highlights of your company’s performance, focusing on stories that demonstrate success and even provide context around challenging areas that your organisation intends to address. 


So, there you have it; ten easy ways to integrate audio and podcasts into your marketing. 
Branded audio takes work: good content, clear audio and skilful post-production are necessary to produce the high-quality content you need to compete for listeners’ ears - but it pays off.  
If you want help to explore how you can use audio in your business to increase your reach then contact us – just email Jennifer Daniels now on jennifer@podraffi.com. The Podraffi team can help you with everything podcast related, from scoping out a concept and promotional strategy, to recording the podcast, post production and distribution.