General Electric. Vogue. Goldman Sachs. The Financial Times. eBay. What do these diverse companies in very different market sectors all have in common?
These well-known brands have either created a short one-off episodical series, produced a weekly show or invested in multiple serialised shows. For example, General Electric has its own science fiction series called LifeAfter, and series one pulled in over 1.3 million listeners. That’s some serious audience engagement!
But why are these companies so committed to podcasting given the variety of more traditional types of communications available to them. And, more importantly, why should you consider doing the same, even if you have a tiny marketing budget?
Because when you’re in business, you’re fighting for your customers’ attention at every turn on most or possibly all of the well-known communications platforms. Podcasting offers a simple, credible and enjoyable alternative to the traditional heavily-subscribed methods of audience engagement for the following reasons:
1. Anytime, anywhere. Podcasting is truly mobile entertainment, being easy to access, explore and consume through smartphones. They are an enjoyable and convenient replacement for the written word, whether the listener is travelling on a packed commuter train, exercising or simply relaxing. They can even be used in situations where their hands can’t hold a book, such as gardening or crafting. It’s a great way for your audience to engage with your branded content, hands-free, whenever they have the time and inclination to listen. And unlike many other types of marketing communications, podcasts allow you to connect with your target audience outside of the usual 9 – 5 working hours.
2. Straight into your listeners’ ears. Unlike other types of marketing communications, you don’t have to repeatedly attract your audiences’ attention through the vast ocean of marketing communications. If a listener enjoys your podcasts they can opt to receive an automatic update when you release a new episode, building strong brand loyalty and helping you to connect without driving them to your website or Facebook page.
3. Provide more value than your competitors. Podcasts add more value on their own than other mediums because there are no restrictions on the content. Twitter and Facebook have word limits and you often have to fight for visibility, while video platforms like YouTube can monopolise a user’s data package, hog household bandwidth and cannot be downloaded to watch later offline. Podcasts on the other hand have no word limits, are data package and bandwidth friendly, and can be downloaded to listen to at a later time.
4. Richer engagement opportunities. Podcasts can inject personality into your brand and increase awareness, as well as getting your message to some of the more hard-to-reach audiences that may not engage with traditional advertising or social media channels. They give your audience a better understanding of what you do, helping you to share your expertise and bring case studies to life for a diverse and growing number of professionals, customers, trade and membership organisations.
5. Build credibility with thought leadership: Share information about new products, discuss industry related topics and debate current issues - the topic of conversation, interview or show can be easily tied to the interest of your audience. You can get well-known guest speakers or celebrities involved, and capitalise on the news and trends to position you and your business as a leader and expert in your field.
6. Lead generation. At the end of the day, you need to promote your brand, products and/or services, and podcasting is a powerful weapon in your marketing armoury. Podcasts offer multiple opportunities to reach diverse domestic and international audiences and generate leads and sales. Whether you want to tell listeners about an exclusive offer, direct them to your website for a limited-time offer, or just plain tell them exactly what you offer, it’s worked for other businesses and it can work for yours too.
7. Value for money. Podcasting is inexpensive compared to other media formats, especially video, which can cost thousands per ‘recording’. While videos do have their place, podcasting can do more with less budget and, let’s be frank, sometimes money is a finite resource. Podcasts will give you more mileage.
So, there you have it…the seven reasons why your company needs to embrace podcasting in 2017.
To find out more about using podcasting to increase your brand’s reach, email Jennifer Daniels now on firstname.lastname@example.org. 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.