Podcast Marketing: How Brands are Getting it Wrong

Business.com / Marketing / Last Modified: July 31, 2017
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To market yourself and your brand correctly on a podcast there are three core elements that you should really have down cold: your story, your message, and your call-to-action.

According to Edison Research and marketer, Jay Baer, 43 Million people, about 15% of Americans, listen to podcasts on a weekly basis weekly. To put it in perspective, only 3% of Americans go to movies in a given week. Podcasts are on the rise to say the least, growing consistently 105% since 2016. Business owners are realizing how important the medium is to the future of their businesses. The difficult thing is that many don’t quite understand how the medium works. Hosts are seen as celebrities by their listeners and for many entrepreneurs, appearing as a podcast guest is their first experience with influencer marketing.

Each podcast has its own theme or way of discussing business issues, and so show integrity is vital to hosts and the audiences that follow them. A listener that is in love with the Soloprenuer Hour, may not be the same as the listener that subscribes to The Order of Man podcast. That’s why knowing your audience is so vital to the way that you show up and how you convey a message.

Knowing the style of the interviewer is a huge factor for success. Guest preparation is going to be drastically different for an interview by Nathan Latka, who really cares about numbers, versus chatting with Bruce Langford who wants to know more about your spiritual side. Knowing what to expect before appearing on a podcast is important to marketing your brand correctly. The medium is quite different than what brands have seen in the past so most have yet to learn how to best take advantage of it.

To market yourself and your brand correctly on a podcast there are three core elements that you should really have down cold: your story, your message, and your call-to-action.

Your Story: What is your story? How did you get to this point? What were the trials and tribulations? Listeners may not always remember the tactics you teach, let’s face it many of them change rapidly, but they will remember how you made them feel. Many listeners want to see that successful people have been where they are or think as big as they do, so they can apply it to their own lives.

Your Message: What do you want to teach so that a listener will walk away with value whether they buy something from you or not? Don’t try to teach everything, teach one thing; give so much value that the listener will want to be part of your tribe after the interview

Your Call-to-action: There’s many different beliefs on what type of call-to-action will convert best as a podcast guest. You need to figure out what offer will be convert them to members of your own tribe. You could nail the first two components, but miss a call-to-action and fall flat on your face.

It’s important to have these three components down cold because you have to be able to tell them through a different lense for each show that you appear on. On that note, it’s important to remember that you are serving an audience and the host may be looking for something different on that given episode. Appear value first and you will get the most out of each show that you appear on.

Now, for most entrepreneurs, that guest appearance is where it ends. However, that’s just phase one. After the show publishes, you can now start creating massive amounts of content for your brand, all of which promotes the show, so it’s a win-win for the host. Repurposing content after a guest appearance is what will really take creating a celebrity brand to the next level. Being a podcast guest a strategy to build a strong and recognizable brand.
What should you be doing with the content from your guest appearances?

  1. Embed them on your blog, write a post and have a call-to-action at the bottom.
  2. Use a web tool such as Rev.com or Trint.com to create a transcript.
  3. Pull interview quotes and create quote cards.
  4. Segment interviews and email them out to customers or potential customers; send the perfect content to the perfect match.

Podcasting is the greatest branding play currently in existence, and the main reason why entrepreneurs such as Gary Vaynerchuck are pounding the drum for it. As a business person unless you know how to show up and how to promote, then you are missing a huge opportunity to grow and market your company.

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