Podcasts can be a valuable tool to increasing your brand awareness.
If you run a business or have a brand you’re trying to build, it’s important to look at all the different ways you can communicate to your audience. Technology is adding to numerous ways to communicate with potential customers, as there are constantly new ways to reach out to people and grab their attention.
Podcasts are one new outlet that is providing businesses an excellent way to connect with their audiences. The popularity of podcasts is on the rise and continues to grow as time goes on. Research by The Infinite Dial found that there are 51 million podcast listeners in the U.S. This type of media isn't going anywhere and continues to be a popular method to speak to audiences about different niche and industry topics.
Podcasts can turn even the most mundane topics into interesting learning experiences that people want to know more about. This is just part of the reason they're so effective for businesses and brands alike. Research shows that 15% of people in the U.S. listen to a podcast at least once a week. With its audience continuously growing, there's plenty of room for your podcast to gain traction and reach success.
Among the reasons why you should consider starting a podcast in 2019:
- Podcasts capture your audience's attention.
- They create a personalized experience.
- They help you build and maintain important network connections.
- Podcasts open up new financial possibilities.
- Podcasts allow you to position yourself as a leader in your industry.
Here are some specifics on each reason.
1. Podcasts capture your audience's attention.
If you have a blog post that takes any longer than, say, 10 minutes for people to consume, it's not likely they'll continue reading all the way to the end. According to Salesforce, 3% of listeners will only listen to the beginning of a podcast, whereas 42% will listen all the way through. People like information that is easy to consume and don't like to dwell on one piece of text for too long, which is one of the reasons why listening to podcasts allows you to engage your audience for longer periods of time.
People are used to having and holding conversations, and a podcast is very much like a conversation that you're listening in on. You're getting used to different voices that help you visualize what the person is saying. Beyond that, most podcasts add an element of storytelling to their content, which makes it even more enjoyable to listen to.
One tip is to add personal anecdotes into your podcasts where applicable so your audience can get to know you better as a person.
2. Podcasts create a personalized experience.
Podcasts are great because your audience gets the chance to hear the sound of your voice and understand your thinking patterns regarding whatever it is your subject is about. Having the chance to hear the person behind the ideas is a great way to provide a personalized experience for your audience, plus it allows them to get to know you on a deeper level.
With text, people can't decipher your emotion, and some elements like your tone, sarcasm, etc., can be lost. However, when people hear your voice, much more becomes apparent: your tone, sarcasm, humor, wit and much more. Podcasts help you establish an emotional connection with your target audience.
3. Podcasts help you build and maintain important network connections.
Similar to guest posting, you can use your podcast to feature guest speakers who share their thoughts, experience and expertise on any given topic. It requires a lot of work to plan out and execute a podcast. Inviting guest speakers on your show is a great way to expose your audience to different industry experts as well as get different opinions and insights on a given topic. (Plus, it saves you time and effort in planning and recording your podcasts.)
Having guest speakers is a great way to build networking connections because there's a good chance they might invite you onto their show in return. This will spread brand awareness and expose you to a new audience within your niche.
When deciding whom you should have on your podcast, create a list of credible, interesting, engaging guests you'd like to have featured and reach out to as many as you can. Tell them why you believe they'd be a great fit for your podcast, and make sure they're OK with you being new and having a smaller audience.
4. They open up new financial possibilities.
In a recent case study, real estate agent turned entrepreneur John Lee Dumas was able to grow the income from his podcast, Entrepreneur on Fire, to $46,000 a month. This didn't just magically happen, however. Dumas created a strategy that provided his target audience with valuable, insightful information for free. He decided to teach his audience how to create their own podcast that generates revenue so that it's more just than a hobby. In doing so, he was able to build an organic audience of listeners who genuinely enjoy his content and tune in of their own free will.
Examples like these are common for podcast creators if they curate content with their audience in mind. If you know who you're catering to, creating content that's relevant to your target market's interests will be easy, because you'll have all the information necessary to determine their pain points and solve their problems.
There are a few different ways you can earn money through your podcast. For one, you can charge sponsors to be featured in your podcast so they get exposure to your audience. You can create ads that entice listeners to check out different products and services relevant to their needs. You can also use your podcast as an opportunity to promote your own products and services and tell users why they're useful for them.
5. Podcasts allow you to position yourself as a leader in your industry.
If you're able to garner enough listeners and network connections, you'll be seen as an expert in your industry. People will see the attention your podcast is getting and look to you for advice, opinions and thoughts. If it attracts more ratings, listeners, and attention, new visitors will see this as a positive, and they will be more likely to give your show a chance. Revolve your content marketing strategy around content that's valuable to your audience first and foremost.
Be sure to bring new, fresh ideas to the table in your podcasts. Don't make it solely about storytelling or technical content. Tie in different elements so you cover all areas of your niche in a fun, interesting way.
There are so many reasons why you should take the plunge and create a podcast in 2019. Podcasts help you get your ideas out to the world in a new way that people enjoy. You're able to hold your audience's attention for longer periods of time, create a personalized experience, build valuable network connections and make a decent income. Finally, it positions you as an expert in your niche so that new listeners can look to you for new insights and ideas.