The world has come a long way when it comes to sharing information. Advertising had a humble beginning, as signs in shop windows, word-of-mouth, and newspapers. Today, those things still exist, but it’s more common to find out about every topic under the sun through online content, such as blogs, vlogs (video blogs) and podcasts.
Without further delay, let’s dive into the power of podcasting.
What Is Podcasting?
To start us off, let’s take a quick look at what podcasting is. Before there were podcasts, there were radio shows. These two practices of listening entertainment are similar in the way that they come as variations of audio blogging, however, there is an element of diversity. Podcasts and radio shows differentiate from each other, with podcasts having permanent accessibility. They can be accessed, streamed and downloaded to be listened to anytime, anywhere. Radio shows, on the other hand, require listeners to tune in live, at a specific time and place, each day. If you miss something, you’ll never get another chance to hear it.
A brief history lesson: the podcast was first developed in 2004, but it wasn’t until 10 years later in 2014 that it began to gain popularity.
Using a Podcast as Part of The Marketing Strategy? Yes Please!
Podcasts are a tremendously powerful medium, particularly for businesses looking to grow their online presence and build their brand. With that in mind, here are a few reasons why you should consider a podcast as part of your marketing strategy:
- Warm Leads: A podcast is an excellent way to speak to warm leads. If they’re not already engaged, people aren’t going to listen to a 20–30-minute podcast about a topic they have no interest in. When you’re hosting your podcast episodes, you’re speaking unequivocally to your target audience, and to a group of people who are prepared and raring to go.
- Raise The Social Media Followings of Yourself and Your Guests: The second reason you should consider employing a podcast as part of your marketing strategy is the potential increase of online presence. By hosting a podcast, you can influence the social media followings of your guests and yourself.
A point to consider is inviting people, who not only have interesting things to say on the subject at hand but also have a large following on TikTok, LinkedIn or Instagram (or all three!), to speak on the podcast. When their episode is ready to be aired, send them the link and ensure they share their episode on their social media platforms when it drops, and you’ve got built-in clicks. A great example of this is Bobbi Althoff, an American podcaster and social media influencer who, up until recently, was fairly unknown . . . until she started landing guests like Canadian rapper and singer Drake, American former basketball player and sports analyst Shaquille O’Neal and American businessman and film producer Mark Cuban.
- Know Your Budget: As with almost everything in life, it’s important to keep your budget in mind. How much are you willing to spend on your podcast? Depending on your podcast’s financial plan, you can invite a prominent public figure to host your podcast, which in turn leverages their existing following. Another option is to invite them to host an episode, and if you mesh together well, broach the possibility of co-hosting an episode together. When it’s with the right person, collaboration can be fun, amazing and rewarding.
The above are just a few of the many ingredients to a successful podcast for your business’s marketing strategy. Next, let’s take a look at some personal and professional tips.
Consistency: The Oldest Trick in the Book
We’ve talked about this in previous blogs, but no matter how you slice it, consistency is key. How do you ensure you’re being consistent with your podcast? The same way you would if you were publishing a blog. Be consistent by posting on regular days at regular times, so that your audience always knows when to expect new content.
Think back to the old-school tune-in days of television, when everyone and their grandmother could be found in front of the television on Thursdays at 8 pm to watch Friends on NBC.
Consistency is only one part of the success pie, however. Patience is on an equal footing of importance when it comes to ensuring success.
Good Things Come to Those Who Are Patient
We’re all familiar with the old saying “Good things come to those who wait,” but in all honesty, the saying has a double meaning: you have to be patient, but you also can’t get lazy and need to work hard. Keep your eye on the prize as you work towards your goals. Patience, young grasshopper!
We would all love to find overnight success, but that’s unrealistic and life doesn’t work that way. If you expect to go viral overnight and wake up to inboxes overflowing with messages offering partnerships and opportunities to advance your career, there’s a very high chance that you’re going to be disappointed. No one on this planet has waved a magic wand and acquired what they sought, if there were, high schools and universities would hand us our diplomas the first day we set foot on campus.
Just as you would put the effort in to get those good grades in school, you have to put the effort in once you reach the real world too. It takes time, patience and hard work to grow a following on social media and the web and establish yourself and your business as a reputable individual and source.
A tip to keep in mind: Before you launch, make sure you have a sound promotional strategy developed to ensure that you are dedicating adequate and valuable resources to your podcast.
What Are Some Popular Podcasts?
There isn’t a single type of online content that isn’t dedicated to a certain niche or topic, and podcasts are no different. No matter which industry you find yourself in, there’s a way to create a podcast promoting your business, or discussing topics that are relevant to your target clientele. Let’s take a look at a few podcast examples (these can be found on Apple Podcasts and Spotify):
Arts and Entertainment
- XOXO with Jessica Szohr: A podcast dedicated to the CW original series Gossip Girl, host and Gossip Girl alum Jessica Szohr has a variety of guests who join her on this podcast to talk about the pop culture phenomenon, including cast members, crew, and friends just to name a few.
- Return to the Shadows with Katherine McNamara and Dominic Sherwood: Before there was the TV show Shadowhunters, there was a film adaptation of Cassandra Clare’s The Mortal Instruments: City of Bones. Katherine and Dominic, who played Clary Fairchild and Jace Herondale in the television adaptation of the books, launched this podcast after the cancellation of the series because the fans loved the show so much and never got the ending they deserved.
Health And Fitness
- The Squeeze: Devoted to the essential, yet tough, topics of mental health and well-being, The Squeeze podcast is hosted by Twilight alumni Taylor Lautner and his wife, Taylor. Their catchphrase for The Squeeze clearly states their mission: “When life gives you lemons, what do you do with them? Over here at The Squeeze – we talk about it – “it” being our mental health and well-being.”
- Pole Performance Podcast with Dr. Emily Rausch: Dr. Emily Rausch, a Certified Chiropractic Sports Physician, hosts this podcast committed to closing the gap between the disciplines of pole dancing and exercise and sports science. How does she do this? Her mission is to use her expertise of being a chiropractor and active member of the pole community to prevent injuries caused by this extreme sport and, when they happen, to aid pole dancers and pole athletes in their recovery process when those injuries inevitably occur.
We could go on and on about the different types of niches and what podcasts concerning those would feature in their content, but for now, the two industries and their respective examples suffice.
The focus of this article was to explore the benefits of podcasting and the accompanying influence of power. We looked at what a podcast is, how to use one as part of your marketing strategy, the importance of being consistent and patient, and some examples of popular podcasts and what their main trajectory is. Remember, whether you’re blogging or podcasting for your business, always stay consistent, and patient and put in the effort, and you will see the results you want. To quote a wise man from Disney’s The Princess and The Frog, you can wish and dream with all your heart, but “That old star can only take you part of the way. You got to help it along with some hard work of your own.” The people who succeed in this world are the ones who work hard, put in the effort, and maintain their integrity, kindness, courtesy and sense of human decency. Those are the people worth looking up to.
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