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How Podcasts play an essential position in your digital advertising and marketing technique

September 8, 2023

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The recognition of Podcasts has been magnified within the final couple of years. A couple of years in the past, should you requested about Podcasts, I might have instructed you to not pay any extra consideration to this outdated pattern. However, issues have modified now. Many celebrities and influencers have began their very own Podcasts today on numerous matters. Many persons are listening to Podcasts, and it’s a major alternative for manufacturers to think about Podcasts of their digital advertising and marketing technique. But earlier than leaping to the explanations for contemplating Podcasts within the enterprise digital advertising and marketing technique, allow us to first perceive a Podcast. Also, take a look on the Digital Marketing course.

to have an in-depth understanding of the sector.

What is a Podcast?

A Podcast might be understood as a collection of episodes, digitally programmed and formatted, specializing in a particular theme or matters like know-how, start-ups, or the rest. We can say that it’s a radio in digital type. Podcasts are usually free and can be found on a wide range of platforms. You simply want a tool and an web connection to take heed to Podcasts.

Podcasting began in 2014 by Dave Winer (a Software Developer) and Adam Curry (MTV Video Jockey). The time period Podcast was given by Ben Hammersley to make the idea well-liked. The journey began in 2004 gained some recognition in 2013 when Apple Inc. introduced that they hit 1 billion podcast subscribers.

As of January 2020, greater than 9,00,000 Podcasts have been streaming, and hundreds of thousands of individuals listened to them at the least as soon as a month. Since then, the recognition of Podcasts has begun to develop tremendously.

Popularity of Podcasting

In 2009, it was estimated that 9% of US adults aged between 18-49 take heed to Podcasts which raised to greater than 20% in 2016.

In 2014, BBC reported that its Podcast was downloaded greater than 1.1 billion occasions within the United Kingdom itself.

55% of Americans know what Podcasts are, which is actually nice! The comfort and intimacy proven by Podcasts are the explanation why they’re too well-liked amongst folks.

Reasons so as to add Podcasts to your Digital Marketing Strategy

Podcasts are versatile, enlightening and overpowering. One single medium has a lot potential which shouldn’t be ignored by any marketer on the market. Around 3% of entrepreneurs make Podcasts.

In 2014, advertisers spent practically $90 million on in-podcast adverts, which grew to become $190 billion in 2016, and now the Podcast adverts are anticipated to take an enormous leap in 2021.

Podcasting is a really efficient method to promote the enterprise, and listed here are the explanations defined so as to add a digital advertising and marketing podcast to your advertising and marketing technique:

1. Podcasts are Engaging

Unlike the opposite content material type, Podcasts are very participating. The readers simply should play and hear, which might be accomplished whereas cooking, strolling, or driving. It’s not one thing that requires all of your consideration, and you’ll multitask whereas listening to a Podcast. Podcasts are very handy for the viewers to observe, and that’s the reason it is gaining popularity amongst folks.

The manufacturers don’t should maintain making an attempt to succeed in the audience. The subscribers will get the newest episodes robotically downloaded upon the discharge on their favorite gadget. Podcasts additionally create energetic engagement as podcast listeners are inclined to spend greater than 25% of their time listening to Podcasts. That is why Podcasts are extra distinguished than we ever suppose.

Also Read: Top 8 Data Science Podcasts you need to be listening to in 2021

2. Low limitations to Entry

Podcasts might be produced from wherever. Some make Podcasts from studios; some desire residence, whereas many do it from the streets. Podcasting requires little cash to take a position, and anybody can do it on any subject/ theme. There is not any particular want for a script as nicely, and if you’re not ready with a script, you may go forward with the conversational Podcasts. Unlike images and video content material, the price to create Podcasts is extraordinarily low.

3. Drives Traffic on Website and boosts web optimization technique

Podcasts present vital web optimization advantages. To know What is web optimization? Read This. Whenever you host a podcast, make it possible for every episode of it has a transcript. Following this will allow you to use extra key phrases, and the alternatives to drive visitors to your web site shall be enhanced. The hyperlinks might be added again to the web site, which will certainly drive visitors to the web site. Keyword administration might be accomplished with the Podcast titles and descriptions. You also can publish the episode’s transcript in your written blogs in order that it might direct folks to your web site.

Also Read: Which is the Best Strategy: web optimization or Content Marketing?

4. Podcasts are simpler

Podcasts are simpler as a result of the listeners get influenced by what they hear. In a survey of three,00,000 podcast listeners, 63% affirmed that they purchased the product, which was promoted by the present host. A query requested about if their shopping for behaviour is affected by a Podcast, and 71% affirmed that they’d visited the sponsor’s web site after listening about it on the present.

5. Podcasts are extra artistic

Unlike radio exhibits, podcasts are extra artistic as a result of they aren’t required to observe the federal legislation pointers for his or her content material. That is why they are often extra artistic with their content material and commercials. Podcast adverts are distinctive. The hosts learn adverts within the tone of the present, which doesn’t sound like a daily promotional message.

6. Podcasts have extra visibility for the model

Nowadays, Podcasts are going mainstream, and because the model identify goes on-line with the Podcasts on many platforms, it will increase the model’s visibility. There are many tips and hacks that you should use to reinforce your model’s visibility via Podcasts. One of an important methods is to have company on the opposite Podcasts. You also can associate with one other platform like a weblog or Instagram Live choices that align along with your podcast subject. A podcast is a good medium to cowl the important thing matters in your area of interest phase and to indicate the depth of your subject. The listeners from internationally who’ve an curiosity in your subject can create a bond with you. Therefore, model visibility and belief might be constructed higher.

Also Read: Everything You Need to Know about Instagram Videos

7. Reach new viewers

Podcasts permit you to share information with the related viewers. The model can place the Podcast on numerous platforms like Apple Podcasts, iTunes, Spotify, Google Play, and plenty of different platforms. Like this, you may attain your audience, who’s occupied with your content material. This is how a brand new goal market might be developed. The new potential viewers shall be listening to you and shall be occupied with your merchandise.

Also Read: Digital Marketing Strategies: Ultimate Guide to make a Digital Marketing Plan

8. Niche focusing on

Podcasts are usually on a particular subject. A enterprise can use podcasts to debate its merchandise, and in that means, it might goal a particular viewers. For instance, Sephora, a magnificence cosmetics model, partnered with Girlboss Radio to create a podcast on a line of lipsticks and girls. The Podcast was named #LIPSTORIES, and every episode of it featured an influential girl telling her #LIPSTORIES. It was accomplished to encourage different feminine leaders. This Podcast is an excellent instance of how the model has used Podcasts for its content material advertising and marketing and focused a distinct segment phase, feminine leaders, with their technique.

9. Develop deeper connections with the viewers

Most of the Podcasts sound like a dialog. Most folks take heed to podcasts whereas driving, operating, or strolling. Also, lots of people take heed to the Podcast when they’re alone. This signifies that Podcasts have a direct impact as a result of it’s broadcasted instantly into somebody’s ears. Podcasts have conversations, tales and experiences which make you accustomed to them. That is why Podcasts can develop deeper connections with their viewers.

10. Podcasts are versatile

After understanding a lot about digital advertising and marketing podcast, it’s clear that they’re versatile. In order to stay recent and fixed with the viewers, a digital advertising and marketing podcast typically consists of new matters and themes. They might be began with matters like sports activities, well being, tales, evaluations, information, and many others. Moreover, Podcasts might be transformed into blogs and vice versa. Videos will also be transformed into podcasts. Every Podcast might be shared on social media channels to succeed in completely different segments of audiences to show them into prospects.

Also Read: 5 Essential Digital Marketing Skills in 2021

Famous Podcasts Platforms

There are Podcast platforms the place Podcasts are hosted identical to platforms for movies and footage. Some of the profitable and famend Podcast platforms are:

iTunes with greater than 1 billion subscribers throughout the globe.
Podcast and Radio Addict has greater than 10 million app downloads on Android.
Castbox have greater than 5 million app downloads
Podbean has practically 1 million subscribers

Common Podcast Ad codecs

Podcasts are usually categorised into 4 completely different codecs, together with Pre-roll adverts, Mid-roll adverts, Outro adverts and Native adverts.

Pre-roll adverts: This advert seems when the present begins. For instance, the present is delivered to you by “Sponsor name”.
Mid-roll adverts: This advert seems in the midst of the present when there’s an intermission. For instance, the host of the present takes a break and thanks the sponsors of the episode.
Outro Ads: This advert goes on the finish of the present. For instance, this episode is delivered to you by “Sponsor’s name”.
Native adverts: These adverts are supplied to the Show host within the type of a script to cowl in the course of the Podcast. These adverts are form of natural ones for the viewers.

Here’s how podcasting can profit what you are promoting

Once pursued as a passion, podcasting has now emerged as a key advertising and marketing tactic for a lot of companies. Many small and enormous companies alike are deviating from the standard advertising and marketing methods to incorporate podcasting as their new advertising and marketing frontier. Podcasting has developed from being only a routine passion to relish one’s voice to knowledgeable type of communication with potential shoppers. In this text, we’ll delve into the know-how of podcasting and the way it may be leveraged to spice up what you are promoting’ income and ROI.

What is podcasting?

Podcasting refers back to the technique of getting ready audio information that may then be uploaded on numerous streaming gadgets to your subscribers. In easy phrases, podcasting is derived from two phrases – iPod and Broadcast. It got here into existence when Ben Hammersley recommended this phrase to explain what folks have been listening to on their Apple iPods initially. The time period caught has now change into a legit time period used to explain the strategy of delivering the audio content material. A typical instance of a podcast is a radio program that delivers audio content material over the web and is listened to by lots of people on their gadgets. Therefore, a podcast is actually delivered through an RSS feed to the subscribers utilizing the web.

Why do you want podcasting?

Podcasting is progressively booming and is right here to remain. Thanks to the Internet and Bluetooth know-how, anybody can take heed to podcasts of their autos. There are completely different platforms that host podcasts. You can set up the kind of podcast platform that you just wish to entry various kinds of podcasts and podcasting matters. Podcasting is disrupting the audio streaming trade identical to Netflix did with video content material.

With hundreds of thousands of individuals utilizing voice-based gadgets like Amazon Alexa and Google Home, the podcast has change into the popular alternative for most individuals to take heed to whereas they’re doing their chores, driving a automotive or exercising. They can conveniently take heed to podcasts on their smartphones, tablets, good audio system, desktops, and many others.
For on-demand listening, a podcast is a go-to alternative for many individuals internationally. As a enterprise, you may leverage podcasting to your benefit and enhance model recognition. If you aren’t utterly satisfied or itching to attempt it out, these are some stats that you have to take a look at about podcasting –

There are over 800,000 energetic podcasts on this planet.
A analysis research means that over 25% of people that bought surveyed commute daily for greater than 20 minutes listening to podcasts.
Over 73 million Americans take heed to the podcasts as soon as a month. Those who hear weekly common six and half hours of listening time every week.
Podcast downloads are on the rise rising by a median of three%.
Over 7.1 million folks or one in eight folks within the UK take heed to a podcast every week.
Over 54% of podcast subscribers say that they will purchase marketed merchandise.
Chile and Argentina are the highest quickest rising international locations for podcasting.
The podcast by Amazon Prime has over 105 million energetic customers and rising.
94% of podcast customers actively use at the least one social media platform.
In 2006, solely 22% of individuals have been conscious of podcasts and it has grown to 64% by 2019.
South Korea has essentially the most podcast listeners on this planet adopted by Spain and Sweden.
It has been estimated that podcast listening will develop to 132 million folks within the US alone.

Source: edison

The above stats make it clear that podcasting might be an attention-grabbing method to develop your buyer base and entice extra prospects. Another attention-grabbing reality is that the social media viewers is reducing day-to-day whereas the podcast viewers is rising.

Benefits of Podcasting

Podcasting has plenty of advantages to your rising enterprise. We have enlisted the important thing advantages that make podcasting the suitable alternative for what you are promoting’s advertising and marketing technique –

A enjoyable method to drive extra visitors -A podcast follows the subscriber-based format that builds your viewers over time and retains them engaged in a enjoyable means. You may even leverage it to enhance your web site’s visitors and construct a loyal following.
Increase your market attain – Just like another type of content material, podcasting helps you enhance your market attain and have interaction potential prospects. When a listener subscribes to your content material, he’ll get notified everytime you add new content material. If you podcast persistently, you may slowly construct a loyal following. Word-of-mouth will enhance your attain additional. This might be leveraged to market your merchandise and generate potential leads.
Increased income -Think of a podcast as a private model that builds an extra income stream moreover benefiting what you are promoting. You may even share affiliate hyperlinks or promote your merchandise to generate additional revenue.
Build a private connection – A podcast is a good way to construct an genuine connection along with your viewers and maintain them rising over time. As they take heed to you often, they are going to get the prospect to know the individual behind the voice and that familiarity retains them coming again for extra.
Easy to start-It is straightforward to create and publish a podcast. For the viewers, it’s handy to take heed to your podcast whereas doing different issues. Just with the assistance of fundamental tools like a pc, a cellular and a mic, you can begin a podcast. It is inexpensive to publish a podcast as nicely on well-liked platforms as in comparison with the standard promoting strategies.
Convenient- With podcasting, you don’t have to fret concerning the subscribers listening to your episodes. It actually requires no effort to take heed to a podcast episode. Additionally, they are going to get notified each time you launch a brand new episode which makes it handy and faster to devour than the weblog posts that require an elaborate search with a key phrase.
An incredible various to video content material – Compared to video content material, podcasting is a simple and hassle-free means of participating folks. Shooting movies is usually a prolonged course of plus enhancing and selling might be plenty of work. Also, you typically want to take a position rather a lot in churning video content material which is unlikely in podcasting. Podcasts are inexpensive and don’t want a lot technical experience. With podcasting, you may create each audio and video content material and let your subscribers choose as per their liking. Combining each these codecs provides your viewers flexibility to get one of the best of each worlds.
Improved conversion charges – It may come off stunning however podcasting may help in bettering conversion charges. Being energetic on podcasts often will enable you to in forming a stable relationship along with your subscribers. As extra subscribers will get familiarized with you, they are going to consider you as a trusted buddy slightly than a random stranger. You can utilise this chance to enhance your model repute and enhance conversion charges.
Highly participating – Podcast has grown to be a extremely participating platform within the coming decade. Many celebrities, companies and people are leveraging podcasting to type an intimate reference to the viewers and unfold the phrase about their enterprise, services and products. Unlike the written phrase, a podcast is sensible at participating potential subscribers. According to a survey, about 63% out of 300,000 podcast listeners purchased one thing promoted by their podcast host. This is why podcasting is getting recognition as a possible income via internet online affiliate marketing, commercial and sponsorship.
Build stable model authority – Podcasts supply your subscribers an opportunity to devour content material of their alternative. The outcomes are fast and you’ll get to know what folks like in your podcast essentially the most. As you align your content material accordingly, you change into the go-to person who your subscribers need to take heed to or discuss to. Mentioning what you are promoting identify, emblem, values, imaginative and prescient and companies within the intro and outline of your podcast episodes will allow you to enhance model consciousness in a refined method. You can mix podcasting along with your present advertising and marketing instruments to cowl your bases and construct a stable model presence.
Handy onboarding software -Podcast can function a helpful onboarding software to let your present and potential prospects perceive what you are promoting or private model. It is usually a nice schooling platform to let folks know intimately about your companies or merchandise. You also can handle buyer doubts and queries in an informative method via your podcast episodes.
Easy to repurpose – From a artistic standpoint, making a podcast episode doesn’t should be the tip. You can use podcast snippets to share as Instagram Reels or YouTube shorts. You also can use the podcast content material for use as teasers for Facebook Groups. There are innumerable methods to repurpose podcast content material on different platforms additionally. You may even repurpose outdated podcast episodes to churn out recent content material with a brand new perspective on the outdated matters to succeed in wider audiences.

Types of podcasts

It might be troublesome to decide on the best podcast format for what you are promoting. For your understanding, we now have defined various kinds of podcasts to start your preliminary planning. Here are 8 key podcast varieties you may look into to get began –

Conversational podcasts – Conversational podcasts are additionally well-liked as co-host podcasts. They observe the standard radio present format wherein two hosts are interacting with one another in an entertaining or informative means. For these to work, stage of belief and luxury is required between each the hosts.
Interview podcasts – In the interview podcast format, there’s a host that interacts with the visitor. It might be an entertaining or skilled interview. Interview-style podcasts are helpful in letting the viewers learn about a particular subject intimately. It normally entails a little bit of analysis and is nice at drawing folks to a variety of viewpoints.
Monologue podcasts -Monologue podcasts, because the identify suggests, embrace one host who will communicate all through all the podcast. The subscribers or viewers tune in to take heed to the experience of the host on a particular subject. The host can use this format to talk on any subject. It is essential that the host ought to have experience on a sure subject to have the ability to cowl it in a serialised method. This sort of format is sort of widespread and straightforward, to start with.
Storytelling podcasts -A storytelling podcast is a format that follows a storyline. The host will both examine a particular subject or share a chapter or all the story on his or her distinctive expertise. These might be based mostly on fictional in addition to non-fictional topics relying in your viewers. Many folks share their private experiences or life excerpts within the type of storytelling podcast to encourage and affect lives. For non-fictional storytelling, the host must do the right analysis beforehand.
Theatrical podcasts -Theatrical or fiction podcasts have change into fairly well-liked today for his or her immersive experiences. This sort of format normally entails a workforce of people that have assigned duties. It typically consists of all the solid of performers and sound engineers who come collectively to create a seamless and welcoming expertise for the listeners. Often this format might be adopted by a single host as nicely. But the host ought to possess the experience to copy that have utilizing an audiobook with out an extra crew.
Roundtable podcasts -Roundtable podcasts fall underneath the class of exhibits the place a bunch of hosts is concerned. Also generally known as a Panel Show, this sort of format entails commenting and exchanging views on a particular subject. In panel exhibits, the viewers or listeners get entertained by various views of various hosts. In this format, the workload is distributed amongst hosts and co-hosts which makes it the popular format for comedic exhibits, information objects and sports activities discussions.
Hybrid podcasts -Hybrid podcasts merely mix completely different codecs of podcasts right into a single one. You can combine and match completely different codecs to provide you with your distinctive podcast format. For occasion, you can begin a monologue podcast and sometimes interview company as nicely. Alternatively, you may provide you with a podcast sort that’s solely your brainchild. The choices are infinite.
Repurpose podcasts -Many corporations and companies like to repurpose content material today. They accomplish that within the type of a repurposed podcast that serves the aim of bettering model consciousness and attracting potential subscribers to extend engagement. A information program is a typical instance of this sort of podcast. This format is more and more adopted by manufacturers that produce plenty of content material on social media channels like YouTube. They can merely flip their posts right into a podcast with detailed info on their companies or merchandise. This facilitates focusing on a sure demographic utilizing audio content material for elevated model authority.

How to get began with podcasting?

There is an imminent hole that wants filling within the area of the podcasting trade. It is sort of simple to get began with podcasting. Here are the steps to beginning a profitable podcast for what you are promoting or entrepreneurial wants –

Step 1: Plan and put together

Before you really begin to report, ask your self these questions –

Why do you need to begin a podcast?

Who is your podcast for?

What in case you have no viewers?

These questions will assist you could have a transparent imaginative and prescient to plan accordingly.

Step 2: Choose your format

There are a plethora of podcasting matters and codecs to select from. If you’re a enterprise and you’re beginning a well being podcast, then your audience is trainers, health fans and people occupied with weight reduction. If you could have an viewers, you may decide to survey them that will help you form your podcast format. You can select from interview podcasts, solo internet hosting podcasts, and extra. The key’s to create a format and related content material to maintain your listeners coming again. Also, consider a intelligent but participating identify to your podcast that represents your podcast format as nicely.

Step 3: Make the content material structure

Content is the king! Therefore, it’s best to ascertain your content material structure to be able to get began simply. You ought to set a time restrict to the episode size in keeping with your format and viewers. Go for brief or lengthy episodes accordingly. If you aren’t certain, choose something between 20 to 40 minutes. You also can survey your viewers to know their suggestions on episode size and the way typically must you launch an episode.

It can also be essential to decide on related podcast titles to look in searches. Add a short description that prompts folks to click on in your podcast.

Step 4: Procure tools

Once you’re accomplished with the groundwork, you may transfer to acquire the naked minimal tools like a pc and a USB microphone to get began. If you need to enhance the sound high quality, it’s best to put money into high quality mic. That depends upon your funds and the way a lot are you keen to spend.

Step 5: Podcast enhancing and manufacturing

To begin recording and enhancing, you will want podcast software program. You can both get free variations or paid ones relying in your distinctive necessities. Audacity is well-liked and free-of-cost audio enhancing software program that caters to your completely different wants. You also can report podcasts in your cellphone and can want related software program. Once you begin recording your first podcast, it could take some hits and trials to seek out the candy spot with the microphone. You also can bear voice coaching and be taught particular strategies to nail podcasting. Another widespread hurdle whereas enhancing a podcast is discovering the suitable music. Always go for royalty-free or inventory music to ensure you have permission to make use of the music.

Step 6: Publish and promote

Now is the time to get the podcast out on this planet. Make certain to characteristic a sexy picture and a good emblem that encapsulates your branding. You can select a podcasting platform of your option to publish your podcast and that lets your subscribers hear, obtain or subscribe to it. Some well-liked podcast platforms embrace Spotify, Apple Podcasts, Google Podcasts and so forth. Next comes the advertising and marketing and promotion half. Make certain to share the hyperlink to your podcast on Facebook teams, LinkedIn, Instagram, Twitter and different main social media platforms.

Also Read: Importance of digital advertising and marketing for companies in 2021

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