Podcasting is an often-overlooked brand awareness vehicle. Podcasts are of the most portable accessible forms of content available. People listen to them nearly everywhere they go – at home, the office, the gym, in the car. With podcast fans living in an estimated 50% of US homes, the opportunity is there to reach new consumers.
Podcast Stats
Podcasts have seen a significant increase in its audience over recent years. According to Semrush and PodcastInsights:
- By 2024, it’s estimated there will be 100 million podcast listeners in the US.
- 45% of monthly podcast listeners have household income over $75K; 17% earn between $100k – $150k.
- Age of monthly podcast listeners versus US population:
- 35-54: 32% (vs 40%)
- 55+: 20% (vs 23%)
- Listeners search for podcasts to:
- Learn new things (75%)
- Stay up to date with the latest topics (60%).
Podcasting is an increasingly popular platform with engaged listeners who come in thirsting for information. Wouldn’t you agree that the world of podcasting is worth exploring?
Creating Your Podcast
Creating a podcast is as simple as sitting down and having a conversation. Of course, you want to take a few additional steps in the interest of professionalism. For around $200, you can purchase a basic podcast setup that includes a decent microphone, headphones, an audio interface, and basic recording software. When you’re ready to roll, grab a colleague or friend to play the role of co-host. The best podcasts are conversational, so you want someone with you on each episode. Consider a revolving door of guests, each with their own area of expertise. This would allow you to cover a wide range of topics and keep your content fresh and interesting. To keep things running smoothly, you should write a script, or at least a list of talking points, to follow during the conversation.
Consistency is key when it comes to building your podcast audience. Whether you want to post new episodes weekly, bi-weekly, or monthly, stick with the plan. Many podcasters will sit down and record several episodes at over the course of one day or a weekend. With a handful of episodes in the can, you’ll be able to post on a consistent basis without interrupting your daily work routine.
Hosting & Promoting
Before you can launch your podcast, you need a host company to store and distribute your episodes. There are several podcast hosting platforms to choose from. While these platforms all serve the same function, each has its own look, feel, and set of features. A few things to consider when choosing your hosting platform include:
- Workflow
- Affordability
- Editing features
- End-user experience
Once you have your hosting platform set up, you need to think about distribution. Your website is the first place you want to post each episode. Most hosting platforms offer embeddable players that allow you to post directly onto a webpage. From there, you should also upload your podcast to popular listening platforms like Spotify, Apple, and Google. A good hosting platform will include a feature that allows you to do this with a few simple clicks.
Promote your podcast like you would any other piece of marketing content. Your monthly newsletter or drip email blasts would be a good place to start. But your primary focus should be on social media. Post each new episode to your Facebook and LinkedIn pages, and share the link in relevant groups. Expand your reach and build a local audience by running geographically targeted promoted posts from your Facebook page.
Overall, podcasting can be a good way to promote your brand and showcase your expertise to a new audience of prospects. Are you looking for other ways to get your name out there? IAMS 21 Sales Ideas for 2021 offers plenty of ways to enhance every aspect of your marketing strategy. From lead generation and prospecting to digital marketing and virtual business solutions, this complimentary guide is full of tips that will help grow your business. Click below to request your copy today.
