Podcasts

Audioblogging goes back to the 1980s, but podcasting became more common place over 14 years ago in 2004.  In 2018, 48 million people listen to podcasts weekly. Is there a way for your business to leverage podcasting as a marketing tool? Today’s blog will be all about how podcasting can help businesses use conversations as part of their marketing strategy.

There have been quite a few frequently asked questions about podcasts. Today I would like to share with you a few of the questions along with the answers.

Question #1: Is podcasting dying out or picking up steam?

Michelle: I’ve been podcasting since 2013 and I thought it would die out over time, but we’re just seeing our listenership increase, even though there is increased competition. Studies are showing that downloads are increasing and show no signs of decline, even with the rise of social video. People listen to podcasts when they multitask so it fills a unique void at home doing mundane housework, on the commute to work and also running errands or at the gym.

Question #2: Why should a business consider podcasting as part of their marketing?

Michelle: Podcasting lets to you tell more of a story. Podcasts should be sales shows, you won’t get listeners, but a podcast can be used to establish expertise. Authors and speakers use podcasts to share thought leadership, but even brick and mortar businesses can use podcasts to share a unique angle and extend the customer experience. A salon could have a podcast on inner and outer beauty, an auto mechanic could have a podcast on car care or even purchasing the right car, etc.

Question #3: Beyond extending the story and creating content, how can businesses leverage podcasts in other ways?

Michelle: Podcasts are great for building partnerships and sharing audiences. Interviewing other people in your industry or complementary industries can be a great way to cross audiences and grow your market. I have a friend who is a marketing consultant and he interviews marketers from top companies about how Marketing Builds Trust. He’s leveraging their expertise and connections and as that individual and organization shares the podcast, he reaches a bigger audience. Podcasting can be a great partnership tool.

Question #4:  What thoughts you can offer a business who may want to dive into podcasting?

Michelle: Don’t wait, dive in. Marketing in the digital era is about sharing content that is both relevant and searchable. Podcasts are consumed and shared, but they create a marketing asset that you can use year over year. Think of podcasting like building your arsenal of marketing resources. Audios can be transcribed and then turned into blog posts, social media shares and more.