Podcasts probably aren’t very high up your list when you’re thinking about marketing for your brand. Although that is understandable, the fact of the matter is that you should be giving podcasts some very serious thought.
Right now podcasts are undergoing a resurgence of sorts, and their popularity is higher than it has ever been in the past. On top of that podcasts are easier and less expensive to create than videos, or even most long-form articles.
To sum it up podcasts are easy to create, inexpensive, and will let you expand your marketing reach. Doesn’t that sound like something you should seriously consider using?
Now that you understand why you should use podcasts, you need to know how to use them to market your brand:
Create niche podcasts that resonate with your target market
The podcast that you create should be very specific and niche. The more niche it is the more it will stand out from other podcasts and be able to target and engage the right market.
If you are already creating other types of marketing content, you can use them to get ideas. Base your podcast niche around the blog posts, videos, and social media posts that perform the best – and you should be all set.
Make sure each episode is short
Because podcasts are episodic, you should establish some consistency – and that starts with their duration. Try to aim for 30 minutes or less if you can, rather than trying to create podcasts that are hours and hours long and will probably bore many listeners.
Set up a schedule
Another area that you need to make sure is consistent is the publishing schedule for your podcasts. If you want you can create the podcasts in advance, and then queue them up to be published based on the schedule that you prefer.
Try to aim for a weekly schedule to start, and if you find that is doable you can even bump it up to twice-weekly.
Establish a structure for the podcast
One way you can start to showcase your brand in the podcast is by establishing a fixed structure. For example you could open with the same blurb that introduces your podcast (and your brand) and explains what the episode will be about.
Having a fixed structure will make your podcasts more consistent, and reflect well on your brand at the same time.
Let your audience get to know you
Podcasts will allow you to connect with the audience more easily than other types of content. For that to happen you need to let your personality show and allow them to get to know you.
Keep in mind that this will position you as the face of your brand, and in time your listeners will associate it with you.
Try different formats and styles of podcast content
Initially you shouldn’t be afraid to experiment with different formats and styles of podcast content. For example you may want to bring in guest speakers, interview authority figures, or even have periodic Q&A sessions.
It should be noted that expert interviews are one of the more popular types of podcasts. Not only will you be able to attract more listeners if you use them, but the expert’s following will probably tune in and listen too – expanding your audience further.
Provide a transcript and useful links
Make it a point to transcribe every episode, and upload it to your website. Then let listeners know that if they want they can go read the transcript and find other useful links of some of the things that were discussed in the episode.
By taking this step, you will be able to increase your brand exposure by getting listeners to visit your website. If you want you can even offer an email opt-in for anyone who’d like the transcript and useful links delivered to them directly – and will generate leads in the process.
Always have a call to action
Every podcast needs to have a call to action – whether it directs people to the transcript and useful links (as mentioned above), to your blog, videos, social media, or even just to subscribe to the podcast. It is through your call to action that you can more directly promote your brand – if you choose to go down that route.
Unlike articles or videos, the call to action doesn’t necessarily have to be placed at the end of the podcast. Instead you can sprinkle small calls to actions throughout your podcasts at various intervals.
That is really all you need to know to market your brand using podcasts. In fact based on that you should be able to start creating a podcast of your own, and all you need is to know how to record audio on Mac or PC and then edit it a little to tidy it up.
By taking advantage of podcasts to market your brand you should be able to increase your reach significantly. All in all that will translate to more brand exposure, and build on the strength of your brand as well.