If you are looking for a great marketing strategy after getting your MBA and starting a businesses, look no further than podcasting, says Jason Allan Scott
Podcasting is a buzzword that has gained momentum in the past few years. Content marketing is another term that has taken the digital marketing world by storm.
Twenty years ago everyone wanted a website; 10 years ago everyone wanted a blog. Now, businesses and brands are learning of the power of audio.
Broadcast radio was the first electronic medium. The first broadcast occurred nearly 100 years ago when Pittsburgh’s KDKA aired the returns of the 1920 Presidential election. Since then, despite the launch of rival electronic media such as television and the Internet, radio has been thriving.
The average American adult still listens for one hour and 45 minutes each day.
According to Nielsen’s Total Audience Report, in third-quarter 2018 AM/FM radio and podcasting reached 92% of adults each week.
Why are you not letting 92% of adults hear about your business and your ideas?
In spite of other audio choices, the reach of radio/podcast has remained consistent. By comparison, in the past year, the weekly reach of live/time-shifted television dropped from 88% to 86%. The disparity in weekly reach among adults 18-34, a popular advertising target, is even greater. Radio reaches 91% of the age group, compared to 73% for live/time-shifted television.
Sound, radio, and podcasting have a broader reach than all online search sites, social media, and e-commerce websites. So would this not be the perfect place for you and your business?
That is where I come in, I coach, consult, edit, produce and promote podcasts and podcasters. And it’s the greatest thing I get to do in this world – helping people share their message and voice with the world.
If I was to say I have a product that can make you a trusted company with your consumers; increase sales; increase website traffic; build you a bigger network; and you can create an additional revenue stream from it… You would probably bite my hand off!
Well, that is podcasting.
In this article, I would like to explain the six biggest reasons podcasting is a great marketing strategy for your business.
1 It establishes an emotional connection with your audience, building trust
The format of a podcast gives your brand or business a voice. Not words on a page or stock images from a website. Having a voice attached to a brand adds trust, it is a natural human instinct.
Hearing your voice on a regular basis makes your audience feel like they actually know you, and allows you to establish an emotional connection with them. With this emotional connection, they are more likely to trust you, your business and your brand. Therefore they’ll be more likely to follow your brand and buy from you.
2 Your content is perennial, meaning you have content that lasts and that you can repurpose episodes into other forms of content
You may be looking to increase your content marketing overall as the marketing strategy for small businesses. A podcast can be at the centre of that plan.
But not only as a podcast… You can repurpose your scripts and show notes as blogs, create snippet videos, audiograms, etc. to promote on social media. And even gather all the best bits of the interviews you have done, or valuable information into an e-book. The possibilities of taking the content of a podcast and repurposing it are endless and can be central to a marketing strategy for your businesses.
There are many podcasts shows that are now been remodelled into TV series, Limetown and Dirty John to name but two of them.
3 Increase traffic to your website, and rank higher with search engines
A podcast will increase traffic to your website in many ways: some will go there to listen directly, some will follow up show notes, and some will be interested in your products because they loved your audio marketing.
The other way traffic will increase is because you will regularly be adding content to your site. This is key in Google’s (and other search engines) listing algorithms at the moment. You are more likely to list higher with regular and popular content. Podcasts will do this for you, and will compliment other types of content too like blogs or videos. Just make sure to use good keywords in your show notes and post titles.
4 Podcasting is a type of long-form content that people actually pay attention to
Attention spans reduce every single day. When we like the look of a headline and click it, but it’s a big wall of text we lose interest. We watch a video in our Facebook feeds for less than half its length on average because we get bored or our attention is caught by someone else.
However, podcasting doesn’t have this issue to the extent of white papers, blogs or videos.
It is far easier to fight for ears, then eyes in today’s modern world of multiple screens.
The reason why? Because you can listen whilst you do other things! Podcasts allow you to listen whilst at the gym, walking the dog, driving or commuting. And where else could a potential customer be listening to a podcast promoting DIY products, while doing DIY.
5 Your network is your networth: podcasting is great for networking and building referrals
An interview-based podcast might invite guests regularly in your topic or area of interest. Each one of these guest’s appearances is networking for you and referrals for your business and brand.
Get an influencer on your podcast, and they will likely share the episode (and therefore your brand) to hundreds of thousands of relevant people.
Another added benefit is that podcasting can expand your public speaking skills, leading to invites to speak at networking gigs or bigger public speaking at conferences all over the world.
The podcast will grow you as a leader in your field and referrals will play a big part in that. Think of it as a way to leverage expertise and make your listeners see you as equal to the expert guests you have on your show.
6 You can make money from it
Not everyone wants to monetise their podcast, but you may already be promoting your products or brand on the podcast and in that way it will make money.
However, you can add additional revenue streams to the podcast by taking on sponsorships, adverts or even affiliate links for other products where you get a cut of the sales in fact we, a podcast company, have found more than 22 ways to monetize a podcast through our students and clients.
Final thoughts
So why is the reach of podcasting and radio still strong?
Radio and podcasting is thriving because it has not been caught up in the maelstrom of the at-home media explosion and distraction. Nearly three-quarters of all podcasting/radio listening continues to occur outside the home, in-car and at work.
Podcasts are great for people who are on the go. They can be listened to in the car, while making dinner, or exercising. It’s for people who want to learn more about how to improve their business, but don’t have the time to read.
The podcast world is worth exploring for the MBA graduate. The best way to learn about this industry is simply to engage.
So, what steps can you take now, start with taking the time to listen to podcasts and reach out to me about making one of your own or finding out more if you feel that may help you or your business.
Jason Allan Scott is a successful serial entrepreneur with extensive experience in corporate and start-up organisations. An Events Expert, Entrepreneur, Award Winning Podcaster, Best-selling Author, and Digital Marketing Expert, Jason has inspired and equipped thousands of up-and-coming business owners with the skills and strategies they need to create, build, and grow profitable businesses.
He is also one of the only people in the world to start, grow, monetise and sell two podcast channels.
His website is www.apodcastcompany.com and www.apodcastmasterclass.com
If you are interested to learn how to launch a profitable podcast in just 60 days without been held hostage by technology, join him on this webinar.
https://www.apodcastcompany.com/webinar-registration35642385
