It was exciting times in at Not Another Marketing Agency Towers as I took delivery of a brand-new podcasting kit. Don’t panic, I haven’t decided to give up marketing and move towards the heady heights of radio broadcasting, the kit is another piece of my integrated marketing toolbox.
Marketing is all about embracing the different ways that we communicate with our potential customers. It’s about changing and adapting to new technology and thinking of clever ways to get your message across. New tech has dramatically changed the sales landscape. Instagram is only 9 years old but now plays a huge role in marketing strategy, Facebook isn’t all that much older. And that brings me to podcasts.
What is a podcast?
If you’ve just read the last two paragraphs and are throwing a blank face, a podcast is a digital voice broadcast that you can access on your phone, laptop or tablet. New York Magazine estimates that on any one day there are 660,000 podcasts in production and that there are currently around 28million podcasts available for you to listen to. So, if you aren’t podcasting there’s an untapped market of listeners out there just waiting to hear about your business. The other bonus is that for the camera-shy amongst us, you’re just recording your voice, so you can make a podcast in your PJs if you want to.
Ok, so podcasts are growing, but how will they help my business?
They’re unique to your company
Because a podcast is created by you, it’s unique to you and your company. This means that you can create a truthful and believable tone which will grab regular listeners. Podcasts also provide a perfect platform for you to teach your listener base about your business and enables you to gain followers who are genuinely interested in what you do. After all, it takes more commitment to listen to a podcast than to like a Facebook post.
People can take them anywhere
The wonder of technology and mobile data means that your listeners can find out about your business anywhere. People listen to podcasts while driving, in the gym, on their commutes on the bus; you name the place, they can listen in it. They also don’t require people hand over personal data in order to access them, meaning you bypass worries about shared data.
They’re sustainable
Unlike social media where the reader can scroll or click through your content without really absorbing it, podcasts have to be listened to. You can’t watch along with subtitles and you can’t fast forward to the conclusion (well you can do that bit, but it seems rather pointless). This provides you with a hopefully captive audience. Additionally, you can use them again and again, and they will be discovered long after they have been published.
Allow the listener to discover you
A well-designed series of podcasts allows your listeners to discover you, your team, and your business. Some commentators have argued that publishing an unfiltered podcast also creates an extra level of trust with the listener.
SEO benefits of Podcasting
Hopefully, you’ve read enough of my blogs to understand the importance of SEO. Publishing your podcast on a top-ranking site, with the right keywords will improve your website’s SEO. Also, the more popular your podcasts are, the better you will rank.
Creating different content
It’s just nice to be able to create and publish something that’s a bit different. There are so many blogs out there (actually, maybe this blog should have been a podcast, watch this space) that publishing your message in a different format is refreshing for your audience.
If you are interested in creating a series of podcasts as a part of an integrated marketing strategy (remember, you have to use all the platforms available to you for a strategy to be a success), get in touch with Not Another Marketing Agency to discover more information.
