Importance of Podcasts in a brand´s marketing strategy. Although it is not new, the podcast has gained strength and relevance recently. Even more so in this last one, in which many people have opted to launch their content through audio. And thus, conquer that public that loves that format and finds it much more friendly to listen to than to read or consume information in another way.
This option represents a direct, agile, and very fresh way of communicating an idea. And it can be successfully used as a marketing strategy for a brand or company.
It offers benefits if you decide to include it in your content plan. In addition, it is an excellent way to connect with the public. As they perceive you in a closer and more direct way. At the same time, they can get to know you for your development, tone of voice, and way of expressing yourself, which is an invaluable opportunity to engage.
For this reason, today, we will talk about the importance of the podcast in a digital marketing strategy. And you will know everything you need to get the most out of this resource.
What is a podcast?
First, if you have the notion but not the exact definition, we will tell you that the podcast is a multimedia file played via streaming, or even many channels offer the option to download and listen later.
Its duration can vary from 5 minutes to even 1 hour. However, it is recommended that its maximum duration is not more than 40 minutes. Since what is sought is the speed in disseminating information. And that the listener does not get tired or bored with something very long.
Its success lies in the security with which the information is narrated and its organization. A good sound or musical accompaniment that can start and end the podcast will greatly help the public. Therefore, if having good recording equipment is an advantage, not having it at hand is not a determining factor that your project will be a failure.
Being clear about the intentions of what you want to make known and having a concrete plan is essential to start this type of strategy. And also a good voice that is clear and pleasant to the public.
How to start a podcast?
The first step is to adapt the content to your niche. Certainly, you can talk about whatever you want. However, suppose the podcast will be part of your marketing strategy to achieve reach. In that case, the logical thing is to discuss topics of interest about your brand, products, or sector in which everyone works.
If your business is a construction or real estate company, discuss the benefits of leasing, buying, seelling, or building yourself. And also try to cover current, verified, and exciting topics.
The important thing is to have mastery of the subject about which you are going to speak. And show confidence while you do so. Likewise, and as we mentioned before, a pleasant, friendly voice capable of showing empathy and sympathy is key. Because it allows the listener to feel a connection and closeness with you and the brand.
You can help yourself by previously writing what you want to say in the form of a script or something similar. And thus not fall into dispersion when speaking.
Presence of the podcast in marketing
The podcast is a digital and educational tool you can use to publicize your brand. And share relevant information about what you offer, products, services, and any topic related to your field.
For the proper duration of the podcast, this information must be concise and interesting. Since we have little time to engage the person who will listen. To get them to subscribe and remain interested in the content.
Likewise, and thanks to the short duration that each broadcast must have and the ease of consuming this type of content, it is ideal for getting what we want to show abroad.
The podcast is not invasive. And usually, those who come to it are by choice and interest in what is being told there. So, it is an ideal tool to get potential clients and achieve reach and visibility for the brand. To the extent that the podcast is recommended and goes viral.
In addition, it offers a wide possibility in terms of the matter that we can disseminate. For example, collaborations can be made with experts on some subjects and offer interviews, discussion panels, courses, reviews, and historical data, among others. All info that is to your liking and you consider that fits your brand or, of course, marketing strategy.
Taking advantage of a podcast to market your brand is an excellent choice because of the benefits we already mentioned. And also for the low costs that doing it represents.
Advantages of Podcasts in your marketing strategy
You will have gained significant ground if the podcast’s content is attractive and involves people. In fact, you can become a reference in this format, which will be excellent for the marketing results you want.
But it is not the primary advantage or from which you can benefit. Also noteworthy are the following:
The creation and production of a podcast are much more accessible in terms of costs compared to other formats.
Such as videos, photo sessions, and commercials.
You can benefit from it whether you have a great team or not.
Since you only need a good quality computer, headphones, or microphone to record. The content will depend on your imagination and the information you get.
The files are downloadable. So, listeners will have the perk of listening to them at any time, wherever they are, and from any device.
Also, publishing the podcast on free platforms will ensure a more significant number of followers. And, consequently, a greater reach for the brand.
To make it easier to publicize the podcast, you can associate the link to it on the social networks where the brand has a presence so that those who follow you on Facebook or Instagram can quickly reach it and subscribe with a click. Also, use social media to promote new segments and inform your followers of new content.
Being a reference in the business
If your content is good, people will appreciate it and follow and listen to you. This way, you can become a reference in your field thanks to the information you provide. Which will improve the image and reputation of your company since they will see you as reliable and safe. Your voice enhances this in the storytelling, bringing you closer to the audience.
Connection and Fidelity
By managing to engage with those who listen to you, a relationship will be created. Even though only your voice can be heard, it is possible to show sympathy, energy, and strength, among other positive qualities. This will benefit you since you can retain those listeners who don’t miss anything you upload.
Validity in time
If the material and information you are talking about lasts over time, that is, it is timeless, and its validity is extensive, it is possible that it can be heard today, in a year, or more, being helpful.
Expands the possibilities in the strategy
It´s a way to incorporate new marketing strategies because the podcast allows you to interact from wherever you want. And this, in turn, implies that you can put into practice other types of marketing strategies that are not just the traditional ones. Showing yourself to be innovative and thus complementing the audio content with others you are already disseminating. Such as ebooks, videos, etc.
Since it is possible to place titles and descriptions in the podcast, this allows relevant SEO positioning when activating search engines with a specific topic.
Importance of the podcast in the marketing strategy
Many people have opted for the podcast to share their ideas, knowledge, experience, or any type of information they consider fundamental or worthy of dissemination.
Bloggers, influencers, personalities, brands, artists, journalists, and other types of personalities and professionals have joined this trend. Which, as we have stated, is nothing new.
Still, its rise is relatively recent, and the public increasingly accepts it.
Its importance also lies in that it is a way of connecting between the interlocutor and the listener in a close, personal and intimate way.
Depending on the type of material that is shared and that the latter feels identified with. Thus, taking the path to increase its popularity.
This same personalization that is possible to impregnate each broadcast is what will bring us closer to the public. Separating us from formal or very elaborate actions, such as a video for which more production is needed. But without forgetting to organize your information and establish a script with the exact words, you will say. And not give an impression of disorder or ignorance of the subject.
The natural development of a podcast gives it authenticity. It hooks people to want to listen to it regularly. And also make it known to other people, with which the desired virality and popularity are achieved.
Objectives to achieve with the podcast
In addition to being informative and instructive, another of the objectives of implementing a podcast is entertaining. Of course, it is possible to inform and entertain at the same time. Everything will depend on how creatively you spread the content.
Making the brand, company, or products known, solving problems, and clarifying doubts, should also be your north if you are inclined toward this format.
Lastly, establishing a new channel of communication with the public is also a target in sight when putting this dynamic and interactive option into practice.
If it catches your attention and you feel you have a lot to say and share, then take that step in this field that is growing and becoming more popular. And thus, promote your brand through educational and valuable content.
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