Marketing News: Use podcasts to build brand awareness
Use podcasts to build brand awareness
Small businesses have eagerly embraced digital marketing, from posting videos on YouTube to interacting with customers via Twitter. But could you be missing a trick by not adding podcasts to your marketing mix? With just a computer, some recording software and a microphone, you could be able to build a loyal following and establish yourself as a thought leader in your industry.

How popular are podcasts?
According to figures from Rajar, 4.7 million people in the UK have listened to podcasts, with two-thirds of listeners consuming them via their smartphone. This medium seems to be especially popular with young adults, with 25 to 34-year-olds making up 40% of the total UK podcast audience.

Brands that are actively trying to engage with this demographic could therefore find podcasts a great option to consider. After all, the figures suggest there is a significant audience out there for podcasts, with nearly two-thirds of podcasts downloaded in the UK being listened to.

What format should you choose?
This will often be dictated by budget, but even businesses with lots of money to spend can find that a simple format works particularly well. For instance, an interview with an industry stakeholder can be relevant and informative to a large proportion of your target audience. This can position your brand as somewhere to turn for valuable information and insights on a certain topic. The availability of resources will also determine how long you can spend on production, which can be another good reason to keep it fairly simple.

Speak to a recognisable name
Interviewing a third party for your podcast can be a great way to get your brand in front of people who might not have heard of you before. After all, a prominent or influential guest might have a larger following than you and may help get your name and content in front of these people. However, as PR expert and author Janet Murray explains, a brand doesn’t need to be single-handedly focused on speaking to big names, “guests with smaller audiences can be just as good, if not better, at publicising your content and getting you in front of new people.”

Don’t expect instant results
Building an audience for podcasts can be a slow process, so don’t expect masses of downloads on day one. Tim Cameron-Kitchen, Head of Exposure Ninja, has advised potential podcasters that it’s best to expect very few listeners for the first few months, but to keep ‘plugging away’ as ‘you will also start to notice the episodes that resonate with your audience better, which will guide you to the topics and guests to focus on in the future.”

Offer incentives to listeners
Every listener is a prospective sales lead, so it pays to occasionally offer a few incentives, particularly to those who download regularly your podcasts. Additional supporting content such as an eBook or White Paper related to your podcast could also prove worthwhile. Furthermore, if you have loyal customers’ contact details, why not let them know you value them, perhaps by sending them some audio tech to make listening to your podcasts even easier, such as branded headphones, a media stand or a speaker. And what’s more, the promise of occasional freebies and rewards may help you grow your database and provide you with valuable information to help inform both your future podcasts and your wider marketing strategy.


Source / Further Reading
How small firms can start their own podcast series The Telegraph
RAJAR MIDAS Winter 2016 survey Rajar