No matter what your interests are, there is a 99% chance a podcast exists for you. Whether it’s politics, sports, comedy nights, true crime, or something more niche like Scandinavian television, you have options. So, as a business, could podcasts work as a marketing tool?
As of 2020 there were 2.2 million podcasts on Spotify alone, and they’re suddenly big money. Joe Rogan reportedly earned over $100 million for giving the streaming service exclusivity over his show while deals for Barack Obama and Prince Harry weren’t cheap either.
The public are savvy these days when it comes to indirect marketing. Product placement on screen is scrutinised and businesses need new ways of engaging potential customers. Meaning the decision to start a podcast must be made with the intention of sharing insights rather than selling a product.
Brand awareness
This is a brand awareness avenue. If done correctly a well-produced podcast can build trust in your business and a positive relationship with listeners. Technology firm Dell currently produces the Trailblazers Podcast, short, mostly half hour episodes looking at areas of digital disruption. Dell the company aren’t mentioned in the content, but all the content is relevant to Dell’s business.
One of the best things about podcasting is, as mentioned previously, there’s a show for everything. So it doesn’t matter if you don’t believe there’s an audience interested in hearing about the sector behind your business. If you are able to jump on a microphone and speak with knowledge on a subject it is a crowd pleaser.
Setting up podcasts
Compared to some marketing alternatives, podcasts are quick and easy to create. All you need is a computer, a microphone, editing software, and half an hour to discuss a topic of the week.
The initial start-up will take some time, especially when it comes to creating the all-important name and logo for the show, but once up and running, word of mouth marketing can quickly take over in the podcast world.
Brand awareness for small businesses is arguably both the most important, and toughest, areas of marketing to succeed in. Give a podcast a go and let your passion for the business you’re in do the work for you. For help and advice in all of marketing ventures, please contact us at Brighter Directions for a free discovery call!
