Today’s digital marketing tools include a chance to share your business like never before. Here we present the benefits, keys, and challenges behind creating a marketing Podcasting.
Digital marketing tools, like forms of media in general, are ever expanding. And more importantly, they’re available to virtually any business of all sizes and budgets. Today you can share written messages—from quick notes to essays—photos, videos, animations, graphic design, and more on websites (your own and others), social media, email, and types of digital media that haven’t even been invented yet.
Podcasting offers a unique way to connect with your audience and build brand loyalty through engaging audio content.
For a lot of Bradenton business owners, creating content doesn’t come easily. It’s not what you do; you have a business to run. And hey, I get that. That’s why I’m here to help with your Podcasting needs.
But, here me out: Have you ever considered just…talking to people?
That, in a nutshell, is what podcasting is all about: Talking to a recording device just like you’d talk to a client or industry peer.
Here’s why a branded podcast could be just the marketing boost your business needs, and what you should know if you’re considering starting one.
Podcast Pluses
Podcasting—ie audio content—is its own unique digital marketing frontier. As such, it offers unique benefits you can’t get from other media.
- Your Voice, Your Expertise: Words and visuals are both important when it comes to marketing, but so is establishing a personal connection. Not only does a podcast allow you to share your industry expertise; it also allows listeners to get to know you. In marketing, that kind of personal connection is invaluable.
- Ease of Production: First of all, you’re not creating anything complicated; you’re just talking. And one of the reasons for today’s extensive podcast market is how easy it is to record your voice on a digital platform, edit it quickly, and share. You don’t even have to brush your hair!
- Ubiquitous Distribution: Today’s podcast-hosting platforms allow you to share your actual voice with literally millions of people at the push of a button—essentially the whole world.
- Connecting on the Go: So much of traditional and even digital marketing focuses on visual information, which limits where and when people can access it. In today’s on-the-go world, many people listen to podcasts on their commute, during their workouts, walking the dog—you name it.
The Keys to Your Business’s Podcast
There are lots of excellent podcasts out there. And there are exponentially more terrible ones. What distinguishes one from the other? Here are a few tips for keeping the quality up.
- Have a Plan: People who babble away with no direction or structure are an unfortunate-but-true podcast stereotype. Pick a topic and break down how you’re going to talk about it before you start talking.
- Stick to Your Strengths: As much as you like XYZ TV show or your new puppy’s latest trick, a business podcast should be about your business: telling people what you do, educating them, and demonstrating your expertise. Otherwise it’s just distraction.
- Be Consistent: I say this all the time: You can’t just create content once and walk away. You have to be present. And never has that been more important than in the podcast realm. People aren’t going to mark their calendars or set an alarm for your next social post. But if you say you’re going to do a weekly or biweekly podcast, you need to stick to that schedule.
- Edit: A decent 30-minute chat can be an excellent 20-minute podcast.
- Invite Guests: There’s nothing wrong with being a one-person show. But it’s also great to get another voice in there, even just occasionally—whether it’s someone else from your company, another professional your business relies on, or even a happy customer. You’ll create a great dynamic as you bounce ideas off one another.
Podcast Challenges
Any marketing tool comes with a few caveats. These are the barriers you’re looking at.
- Initial Learning Curve: To get started, you’ll have to learn how to record decent sound, edit audio, and share it. (Or you’ll need someone who can do that for you.)
- Endless Competition: There are a lot of existing podcasts out there.
- Time Investment: Yes, this will be one more thing on your to-do list.
Podcasts in the Wild
If you’re considering starting a podcast for your brand, or you’re just curious what all the fuss is about, I can help clear things up for you. Check out my Business Focus Friday podcast on the Deckard and Company YouTube page. (Yep, I add video to the mix, which is a whole other conversation.) Come get to know me and what I do!
I’m also excited to help interested clients get their own business podcasts launched. I can make sure you’ve got the right host and your digital files are properly integrated and accessible on your company website. It’s pretty darn cool, if I do say so myself.
