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How You Can Use a Podcast to Market Your Business and Advance Your Brand

Use a Podcast to Market Your Business

It isn’t really all that surprising that when it comes to promotion strategies, content marketing is still king. After all, this method allows you to subtly market your brand while continuing to offer other forms of assistance to your consumers such as advice or information. However, if you are interested in remaining relevant and staying ahead of the game, you may want to consider revamping your tactics.

More specifically, you should start thinking about how you can promote your company with the help of a podcast. This is a practice that a number of organizations have actually been engaging with as it affords them quite a few advantages.

For instance, you may be able to reach a lot more people than you did before. It is estimated that at least 44 percent of the American population alone listen to podcasts – a number that is set to rise in the future. Another benefit is that you will be able to connect with your listeners on a more personal level, encouraging them to connect with your brand better.

Of course, as you can imagine, all of these benefits are only really possible if you go about setting up your podcasts the right way. Here are all of the tips and guidelines that you need to know about marketing your business via podcast:

Narrow Down Relevant and Interesting Subject Matter

Now, the first thing that you are going to need to do is to figure out what your podcast is actually going to be about. If the industry that you are in doesn’t offer up too much in the way of podcasts, then you have a wider variety of options to choose from. Otherwise, you are going to have to come up with a rather niche topic for your business.

There are a few things to keep in mind when determining your topic. First, make sure that it is at least somewhat relevant to your business. While you don’t only have to focus on what you do as a company, your listeners should be able to draw parallels. The other thing to remember is to choose a topic that you are passionate about. This way, you will find it a lot easier to talk about various news, thus making it easier to keep your listeners engaged.

Know How to Utilize Your Time

The next thing that you are going to need to do is to calculate how long your episodes are going to be. Now, this does depend on a number of factors, including what your topic is, who your audience is, and where they are when listening to your podcast.

One of the first things to keep in mind is that not all of your episodes need to be the same length. It really depends on the subject matter that you are trying to cover. So, if you are covering something that requires a little bit more exploration, you may find that you need around an hour. On the other hand, if it is relatively simple, it is best to stick to around 20 minutes. In fact, you will that the sweet spot for podcast length will be between 20 and 45 minutes.

Of course, this really depends on the audience that you are trying to reach. If you know that most of your consumers don’t have a lot of time to spare, you should focus on shorter episodes as they will garner the most amount of interest. If you are targeting listeners with plenty of leisure time then the longer episodes may be more engaging.

Focus on Sound and Content Quality

One of the biggest mistakes that people make with podcasting is that they focus on either sound or content quality rather than improving on both. The good news for you is that you don’t actually need a lot of equipment for podcasting. The bare minimum is often enough and this includes a computer, microphones, headphones, and recording and mixing software. While you may not need too many gadgets, however, you should focus on getting good quality items, nonetheless. This will ensure that your listeners able to hear you clearly and mare more likely to continuing listening as well.

The next thing to be concerned with is content quality. Anyone can set up a podcast – it has been established that it isn’t that difficult to do. What most people aren’t able to do as easily, however, is to create content that people will actually stick with. This is why it isn’t too uncommon to find listeners tuning into a podcast for a few minutes, only to never return again.

To prevent this from happening, you need to make sure that every episode has a hook that forces people to remain for longer. This means that you need to carefully plan out every episode that you only provide people with relevant and interesting information. If you aren’t the greatest public speaker, it can help to rehearse each episode beforehand as well. Last but not least, it is vital that you edit all of the episodes as well. Get rid of silences, awkward rambling portions, and anything else that may drive listeners away.

Be Consistent

You can’t expect your listeners to simply wait for you to come up with content and then broadcast. If you want to build a loyal and strong listener base, then you are going to need to come up with a schedule. Depending on how extensive your subject matter is, you can determine how many shows to have each week. To start with, you may just want to stick with one or two. You should make sure that you broadcast at the same time, on those same two days. Also, make it a point to remind your listeners when your podcast will be available for consumption.

Be an Expert, Solve a Problem

Remember, people aren’t simply going to listen to your podcast – you need to give them a reason to do so. This is why it can help to be an expert on the topic that you are speaking about. At the very least, educate yourself on the subject that you are speaking about and back up your words with empirical evidence. This will make it easier for your listeners to trust you and to keep coming back for more advice.

Now, speaking of advice, it is important to help your listeners solve certain problems that they may be facing. So, consider the industry that you are working in, for instance. What do you feel that the consumers’ biggest issues are? Let’s imagine, for a moment, that you are selling a diet program. Here, it is pretty clear what your consumers are struggling with: weight loss. So, make sure that you are helping them to overcome this issue while also mentioning that your product or program can make it easier for them to lose weight.

Bring In Other Experts

You can’t possibly be an expert on every subject related to your field or industry. So, when you want to keep your listeners informed or updated but don’t feel like you have the adequate credentials, it is time to turn to other experts. You can then interview them on your show, adding further credibility to your podcast.

When choosing people to interview, always do your research. Make sure the people have the proper qualifications and certifications. Also, make sure that they are not controversial in any way. While credentials are undoubtedly important, you also have to ascertain that the interviewee is interesting and animated enough to listen to. If you select someone who is incredibly qualified but rather boring to listen to, you will not be able to engage your listeners at all.

Have a Call to Action

You need to bear in mind that your podcast serves a purpose for your business – it is an innovative way to market your company. This is why you need to make sure that you find a way to send your listeners to your company website or to get in touch with you in some way or another.

You can do this by mentioning your company or website at the beginning and end of the podcast. If there is an organic way to do it – you can even include it somewhere during the middle as well. Now, the key to doing this is to make it seem as natural as possible. This isn’t an in-your-face type of advertising so don’t keep mentioning your company unnecessarily.

Advertise Your Podcast

Now, there is no use in having a podcast if there is no one listening to it. This is why once you have sorted out the format, scripts, and other elements of your podcast, you need to think about how to advertise. The easiest way to manage this is to promote the podcast on your blog and other social media platforms.

Once you have established your podcast a little, you can even try booking a guest spot on other, similar yet influential podcasts. This way, you can garner an even wider reach than before. Doing this also solidifies your reputation as an expert in your field.

These are many of the tips that you need to know if you are looking to grow a business and want to start a podcast. This will undoubtedly help to boost the popularity and awareness of your brand in a short period of time.

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