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Opinion

P is for podcast: Get started with digital marketing podcast.

Get started with digital marketing podcast

The humble digital marketing podcast is the underdog of marketing

When thinking of where to invest their marketing budget, most people will go straight to the tried-and-tested channels, such as newspapers, print promotions, and social media, SEO or PPC. However, podcasts are becoming increasingly popular – and for good reason! They appeal to a modern audience who like to select their own content and engage with it on-the-go.

What is a podcast?

A podcast is pre-recorded audio that can be downloaded or streamed and listened to on-demand and should be a part of your digital marketing strategy. They are used frequently for entertainment, education, and marketing alike. And the topics are vast. You can listen to a podcast on true crime, laugh along to some stand-up comedy, or tune in to discussions on news and politics. Whatever your interest, there’s a podcast for you. As you can tell – we’re fans!

That’s great, but how can I use a podcast for marketing?

Podcasts are a tool that falls into the content marketing toolbox. As we know, the modern consumer tends to shun overt advertising. Instead, they engage with brands that offer a stream of creative content with value to them – whether that be new information, entertainment, or advocating a cause.

Businesses that use podcasts as a marketing resource are able to engage with a captive audience with an interest in their industry to showcase their knowledge and personality.

For example, an experienced builder could release a podcast with weekly tips and tricks for home DIY. Or, a professional baker could do a series on baking the perfect biscuit. A vet could provide advice on caring for your pets or an IT technician could review popular software.

The trick is to find how your knowledge and experience can be utilised to create engaging content. And remember – bring your personality into it! If your brand voice is quirky, then choose hosts who are a little eccentric. If your brand voice is more serious, then choose hosts who are skilled at expressing complex ideas simply. These frontmen and women can really help create a rapport between your business and your customers – putting a voice and personality to the brand.

Why digital marketing podcasts are on the rise

Podcast marketing is becoming more popular, and here’s why:

  • The world has become more mobile - you don’t have to sit at your desktop to listen to a podcast anymore so more people are tuning in.
  • People have become busier - they don’t have time to just sit and read/watch. They want to multitask, and the podcast is the perfect companion to the daily routine.
  • Podcasts help to build brand recognition and trust, whilst increasing brand awareness.
  • Podcast App is now being installed as part of Apple CarPlay and the number of podcast streaming apps is growing rapidly.
  • They’re sustainable – podcasts can be used and referred to multiple times, which makes them cost-effective for businesses.
  • They’re efficient - only people who are interested in your podcast will be listening to it, which creates a highly-targeted channel for your marketing.

Offering your audience something of value

In general, people don’t listen to podcasts to be advertised to. They’re looking for answers to a question or for simple entertainment. Perhaps they want to build their own skills and knowledge in an area.

By providing content that meets these needs, your brand positions itself as an authority in your industry. If your podcast is interesting, funny or informative, then you’re likely to gain podcast followers. They may not need your products or services at the time, but when they do, they’ll know exactly who to turn to.

By providing content that meets these needs, your brand positions itself as an authority in your industry. If your podcast is interesting, funny or informative, then you’re likely to gain podcast followers. They may not need your products or services at the time, but when they do, they’ll know exactly who to turn to.

How to create a podcast

Almost anyone with basic IT knowledge can create a podcast; you don’t have to be a pro. That being said, investing in suitable equipment is a must to make sure listeners aren’t put off by poor quality sound. You’ll also need to make sure your hosts are confident and clear speakers, and that you have a copywriting team who can create effective scripts.

Equipment you should invest in includes:

  • Noise-cancelling microphone
  • A computer
  • Audio editing software

Of these, the microphone probably matters the most. The Podcast Host offers a great review of the best podcasting microphones on the market.

Creating your podcast marketing episodes

  1. Decide on a topic or theme. This must be something you are willing to commit to and will be able to post about regularly. This will depend largely on what your business does and the skills and knowledge you have to share. Also, consider what your audience wants to hear. A little market research before you begin can go a long way to ensuring the success of your podcast.
  2. Name the podcast. This needs to be something that is both catchy but also descriptive of what the podcast is about. The same goes when naming each individual podcast episode.
  3. Choose your podcast format. For example, will you have a solo host, a pair, or a group of speakers? Will your podcast be interview-style, anecdotal, or more scripted?
  4. Determine the length of your podcast. Podcast lengths can vary greatly; anything between 20-45 minutes is usually seen as the sweet spot. However, delivering the content in the best way possible should be your priority. The occasional longer podcast or shorter episode is better than cutting valuable content or padding out something that can be summed up quickly.
  5. Record the podcast. You’ll need a quiet space and your equipment set up. It’s worth doing several rehearsal runs before trying to record live. Try to sound natural and bring that enthusiasm in. Don’t worry too much about getting everything perfect or panic over pauses – that’s where the editing comes in.
  6. Edit the podcast. Get rid of long pauses and background noise. Cut out parts that don’t sound right once you’re listening to the finished product. If you’ve got the skills, you can take your podcast to the next level by adding intro music or other audio sequences for that professional finish.
  7. Publish your podcast on the right platform.
  8. Get your podcast listed on popular streaming services.

There are so many podcasting platforms to choose from! A platform is a site that stores your audio files and gives access to your listeners.

Which platform you choose will depend on what you want to get out of the site. Some of the more basic platforms will simply host your audio, while more advanced platforms will have additional features, such as listener analytics. Of course, the more features you want, the more you’ll have to pay.

Here are a few of the most popular platforms of 2019/2020:

List your podcast on podcast directories

Let’s preface this section by explaining that a podcast hosting platform is different to a podcast directory. A podcast directory is how you get found. If we were to use book publishing as a metaphor to explain, then the host would be the publisher and the directory would be the bookstore.

So, once you’ve hosted your podcast on a platform, you’ve been ‘published’, but to get listeners, you need to get into the ‘bookstore’ – a podcast directory, i.e. a podcast streaming service.

The most popular by far is Apple Podcast (formerly iTunes). There are so many listeners and its reach is huge.

Other major streaming services include:

  1. Castro
  2. Spotify for Podcasters
  3. Stitcher
  4. Luminary
  5. Podcast Addict
  6. Castbox
  7. Himalaya
  8. Pocket Casts

How to get listed

Here are instructions for a few of our favourite services:

  1. Pocket Casts
  2. Himalaya
  3. Castbox
  4. Google Podcasts
  5. Luminary

Podcast advertising

Like radio, podcasts often have adverts. The most popular podcasts often gain sponsors who advertise at breaks in the recording.

As a brand, you may decide that podcasting isn’t for you. However, you can use popular podcasts as an alternative to social media influencers to promote your business to a relevant audience. If they trust the podcaster, they’re more likely to trust your brand.

The benefit of advertising through podcasts rather than radio is the specificity of your audience. If you were a sportswear supplier, for example, you could advertise on a podcast about working out. You know that those listening are likely to do a lot of exercise and be in the market for some sportswear. Because of this targeted approach, advertising through podcasts can offer a higher ROI than a generalist campaign.

Ketchup can help

If you’re reading this, then you’re looking to promote your brand. Don’t worry – Ketchup can help. We are experts in digital and traditional marketing. Our team of marketing professionals can help you with marketing strategy.

And if it’s podcasts you’re really keen to produce, perhaps our talented copywriters can help with creating scripts that are fast-paced, engaging and targeted to your audience. We can certainly help track those analytics to make sure you stay on track and get the best return on investment.