Podcasting is one of the fastest-growing industries, and businesses that choose to podcast or advertise in podcasts are seeing more success than ever.
Podcast advertisements and sponsorships have brought in exceptional revenue: by 2020, around $659 million. Through sponsored episodes and ads, podcasts can monetize while introducing their listeners to new brands and products. 54% of podcast consumers at least think about buying the products advertised in those podcasts.
Branded podcasts — or podcasts published by businesses — are also growing in popularity as an effective form of content marketing. By focusing on broad topics that appeal to their target audience hosted by engaging hosts, brands are able to build deep connections with listeners who share their values and are more likely to use their products or services.
Either through ads or branded podcasts, as a business, it's more important than ever that you pay attention to this marketing opportunity.
Podcasting Allows For a More Personal, Deep Connection With Your Audience
Publishing a branded podcast gives your business the creative freedom to dive into the topics you want to cover. You can showcase your personality through the host(s) you choose to represent your business, the conversation you choose to start, the branding you establish, and your podcast’s tone. You can also help share the things you're most interested in or the experts in your field.
Through your podcast, you can offer valuable information and benefits to your audience. Podcasts not only serve as great tools to brand your business, but they also allow your target audience to get to know the mission and values of your brand and connect with them on a personal level. By utilizing this platform, you can connect with your listeners even more.
Listeners are more likely to feel connected to a business on a podcast because the personality of the brand can shine through. Podcasts allow brands to engage with their audience on a deeper level that is personal and more interactive.
Podcast advertising can offer a similar experience for a brand through an already established podcast, especially when the podcast hosts are involved in the ad. Partnering with a podcast that has your desired audience and allow the hosts to discuss your business or product(s) authentically can help your business reach a very loyal audience with personalized recommendations from hosts they trust.
Podcasts Are Growing Rapidly
Podcasting as an industry is proliferating rapidly in all niches. There are more and more podcasts starting every day—and you can take advantage of that.
There are many options in podcasting for brand awareness, supplemental streams of revenue, and the possibility of reaching new customers. With new opportunities rising regularly, it's a great outlet for businesses in many industries. Your company can offer a unique perspective that will help you to stand out amongst competitors.
More people are listening to podcasts regularly. At least 32% of Americans listen to podcasts at least once a month. As podcast listeners tune in regularly to their favorite shows, brands can build trust and dependability by sticking to a posting schedule to keep their listeners engaged as more podcasts continue to launch. This is similar to radio since it’s more accessible than other forms of media, and listeners can tune in regularly to their preferred programming.
Podcast Listeners are Loyal and Engaged
Once they start listening to your podcast consistently, people are more likely to subscribe and opt-in to being notified when a new episode is published. Consistency can create a strong relationship and a higher level of loyalty to your brand. Podcasting will also help you build communities within your listener base, which can help influence your brand.
Many podcasts have related Facebook groups and Instagram pages. This allows listeners to have a community: a place where they can come together to ask questions, interact with one another, and develop the community around a beloved podcast.
Your schedule can help you build a loyal and engaged following. You should try to be as consistent as possible in your posting schedule, just like with the rest of your content, so that your listeners know what to expect from you.
It doesn't take a million listeners to be successful with podcasts. A podcast can be successful with even just 100 loyal and engaged listeners; it’s all about the community that you create and the valuable information that you provide your audience with.
Podcasts Reach People At Their Convenience
One of the most effective ways to gain loyal customers is to connect with them on the platforms they use regularly. Podcasts have a reach that other types of media don't because they're portable and easy to listen to at any time of the day, and they can reach an audience that is busy and on the go. Overall, podcasts are a great way to reach your target audience because you don't have to choose the when and where. Instead, people will come to you in their time.
Podcasts Are Great for Branding
Branded podcasts give your business a platform to be authentic and genuine with your target audience. You're able to brand yourself through a narrative of your choice while showcasing your personality and values. This will help the audience connect their challenges, problems, and aspirations to your brand to see how you can benefit them. As a result, you can use your podcasting efforts to show your fans more clearly who you are as a business.
Podcast advertisements are also great for branding. People respond well to ads that they feel resonate with them and their lifestyle, which is why partnering with a podcast popular with your target audience can be helpful when incorporating sponsorships and ads. Podcasts are chosen by their listeners—usually because they want to hear what the hosts have to say. They aren’t going to be offended by a business advertising on a podcast in a way that matches the podcast because the listeners wouldn’t listen if they didn’t enjoy it.
Position Yourselves as Experts
On a branded podcast, you have the choice of what you want to cover. Choose a broad topic that fits your industry or your business goals, and then each episode can cover a specific subject that fits in that topic. For example, a real estate company could host a podcast about homeownership, and individual episodes could cover tips for home buyers, home improvement guidance, and advice for navigating a home sale.
With your professional knowledge, you can create a podcast that provides the listener with educational information that could help them. The value that you provide will build a connection that can help buyers at any stage of their journey while continuing to position you as an expert in your field.
In an ad, you could also position your business as the expert in your industry by providing helpful information or inviting the podcast host(s) to talk about their experience with your business or products. Often, podcast hosts may come up with creative ways to incorporate your business into their show that are authentic and engaging, which makes your ads more effective in the long-term.
Podcasting is becoming more and more popular. By advertising your brand on an additional platform, you can introduce yourself to new potential customers and build strong connections.
In the beginning stages of the development of your branded podcast, consider working with a media partner for a better understanding of the process. Working with a local media partner can help provide the guidance and support you need when starting your podcast. When you partner with a media company, they can help you from start to finish: from production to publication of your podcast. This simple collaboration goes a long way toward expanding your podcast’s overall success.
If podcast advertising sounds interesting to you, seek out partnerships with podcasts that reach your target audience. Local media companies that produce their own podcasts are a great opportunity to reach a highly engaged audience of people who live in the same community your business serves. Partnering with a media company for podcast advertising also can help you ensure that your ad is compelling and follows the latest best practices, which can make it more effective in boosting sales.