Marketing
5 Ways a Podcast Can Elevate Your Brand
Especially if you are a niched brand
A few years ago, the rise of network television followed by streaming content and scripted series was the talk of the town. Talking about a particular series became a bonding moment for many co-workers at the water cooler. This led to the rise of scripted television, which was followed by reality TV, such as The Bachelor. As a result, radio was reduced to being listened to only during daily commutes. The radio days of Dr. Frasier Crane was no more.
That is until the rise of Spotify and the current pandemic gave people the opportunity to stay at home which contributed to the rise of podcasts on a global scale. The dynamics of working from home is significantly different than working in an office. There is no quiet silo for people to focus solely on work. Every inch of a house is also now an office. Working at home brought multitasking to a whole new level. The demand grew for on demand content and less for scheduled content with plenty of advertisements such as radio. With the limited time people have, everyone wanted a streamlined and focused conversation, which was where podcasts excelled.
Along with the shift to working from home, for many of us, screen time has increased. Between zoom meetings, regular work, social media apps and online learning for students, working from home also meant that we were living with screens as our third significant other. Podcasts swooped in and became an alternative to our over extended visual focusing on screens.
For brands, there are many benefits to having a podcast. If you’re still on the fence here are a few reasons to consider.
Reach new audiences
Content such as video and blogs are the basic necessities for brands today. However, there is only so much content that people are willing to consume in the form of video or read in blogs. With videos and blogs, the audience reached are on large scale and unfiltered. Creating the right content then sharing it on a popular platform of the moment such as on YouTube or TikTok will allow that content to reach a global audience. The downside to this however, thanks to algorithms, the content being promoted will reach people who may only have a slight or no interest in what your brand has to offer.
Podcasts on the other hand, are a whole different story. A podcast listener who has gone through the extensive search of finding your podcast will most likely be the most loyal audience you will have. Podcasts are so varied and niched in topic that a listener who has decided to tune in will unlikely tune out.
Listeners who are searching for a specific topic in a podcast are doing so either because they are a novice willing to learn further on the subject, or they have knowledge on the subject and would like to listen to someone who is likeminded. Podcasts aren’t the traditional social media channels that require light content, memes or even sound bites. Podcasts can span anywhere from 2 minutes up to an hour. Why? Because the topic being discussed can be as light as learning how to do some gardening to full on financial discussions such as the what the IMF podcast is currently doing.
Going in-depth in a short time
Podcasts are not only a place where people come to chat and share opinions. Podcasts today have transformed and become a place where people come to learn and educate themselves.
A podcast listener who has gone through the extensive search of finding your podcast will most likely be the most loyal audience you will have.
For a brand or individual, podcasts offers a unique opportunity to educate their listeners. This provides opportunities for industries that are focused on technical know how to reach their audience quickly and effectively on a large scale.
Industries such as finance and medicine are some of the field where having a podcast would be a great advantage. Podcasts brings a breath of fresh air to any brand and presents a new perspective.
Not everyone has 30 minutes to sit and read a publication. But they will have time to plug in their headphones, while engaging in other activities and listen to a podcast.
Build credibility and authority
Unlike other social media which relies heavily on curated and staged content, podcasts are organic and natural. They are focused on conversations, whether it be between the podcaster and the guest or the podcaster and the audience.
For a niched brand, having a podcast is an additional way of showcasing being an authority in the field. Which is why podcasts relies heavily on the presenter to keep the conversation going and engaging. With no gimmicks such as elements and animation, podcasts strips down social media filters down to its barest form, pure information.
Personal connection
Unless the podcast you are planning to create for yourself or your brand are purely bite sizes informational tidbits or a reformat of your main content, podcasts are built for relationships and conversations.
A podcast is an excellent way to deepen personal connections. Whether it be with a fellow podcaster, industry expert or someone you met at a networking event. Inviting them to a podcast will take the relationship to the next level. It will strengthen and form real connections that goes beyond traditional branding and marketing.
In addition, the audiences will gain an additional perspective and have acquired valuable insights which otherwise they may not have access to.
Earn trust
Trust has and will always be the highest and most precious commodity in human relationships. Many businesses are formed with a simple handshake and with trust as the main currency.
Although it is great to have a lit social media, filled with viral videos, lively animations, and infographics, at the end of the day, people will only do business with people and brands that they trust.
The world is filled with social media mavens. But behind the façade, what does the company really stand for? who are the people running it? and most importantly, can we trust them with our hard earn money?
With no gimmicks such as elements and animation, podcasts strips down social media filters down to its barest form, pure information.
People will buy from companies that they know and trust. Having a podcast makes people know the brand deeper and create trust along the way. Earning trust is not just about great content, it also means consistency. It is vital to be consistent to build momentum and growth. This is true with all social media but especially so with podcasts. Podcasts listeners don’t scroll or simply like, they are invested. Earning trust is hard, but regaining it will be close to impossible.
Podcasts are really marketing and branding gold. Podcasts are currently on the rise and we have just scratched the surface when it comes to Podcasts. The fact that it provides opportunities to reach niched audiences means that the competition in your field might not be as hard as you thought.
