A podcast is an episodic series of spoken audio digital audio files that users can download to a personal device for easy listening. Streaming apps and podcasting services provide a convenient and integrated way to manage personal access queues across multiple podcast sources and playback devices.
Primer on Podcasting:
The word 'podcast' was coined in 2004 as a combination of the word 'iPod' and 'broadcast'. The actual phenomenon is even older, but since radio appeared on the web in the early 90s, the concept of high-speed internet was not widely available until it actually landed.
In short, podcasts contain audio files that are usually released as a series of episodes, which users can hear as streams or downloads employing a dedicated app. Today it's estimated that there are over 550,000 podcasts online, on almost every topic you'll imagine.
A large part of this growth is thanks to the wide accessibility of the web. However, there's also a reason why it's very easy to seek out the tools needed to create it. Today, all you would like is basic audio microphones, free audio editing software like Audacity, and somewhere to host your episodes.
Many sites offer this service, like Libisin, SoundCloud, and Podbean. you actually got to record, edit, and host your episodes online. you'll also submit your podcast to a store like iTunes, where users can find and download your shows, otherwise you can feature them on your own website.
Why Podcast Advertising Is on The Rise
One of the main reason’s brands are paying more for podcast ads is: it works, especially as traditional advertising mediums have become less effective over the years.
See traditional banner ads. According to Doublethink, the display's click-through rate is 0.06%. Of course, this figure is a bit misleading, as the number of different ad sizes and placement spots can vary greatly, but even the best-optimized banner ad is unlikely to get more than one clicks per 300 impressions.
The phenomenon of banner blindness has arisen as internet visitors become wary of banner ads and start tuning them.
The data show that podcasting is the head and shoulders above traditional display advertising.
So why is podcast advertising a more effective way to get the brand's attention? For starters, it offers many unique benefits:
Podcasts are a great investment medium for delivering messages. Given the audio format of the podcast, listeners get hung up on every word, making it an excellent audience for advertisers trying to introduce their brand. You don't have to worry about tuning your ad like other ads do.
People listen to podcasts because they have a deep respect for the host. And since they rely on the hosts of their favorite podcasts, they are more acceptable to the brand that this host decides to recognize.
Podcasting is a great way to promote your brand and products, but many things can go wrong if you don't know what you're doing. There are three major steps that every brand needs to be aware of, especially for a successful podcast advertising campaign:
Looking for (or creating) podcasts that appeal to their target audience
Understanding the nature of the desired audience
Tailor advertising according to the brand's conversion goals
Brands that understand these methods are more likely to outperform their podcast ads than any other medium.
How You Can Use Podcasts to Increase Conversions?
You may have considered starting a podcast, but you are not sure if the time and effort involved are worth it. While this may not be the right strategy for every situation, there are many benefits to running a podcast for your website or business.
Let’s now look at three main benefits by focusing on how the podcast can fit into your total conversion funnel.
A large part of this growth is due to the wide accessibility of the Internet. However, there is also a reason why it is so easy to find the tools needed to build it.
Today, all you need is basic audio microphones, free audio editing software like Audacity, and somewhere to host your episodes. Many sites offer this service, such as Libisin, SoundCloud, and Podbean. You really need to record, edit, and host your episodes online. You can also submit your podcast to a store like iTunes, where users can find and download your shows, or you can feature them on your own website.
1. Raise awareness of your brand
2. Place yourself as an authority
3. Provide value to your existing customers
Raise Awareness of Your Brand:
Podcasts can help you increase your brand awareness and reach out to users who may never have visited your site. For example, your specific marketing niche may have dozens of sites, but the number of dedicated podcasts in that niche will be much smaller.
Similarly, you can use your program to promote your brand to a new audience. It allows you to market directly to your audience, provide them with information about products,
and explain how you can help them.
However, the key here is not to use your key podcast just as a marketing tool. No one wants to hear the strings of ads. So, make sure you first focus on creating a compelling and profitable show and then use that outlet in a relevant and controversial way as a marketing tool.
Place Yourself as An Authority:
In addition to just increasing visibility, podcasts are also a great way to establish yourself or your business as a right angle in a certain angle. By hosting podcasts that provide great value to your audience, you can position yourself not only among many competitors but also as successful in your field.
When it comes time to build interest and desire in your brand, the audience is more likely to invest in it. Instead, it gives you a prime opportunity to offer them a Call to Action (CTA). CTAs are more likely to respond as long as the listeners on the podcast are concerned.
It's easy to see why this works again. Whether your podcast is engaging, informative, or fun, it builds a sense of trust and investment. It connects your brand to the podcast listening experience, then creates a positive organization that can stick for several days.
Provide Value to Your Existing Customers:
After all, podcasts aren’t just about drawing new customers. In fact, they are just as useful when it comes to customer care. For example, you can combine your podcast with your email marketing strategy and alert newspaper subscribers if new episodes are published. This will encourage them to engage with your brand from time to time.
You can also create sections that relate to your proprietary needs or comments. For example, you can record a Q&A session where you respond to questions from your audience, or build one of your portions in a recent event related to your company. This will give your existing customers informed about what's going on in your business and industry while giving you a better chance of controlling the message presented.
When doing this keep in mind that quality always comes first. Podcasts can be a marketing tool, but you need to make sure they are worth listening to. Whether you provide the best information, be it the funniest banner, or be the most engaged with your audience, the podcast itself needs to provide a value that cannot be found elsewhere.
The podcast industry is growing day by day and this should come as no surprise. Creating easily digestible audio content for specific angles offers many benefits, both creative and rewarding.
In this article, we discussed how to promote a podcast or podcasts can help you increase your conversions. These include:
· Increasing awareness about your brand
· Is positioning itself as an authority.
· Providing value to your existing customers.
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