“Every company can find authentic stories related to their brands, whether those stories are revealed through interviews, investigations or real-life demonstrations” – Nicole D’Angelo, Associate Editor with Skyword
In recent years, the popularity of podcasts has continued to grow, attracting millions of listeners worldwide. The great thing is, podcasts are diverse and can be accessed ever so easily. From your morning commute to work or even for that extra bit of inspiration and motivation in the gym, there is so much opportunity to listen.
It’s also clear to see why so many businesses are jumping on the bandwagon and sharing in the mediums ever-growing success, by including it in their marketing strategies.
Described by some as a converged medium (bringing together audio and the web), podcasts can impact a business in a variety of positive ways, but what are some of these advantages?
According to apple iTunes, there are currently over 700,000 podcasts covering a wide and varied range of topics with the most popular achieving up to 30 million downloads. The number of listeners in the UK has also doubled in the last 5 years from 3.2m (7% of adults 15+) in 2013 to 5.9m (11%) in 2018. * (Ofcom). These stats speak volumes.
Businesses using podcasts are able to reach new and existing audiences by helping build a familiarity between the client and the company. Once people start to show interest, the power of ‘word of mouth’ plays a pivotal role in helping them grow. According to business author Robert Gerrish “You just need one person to listen, get your message and pass it on to someone else, and you’ve doubled your audience”.
In a world where we demand easily accessible, quick-fire information, podcasts suit the needs of an environment where people are constantly on the go. Most adults in the country are never seen without their smart phones either. In fact it’s hard to remember a time when we didn’t depend so much on them. This is a huge benefit as this means podcasts come readily available, right there in the palm of our hands.
Through podcast specific apps on our smart phones, it allows for an easily accessible download as well as an option to store for later. You can also ‘subscribe’ to favourites, keeping you up to date on the latest episodes. This is a particular advantage for a business because if you broadcast regularly, a listener can become familiar with your company and values keeping you in the forefront of their minds.
Podcasts are also a great way to share expertise of your business. We all want information to be reliable, unbiased and balanced. That’s the beauty of a podcast, it helps to connect your brand with the audience building an effective relationship with engaging, interesting content. People listen to it and almost feel like they know the speaker as they share a common interest. And as you know, people are more likely to buy something from somebody they know or trust.
According to Acast, 76% of UK podcast listeners have followed up on an ad or sponsored message they heard in a show, with 37% saying an ad had led them to seek out further information on a product, and 24% were prompted to visit a brand’s website.
Creating a series of podcasts also gives you a forum to interview experts from the industry. Not only can this educate listeners with their expertise but also grow your own network and publicity. If they also decide to share these interviews, you’ll get further exposure from their audiences too.
Not only are podcasts incredibly easy to set up but they are an engaging and interactive way to communicate with your audience.
The content can literally be on anything and everything to do with your business and, because of that flexibility, you can reach out to a wide variety of different customers. Whether you’re a clothing company speaking about vintage fashion or a health and beauty retailer wanting to talk about their latest skin care range, the possibilities are endless.
Want to hear our latest series created for Superdrug? Click her to listen to ‘The Beauty of It All’.
References: Skyword, Apple iTunes, Ofcom, Robert Gerish, Acast