Many entrepreneurs and business marketing managers might be asking themselves this question right now: is it possible to boost your brand with a podcast? After tirelessly searching for better tools and media to reach your audience, you hear about podcasts. So, can a podcast boost your brand? In this article, we will tell you what a podcast can do for your brand.
What are podcasts and when do we listen to them?
Podcasts accompany us in many moments of daily life. Many of us listen to podcasts in the car on the way home or to work, some choose to listen to podcasts while training, or even while working. Podcasts have largely replaced radio stations and television shows. Many of them offer content that helps you reflect and improve many aspects of daily life.
Answering to yourself “What do you like to listen to?”
The answer to this question will give you useful information to think about what type of content would be beneficial to promote a certain brand, idea, concept, product or service through a podcast. Surely there is a podcast that you like to listen to or a topic that you would like to hear in a podcast. Then reflect on what attracts you to podcasts or the podcast you would like to listen to daily.
A podcast represents the voice of your brand
Has it ever happened to you that you look at a person and judge them by their appearance? Then you hear them speak and realise that your judgement of that person was wrong.
The same could happen with your brand. Perhaps at first glance for some people, it represents certain objects or values to which these people feel rejected. However, your brand podcast can give strength to your personal brand, giving it a voice through which to communicate values and ideas to the people who know you. Another benefit of using podcasts to enhance your personal brand is the fact that your communication with your audience will be much more sincere.
Why do people choose podcasts over radio stations?
The biggest difference between a podcast and a radio is that the podcast allows the user to choose the content they want to listen to. That is, if certain content is not 100% to their liking at that moment, or if they feel comfortable listening to other topics, the user can calmly change the topic, choose another podcast, or change the channel and know what you are going to hear about. This gives podcasts a very big competitive advantage over radio.
In addition, a podcast can contain conferences, as in the case of TED Talks, which expands the strength of the podcast since it is not limited only to reproducing radio programs already broadcast or chapters generated ad hoc to be reproduced only in the podcast.
How many people consume podcasts in the world?
The podcast industry is exploding globally. By the end of 2024, it’s estimated that over 500 million people around the world will be podcast fans. In the United States, the podcast audience is particularly strong, with over 192 million people expected to be podcast consumers in 2024, representing roughly two-thirds of the population. This indicates a growing trend of podcast adoption, making it a major form of audio entertainment.
What are the benefits of using a podcast to boost my personal brand?
The primary benefit of this marketing strategy is the relatively low competition compared to platforms like YouTube, which has approximately 50 million active channels, and Facebook, which increases its ad prices annually. Podcasts are in the early stages of expansion in the global market, and data suggest that their consumption will continue to grow in the coming years.
How much should I invest to create a podcast?
The investment required to create a podcast is minimal. In most cases, the cost is limited to the equipment you use to record it.
What is the benefit of creating a podcast for my brand?
A podcast serves as a communication channel that enhances visibility, helping you reach a wider audience. It allows you to establish and maintain your own communication space where you can interact with your audience consistently.
Additionally, a podcast strengthens brand positioning, particularly if it features expert knowledge. It enhances your brand’s authority and grants you opinion leader status by presenting yourself as an authority on a particular subject.
Another significant benefit is that podcasts help personal brands differentiate themselves from competitors who do not yet have audio content. Moreover, this format enables you to reach new followers and potential clients, thereby expanding your target market and increasing opportunities.
How to grow your brand with your podcast
Podcasts are cost-effective and relatively easy to create. The key requirements are patience, perseverance, and commitment. To create a successful podcast, you must generate valuable content that remains relevant over time. In other words, your podcast should retain its value even three to five years from now.
How to boost my brand by becoming a regular guest on a podcast
You can become a podcast guest by engaging with creators of podcasts that are relevant to your audience. To secure an invitation, present your idea to the creators and, if they accept, regularly contribute content in exchange for promoting yourself or your brand on their platform.
Now that you know how to boost your brand with a podcast, remember that patience is crucial in this process. Nonetheless, if you are determined and proactive, you will achieve your goals.
How to boost your brand with a podcast
First, decide how you will leverage the reach of podcasts. Determine whether you will use it for advertising, join third-party podcast advertising networks, create your podcast, or become a regular guest on a popular podcast.
How to grow your brand with a podcast using advertising
You can publish sponsored audio content on third-party podcasts to promote yourself. Podcast advertising works in two main ways:
1. Live Ads or Direct Recommendations: This method is similar to television or radio advertising. The advertiser discusses your business or brand with the podcast host, who then presents it to their audience. This approach is effective as the podcast creators have a strong relationship and authority with their audience, making their recommendations more impactful.
2. Pre-recorded Advertisements: These are similar to traditional radio ads. Although they might lack the spontaneity of live discussions, they can be reused multiple times, providing consistent exposure.
In summary, using podcasts can significantly boost your personal brand by leveraging their unique reach and relatively low competition. With a minimal investment, you can create valuable content that enhances visibility, establishes authority, and expands your market reach.
