Why You Should Include Podcasting In Your Marketing Mix in 2020

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  • This article has been fact-checked for accuracy.

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If you didn’t know already – podcasts are quickly becoming one of the coolest, freshest ways to reach out to consumers.

There are 90 million Americans around who actively listen to podcasts every month. Around 62 million of them even listen weekly!  

When it comes to marketing, we have no problem with mobile or social media ads per se. But there’s one thing podcasts do better compared to them.

Podcasting puts power back into the hands (or should we say ears?) of listeners -giving them content they want to listen to whenever they choose to do it, and wherever is convenient for them. It’s one of the most non-intrusive ways you can reach out and get your message across!

People listen to podcasts on the way to work, during the gym, getting housework done – all the while taking in useful information on the go and with the least amount of effort involved.

For listeners, it’s a power-packed way to learn something new every day or tune in to topics of interest.

For brands, podcasting is one of the more innovative ways to build an audience through the power of:

• Generating multiple forms of content
Your podcasts don’t just have to live in one audio form. Feel free to transcribe your episode and use notes for that in your article, or record a live interview with a key speaker to post up as a YouTube video, etc.

• Monetizing
It’s never a bad idea to diversify your income streams and make money podcasting.

• Position your brand in the industry
Podcasts are here to stay, no doubt about it. Starting your channel to give helpful advice, interviewing key influencers, and just being consistent on all platforms would put you way up there above the competition and everyone struggling to stand out from the noise.

Getting Started with Podcasting

Perhaps one of the biggest reasons why people tend to stay away from podcasting is due to how grueling and expensive it might seem.

We’re not going to lie; you do need a budget to get started. Then there’s planning, recording, editing, and a whole bunch of other steps to take if you want to see success.

Instead of looking at podcasting like it’s a chore, consider this. Data shows that there’s no sign of podcasts slowing down. More and more professionals are flocking to Spotify, Apple Podcasts, and Stitcher to consume podcasts one way or another, with 54% of listeners already comfortable with buying a purchased product or service as advertised.

If anything, it might just be your loss if you decide not to hop on this bandwagon!

Here’s how you can effectively start a podcast:

a) Research + Planning Your Podcast Channel

Before anything, you need to come up with a solid podcasting strategy.

Who’s going to be your target audience? What are some pain points they have to deal with on a day-to-day basis in terms of working/personal lives?

Most importantly – can you adequately come up with interesting, relevant content to fit your niche?

For inspiration, get on down to Spotify, or any other directory you plan on sharing your episodes on and get to pre-planning. 

What we suggest doing is to come with a business plan to list this all down for clarity. When you’re researching episode angles and finding key interviewees, etc -always refer back to this so you’re on track.

Of course, you’ll also need to determine your podcast title, a rough schedule of episodes, and a kickass description to tie it all together.

The artwork also plays a huge role in whether or not a listener is enticed enough to notice your podcast. Make sure it’s done professionally through Fiverr or at least by someone with a solid designing experience!

b) Podcast Hosting Platform

You need a home for your podcasts. Spotify, Apple Podcasts, and the like are only directories that it gets shared to -but your podcast host has to be where all of your stuff is uploaded, edited, monetized, and eventually promoted.

We compiled a great big list for you compare these options (based on requirements, storage, pricing, etc) for you to take a look.

Platforms like Buzzsprout, Blubrry, and Anchor (we use them too!) are excellent places to start.

c) Buying Your Podcasting Equipment

Once the planning’s down, you can finally get to shopping!

It’ll be a sin to record yourself on an iPhone, so you need to start being okay with the idea of shelling out some cash for recording equipment.

Consider this an investment! It doesn’t have to be unnecessarily loaded with features you don’t need, but it should be something that would hold up decently when your audio is played back.

The basics you’ll need to invest in are, of course, mics, boom arms, audio filters, and headphones. We recommend starting out with these first – but you can also top up pop filters, audio mixers, and shock mounts in the future if you decide to go totally pro.

Here’s a compilation of good podcasting equipment you can get started with at all levels.

d) Recording + Editing Your Podcasts

This step is pretty clear cut, but there’s a lot of thought that has to go into recording and editing.

For starters, you need to download either a local recording or cloud-based recording software. Both software would allow you to record your audio files directly, edit, and save the end product to be shared as a file in the future.

The only major difference is how you work with them – either downloading Audacity and Adobe Audition to your computer as local recording apps or editing them on the cloud via Zencastr or Cast.  

e) Promoting and Sharing

Congratulations! So your podcast episode is piping hot and ready to be played.

At the end of it all, however, you’re still going to want to market your end product. Increase the success of your podcast by linking your Spotify/all used directories on your website, personal email signature, social media pages, blog articles, and everywhere you can think of!

A good tip is to join like-minded LinkedIn/Facebook communities where you can share your content with people that would definitely be keen to check you out.

You can also utilize other mini-marketing campaigns like urging your listeners to leave a review and rewarding a random lucky winner, reaching out to fellow podcasters for a collab, and much more.  

Starting your podcast should hardly be an idea just shelved away until everyone else is starting to do it. Because believe us -they are! 

It’s up to you to start sooner rather than later. Unlike the static template of digital marketing that everyone else is already doing, podcasting is an awesome, fun, and intimate way of connecting with your audience.

Feel free to shoot us any questions surrounding how to start a podcast, getting an existing one to finally take off or if you want the best advice on quality, affordable podcasting equipment.

Why You Should Include Podcasting In Your Marketing Mix in 2020

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