The thing you have to remember about podcasts as a marketing tactic is that they are very top of funnel and also VERY hard to prove ROI. You don’t get a list of subscribers or downloaders. You can gate the recording on your site but I have no idea why anyone would fill that out. My point being you and your team will spend a fair amount of time, energy, and resources on creating and scaling this podcast for your business and so you’ll need to be prepared to prove your efforts have real business impact … which is not super easy. Make sure you set expectations with your leaders that the resources you’re spending on podcasting now will probably not have an immediate impact on overall business growth.
- Podcasting as a Content Marketing Tool
- The Unique Strength of Audio
- Accessibility and Flexibility
- Building Direct Connections
- Reach Beyond Business Models
- Craftsmanship and Success Factors
- Indirect Impact: Leveraging Authority and Credibility
- Managing Expectations: Sponsorships vs. Audience Building
- Long-Term Strategy vs. Short-Term Gains
- Get better in your craft
- Conclusion: Empowering Voices, Transforming Lives
Podcasting as a Content Marketing Tool
Podcasting – like Blogging – at its core, is an audience-building platform a.k.a Content Marketing tool. Just like it is ridiculously hard to create a full-time living with a blog that only generates income via advertisements alone, creating a Podcast with the intention of making money solely via sponsors, is just as hard – probably way harder, even.
But that doesn’t mean Podcasting isn’t one of the greatest things ever invented.
The Unique Strength of Audio
I personally believe that when it comes to the ability to connect with people on a deeper, personal level, Audio is second only to Video. And with all the ways already invented every day to interrupt, annoy and distract people – TV, Netflix, YouTube, Facebook, Twitter, Snapchat, Whatsapp, Hangouts, and on and on and on and more ways being interrupted every day – Podcasting for your business, in some ways, can become the single most powerful, relationship- and audience-building tool there is even more so than video.
Accessibility and Flexibility
You can’t listen to the radio show that you want to, when you want to. Whatever is playing when you get into your car is what you have to listen to. Even with Satellite radio that has a monthly subscription fee, you get MORE channels, but you don’t get the channels on-demand. You can’t get a show on satellite radio to start when you’re ready for it – you still have to listen to the shows on their clock, not on yours.
Building Direct Connections
You can’t be driving and watching a YouTube video (I guess you could, but if you did, then you probably wouldn’t be well enough to be reading this now, would you? :-). You can’t read an online article or a book or a blog post or a PDF report, when you’re driving to work, or walking your dog, or at the gym, or doing the dishes, or. So you get the point.
Reach Beyond Business Models
Podcasts can go “where no other media has gone before!”, so to speak. The hosts talking on the show – whether they are making you think, laugh, cry or learn – they’re in your ears, talking directly to you, they have your fullest attention (or almost your fullest attention), you are kind of locked-in on their voice, even if you’re performing a chore.
Craftsmanship and Success Factors
You chose the podcast yourself. No one spammed you with that podcast. No one signed you up for it without your permission. There was no popup or malware that forced a podcast episode into your ears. There was no Nigerian Prince who asked you for your iTunes id so that they could auto-subscribe you to junk shows and there were no fake billing department calls from Dell asking you for your credit card, so that they can charge you for a podcast… Oh wait, that’s right – podcasts are free! Most of them, anyway.
Indirect Impact: Leveraging Authority and Credibility
YOU chose to search for a podcast. Went out and looked for it. Voluntarily listened to it, maybe multiple episodes, maybe you even subscribed to it and have it automatically downloaded every week. YOU did all that yourself. And you got to listen to the show of your choice, with the topics of your choice, when and where you wanted to listen to it, listening to it when you simply had no other way to entertain yourself, or learn something, or become a part of a movement.
Managing Expectations: Sponsorships vs. Audience Building
But as powerful as podcasting is, its still NOT a business model – meaning, it’s not necessarily built for directly making money from your podcast itself as in, ads on your show.
Long-Term Strategy vs. Short-Term Gains
Yes, some people may have been able to reach that rarified air where they are able to make enough money from sponsors alone. But don’t just look at their results and mistakenly think that if you do exactly what they did, then you too will have the same kind of success. That’s how there are now a thousand, crappy “On Fire” shows.
Get better in your craft
It really depends on how good you are in your craft. Copying their techniques and strategies is not going to duplicate their results. A lot of people forget the main thing that brought success to those at the top of their game: Its their skill, their craft, their talent. Not to mention… timing, and some lady luck too!
Passion, Persistence, Patience – they’re all great virtues. But those are virtues that can take you to the next level, if you already have a really great product to begin with and in this case, that’s a great podcast.
Conclusion: Empowering Voices, Transforming Lives
In conclusion, I think podcasting represents more than just a digital platform—it’s a catalyst for empowerment, growth, and transformation. Whether you’re seeking to expand your professional network, establish authority in your field, or embark on a journey of self-discovery, it offers boundless opportunities for success.
As you begin podcasting for your business, remember to stay true to your voice, embrace the challenges, and savor the moments of growth and connection along the way. Together, let’s unleash the power of podcasting for the business and pave the way for a future where every voice is heard and every story matters.
Podcasting is a different game, and without a precise blueprint, the game will get tougher midway. Grow your podcast from scratch with Zero Audience and learn about how successful podcasters cracked the code by winning our Free Guide with step by step Guidelines.
Get your complete podcast equipment setup by visiting Podcast Equipment Bundle. Get in touch with podcasting services and experts those will save you tons of time at Podcast Production Services.
With that being said, Let’s connect with all such free and paid tool/services you might need knowingly or unknowingly to fuel your growth. Here’s 21 BEST AI TOOLS AND PLATFORMS TO GROW YOUR PODCAST AND CONTENTS. There are some bonus tools in the end too to make your day to day life easier.
There are some affiliate links on this page that will redirect you directly to the original products and services. Also by buying through those links you will be supporting us. So thank you ^.^
