Jumping on the podcasting bandwagon

August 29, 2018

podcastingAs we march towards January, I am devoting my time here to talking about some of the channels and marketing tactics that you need to have in your consideration set for your 2019 marketing plan and one that rises to the top of that set is podcasting.

Previously, I shared these statistics:

  • The average US adult now spends over 100 minutes a day watching digital video (eMarketer)
  • 26% of US adults listen to at least one podcast a month (statista.com)
  • 65% of B-to-B marketers use infographics (Content Marketing Institute)
  • 55% of B-to-B marketers use webinars and webcasts (Content Marketing Institute)
  • 40% of consumers form an opinion by reading just one to three reviews (BrightLocal)
  • 92% of consumers visit a retailers website before making a purchase (Episerver)
  • Online adults 18-34 are most likely to follow a brand via social networks (MarketingSherpa)

And most recently, we explored how you can leverage the popularity of video as a channel and now I want to turn our attention to podcasting.

Podcasting came into being back in the 1980s and in those days, we called it audio-blogging. The content wasn’t very accessible because technology hadn’t caught up to the idea, so it was really a niche way of communicating to a very small audience off of a website. With the advent of broadband internet, portable digital audio playback devices (think iPod) and iTunes, podcasting became a viable thing in late 2004.

Fast forward to 2018. Podcasting is on the cusp of being very mainstream. 44% of Americans (12+) have listened to at least one podcast and 26% listen to at least one podcast a month. Podcast listeners are an affluent, educated consumer, with over 51% of monthly podcast consumers earning $75,000 a year or better. (Edison Research)

One of the reasons podcast adoption is growing is that people can listen while doing something else. Listeners report binging on their favorite podcasts while they’re commuting to work, on the treadmill, walking the dog or cleaning the house. Given the reality of how we multi-task, the appeal of being able to consume information while accomplishing other tasks is very appealing.

If considering a podcast, remember this is not a sales tool. This is about you making your audience smarter/better or entertaining them. Umpqua Bank’s Open Account is an insightful example. Their premise is that people are uncomfortable talking about money and the podcast takes an unconventionally honest approach to talking about financial struggles, pressures and stress and how people have overcome them.

This is about creating an audience that becomes your community by demonstrating that you understand who they are and what they need. Once you’ve done the hard work of getting all of your technology squared away and are producing podcasts, you’ll also enjoy how that content can be sliced and diced.

From one 60-minute podcast, at a minimum, you can create:

  • 1 podcast episode
  • 1 article to submit to a trade or specialty publication
  • 2 video clips
  • 2 blog posts (1 based on the content and 1 announcing the episode release)
  • 10 tweets quoting you or your guest
  • 3 FB posts
  • 3 Instagram quote graphics
  • 3 Pinterest graphics
  • 1 Linkedin article
  • 1 webinar
  • 1 lead magnet piece of content (ebook)

That’s 28+ pieces of relevant, branded content. It’s hard to beat that from an ROI perspective. Not only are you building a community but you’re also building out your content calendar.

A podcast is a commitment. The last thing you want to do is launch one and then stop producing it. But when done consistently and well – it’s a very unique and effective tool for building lasting relationships with your customers, prospects and referral sources.



Are you ready to podcast?

April 7, 2016

podcastingAccording to wikipedia a podcast is a collection of digital media files distributed over the internet using syndication feeds for playback on portable media players and personal computers.

Here’s my definition. A podcast is an incredible marketing tool and a great way to generate new leads for your business. It can enhance your marketing in many ways. People consume podcasts in a big way.

Apple reports over a billion subscriptions to podcasts via iTunes and they’re hardly the only access point. It’s estimated that over 31 million Americans are regular podcast listeners.

Branding: An effective podcast series is an excellent way to reach our generation’s tech-savvy consumers. Podcasts can be used to position your company as an industry leader, assuming your content is relevant and timely for your target audience.

Lead Generation & Lead Nurturing: These seem to be buzzwords for the coming year. People are thinking more and more about their sales cycle and how to keep moving prospects closer to the sale. Podcasts are a smart way to keep prospects engaged with your brand while you earn their trust by demonstrating your expertise.

External Communications: No matter who you need to stay in touch with — investors, board members, the media, industry pundits, or your current customers, a podcast is a simple and interesting way to do that.

Website Content Improvements: Want your website to be seen as an important resource? Adding content like podcasts will not only add stickiness to your site, but Google and the other search engines will love that you’ve got a mix of media on your site.

If those benefits have you thinking that it might not be a bad plan to think about adding a podcast series to your marketing efforts, then stay with me. I want to give you some tips on attracting and keeping an audience. But even if you follow all of these suggestions, you’re going to have to be a little patient. This isn’t a marketing tactic that you try once or twice and then figure it didn’t work.

Don’t even start this if you aren’t going to give it a good year to take seed and grow. Here are a few ways to help make that happen.

Keep it Short: Most people will have an attention span of 15-30 minutes at the most for any given topic. Don’t be afraid to be brief. Even a 5-10 minute podcast can be very effective. One way to do that is to remember – one podcast, one key message.

Use MP3 for your file format: Most rich media players can play an MP3 formatted file. You can offer other options as well, as long as MP3 is there.

Let Them Subscribe: Don’t count on your audiences continually coming back to your site. Give them subscription options so every time you produce new content, they receive it automatically.

Teach, Don’t Sell: I know this is tough, but if your podcast is a sales speech, no one will stick with you. If you think about what you could teach your prospects and give them that education freely, they’ll gladly endure a little information about your product or service.

Putting together a podcast series does take some effort. But it can yield incredible results too. You can use the same podcast with many different audiences and you can even slice and dice some of the content into blog posts, sales material and other marketing tools. Why not give it a try?