Although this is applicable to any brand, many product sellers don’t consider a podcast to be a potential marketing tool.
Over the last couple of years podcasting is growing in leaps and bounds.
Consider this (stats for 2020):
75% of Americans are familiar with ‘podcasting’
55% of Americans have listened to a podcast at least once
37% of Americans have listened in the last month
24% of Americans have listened in the last weekSource: The Podcast Host
I am guessing you are now asking how many podcasts are out there. With this kind of popularity, it must be saturated. According to one statistic:
The number of podcasts in the Apple Podcasts directory are over 1 million with about 50% of them being active.https://www.podcastinsights.com/podcast-statistics/
Let’s put that number into perspective. How about comparing it to the number of blogs out there?
There are roughly 600 million blogs
The fact is this. People are still starting blogs. The variety of mediums are making content more dynamic and accessible. And podcasting is on a path for steady growth.
Building Your Brand with Podcasting
We all talk about branding. When you are branding your product, often you also are branding yourself. And are so many pieces to it that it’s important to find the right medium to help us with building our brand—whether you are an individual or a company, no matter your size.
Podcasting brings three unique benefits to the table. They reinforce what you may already be doing when it comes to your branding.
Building Your Brand Through Authority
This seems like an obvious benefit as it aligns with other media. But it isn’t all about what’s in your head. Sure, as a single narrator on a podcast you can share your knowledge and expertise. But consider what happens when you have guests on your podcast. Or those guests are customers.
Two things happen. One, if you bring on people in your space that can bring additional expertise to the subject, you become an expert by osmosis. Or if a customer shares their experience with your product or service, that gives you even more credibility and authority.
As a result, you can become known as an authority in a specific field or subject by bringing all that knowledge to your listeners via your guests.
Your Brand Audience
As with any medium, it takes time to build your audience. That is a simple fact.
Podcasting gives you an entirely new audience of existing and potential customers. There is much more connectivity between you and your listeners. They become familiar with your voice, your intonations, and other elements that only audio carries with it. Your brand becomes more personal as you talk directly to your audience.
A Direct Aim at Your Target Market
We spend a lot of time finding our target market. Because of the nature of podcasting, you can learn more directly from your clients and customers.
Think of the topics you can use from questions that you have been asked or problems you can solve.
The best part is that you can have the opportunity to talk with your customers or clients on your podcast and learn about their needs. This is a perfect way to get ideas for new services or products that you can introduce down the road.
Hitting the Barriers
As with anything we do when growing our brands, we can all make excuses. I have heard them all when it comes to blogging. And to be honest, podcasting may not be your cup of tea. Or, maybe you hit one of these barriers.
Comfort Level – Let’s face it. Not everyone is comfortable with talking online, whether it’s audio or video. Do it because if feels right and not because some content coach said you will be left behind if you don’t podcast. On the other hand, it may be a perfect opportunity to step out of your comfort zone.
Time – Podcasting is not easy. It takes time to do a good episode. If you are interviewing, you need to line up guests. You need to create show notes and content. There isn’t just a recording and it’s all done and said. There is post-production as well. If you want to do this yourself, you will need to carve in that time.
Money – If you cannot some of the things that come with podcasting, you may need to outsource that. And that takes money. In addition, there is the equipment. You don’t need to get that top-of- the-line microphone, but you need something that sounds decent. And if you are a tech geek, look out, you can easily overspend in an attempt to make your podcast sound ‘perfect.’
How WordPress Can Help You Build Your Brand with Podcasting
Having your podcast on your WordPress site has so many advantages. That is why I started this site and podcast.
5 Reasons to Use Your WordPress Site for Podcasting
Owning Your Content
You have complete control over all your content: from your podcast itself to your show notes, transcripts and everything else. Although podcasting platforms may seem much easier to create and maintain, you will have more limitations when it comes to marketing your podcast. Also, be aware of their terms of service as you may not own your content as much as you think you do.
Flexibility for Your Store and Podcast
There are thousands of themes in WordPress, many which work seamlessly to build your store on. Of course, if you choose to have your podcast on a podcasting platform, such as Libsyn, you can still embed your podcast on your WordPress site. But if you have it on your store or separate WordPress site, the flexibility you have there is endless. Adding a podcast to the Storefront theme is easy. Or imagine the creativity you could take advantage of with your podcast pages or posts using a page builder such as Beaver Builder. Then of course, with the growth in blocks, that is yet another source of flexibility for the layout.
Market and Promote Your Podcasts with Plugins
There is a plugin—both fee and paid—that will do just about anything when it comes to WordPress. Some plugins are related to helping you set up your podcast for feeds and organization like Seriously Simple Podcasting Plugin or PowerPress Podcasting Plugin by Blubrrry. Jetpack now has a player that you can customize and share your podcasts with. Others can help you with your podcasting calendar, sharing and subscribe buttons and hundreds of other things that help to get your podcast out to the world.
WordPress, as a content management system, is built for search engine optimization. Whether it’s your show notes, transcripts or other content you repurpose from your podcast, if you follow the basic rules of SEO and provide good content, Google will find you. There are several plugins that can help you, including my favorite, Yoast SEO.
Content Creation and Repurposing
WordPress is a powerhouse when it comes to content. The more valuable your content, the more listeners you will have. On podcasting platforms you are limited, but with WordPress, creating additional content, whether it compliments your podcast or is repurposed from your podcast, is limitless. For example, repurposing your audio for YouTube can be done pretty easily.
Of course, these five only touch the tip of the iceberg.
Last Two Tips Before Your Start
It’s easy to think about jumping on the podcast wagon. But before you do, ask yourself these two questions.
Why Am I Starting a Podcast?
As my article suggests, one reason might be because you want to build your company or product brand. And of course there are other valid reasons. But make sure you know exactly why you are doing it, what your plan is and how you will meet those expectations. Don’t do it just because it’s the thing to do.
Do I Have the Resources?
No one needs to spend a ton of money or time to get started. But it still takes both and in the long-run, maybe that will grow. There is equipment, learning new software, pre- and post-production, transcripts, etc, etc. It takes time to put out a podcast. Just make sure you have the resources, whether you do it yourself, assign it to a team member, or outsource it, it all boils down to extra time and money.