Yes, You Can Use Podcasting As A Marketing Tool For Your Brand

One of the secrets behind the popularity of podcasts is that they allow people to multitask. Unlike a video or a reading material that demands a person’s full attention, podcasts can be played in the background while a listener exercises, does home chores, commutes, or works. And since episodes are downloadable anytime online, they can listen to an episode or two whenever they want and wherever they are!

A podcast can also be perfect for spreading the word about your brand. It can definitely be an effective business marketing tool if you know how to utilize the format well.

Advantages Of Using Podcasting As A Marketing Tool

1. It helps you establish an authoritative reputation.

Podcasting gives you a platform to showcase your knowledge and expertise. As you discuss topics related to your industry, you will be able to boost your credibility among potential clients. People will start seeing you as a trustworthy source of information. 

2. You get to build a community of listeners.

Because of their informative nature, podcasts attract niche listeners. You instantly get to build a community of followers as you tackle subject matter that interests them right off the bat. You get to create strong connections with your target market.

“Podcasts create a very loyal audience which shares content with their friends,” said Space For Humanity strategist Jared Angaza. “Podcasts are a good way to cultivate community via meaningful dialogue.”

3. Increased brand awareness.

While you certainly do not want to sound like someone who’s only doing podcasting to sell your products or services, there is nothing wrong with promoting your business, let’s say, as a brief ad in the beginning, middle, or end of each episode. Just make sure not to overdo it!

When done right, this could lead to greater brand awareness which could in turn lead to increased sales. And since you don’t have to spend a lot of time and money producing each episode, you’ll see that podcasting is definitely a cost-efficient and convenient way to advertise your business and expand your reach.

4. Podcasting does wonders for your SEO.

Your business website will surely benefit from the extra traffic that your podcast brings. This could boost your online rankings and give your startup a greater advantage over your competitors in terms of search engine optimization.

5. Podcasting gives you extra content for your blog.

Having an ongoing podcast means you always get new content for your website - by repurposing.

You can repurpose (or recycle) topics you’ve discussed in your podcast as a new blog entry or maybe an infographic for your social media channels. In the same way, you can reuse old blogs as jumping-off points for your upcoming podcast episodes. Simply modify information as needed so you can add value to your repurposed content.

What You Need To Get Started

1. Microphone. 

The first  thing you will need to begin podcasting is - of course - a good microphone. If you still can’t afford it, you don’t have to invest in a professional mic right away. There are a lot of mic options on the market depending on your budget range so take time to read reviews before making a purchase. Look for something that does the job but doesn’t break the bank at the same time. Remember, you’re just starting out so expensive equipment isn’t a requirement at this point. That could come later on, once you’ve proven you can really do this for the long haul.  

2. Headphones.

Headphones can be extremely handy before, during, and after recording. You will use them to balance and control the quality of your audio. Having a lot of unnecessary background noise can annoy your listeners so you want to do something about that. What’s more, you can edit your episodes easier if you use headphones during the editing process.

Tip: go get noise-cancelling headphones for the best results.

3. Computer or smartphone. 

These days, you can record a podcast using a computer or even a smartphone. Although both computers and phones have built-in microphones, it’s still a good idea to have an external mic to ensure better audio quality for your recordings. On top of that, you will need them as you upload your edited podcasts into your chosen hosting platforms. 

4. Editing software

As for the editing software, you can explore free or paid options out there. To give you an idea, some of the most popular Digital Audio Workstations (DAW) for podcasting include Ableton Live, Adobe Audition, Audacity, Auphonic, GarageBand, Logic Pro, Pro Tools, and Reaper, among others.

These programs can simplify the job as you try to remove unnecessary fillers and noises in your recordings.

5. Hosting platform

Last but not the least, you will need a hosting platform where you can publish your content. Some of the major platforms out there are Apple Podcasts, Google Podcasts, Spotify, Stitcher, and SoundCloud. Compare their prices and features (some of them are available for free) so you can make the best choice.

Optional Tools

1. Mixer and/or audio interface

While it’s completely optional, a nice mixing board can improve the quality of your recordings before you even begin editing. This is recommended, especially if you have multiple hosts or guests and want to balance your sound manually.

Mixers with built-in USB output can double as an audio interface but without that feature, you may still have to get a separate interface console.

2. Zoom or Google Meet

During the pandemic, video conferencing tools Zoom and Google Meet have achieved greater prominence among podcasters. With these platforms, you can interview guests from different parts of the country (or world!) without having to travel. This is absolutely a great alternative if recording in the same room is not possible.

Additionally, podcast creators who upload their content on YouTube benefit from the fact that Zoom and Google Meet allow them to record and upload their videos in a few clicks.  

3. Project management tool

Here’s a fact: podcasting requires more than just recording and uploading new episodes. In between, you’ll have to come up with topics to tackle for future episodes, create a content calendar, send email invites to potential guests, do follow ups, and more.

As such, using a project management software like Asana, ClickUp, and Trello can make a big difference. These apps can make it possible for you and your team to be on the same page and stay organized.  

Conclusion

With all that out of the way, here’s one final reminder: consistency is key. You may be podcasting for marketing purposes but this will surely require passion and enthusiasm if you intend to keep going. And suddenly stopping can, in reality, do more harm than good.

According to a Forbes article, there is “nothing worse” than “a blog whose last post is two years old, a social media page with no posts or a podcast that’s gone dark.”

It’s always better to be clear about your uploading schedule so your audience will know when to expect new content from you. Whether you’re aiming for a weekly or monthly upload, what’s most important is you do your best to stay consistent so you can maintain and grow the number of your listeners.

Best of luck on your podcasting journey!

Author:

@Mark Rosario

Date:

11-12-2021

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