Have you noticed everyone and their brother is podcasting these days? Podcasting is hot right now- as Catherine noted in Episode 45 of the Bright Planning Marketing Podcast, “almost too hot.”
A lot of people are trying to get into the podcast game. A percentage of podcasts won’t make it past their first season, and a lot of people pre-record a handful of episodes and then decide to get out of the podcasting game.
In spite of the odds, we at Bright Planning believe in the efficacy of podcasting as a part of marketing strategy: we are approaching our 50th episode. With an awareness of a few simple rules, your business could make it past that eight-episode threshold and build a great show with a following.
Even better, you could build a podcast that is beneficial to your business and enriching to your listeners.
So, should your business podcast or not?
Here’s the bottom line: if you want to podcast as marketing strategy, you should evaluate whether you can create great content and release it on a regular basis. Before releasing your first episode, pre-record a handful of episodes and complete the editing process so you can be sure the workload is manageable for your schedule.
Consider whether your field will lend itself to the world of podcasting. Some businesses have almost endless content to discuss and angles to discuss it from (Bright Planning, guilty as charged.) Other fields are more utilitarian than creative and just don’t generate a lot of demand from curious listeners. It would take a charismatic host and a unique angle, for example, to sell a podcast about dentistry.
While we won’t rule out the idea of a humorous dentistry show with a niche following, hopefully you get the point: before you announce your podcast, consider what you’re going to talk about and how much relevant, meaningful content you’ll be able to discuss.
If you’re seriously interested in podcasting, you might as well record a few episodes and get your feet wet. If you discover podcasting is not the ideal marketing strategy for your business, you can release the episodes as a four-part free audio giveaway to your customers.
Make Consistency and High-Quality Content Your Focus
If your goal is to use a podcast as a part of your marketing strategy, your strategy should hinge on consistency and useful, meaningful content. It’s unlikely that a podcast will work as marketing strategy if you’re missing either of these two elements.
Without great content, it doesn’t matter how consistently you release episodes and update your listeners. They will walk away and forget about your podcast. Conversely, you can have the most compelling content around, but if you don’t release it consistently, you’ll lose your audience.
Your Audience Can Be Huge For Your Customer Community
Building an audience is a really important part of podcasting. Set goals for building your audience and be sure to make it easy for listeners to access your episodes on a variety of platforms. That audience can turn into a pillar of your customer community, and because they listen to your content often, they will be really good representatives of your business.
If you do it right, your listeners will become a community of people who are interested in the content you publish and find it useful in their everyday lives or fields of work. They might engage with you by asking questions and making comments, advocate for your business, and tell their friends and colleagues about how helpful you are.
If you’re consistent, patient and on-point, podcasting can build awareness of your brand.
A podcast can be a wonderful way to show off your business’s unique personality. It can give a voice to your business’s mission, vision and values. You get to create a platform to discuss the most compelling subjects in your field and provide your customers with useful information. Creating a podcast also has the benefit of keeping you accountable for being a critical thinker and thought leader in your field.