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As a business owner, you know how important it is to get your name out there. You might do this by getting involved in your community or by deciding to start a podcast. Podcasts are a great way to keep customers, and potential customers engaged with your business and create a sense of community.
However, here at the BBB, we understand that there are dozens of viable ways to build brand awareness and connect with customers. So, are podcasts really worth the investment?
Are podcasts really all that vital in marketing today?
Did you know that approximately 62% of the U.S. population over 12 has listened to a podcast at one point or another? That’s almost 177 million Americans in total. This is a significant number, and it is growing.
Podcasts continue to grow in popularity because they are easy to use and becoming more accessible, with approximately 78% of the population saying they are familiar with the medium. Currently, Apple Podcasts and Spotify are the most popular platforms for listening to podcasts, but there are dozens of other options.
Listening to podcasts is becoming a popular way to digest information and stay informed. One of the reasons more and more people are turning to podcasts is because listening to information is more efficient than reading it. People can listen to a podcast while driving, exercising, or doing other activities, making them an effective way for brands to communicate with their audience and build brand awareness, as well as brand authority.
Your quick guide to starting a podcast that drives brand awareness
A podcast is a great way to get your business in front of more people. It opens up a new channel to reach your target audience and build a stronger brand. Not quite sure where to begin? Here's a quick guide to starting a podcast of your own:
1. Identify your audience
Before you can begin a podcast, you need to know who your audience is. As with any other form of marketing, you can't simply expect to broadcast to the masses. Instead, you must identify your audience and figure out what they want to hear. This is a crucial step in the process of creating a successful podcast.
2. Define your goals
The next step in the process is taking the time to set SMART goals and objectives. SMART goals are specific, measurable, attainable, relevant, and time-bound. By setting SMART goals, you can ensure that your podcast meets your audience's needs and that it's moving towards your business goals.
3. Choose a theme
Next up, you'll want to choose a theme for your podcast. Once you've outlined and defined your goals, you'll be able to better identify what form of podcast you'll want to produce.
Some common themes for business podcasts include:
- Informative/Authoritative
- Motivating
- Educational
- Promotional, etc.
4. Choose between solo, co-hosted, or interview-style formatting
Podcasts come in a vast array of formats. However, the most common include:
- Solo-hosted: In these formats, the podcast host is the sole person who narrates the podcast. This is the most common format for business podcasts because it's easy to produce, and it's a great way to get your voice heard and build authority within your niche.
- Co-hosted: A co-hosted podcast is similar to the solo-hosted format, except there is usually more than one speaker involved. This is a great way to build a community of like-minded people who share a common interest in the topic being discussed. You can use this format to produce more conversational podcasts and feature a vast array of co-hosts to help you reach a wider audience.
- Interview-style: An interview-style podcast is similar to a co-hosted podcast in the sense that there is more than one speaker involved. However, in an interview-style podcast, there is usually a single host who interviews a guest speaker. This is a great way to get an expert's opinion on a specific topic and help you show your audience that you only want to provide the best information possible to them.
5. Invest in the right equipment
Next, you'll need to invest in the right equipment. If you're producing the podcast in-house, then you'll need:
- A microphone
- A computer
- Recording software
- Editing software
- A platform to post your podcast.
6. Create a schedule
Having a schedule is one of the most critical aspects of creating a podcast. It's essential to stick to your schedule to keep your podcast listeners on their toes and keep them returning for more. This will help you build a level of consistency and reliability that your audience will appreciate.
7. Create/Share a promotional campaign announcing your podcast
Finally, you'll need to create a promotional campaign announcing your podcast. This is where you'll need to create and share your podcast's landing page. Your landing page will serve as the first contact point for people interested in your podcast. From there, you can share links to your podcast on social media and other platforms.
Start building more brand awareness with help from the BBB
Not only can podcasts be used to increase brand awareness, but they can also be used to drive traffic to your website and increase the number of people who are aware of your brand.
With the right podcast, you can find a way to build an online community of people who are interested in the topics you're discussing.
Looking for more marketing tips and tricks to help you drive more brand awareness? Check out the BBB business news feed and the BizHQ.
BBB of Southern Piedmont and Western N.C. contributed to this article.