Podcasting was once a niche audio platform, but it has emerged today as a powerful marketing tool. Just like people grew accustomed to cable TV and DVRs, they are now used to consuming on-demand audio content.
I hosted a morning radio show in Australia for 10 years. In the early 2000s, FM stations began taking my celebrity interviews and putting them on iTunes. I noticed tons of downloads on those iTunes episodes, but not many live listeners. So, in 2015, I stopped working at my radio station and started my own podcast.
To help you publish your own marketing podcast, in this article I'll share some tips we use at Ginni Media.
1. Define a clear purpose for your company podcast
Consider the purpose of your podcast and the audience you want to reach. Start by looking at what you do better than anyone else as a business.
Think about a unique way you serve your community. If I were a mechanic, for example, I would talk about the topics my customers ask about in the shop. I would do a podcast about why you need to change your oil or why continued servicing is essential. Your clients can google that information, but a podcast provides engaging content and brings experts on the show to broaden their knowledge.
You already know your audience. Your listeners are your potential clients. Podcasting is a vehicle you can use to reach out and build a relationship with them.
2. Design your podcast's length and frequency
If you want to develop a relationship with your podcast listener, make it easy for them to experience your podcast. Keeping your episodes concise and consistent is the key.
Scheduling at least one episode each week allows listeners to know they can listen to you on a particular day. If you are consistent, you will become part of your listeners' routine. On their commute, they will be expecting you to keep them entertained.
If you don't put up an episode when you say you're going to, you lose trust with your listener. It's like having a friend say, "Hey, I'll catch the train with you tomorrow," and then not show up.
Keep your shows to 30 minutes or under. One of my favorite podcasts is an hour long, but I can't listen to it all at once. An hour is too much of a time commitment. Listeners can digest 30-minute episodes in one sitting.
3. Tell your company's story, showcase its expertise, and familiarize listeners with your brand
Use your podcast to tell your story. You don't have to be a professional speaker to craft podcasts that hook your listeners. Talking to your audience in an authentic, conversational style makes a podcast relatable.
A lot of clients come to me saying, "I've got this great product that I want the world to hear about." A podcast isn't the place to talk about your product, though. When you're talking about a product for 30 minutes, it sounds like a half-hour ad.
Rather than making listeners feel as if they're being talked at, we want to make listeners feel as if we're having a conversation with them. Focus on the story behind the product. What's the journey of your product? Why was it created? What problem does it solve? How has it changed people's lives? That's what will hook your listeners.
4. Improve brand credibility by inviting diverse experts and clients as guests
Business leaders look to other experts before making informed decisions. Inviting subject-matter experts to your podcast offers variety in voice and casts you as a thought leader who can attract major influencers in the field.
As the host, you curate and guide the conversation, but there are benefits to sharing your mic with expert guests. They will not only provide insight to your listeners but also bring new listeners to you.
When searching for expert guests, your podcast can be your press pass. Use your podcast to build relationships with major players in your industry. One of my clients uses his cryptocurrency-related podcast to get into blockchain events. He travels to these events and says, "I have a podcast. Can I interview speakers at your event?"