Tired of using the same old platforms for your digital marketing strategy? Try something not everyone else is doing–a podcast! An engaging and successful podcast helps you capture your audience’s full attention and allows you to stand out in your industry.
Why You Should Consider a Podcast
Podcasts aren’t just a great way to speak to your audience, they are also perfect for ads. You can use your podcast to promote your own brand or place an ad on a popular podcast in your industry. The great thing about podcast audiences is that no one can take them from you and sell them to your competitors (hint: that’s how Facebook makes money with their ad program). Your audience is completely yours and ready to listen to what you have to say.
Podcast audiences consume podcast content differently than other platforms. While social media platforms often consist of distracted and mindless scrolling, people who listen to podcasts are giving their full attention to you as you pour out valuable information. Podcasts create an opportunity for a much more intimate experience with you and your audience.
How to Build Trust
The first step to creating a podcast is to determine what type of podcast you want to produce. Do you want to go solo or interview style? Solo podcasts are simpler to produce, but they are also harder to make entertaining and engaging. The podcast solely relies on you and your content to entertain and engage your audience.
On the other hand, interview-style podcasts are easier to keep your audience engaged, and they allow you to network with others in your industry you might not otherwise connect with. However, preparation is a bit more involved and requires teamwork.
The next step is to think about what you want to accomplish with your podcast. What message do you want to convey to your audience? What should they get from your show and what’s in it for them? Why should they listen to your show week after week?
You’ll also want to establish your podcast’s objectives. Do you want to generate more leads or sell your products or services? Or perhaps you want to boost your income with sponsorships and affiliate offers. Establishing your objectives and what you want to accomplish helps set the vision for your podcast.
Finally, you want to set up and use a clear title that tells your audience what they will get from each episode. Avoid using fancy, clever prose that is vague and unclear, but also stay away from titles that are too simplistic. For instance, “An interview with..” title is a bit boring unless you are hosting a celebrity that will attract listeners simply by having their name in the title. Your title should be engaging and straight to the point.
When an audience member searches and downloads your podcast, it’s because you offer the type of content they want to hear. Pay attention to the episodes that are most downloaded–those represent what your audience is looking for the most.
You should start tracking the results of your podcast from the very first episode. Don’t just go on the most downloaded episodes to determine your next step. Include a special link or coupon code that is only shared in your podcast to create another way to track your results.
The goal of every podcast is to get your audience to come back week after week. One way to do this is to tie each episode together. Perhaps you can pose a question in one episode and answer it in the next, or present a poll and share the results on the next episode. You can also “tease” the next episode at the end to entice listeners to tune back in next week.
When planning your content, ask yourself three questions each time. What do you want your audience to know? What do you want them to feel? And finally, what do you want them to do? Do you want them to visit your website or sign up for a newsletter? Or do you want them to just be excited about your podcast and tuning into the next episode?
Every episode should be prepared ahead of time. If you are planning a solo-style podcast, you’ll need to plan each episode and put the content together. Basically, you would prepare for each episode like you would for a video or live presentation. Follow the “know, feel, and do” formula for setting up each episode.
Interview-style podcasts require a bit more involvement and preparation from others. One best practice is to pre-interview your guests. A pre-interview helps you determine what you want to focus on during the interview. Pre-interviews also help to ensure your content is relevant and valuable to your audience as well as the person you are interviewing. Plus, you can fill your guest in on info about your audience and help them be more comfortable for the interview.
Now you are ready to start creating your podcast. Still feeling a bit unsure about the whole thing? Let your marketing team help! Don’t have a marketing team? We can help you with that. Click here to request a consultation and learn how we can help create a successful marketing strategy for your brand.