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In recent years, branded podcasts have become one of the most powerful marketing tools for companies looking to engage and connect with their ideal audiences in a new way. With the exponential growth of podcasting, it’s no surprise that businesses are looking to take advantage of the platform’s potential to reach wider audiences, establish credibility, and create lasting connections with customers.
But how exactly can you use a podcast to boost your marketing strategy?
In this blog, we’ll uncover five ways your branded podcast can be used as a marketing tool to generate deeper connections with your ideal audience and grow your business.
Expanding Your Reach
A potential customer needs to hear or see your message at least seven times before they actually commit to purchasing your product or service. With this in mind, it’s extremely important to constantly be working on expanding your reach and getting your content in front of the right people.
Right now, you—and other businesses like you—are likely focusing your marketing efforts on social media platforms like Facebook and Instagram to expand your reach. While these platforms can be extremely effective in your marketing strategy—you are missing out on the vast audiences on platforms like Spotify and Apple Podcast by not having a podcast.
As of 2022, Spotify alone has 32.5 million monthly podcast listeners, an audience that is only predicted to grow in the coming years. By creating a branded podcast, you’ll be able to tap into this and other growing audiences and expand your reach to new levels.
Reaching Customers Where They Are in the Buyer’s Journey
The episode format of podcasts also allows you to tailor your message for people at various points in the buyer’s journey.
The buyer’s journey breaks down the process that people go through when making a purchasing decision into three stages: awareness, consideration, and decision. Through a podcast, you can create different episodes that cater directly to each of these stages—letting you reach all of your potential customers regardless of whether they’re just now hearing about your industry or ready to do business with your company.
Engaging with Your Ideal Audience
Podcast listeners are very intentional about what they listen to. Very rarely—if ever—do they listen to a podcast on a topic that doesn’t interest them. This means that the people who are listening to your podcast are going to be at least somewhat interested in the subjects your company is featuring on your show and topics related to your products or services.
Because of this, a branded podcast not only helps you expand your overall reach, but it will also help you reach prequalified leads who are already interested in your content and who are more likely to be receptive to your messaging.
Developing Relationships with Potential Customers
While studies show that branded podcasts are a great way to display your message and have shown to increase brand awareness by 89%—they can do more than just get your name in front of people.
With their long-form content and audience-first focus—podcasts allow you to develop stronger relationships with your target audience through personal connection, authority, and trust.
With a podcast, you’re able to connect with your ideal audience using a more conversational tone and tell your story over a longer period of time. This gives your company the opportunity to continually engage with your audience in a way that is meaningful to them, shows the human side of your business, and develops more gradual, authentic connections.
Your podcast can also work to build trust between your audience and your company by presenting helpful information about your field and positioning you as a leader in your industry. This will allow your audience to build trust in your brand as they will come to see you as an expert in your field.
Creating Branded Content That Can Be Reused
While a branded podcast is itself a resource you can use in your marketing plan, the content you create doesn’t have to stay in one place. Podcast content can be reconstructed and reused to help facilitate other parts of your marketing strategy.
For example, you can turn your podcast episode into a blog post, a YouTube video, or a short-form video clip for TikTok. You can even create graphics promoting or featuring quotes from the episode to share on image or text-based platforms such as Facebook or Instagram.
By sharing this branded content over a variety of channels, you are also able to improve your Search Engine Optimization (SEO) ranking which will give your brand more authority and will help make your website more visible to potential customers.
A branded podcast can be an influential marketing tool for any business looking to connect with its ideal audience, increase brand awareness, and create shareable branded content. If you’re ready to get started with this innovative marketing tool, connect with a professional podcast agency today!
At Honest Podcasts, we strive to help value-driven companies launch successful podcasts because we have the drive to help others succeed.
Connect with our team to learn how we can help you easily create strategic content that generates strong leads, develops loyal customers, and makes a positive impact.
Have an idea for a future podcast episode (or a guest in mind that you think would be a great fit)? Send us an email at hello@honestpodcasts.com. And don’t forget to follow us on Facebook, Instagram, and YouTube.
