Podcasts have become increasingly important in recent years. Millions of people listen to one or more podcasts every day – on the way to work, in the bath, or while driving. Unlike social media, blogs, and videos, podcasts are just sound. The listeners don’t have to look at anything, they can just sit back, relax and listen to what is being said. In this article, you will find out what you need to consider with podcast marketing, why it is worthwhile, and how you can best reach your target group.
Why podcasts are important for your marketing strategy
There are typical situations in which people want to hear something. For example on the way to work. It’s early in the morning, you might not be fully awake and could use some cheering up. So you turn up the radio in your car and listen to the radio or your favorite CD. The situation is similar on buses and trains.
More and more people are switching from music to podcasts. You can find out about the latest news from politics, let yourself be sprinkled with light entertainment, or listen to an exciting story.
This results in numerous advantages for you and your marketing. On the one hand, there are podcasts with a wide variety of topics. In addition to very general topics such as news are also offered on numerous niche podcasts. This makes it a lot easier for you to address your target group. Because the more specific the topic, the fewer offers there are for interested parties. It is then much easier for you to get in touch with your target group.
In addition, podcasts are becoming more and more popular and the number of listeners is steadily increasing: 34.5 percent of Germans aged 14 and over currently listen to podcasts or radio programs on demand. This increases the chances of success for your marketing measures. At the same time, many companies don’t even have podcast marketing on their radars yet. The competition is still relatively low, at least in this medium.
Also, note that the target audience can consume your ads pretty much anywhere. In most cases, podcasts are listened to via the smartphone – and that is known to be our constant companion. So let’s assume that your target group has their smartphone with them always and everywhere. She can start the podcast at any time and sooner or later encounter your advertisement. A clear advantage over other advertising measures such as TV spots or magazines that your target audience would have to buy to see your ad.
Podcasts offer you these advertising opportunities
One thing is certain: the trend is clearly toward podcasts. With podcast marketing, you are relying on a medium with a future, while at the same time showing yourself to be progressive and close to your target group.
But you can only do that with the right advertising options for podcasts. Because podcasts are very different from other media: they consist of pure sound. So there is no text, no images to complement what is said. And you have to adapt to this special condition if you want your podcast marketing to be convincing.
Host-read Ads
Host-read ads are very common. The host of the podcast personally reads the ad and recommends a specific product or blog to the listeners, for example. If it’s a niche podcast, then there’s a very good chance that what you offer is a perfect match for the podcast’s listeners and they will find their way to you. Of course, you have to do conscientious research and know your target group exactly.
Host-read ads are accepted by many listeners: According to a survey by Podstars, more than 80 percent of listeners are not bothered by host-read ads and accept them. One of the reasons for this is that the host of a podcast is trusted. The audience knows him and knows that his recommendations from him are really helpful. Last but not least, an advertisement spoken by the host fits authentically into the podcast. The listener knows the voice and intonation and can therefore better engage with what is being said.
Audio Commercials
Alternatively, you also have the option of recording an audio commercial and playing it in a suitable podcast. You probably know this procedure from the radio. You should be careful with this, however, as podcast listeners quickly find such spots annoying.
Most of the time, you have a choice of pre-, mid-, and post-roll spots. This means: your spot will be played either at the beginning, during, or at the end of the podcast. The big advantage of audio commercials is that you can pre-produce them and use them in several podcasts if necessary. This makes them more time- and cost-efficient than a host-read ad, where you have to brief the host conscientiously so that he accurately describes your product, its benefits, and the wording of your company.
The benefits of podcast marketing at a glance
Many companies today rely on a wide-ranging marketing mix. But be careful: Podcast marketing opens a whole new door for you because audio-based advertising is rare and well accepted by listeners thanks to the great trust in podcast hosts. Find out now what other advantages podcast marketing offers you.
Podcasts can be consumed on any smartphone
Podcasts have a huge advantage over radio stations and TV stations: they are on demand. This means that listeners start the podcast themselves – when they have the time and inclination. They are happy to finally be able to listen to their favorite podcast again and are in a positive mood – the perfect time for your advertising.
In addition, podcasts are mostly listened to on smartphones. And most people always have them with them.
There is little audio-based advertising
These days, ads are playing on every corner. Every day we are bombarded with advertising via a wide variety of channels. Be it in front of the TV in the evening, on a screen in the subway, or on the radio. Advertising is always everywhere. That is why many people find it so annoying and annoying. This is mainly because it is often very pushy. Who doesn’t know it: You open a website and a large advertising banner appears that flashes in bright colors.
After staring at a screen all day, your eyes long for a rest – that’s where a podcast comes in because it only strains the ears.
That is exactly what is special about this form of marketing: You only speak to people through the tone. And that’s very rare these days. That’s why audio-based advertising is not perceived as particularly annoying – at least if it’s kept short and simple. Use this chance for yourself and convince the listeners with a creative spot.
You are future-oriented and close to your target group
Podcast advertising is certainly not suitable for every target group. But there are quite a few people you can easily reach via a podcast. The medium is being used by more and more people and is on the rise.
You have particularly good chances if your potential customers are between 21 and 35 years old. Because according to the Podstars survey, 33.2 percent of listeners are between 21 and 25 years old. 25.5 percent are 26 to 30 and at least 15 percent are 31 to 35 years old. If you’re sure that’s the age range you want to target, a podcast is a very good marketing channel for you.
If you now advertise on a podcast, you present yourself as future-oriented and progressive. Especially in industries where these are two important characteristics, you can reach many people for whom your offer is relevant with your own podcast or commercial. In addition, podcast marketing has not yet arrived in many industries. So you show yourself as a pioneer and get the attention of potential customers.
Your own podcast as a marketing channel
If recording a commercial and playing it in a podcast is not enough for you, you can of course start your own podcast. This idea might put you off at first, but remember that podcasts are a great way to reach your target audience.
The production is not that difficult and also cheap. Of course, there is work involved in podcasting, but once you figure out how it all works, all doors are open to you.
Then it is you who determines the content of the podcast. You can tailor the topics to your target group – thanks to your extensive target group analysis, you should have a lot of information about them at hand. On this basis, you put together topics that are important to the listeners. Pick up a problem they have and explain how they can solve it. Discuss a topic that moves you and play through different points of view. Or provide important information that will help your target group.
Over time, you position yourself as an expert and bind your listeners more and more to you. This increases the chances that they will buy a product from you or use one of your services. On the other hand, a podcast makes it easier for you to get in touch with your customers. Target them on your podcast to give you feedback, ask questions, and suggest additional topics.
Starting a podcast as a company: tips and tricks
As you have learned in the previous chapters, there are numerous reasons for podcast marketing. For many marketers, this is still a new field of activity in which there is a lack of experience. Therefore, in this chapter, you will find the most important tips and tricks for your podcast marketing.
Good sound quality
Most podcasts are listened to through headphones. It is therefore extremely important that the sound quality is right – there is no picture that distracts from annoying background noise. Of course, the right microphone is crucial for this. Here it is worth investing in a high-quality model and reading extensive reviews in advance.
Once you’ve found a good microphone, that’s a very good start. It’s best to get a microphone stand right away – this filters out background noise caused by vibrations. Over time, you’ll get a feel for your mic and how to capture the best sound. Once you have recognized the characteristic, you should ensure the same recording situation over and over again in order to consistently achieve good sound.
It is best to also observe the following points when recording:
- Always have a glass of still water on hand. This prevents smacking and clearing of the throat.
- Turn off your cell phone during the recording and ask any guests to do the same. The transmission mast search can lead to disturbing noises.
- Hold the microphone close to your mouth. It is better to speak a little louder than too quietly.
- Do a sound check before recording. It’s best to have a pair of good headphones ready to listen to the recording with.
- If you hold the microphone in your hand, you should be careful not to make any finger movements. This leads to knocking, which interferes with the recording.
- Speak clearly and distinctly. Mumbling makes it very difficult for your podcast listeners to follow you.
The most important thing is that you just try it. Before you record your first episode, you should do various tests and get a feel for your equipment. Over time you will gain more and more experience and perfect your shooting conditions.
Use existing trust
There are several situations in which a podcast makes sense for business. You can use it to address current topics in your industry or to offer specific solutions to a problem. You are already successful with your company, your website, and your blog – now a podcast is added.
Your customers, followers, and prospects have already gained trust in you. Use this to promote your podcast. Use your social media channels to spread the word about the podcast and get the first subscribers. To make the effort worthwhile, you should use all available channels to provide information about your new podcast. Anyone who has already had positive experiences with your company will probably also be interested in your podcast.
If your company has a well-known representative (e.g. the CEO or a social media manager), they should be heard directly in the first episode of your podcast. Because it is often individuals who are trusted by customers. Use the trust you have to make your podcast just as successful as your other channels.
Research the content well and explain it clearly
Besides the sound quality, the content of your podcast is very important for your success. Listeners hope to get additional information on an interesting topic. It is always important that there is added value for your customers.
It is important to know what moves your target group, what problems they have, and what they want. Collect as many ideas as possible and create a first content plan. Adjusting to this new auditory medium may be a bit difficult at first, but it will become easier over time.
Once you have found relevant topics, you can actively ask your customers for suggestions. Start a round of questions on your social media channels about which topics your followers are currently passionate about and what they would like additional content for. You will certainly get interesting suggestions that you can incorporate into your next episode.
Use major podcast directories
If your podcast is new to the market, you should promote it as best you can. Use your own resources for this. Inform customers, followers, and interested parties about your new podcast and use the following channels:
- your website
- your newsletter
- Your social media profiles
- your blog
In addition, you should definitely use large podcast directories. The best known is Apple Podcasts. Spotify and Google Podcasts follow. Potential listeners will find your podcast easily and simply.
Invite guests
Depending on the topic and industry, it can be a nice change to invite a guest and let them have their say in your episode. This can be, for example, an expert who provides well-founded information on a specific topic. But you can also invite a well-known face from your industry and conduct an interview.
Announce in advance when guests will be appearing in your episodes. This increases the curiosity of your listeners and they continue to listen to your episodes. You can also ask your customers which guests they would like to have. It doesn’t always have to be a well-known star – remember that the focus should always be on adding value for your listeners.
When recording, keep in mind that the microphones and the environment behave very differently with multiple speakers. It is best to test this extensively beforehand and carry out a sound check in advance.
Conclusion: Podcast marketing is definitely worth it
Podcasts have come a long way in recent years and are becoming increasingly popular. The number of listeners is constantly increasing and there is no end in sight for the time being. With podcast marketing, you are relying on a progressive medium. The competition is sometimes not yet active here, which is, of course, a great advantage for you.
According to several studies and surveys, podcast listeners are open and aware that it has to be funded somehow. Advertising is therefore accepted and not perceived as particularly annoying. If you don’t want to start your own podcast first, it’s also worth shooting a spot and playing it in suitable podcasts.
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