What was once thought of as a niche platform, podcasting has slowly evolved into a major platform for not just individuals and personalities but for companies and brands to connect with its audience.
Here are 4 reasons why you should include podcasts into the marketing mix:
1. Cost effective
It is relatively easy and cheap to set up and maintain. All you need is microphone, headphones, recording and editing software (GarageBand will do), web host all for under $100.
2. Establish a deeper connection with your audience
Podcasts allows you or the brand to speak directly with your audience, no middle man, no time constraints. It’s also a great platform for content marketing to happen, not only are you providing your audience with a great narrative with valuable content and insights, you are building a trusting relationship with them. Converting prospects into customer and customers into repeat buyers. Podcasts aren’t forced onto individuals, they have to consciously click play.
3. Listen to it anywhere anytime
Unlike videos and blogs you can listen to it during your commute, driving or even when working out at the gym. You can pre-download and listen later, click and play instantly and subscribe to your favourite podcast which automatically downloads it to your device when its uploaded.
4. Growing audience
An estimated 67 million people listen to a podcast on a monthly basis in 2017. The majority of listeners tend to be in 18-34 age group, have higher incomes, more educated and work fulltime. This is great news for marketers as its audience is precisely the market that’s hardest for advertisers to connect with.
As a relatively unregulated platform, it’s completely up to content creators and digital marketers how they want to attract and appeal to its audience and also which business model they want to adopt. Do you see podcasts becoming a mainstay in the digital marketing mix?