Tune in to the Power of Podcasts: Why You Need to Include Podcasts in Your Marketing Strategy
You can find a podcast about pretty much anything these days; relationships, music, travel, celeb life stories – the list is endless. The internet has given us access to a wealth of weird and wonderful content to listen to, as well as content we can learn from.
74% of podcast listeners say they tune in to find out new things, and with estimations stating there will be over 28 million podcast listeners by 2026, people will be learning a lot of new things!
So, why should you include a podcast in your marketing strategy?
1. Increased Reach
Podcasts have the ability to reach a wider audience than many other forms of content. 80% of podcast listeners listen to all or most of each episode, which means that you have their attention for an extended period of time, as opposed to other forms of content such as a short-form video on social media. Additionally, the average podcast listener subscribes to 6 shows, which means that there is a good chance that your podcast will be recommended to others.
2. Increased Engagement
Podcasts offer a unique opportunity to engage with your audience on a deeper level. Unlike other forms of content, podcasts allow you to create a personal connection with your listeners by sharing stories, insights, and behind-the-scenes looks at your business. Creators often include a feature where they include submissions from listeners, which can help to build trust and loyalty.
3. Establish Authority
Podcasts provide a platform for you to establish yourself as an authority in your industry. A study by the Guardian found that trust levels increased from 45% to 63% when podcasts were added to a brand’s media mix. By consistently creating valuable content, you can position yourself as a thought leader in your industry.
4. Brand Awareness
Podcasts are an effective way to increase brand awareness. According to Nielsen’s Podcast Ad Effectiveness study, podcast ads drive an aided brand recall rate of 71%, while 56% of podcast listeners say they pay more attention to ads read by the host(s). Additionally, podcast listeners are more likely to follow brands on social media to find out more about them, visit their websites, and become a customer.
By increasing reach, engagement, establishing authority, and increasing brand awareness, podcasts have the potential to take your marketing efforts to the next level – and we can make that happen (shameless plug alert: we even have our own podcast for events professionals).
Get in touch with us today to talk podcasts!
