How Podcasts play an important role in your digital marketing strategy

digital marketing podcast

The recognition of Podcasts has been magnified within the final couple of years. Just a few years in the past, when you requested about Podcasts, I might have advised you to not pay any extra consideration to this outdated development. Nonetheless, issues have modified now. Many celebrities and influencers have began their very own Podcasts as of late on varied subjects. Many individuals are listening to Podcasts, and it’s a major alternative for the manufacturers to contemplate Podcasts of their digital advertising and marketing technique. However earlier than leaping to the explanations for contemplating Podcasts within the enterprise digital advertising and marketing technique, allow us to first perceive a Podcast.

What’s a Podcast?

A Podcast might be understood as a sequence of episodes, digitally programmed and formatted, specializing in a particular theme or subjects like expertise, start-ups, or anything. We will say that it’s a radio in digital type. Podcasts are usually free and can be found on a wide range of platforms. You simply want a tool and an web connection to hearken to Podcasts. 


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Podcasting began in 2014 by Dave Winer (a Software program Developer) and Adam Curry (MTV Video Jockey). The time period Podcast was given by Ben Hammersley to make the idea in style. The journey began in 2004 gained some reputation in 2013 when Apple Inc. introduced that they hit 1 billion podcast subscribers.

As of January 2020, greater than 9,00,000 Podcasts have been streaming, and tens of millions of individuals listened to them no less than as soon as a month.  Since then, the recognition of Podcasts has begun to develop tremendously.

Recognition of Podcasting

In 2009, it was estimated that 9% of US adults aged between 18-49 hearken to Podcasts which raised to greater than 20% in 2016. 

In 2014, BBC reported that its Podcast was downloaded greater than 1.1 billion instances in the UK itself. 

55% of Individuals know what Podcasts are, which is actually nice!  The comfort and intimacy proven by Podcasts are the explanation why they’re too in style amongst folks. 

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Causes so as to add Podcasts to your Digital Advertising and marketing Technique

Podcasts are versatile, enlightening and overpowering. One single medium has a lot potential which shouldn’t be ignored by any marketer on the market. Round three% of entrepreneurs make Podcasts. 

In 2014, advertisers spent practically $90 million on in-podcast advertisements, which turned $190 billion in 2016, and now the Podcast advertisements are anticipated to take a large leap in 2021. 

Podcasting is a really efficient strategy to promote the enterprise, and listed here are the explanations defined so as to add a digital advertising and marketing podcast to your advertising and marketing technique:

1. Podcasts are Participating

In contrast to the opposite content material type, Podcasts are very partaking. The readers simply should play and pay attention, which might be executed whereas cooking, strolling, or driving. It’s not one thing that requires all of your consideration, and you’ll multitask whereas listening to a Podcast. Podcasts are very handy for the viewers to comply with, and that’s the reason it is rising in popularity amongst folks. 

The manufacturers don’t should preserve attempting to achieve the target market. The subscribers will get the newest episodes routinely downloaded upon the discharge on their favorite gadget. Podcasts additionally create lively engagement as podcast listeners are inclined to spend greater than 25% of their time listening to Podcasts. That’s the reason Podcasts are extra outstanding than we ever assume. 

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2. Low limitations to Entry

Podcasts might be constructed from anyplace. Some make Podcasts from studios; some choose house, whereas many do it from the streets. Podcasting requires little cash to speculate, and anybody can do it on any subject/ theme. There isn’t any particular want for a script as effectively, and in case you are not ready with a script, you’ll be able to go forward with the conversational Podcasts. In contrast to photographs and video content material, the price to create Podcasts is extraordinarily low. 

three. Drives Visitors on Web site and boosts web optimization technique

Podcasts present vital web optimization advantages. To know What’s web optimization? Learn This. Everytime you host a podcast, ensure that every episode of it has a transcript. Following this could allow you to use extra key phrases, and the alternatives to drive visitors to your web site shall be enhanced.  The hyperlinks might be added again to the web site, which will certainly drive visitors to the web site. Key phrase administration might be executed with the Podcast titles and descriptions. You too can publish the episode’s transcript in your written blogs in order that it might direct folks to your web site. 

Additionally Learn: Which is the Greatest Technique: web optimization or Content material Advertising and marketing?

four. Podcasts are more practical

Podcasts are more practical as a result of the listeners get influenced by what they hear. In a survey of three,00,000 podcast listeners, 63% affirmed that they purchased the product, which was promoted by the present host. A query requested about if their shopping for behaviour is affected by a Podcast, and 71% affirmed that they’d visited the sponsor’s web site after listening about it on the present. 

5. Podcasts are extra inventive

In contrast to radio reveals, podcasts are extra inventive as a result of they don’t seem to be required to comply with the federal legislation tips for his or her content material. That’s the reason they are often extra inventive with their content material and commercials. Podcast advertisements are distinctive. The hosts learn advertisements within the tone of the present, which doesn’t sound like a daily promotional message.

6. Podcasts have extra visibility for the model

These days, Podcasts are going mainstream, and because the model identify goes on-line with the Podcasts on many platforms, it will increase the model’s visibility. There are a lot of methods and hacks that you should use to boost your model’s visibility by means of Podcasts. Probably the most necessary methods is to have visitors on the opposite Podcasts. You too can accomplice with one other platform like a weblog or Instagram Reside choices that align together with your podcast subject. A podcast is a superb medium to cowl the important thing subjects in your area of interest section and to point out the depth of your subject.  The listeners from the world over who’ve an curiosity in your subject can create a bond with you. Due to this fact, model visibility and belief might be constructed higher. 

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7. Attain new viewers

Podcasts will let you share information with the related viewers. The model can place the Podcast on varied platforms like Apple Podcasts, iTunes, Spotify, Google Play, and plenty of different platforms. Like this, you’ll be able to attain your target market, who’s desirous about your content material. That is how a brand new goal market might be developed. The brand new potential viewers shall be listening to you and shall be desirous about your merchandise.

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eight. Area of interest focusing on

Podcasts are usually on a particular subject. A enterprise can use podcasts to debate its merchandise, and in that approach, it might goal a particular viewers. For instance, Sephora, a magnificence cosmetics model, partnered with Girlboss Radio to create a podcast on a line of lipsticks and girls. The Podcast was named #LIPSTORIES, and every episode of it featured an influential girl telling her #LIPSTORIES. It was executed to encourage different feminine leaders. This Podcast is an excellent instance of how the model has used Podcasts for its content material advertising and marketing and focused a distinct segment section, feminine leaders, with their technique. 

LIPSTORIES Podcast | Free Listening on Podbean App

Supply: Apple Podcasts

9. Develop deeper connections with the viewers

Many of the Podcasts sound like a dialog. Most individuals hearken to podcasts whereas driving, operating, or strolling. Additionally, lots of people hearken to the Podcast when they’re alone. Because of this Podcasts have a direct impact as a result of it’s broadcasted instantly into somebody’s ears. Podcasts have conversations, tales and experiences which make you aware of them. That’s the reason Podcasts can develop deeper connections with their viewers. 

10. Podcasts are versatile

After realizing a lot about digital advertising and marketing podcast, it’s clear that they’re versatile. With a purpose to stay contemporary and fixed with the viewers, a digital advertising and marketing podcast usually consists of new subjects and themes. They are often began with subjects like sports activities, well being, tales, opinions, information, and many others. Furthermore, Podcasts might be transformed into blogs and vice versa. Movies may also be transformed into podcasts. Each Podcast might be shared on social media channels to achieve completely different segments of audiences to show them into prospects.

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Well-known Podcasts Platforms

There are Podcast platforms the place Podcasts are hosted similar to platforms for movies and photos. Among the profitable and famend Podcast platforms are:

  • iTunes with greater than 1 billion subscribers throughout the globe.
  • Podcast and Radio Addict has greater than 10 million app downloads on Android.
  • Castbox have greater than 5 million app downloads
  • Podbean has practically 1 million subscribers

Widespread Podcast Advert codecs

Podcasts are usually categorized into four completely different codecs, together with Pre-roll advertisements, Mid-roll advertisements, Outro advertisements and Native advertisements.

  • Pre-roll advertisements: This advert seems when the present begins. For instance, the present is delivered to you by “Sponsor identify”.
  • Mid-roll advertisements: This advert seems in the midst of the present when there’s an intermission. For instance, the host of the present takes a break and thanks the sponsors of the episode. 
  • Outro Adverts: This advert goes on the finish of the present. For instance, this episode is delivered to you by “Sponsor’s identify”.
  • Native advertisements: These advertisements are supplied to the Present host within the type of a script to cowl through the Podcast. These advertisements are form of natural ones for the viewers. 

Supply: Webfx

Most In style Podcasts of all time

On the lookout for the most effective Podcasts? Right here is the record of some in style podcasts of on a regular basis:

  1. Serial: The present unfolds a real story with many stunning twists and turns.
  2. This American Life: It’s a weekly public radio present with vital broadcasting awards.
  3. Dr. Dying: A narrative a couple of neurosurgeon, sufferers, and a spineless well being system.
  4. Radiolab: the present is thought for its deep-dive journalism and revolutionary sound design.
  5. Legal: A fancy podcast about crime

These are some well-known Indian Podcasts:

  1. three Issues: A flagship each day information present the place hosts speak to in-house consultants in regards to the present points.
  2. #AakashVani: Hosted by Aakash Chopra, a former cricketer.
  3. Indian Noir: A critically acclaimed podcast that includes thrilling, crime, and horror audio tales.
  4. Cyrus Says: Stuffed with puns and satires, hosted by Cyrus Broacha.
  5. The Fan Storage: Discusses all about sports activities, proper from soccer to tennis and fantasy cricket as effectively. 

To sum up, a digital advertising and marketing podcast will not be the one strategy to survive the market, however they’ll certainly enable you to to have the sting over your opponents. It opens the door so that you can educate and inform your target market. It is a superb alternative for the manufacturers to affect and promote their services. Regardless of that, one has to care for the podcast tone and have fundamental technical information earlier than contemplating Podcasts for the digital advertising and marketing technique, and You’re good to go!

Additionally Learn: Significance of digital advertising and marketing for companies in 2021

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