Although we are in the era where still image and video attract people much more than other formats, podcast They mainly carry relevance with the auditory material. Just as radio was heard in those years when television did not exist. But beyond their entertainment or informational purpose, podcasts can be used to promote products or services within digital marketing.
What is a podcast?
A podcast is content spoken in an audio format (MP3, Compressed Digital Audio Format). The medium through which it is transmitted is Internet And can be heard when everyone wants. In other words, podcasts are “on demand” content or that accommodates listener demand.
Many radio programs that are broadcast live, then upload fragments or entire programs to the web and also become podcasts. Similarly, there are podcasts that upload their content to video platforms such as YouTube with a certain image, in order to make themselves known to audiences other than those who normally consume them. Therefore, podcasts are cross-platform content.
An example of this is one of my favorite podcasts: The New Yorker Radio Hour, created by the well-known weekly magazine and editor David Remnick.
The most common platforms for listening to podcasts are: Spotify, Apple Podcasts, Google Podcasts, YouTube and TuneIn. Out of them all, Spotify gets 77% of the audience.
Why Use Podcasts to Advertise?
One thing to highlight is that according to the 2022 Pod Survey prepared annually by Podcaster@s from 2017 onwards, 42% of surveyed people are willing to listen to ads without playing the audio. EncuestaPod is the only study of podcast consumption by Spanish-speaking audiences.
Another pertinent fact, according to a study by The Guardian, is that consumers pay more attention to ads on podcasts (65%) than on television (39%) or radio (38%).
How to leverage podcasts for business purposes?
Like any other digital marketing strategy, it is always necessary to establish objectives and reflect on the target audience or target (what do they think, what do they want, what is their interest when listening to a certain podcast?).
accomplish podcasting It can serve companies for brand awareness (make themselves known), improve their engagement and position (brand identity). This is a great way to interact with the audience. Specifically, a podcast can:
- increase followers one or more social networks.
- get the lead On topics that many people are interested in (think Martha Dayble) or specific places in an industry. There are podcasts on many topics, some with smaller audiences, but they are very valuable because of their expertise.
- generate leads or sales, Podcasts can be one of the tools of inbound marketing or content marketing, with the ultimate goal of achieving return on investment (ROI).
However, if a podcast is not accompanied by a digital advertising strategy, it would be a failure to make it known and remind the listener why they should listen to it. With websites that need a strategy to generate traffic (SEO, SEM), a podcast needs to shout to the world that it’s out there.