Throughout our lifetime, we’ve been conditioned to listen to other people. We connect with their voices and absorb their messages. Podcasting combines these elements and offers a new arena for businesses to connect with potential customers. A Nielsen Q1 2018 report found that 16 million people in the United States are “avid podcast fans.” So, let them hear what you’ve got to say.
Almost a century has passed since radio station KDKA made the nation’s first commercial broadcast. Since then, this medium has evolved to offer audiences the freedom to tune in to channels dedicated to their interests – comedy, sports, business – the list goes on. Podcasts extend beyond the radio dial and provide people with even more choices to listen to programs they deem relevant. In the United States, 44% (124 million) of the population have listened to a podcast (Infinite Dial 18), and the numbers are growing.
Getting an Earful
Essentially, a podcast is a set of digital audio files that can be downloaded from the internet, allowing users to listen to podcasts on their computer or mobile device. The hands- and eyes- free lure of podcasting lets people listen virtually anywhere while doing other things – exercising, cooking, relaxing, etc. A recent study revealed that 22% of people listen to podcasts while driving (Infinite Dial 2018).
Breaking the Silence
Technically, podcasts do not involve a lot of equipment to produce. For the best sound though, you definitely need a good quality microphone. Add to the list: headphones, a computer with WiFi connection (for uploading files) and editing software. You’ll also need a professional-looking cover image – your virtual snapshot of your podcast theme and title, and a dedicated web host like Buzzsprout, Blubrry, Podiant, or Libsyn.
Finding Your Voice
Through podcasts, you can further personalize your business’s social media efforts. Imagine giving your blogs a voice. You can deliver your information with your tone and expression – elements which don’t always translate from the written word.
With podcasts you can connect more closely with your audience. Your voice and mannerisms show your personality, and listeners can identify with a “real” person. Through your messages and information, you’re building trust, not only in you, but in your product and your brand.
Remember to keep content fresh and engaging. Your ultimate goal – to get listeners to recommend your podcast to others with similar interests. Studies show that podcast listeners are more likely to follow companies and brands on social media. 69% agreed that podcast advertisements made them aware of new products or services.*
Now I’m Listening
People know what they want to hear, and they know they have choices. With a well-developed series of podcasts, you can build a community of listeners. Podcasts have a global reach, which make them an incredible marketing tool for your business.
Are people listening to what you have to say?
*Nielsen Q1 2018 Podcast Insights