Why Podcasting Is Important to Marketing
Written By: Cecilia Fay
There’s no question that the podcasting market has taken off since 2020. Due in large part to pandemic restrictions, podcasting gained popularity as a new way for consumers, individuals, and businesses to connect without contact. In fact, almost 90 million people listened to podcasts in 2022 and that number is quickly increasing. Why should you consider podcasting for your business? Here are my top three reasons why podcasting continues to be an important marketing tool.
You can sell/ promote yourself easily
After the 2020 pandemic, public speaking and in-person learning dramatically changed. While most in-person marketing opportunities are coming back, we continue to rely heavily on the internet and digitized forms of communication to promote our brand or ourselves. A podcast allows you to effectively position yourself as an expert in your field and raise awareness of your brand through discussion and conversation. By focusing on a niche or a relevant topic, you can sell yourself in a virtual realm that may be more convincing than other in-person opportunities.
You can reach a new audience
As an audio medium, podcasts can be heard virtually anywhere by anyone. If you are struggling to find your audience, a podcast is one way to remedy that. Through software, social media, and other tools, your listener data is easily traceable. You can see who is tuning in and where they are from. Sometimes you can even see things like age, race, and gender. Podcasts are a great medium for your brand and a tool that can be used to identify and gauge audience interests as well.
You’ll enjoy free or low-cost advertising opportunities
Most podcasters use audio advertising both as hosts and as listeners. By sharing an audio snippet of your brand or business, you can reach a wide range of people for free or at a lower cost. This is extremely beneficial as modern-day advertising and radio listeners are on the decline. By sharing a recording on a podcast episode, you can reach a different audience and also narrow in on your niche. Instead of reaching millions of people who don’t need what you sell, you can reach hundreds that do, generating more leads.
If you are a business owner, brand influencer, or just a leader in your community, it may be time to get into podcasting. The good news is that there are several ways to do it. You can create and host your own show, be a guest on other shows, co-host several shows, or simply advertise. No matter how you get into the podcast game, make sure you make it happen in 2023.
Happy listening!
