Among the 51% of Americans that listen to podcasts, 21% listen to between four and five episodes every week.
Only 3% of marketers create podcasts, and between them, they produce over 230 podcasts listed in the Apple Podcasts marketing category.
What does this mean to you?
It’s easy to see that there is just a handful of marketers taking advantage of this content format. If you are intrigued by the idea of reaching out to people in a new way, podcasting may be the ideal way to do it. Here are five reasons why marketers appreciate podcasts:
It Doesn’t Get More Real
Podcasts are a great place to show off your expertise, but perhaps more importantly, you get the chance to connect with your audience in an authentic way. They will get a deeper and more complete experience with your brand, and get to know you as a person.
It’s Not Costly
To start a podcast, you don’t need to invest in any fancy sound equipment or editing software. You need a good microphone and a pair of headphones, but you can access free editing software online and decide later whether you want to make more of an investment in that area.
It Shuts Out the Noise
With other digital content formats, you’re in a constant battle for your audience’s attention. You’re just hoping they ignore that enticing ad for a product targeted exactly to their demographic and tastes as they scroll past their friends’ pictures to choose your post and click on your link.
With podcasts, the setting is just your voice. While there is an element of vulnerability there, a well-planned podcast gives you an uninterrupted connection point with audiences.
It Increases Traffic
Podcasts give you an opportunity to mention your other content options, as well as direct listeners directly to your site for product information, reviews, and insights into what makes your brand different.
It’s a Loyalty Generator
Podcast listeners are a loyal bunch. 88% of listeners access every episode of the podcasts they listen to at least once, and 47% of audience members follow those brands on social media. Your listeners are also ready to hear your recommendations, with 45% having visited a sponsor’s website.
We're also dipping our toes in the water with podcasting, so if you want to check out our channel and see how we progress, or even possibly catch some pretty good marketing tips and advice check it out here.
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