The future lies in podcasting.
Let me explain why.
According to a recent Case Study on Podcasting Audiences, three interesting statistics are on the rise.
Smartphone ownership tends to correlate to a greater likelihood of listening to a podcast.
Consumers are more likely to listen to podcasts on a mobile device than on a computer.
Podcast listeners are more likely to listen to streams or podcasts through their car audio systems.
What does all that mean? Well, it all points to a mobile consumer on the move, who’s looking at podcasts as an additional or perhaps alternative source of information. Podcasts stand out for their practical information type of format.
For your brand, podcasting is the new powerful, kyseii inexpensive and easy new medium then to reach out to this mobile consumer on the move who wants practical, concise and dedicated information. You already have a focused and passionate audience. It’s now much easier to become a recognized expert in your field of interest or expertise to this group through podcasting, without having to counter the normal conventions of radio, nor the limitations of blogging.
Build your credibility, your sales, your list of customers and gain a fan base very quickly and without the limitations of blogging. Does that sound good?
If these three key indicators listed above are anything to go by, podcasting is the way to go.
1. Podcasting is still relatively untapped
Armed with positive growth indicators and the move by Car Manufacturers to install podcast players in their New Models, people are gearing up for the future of content marketing and it lies in podcasting. This is a market on the growth curve. Yet it’s still relatively untapped and brimming with opportunities. In the same Research study ‘Podcast Consumer 2015’, by Edison and Triton, they reveal that the age of podcast listeners is evenly spread across almost all age groups. You get an average of 15% listenership among the 18-24, 25-34, 35-44, 45-54 age groups.
15% may sound low right now, but consider the impact when podcast players become more accessible and within your reach. And this is across all age groups! What that means is that if your brand will instantly get an dedicated audience, irrespective of whichever age group you are targeting – a nice thing to know as you plan your marketing budget. Slow and steady wins the race. If these are the statistics we are seeing today, as access to podcasts becomes even easier with smartphones and our latest vehicle comes equipped with a podcast player, your audience footprint will naturally grow in the coming months.
Smartphone ownership isn’t going to die anytime soon. We are always updating, improving and searching for a better smartphone model. As you constantly upgrade your phone; and as App builders continually design new entertainment apps, the trend of listening to podcasts on your smartphone will grow by leaps and bounds.
2. Podcasting Adds Value to your current marketing effort.
Even better is the realization that podcasting complements your current marketing efforts.
You don’t have to replace any of your current social media activities. Continue with your Facebook, Twitter, blogging marketing efforts. You can even turn your latest blog post into a podcast episode, add a spin on it and it’s fresh content. Podcasting just increases your footprint and adds you a totally new audience.
3. You will find customer conversion easier with Podcasting
Someone searching for a podcast in a particular topic is already very clear about what they want to listen to. Unlike radio, where the conventional radio listener subconsciously tunes off when the next commercial airs, with a podcast, you have a dedicated listener and one will listen to listen attentively to everything you have to say, as long as you say it well. Because listeners subscribe to podcasts, they have chosen to receive your content. They have already shown interest in your message by subscribing. In addition, a podcast does not get lost in SPAM like with e-mail. You can be sure your message is reaching a focused audience. That gives you a greater likelihood of customer conversion.
4. Become ‘The Voice’
I’m not talking about the popular TV Series. Suppose you have a blog on diet and nutrition. There are over 30 million bloggers competing in that niche and your only chance of recognition is either expensive marketing, or patiently growing your blog audience over months, maybe years, until you reach cult-like status. Plus, you have to learn the essentials of SEO optimization, create fresh content frequently and guest-blogging. Now suppose you focused instead on podcasting? Since its still relatively under-exploited, you can quickly gain that audience you’re looking for much faster and develop credibility as an authority by being one of the few podcasters doing what you’re doing. What would initially have taken you months to achieve, you attain in a matter of weeks. Become ‘The Voice’ in your niche.
As Tom Tate says, “This “first to market” approach to podcasting may be the opportunity you have been searching for to catapult your online marketing to the next level. If you can develop the go-to authority podcast in your niche, you may eventually drive enough traffic back to your site or blog to become the authority on other mediums as well.”
When you hear or see someone on Radio or TV, they have instant credibility. As a podcaster you will enjoy the same credibility. People will value your opinion. You can leverage this position to influence your audience, promote yourself and even make money. The trick is to leverage on a specific niche and do everything possible to dominate that niche. If you have an audience that is interested in that topic or interest, they will come back repeatedly.
5. You Quickly Gain a Very Focused Audience
With the right content, you will gain listeners fast. Your audience is potentially worldwide. You can offer quality content to keep in touch with your customers and keep yourself, your product or your service in the front of their mind.
6. Break Through The Clutter
Podcasting is a great way to cut through the clutter and reach your audience. You overcome probably radio’s greatest barrier with this tactic. This makes podcasts very effective for promotion, marketing and growing a focused audience.
7. You can define and express your own unique style without limitations
Marc Maron interviewed President Obama at his home in Los Angeles, earlier this week. While that’s impressive, it’s the fact that President Obama mentioned the “n… ‘ word during that podcast interview that created headlines.
You mean President Obama did an interview on someone’s home? Mark Maron, 51 years old, has a podcast show called WTF. You don’t need much ingenuity to figure out what that stands for. His unique interview style on his podcast can be either comforting or uneasy, which makes it even more interesting that President Obama agreed to the request. But, it’s a style of communication that seems to draw in listeners by the dozens.
“I think what resonates with people is kind of raw honesty and authenticity,” says Maron. “If anything defines whatever the brand is, or if anything defines the success that I have in talking to people in interviews, it’s that there seems to be something very personal and raw in how I engage with people.”
8. Podcasting is a Convenient, Automatic and Inexpensive Way to Reach Your Audience or Customers
Getting started in podcasting is relatively inexpensive. All you need is a good computer, a strong microphone and a broadband internet connection. Later, you can buy nicer gear if you want. For now you can get started with minimal cost. In fact, all the equipment you need at start-up will approximate $ 500. The Blue Yeti USB microphone for example costs an affordable $128. Invest in a good ShockMount, Mac laptop, recording software like Garage or Audacity and you’re good to go. In a later article, we’ll show you this cost breakdown. All you need is something to say and a desire to say it. If you were to try and do the same thing on the radio, you would have to face all sorts of FCC regulations, and unnecessary expenses. Consider how much you currently spend on radio ads. More than $2,000 per campaign? In many cases, this is not even a fraction of the radio budget. Podcasting removes all that cost and trouble. One reason that podcasting has become so popular is that it’s automated. Listeners subscribe to your feed. This means they don’t have to remember to return your site to check for new content. When you post new content, it’s automatically downloaded to your listener.
It’s so easy to get started. In less than a day, your podcast can be on the air and available to millions all over the world. All you need to start your podcast is a computer, a microphone and a broadband internet connection.
If you have any questions about how you can leverage podcasting as a new blogger or as an established brand, let me know by posting a comment below. We will get right back in touch with you! Make your voice heard! Start a Podcast!
David Makuyu is an Author, Radio Host, Podcaster, Creative Writer and the CEO/Founder of David Makuyu Incorporated. David offers Content Creation & Marketing, Web Experiences, Podcasting, eBook publishing and Social Media management for a number of top global brands seeking to maximize their online brand presence to attract a greater client base. David is a veteran in the Radio Business, with over 16 years experience in the market, having worked and consulted for a number of Top Radio Stations.