Podcasts: cutting through the clutter
Finding a way to get your message to your intended audience can be like navigating a labyrinth. There are countless platforms to engage them, from Twitter to TikTok, digital newsletters and everything in between.
Not that we’re trying to make the list longer and more overwhelming, but we want to throw another option on the table: guest podcasting.
How does that sound?
The podcasting industry has shown incredible growth over the past few years and, to date, shows no signs of slowing down.
According to Infinite Dial, which has been tracking digital media consumer activity in the U.S. since 1998, the number of Americans who have listened to a podcast in their lives was around 177 million. That’s 62 per cent of the population.
Of that, 38 per cent had listened to one in the last month and 26 percent in the previous week.
Those are pretty awesome stats.
And here are a few more that might pique your interest. This is the demographic breakdown:
50 per cent are between the ages of 12 and 34,
43 per cent are between 35 and 54; and,
22 per cent are over 55 years old.
Around half (51%) had a full-time job, and 17 per cent had a household income between 100 and 150 thousand dollars and 28 per cent have a university degree.
That means you are talking straight to an educated consumer who spends money.
Straight from the horse's mouth
With audio comes the opportunity for you to talk about your business or organization with audible passion. You are delivering your story straight to the ear of your consumer.
If you join an established podcast, it gives you an added boost of credibility out of the gate. The program’s host has built rapport and credibility with their audience that you can connect with. The host can ask insightful questions that delve into your brand and what product and/or service your company brings to the table, and why you should be top of mind for the consumer.
Podcast listeners often have a relationship with their favourite podcasts. Having a spot on a show gives you a bit of one-on-one time with them. If you get a chance to have a call to action while on a show, make sure you seize it, as it will help give you a sense of metrics.
Being on a podcast vs. building your own
It comes down to two things: TIME and EXPERTISE.
Building a podcast is not about doing one once in a while. You need to be consistent and produce content typically every week. Here’s what you need to ask yourself:
Do you and/or your staff have time to do that?
Are you familiar with or have time to learn how to record and edit a podcast correctly?
If you answer “yes” to both of those questions, it may be worth creating your own. If that’s the route you take, remember that your podcasts should always:
Be objective: If your podcast is one big advertisement, it won’t attract listeners
Be consistent: Once a week at least.
Strong audio quality: Make sure your audio is crystal clear for every episode; audiences do not tolerate lousy audio
Find ways to multi-purpose the audio: Create social media posts, audiograms, blog posts centred on content etc.
Guest podcasting a great starting point
Producing your own podcast is a lot of work, which is why guest appearances are such a great option. They can leverage your profile without the same time commitment.
Take the time to research the different podcasts out there and find one that you know your targeted demographic is listening to and see if you can get a guest spot there.
Cutting through the clutter is always a struggle. While social ads, flyers, blogs, and other tactics may seem like a good fit, you have to ask yourself whether the intended message is getting through to the desired audience.
With the right podcast…you might find yourself with a direct line of communication to your community.