Podcasting for Your Brand
In today’s media landscape, there are countless ways to promote your brand and products. One of the most powerful tools many companies have turned to is podcasting. With nearly 41% of Americans tuning in monthly, that’s a lot of potential customers. In this article, we’ll explore a couple different approaches for using podcasts to spread the word about your company.
1. Advertising on Other People’s Podcasts
The most straightforward approach that many brands use is advertising on other people’s podcasts. This method requires the least amount of work and presents your product to a pre-established fan base that trusts the showrunners. A fan of the show is more likely to buy a product that their host is advertising due to the emotional investment they have in the podcast.
To succeed with this strategy, all you need to do is:
- Write a script for the host to read
- Provide a trial or free product for the host to try out (since it’s often the host or someone involved in the production reading the ad)
- Approve the ad read once the podcast creator sends it to you
2. Creating Your Own Podcast
The second method of promoting a product through podcasting requires a more significant time investment: creating your own podcast. Here, we’ll discuss two approaches for growing a following and sparking interest in your product.
A. Community-Centric Approach
This method focuses less on your products and services and more on spotlighting employees and day-to-day happenings at your company. By creating a personal relationship with your community, this podcast cultivates trust and loyalty, making listeners more likely to engage with your other products. Moreover, it’s an excellent way to gauge community interest and inform decisions elsewhere in the company.
B. Product-Centric Approach
A product-centric podcast features tutorials or stories related to your product. This approach works best for businesses with versatile products that have multiple use cases. Attracting enthusiasts to your brand, this method can generate excitement about upcoming product releases or company announcements.
For example, if your company sells cameras, each episode could showcase a model, demonstrate its strengths, and cross-sell accessories like lenses and tripods. If your company offers a service, discuss different jobs you’ve completed and offer expertise on your trade. This approach can drive business by giving audiences insight into how you perform your job, making them more likely to choose your service when needed.
Finding the Perfect Fit
Selecting just one of these approaches may not be the right fit for every company. It might take some experimentation and mixing of concepts to create enjoyable content that attracts an audience. However, if your brand isn’t promoting through podcasts, either directly or through other creators, you could be missing out on potential business and loyal customers.