11 Useful podcast marketing tips for forward-thinking organisations that want to be different 

Blogs and video content for business are great but demand all of our attention. Podcasts, on the other hand, allow us to listen and learn while being productive and hence why podcast listeners are most likely weaving through traffic or opening a jar of pesto as the pasta bubbles away while they listen. Welcome to the golden age of podcasts!

The great thing about podcasts is that we don’t have to plan our life around them. They move with us.

What is a podcast and how do we listen to one?
A podcast is essentially a radio show that you can listen to anytime via the Internet or offline if you download it. It is an audio file typically available in a series sent in new installments to subscribers at regular intervals.

We can listen to podcasts through a website (streaming) or download from the website or an app like Podcast or Stitcher on to our phones, tablets or computers and listen to them anytime without an internet connection.

Podcasts can cover everything from comedy to politics to business. Once recorded, the podcast is uploaded on a hosting site and then distributed for promotion in a directory such as iTunes. A podcast link allows us to easily distribute it by email or on social media platforms.

How can we incorporate podcasts into our business marketing strategy?
Podcasting is an effective storytelling marketing tool to deliver specific and specialized information. A good podcast will leave our listeners waiting for the next episode. Here are 11 useful tips on how to start and grow a podcast series and be heard by new business prospects along the way:

#1 Develop a solid plan
Choose juicy titles and themes that are applicable to a broad cross-section of listeners.

Develop and stick to a solid plan that includes guidelines around communication style and format. Do you want to go for a conversational approach or one that is more research-heavy?

Also make sure to standardize your introduction (intro), ending (outro) and any music track you may use for both. Consistency builds listener trust.

#2 See the forest for the trees
As with most marketing mediums, adopting a long-term strategy is likely to be more successful than a one-off. Developing a podcast series demonstrates a commitment to the listener.

#3 Be on time
Decide upon frequency of episodes and stick to a publishing schedule otherwise listener trust is broken. Quick tip: publishing every two weeks is optimal but a publishing blitz of several times a week during the first few months post-launch is advisable to be recognized and rewarded by the iTunes popularity algorithm.

#4 Authenticity
Avoid being sales-y. Your ability to educate, inform and inspire should sell itself.

#5 Young love and old flames
Think of podcasts as a way to develop new relationships and deepen existing ones.

#6 Be useful
Show your clients that you are a market leader by sharing relevant content with them that helps them make an important decision or save time and money.

#7 Be sociable and inclusive
Attach the podcasts to social media platforms to update, engage and include feedback from listeners.

#8 Don’t be a hard head
Let listener feedback shape the content of upcoming episodes (avoid self-defeating traps of being too scripted or inflexible). Try to prioritise what your listeners want to hear and not just what you want to say.

#9 Show off
Send podcast links to your client base on a regular basis (every two weeks is optimal) and direct them to subscribe so they receive them automatically. Partner with other businesses on a podcast for cross-promotion.

#10 Get optimised
Understand how to get optimised for organic iTunes discovery, watch episode analytics and modify podcast length, content and style according to what listeners most respond.

#11 Build your tribe
Above all, remember to educate, inform and inspire to build a loyal following. 85% of podcast listeners listen to the entire episode. It is an enormous opportunity to present and make a lasting impression.

For me, the biggest advantage of a podcast, over other marketing mediums, is that it has a voice, which, with its inflection, timbre, emotion and humour (one would hope!) is a powerful way to build the ‘know, like, trust factor’ with a relevant audience.

One of the most popular business podcasts on iTunes is ‘How I built this’ with Guy Raz. I will leave you with this fascinating episode on how Wework was built.

Please contact [email protected] for more information on podcasting. The Grid Media Ltd curates and creates content across industry sectors.

As of January 2019, we are launching a podcast series about the digitalization of real estate. We are interested in talking to real estate companies, investors, technologists and consultants that may like to partner on it.

The Grid Media Ltd produces thought leadership digital and video content as well as curated and engaging conferences, roadshows, forums, seminars and workshops for businesses across industry sectors. www.thegridmedia.co.uk

Belief Statement: The Grid believes in the transfer of information that can be converted to knowledge and used instrumentally in business in the form of modified or new practices.