5 Ways to Use Podcasts for Marketing


More and more people are talking about podcasts; there are over 1,000,000 podcasts in existence and even more listeners. The exponential growth of podcasts and listeners presents entrepreneurs with a unique marketing opportunity. Here are 5 ways for new business owners to use podcasts for marketing.

Why Use Podcasts to Market Your Business?

New marketing mediums are created all of the time. Youtube is a great example and so are podcasts. The best part about podcasts is that they’re accessible to a wide audience. Additionally, and most importantly, creative entrepreneurs can repurpose podcasts they’re featured on to create engaging and lead-driving content.

Not convinced? Here are some of the most recent podcast statistics:

  • 55% of the US population has listened to a podcast
  • Podcast listeners listen to an average of 7 different shows per week
  • 69% of listeners agree that podcast ads made them aware of new products and services
  • Education and news podcasts are in the top 3 podcast genres consumed

Podcasts aren’t going anywhere. They reach people in every demographic, who have every kind of interest. As a business owner, you can tap into the reach that podcasts have, and leverage them to achieve your business goals.

5 Ways to Use Podcast for Marketing

1.) Podcast Advertising

Podcast advertising is an excellent option for those seeking to use podcasts as a part of their digital marketing strategy. There are many ways to advertise your brand on podcasts.

First, you can go through a network. This is a good option if you aren’t familiar with podcasts. Oftentimes, a representative will walk you through the whole process to ensure your satisfaction.using-podcasts-for-marketing

With agencies, you can often hyper-target where your ads will appear. For example, if your new business involves real estate investing, your ads can be placed on real estate podcasts or on podcasts about investments.

The accessibility to vetted podcasts is great but can come with a price tag and a minimum spend.

We suggest these podcast networks:

Additionally, there are also alternative ways to purchase podcast advertisements.

Rather than working through an agency, approach individual podcasts in your niche. Many podcasts have media kits to share with interested parties. While going this route takes more work on your part, you can save money by cutting out the middle-man.

2.) Be a Guest on Podcasts

Want to expose your brand to a group of avid listeners? Want to create some buzz around a product launch? Or recruit brand ambassadors?

Being a guest on podcasts is a great way to market your business.

Not only do potential clients get to know you and your company’s origins, but your appearance on podcasts establishes credibility. No matter what sector you’re in, credibility is important; it helps you grow your local professional network, attract strong job candidates, and can even generate additional PR opportunities.podcasts-for-marketing-denver

3.) Repurpose Episodes You’re Featured On

After being a guest on a podcast, there are many next steps you can take to get the most out of your interview.

First, be sure to have the podcast host send you any creatives. You can use these on your social channels to promote the episode.

Next, have the episode transcribed. Rev.com offers high-quality transcripts at a good value. Once you have the transcript, author a blog post on your company’s site with highlights (quotes from the episode), and links to listen to it. The transcript is valuable because it helps to establish a history of SEO for your website.

You can repurpose quotes on socials as well, putting them on graphics, or even using snippets of the audio in promotional videos.

4.) Start a Branded Podcast

Many successful businesses have added podcasts to their list of distribution channels. Why not you?

Even as a new small business, you have a story to tell and wisdom to share. We recommend starting a branded podcast. Podcasts are good for:

  • Branded storytelling
  • Speaking to your target market via audio
  • Interviewing clients for testimonials
  • Providing tips, tricks, and strategies as a part of your sales funnel

5.) Drive Traffic to Your Website

Adding podcasts to your digital marketing strategy has one major takeaway: increased traffic to your website.

Whether you advertise on podcasts, appear on one as a guest, or start a branded podcast, an increase in website traffic will be a result.

This is because podcast descriptions will contain a link to your company’s webpage; this provides a great backlink that’s accessible for eager listeners who want to learn more.

Using podcasts for marketing is a gift that keeps on giving for your new business.

Podcasts for Marketing Diversify Your Brand

Podcasts are an ever-expanding medium. Every brand should be taking full advantage of podcasts from a marketing perspective. Creative businesses require creative marketing solutions, and podcasts surely fall into that category.

Want to learn more about landing guest spots on podcasts? Need help starting a podcast for your new company? Contact our experts.

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