How a Podcast Can Level Up Your Brand’s Marketing

Which medium of communication reaches one-third of Americans (104 million people) on a regular basis? Hint: In the last 5 years, it’s risen (and continues to do so) to the top of on-demand media. The answer: podcasts. A 2022 study by Edison Research found that 62% of Americans  listen to a podcast every month. Compare that to only 44% in 2018, and you can see why it’s important for companies to implement podcasting into their marketing strategies. Here we provide an in-depth explanation into how branded podcasts help companies maximize growth and potential for success. 

Podcasts Build Trust

We all know that trust is an important factor in the customer’s buying journey. When 96% of the top performing B2B content marketers know that trust is a key factor to their success, it’s easier to realize the significance of building trust with your audience. When a customer believes in a company’s promises and sees them come to fruition, they become comfortable relying on that company’s expertise. This dynamic is present in every aspect of a successful buying journey. Sales reps who engage customers work to build rapport, earning their trust in the end. Brands aim to captivate audiences on a large scale to gain the opportunity to build trust. Customers who trust a brand feel secure investing in what it offers. Podcasts help build trust through different ways such as:

Humanizing a Brand

Through audio, audiences are able to lift the veil that hides a company’s personality. A human becomes representative of a brand’s personality, helping listeners envision a human as opposed to a large, detached corporation. It can be difficult to reach customers solely with a picture and caption through the maze of hundreds of impersonal posts . With a podcast, hosts become an embodied representation of a company. Listeners can truly connect because they hear a human behind the brand. 

Personal Communication

Interacting with listeners further helps brands develop a far more intimate relationship with audiences by getting to know them. Depending on the subject, listeners can call in and speak with podcast hosts or guests and engage in conversation. Listeners are also able to send emails or leave voicemails for hosts to read or listen to on the show. Direct communication with a brand’s host builds trust through genuine interaction. Only 42% of marketers engage in direct communication with customers, which provides an opportunity for podcast creators to fill that gap.

Appealing to Authority

Thought leadership in today’s B2B market is a hot commodity. In fact, 64% of audiences consider thought leadership content a better indicator of a company’s competence. When a brand is seen as a leader within their industry, customers trust them because they don’t question their expertise. How can podcasts help shape brands into thought leaders?  Thought leaders are seen as an authority in their fields. Interviewing experienced professionals within an organization or even partners from outside who serve as leaders in their fields can provide valuable insight on a variety of topics. Listeners think of thought leaders as people or brands who can educate and provide critical analysis of a given subject. Podcasts provide a prime opportunity for brands to engage in discussion that earns audiences’ trust. 

Podcasts Expand Your Reach

One of the most convenient things about podcasts is their expansive reach capabilities. Expanding your company’s reach to prospective audiences is a crucial component of efficient marketing practices. Podcasts make this possible in a couple of ways. One, podcasts are a type of on-demand media that essentially caters to the listener’s schedule. Brands increase their chances of getting their voice heard by giving audiences the flexibility to choose when to listen. Podcasts also help expand your reach by appealing to listeners who need more than social media posts to become engaged with your brand. Many audiences simply build a better connection with a brand after listening to its podcast and getting to know different aspects of its purpose and values. Podcasting expands your reach by appealing to those who have a preference for audio content. . 

Podcasts Give You Time

Surprisingly, most people listen to podcasts  at home. A significant 49% listen to podcasts while working from home or finishing up chores. 22% listen to podcasts while driving. Since most podcasts are about 20-40 minutes long, companies can take advantage of this time to really emphasize what their brands signify. Compared to popular social media video shorts that have only 60 seconds to capture a person’s attention, podcasts offer quite a unique chance for companies to expand their message. Brands have more time to delve into detailed, nuanced topics that may be more difficult to convey through other mediums. Brands can take advantage of the opportunity to engage audiences while they have their attention for longer periods of time.

Leveling Up Your Brand with StudioPod 

Podcasting has a unique influence compared to other marketing strategies. It’s pretty clear to see why it’s important for marketing teams to make the move towards branded podcasting. At first it can seem overwhelming, but it doesn’t have to be. At StudioPod, we work with your team and take care of the podcast production process for you. Find out how StudioPod can help get your company started with its own podcast here.

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