We live in times when we pay more and more attention to what we listen to, read and experience on a daily basis. We are conscious consumers who choose according to our preferences.
With this choice, a new option was born: the podcast. Replacing traditional radio has given us the opportunity to choose from a variety of topics created by both specialists and amateurs. So what is a podcast?
Podcast definition
Simply put, a podcast is on-demand radio. It is made available in digital format for download via the Internet.
According to Chartable, the two most popular platforms for listening are Apple Podcasts and Spotify.
It is worth noting that webinars can be both free and paid – the highest profit from one webinar organized in 2021 was as much as PLN 108,000!*
For whom?
A podcast is an ideal solution for busy people who want to delve deeper into a given topic, but do not have time to read or watch the material. You can listen to it while cooking, driving or working out at the gym. It is used by different people with different interests, so it is a very good medium that should not be avoided when promoting your company and creating a brand.
It is even said that a podcast is one of the best ways to reach people in high positions and decision-makers in companies (company owners, directors, presidents).
Podcast and marketing
The popularity of podcasts has given marketers food for thought, as it is another place where they can advertise their products and services, as well as build brand awareness. How to record a podcast without sounding artificial and pushy?
There are a few rules for a successful podcast:
- Feel comfortable about the topic you are speaking about - talk about what you do every day and what you have the most experience in
- Do your homework before recording - don't talk about things you are not sure of (you can invite a specialist to the conversation who will supplement your knowledge)
- Focus on the quality, not the length of the recording
- Interest the recipient: present the problem, build tension, tell a story - dry facts are not enough to keep the recipient's attention
- Give the listener value with your podcast - share examples from your company and solutions that have helped others - then they will definitely come back for more!
- Define your target group and think about who you want to speak to. During the recording, you can imagine your ideal client and direct your stories to him
Be yourself
When creating a podcast, we do not want to be pushy salespeople who only want to push their product or service to the customer. Let’s remember that the listener must “unconsciously” become familiar with what we have to offer in order to build positive associations with our brand.
When recording a podcast, you can mention your products and services, but your stories should be the main focus of the podcast. Talk as if you were talking to your friends.
Define the 'target audience', i.e. your target group
It is important to know who you are talking to. This means that we must define our target group in order to adapt the language and formality of the message. Think about who this podcast is for instead of trying to say “to everyone.”
Where to share podcasts?
The most popular platforms are Apple Podcasts, Spotify, and Google Podcast. You can also try your hand at BuzzSprout, RedCircle, PodBean or Spreaker. Don’t forget about the YouTube platform, where you can share your podcasts as audio with static graphics in the background.
You would like to record a podcast, but you don’t know how to go about it? You need it specialistwho will help you with technical or substantive matters?
Write to us at kontakt@evostudio.pl, we will be happy to help!
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