Podcast marketing: do or don’t?

A few years ago, you’d have been considered a bit of a oddball if you were a keen fan of a particular radio show, but since the advent of podcasts, listening to content has become ‘hot and happening’ again. More and more companies are therefore wondering whether they should get started with podcast marketing.

Podcast marketing connects you with people from your target audience who haven’t come into contact with you before. But before you start with podcast marketing, you need to ask yourself whether this form of marketing is actually right for your business. And as with all business decisions, you need to weigh up the pros against the cons. With this blog, Traffic Today hopes to provide you with some insight!

What is podcast marketing?

Podcast marketing is a specialised form of marketing in which you use a digital audio programme to discuss your service, brand, product or developments within your sector. Podcasts are often distributed via Spotify, Apple Podcasts, Google Podcasts, SoundCloud or YouTube.

Successful companies that engage in podcast marketing often invite multiple guests. This strategy frequently enhances the podcast’s appeal.

Most companies that start using podcast marketing are already of a reasonable size and see this marketing tool as a valuable addition to their existing activities. But this doesn’t have to be the case!

Do – Sharing expertise

One of the reasons why you should start with podcast marketing sooner rather than later is that it’s a fresh way of showcasing your expertise. Of course, social articles or blog posts help to establish you as an authority. But with podcasts, listeners can, so to speak, put you through your paces. Your knowledge may look impressive on paper, but in the spoken word, you can no longer hide the fact if your expertise is lacking.

Don’t – Launch a podcast despite a lack of time

“Why don’t we just start a podcast, then?” Say this to a real podcast producer and you’ll make a complete fool of yourself. You don’t just ‘start’ a podcast ‘on a whim’. It takes time. You have to find guests, choose a topic, come up with questions and so on. In fact, you’re putting together a radio programme! Is the sweat already breaking out? If so, you’d be better off leaving podcast marketing to one side at this stage.

Do – Becoming a market leader

Becoming a market leader in the field of podcasts is rather tricky if you work for a marketing agency, news broadcaster or advertising agency. But if you work for an online shop or a company operating in a niche market, you could well find yourself becoming a pioneer. Your target audience may have very few podcasts to choose from on your topic, so they’ll quickly end up with you. As a good example often inspires others to follow suit, your competitors may well follow your lead. But you are, and will remain, the first!

Don’t – Poor speakers

You may be keen to get started with podcast marketing, but if you don’t have the right speakers on board, it’s going to be a tough sell. Listeners decide within a few minutes whether their attention span is up to it or whether they’d rather spend their time on something else. Boring narrators won’t boost your listener figures, so make sure you’re fully aware of this before you get started.

Marketing podcasts

Podcast marketing does not in itself constitute a marketing podcast, whilst all marketing podcasts do, in turn, constitute podcast marketing. Traffic Today has compiled a selection of 15 marketing podcasts below that you might find useful!

• Marketing Made Simple
• The Best Podcast
• Marketing School
• The Marketing Millennials
• Marketing Break
• Tessa de Vries
• Jocko Podcast
• Gewoon Online
• Neuromarketing & Behavioural Influence
• From Blunders to Secrets of Success
• The PPC Mastery Podcast
• MarketingTolk Podcast
• Marketing jargon
• Content Wars
• Raisa Zwart podcast

Want to learn more?

Traffic Today We do not yet have a podcast, but we do place great value on sharing our knowledge. We do this through case studies, blogs and white papers. Has this piqued your curiosity? Feel free to take a look at our knowledge section!