In our age, constant media consumption is almost inevitable. I spend many hours wearing my AirPods and listening to music. Whether I am trying to discover a new album to tell my friends about, or searching for a Dead show that rivals Cornell '77, consuming digital media takes up a good chunk of my day.
Obviously, I am not alone in these hours spent. In fact, I have individuals in my life who consume EVEN MORE. If it is not music, it is Netflix, YouTube, TikTok, or the subject of today's post: podcasts.I find podcasts to be interesting for several reasons. Firstly, because of the wide variety of podcasts that are offered. One could listen to the witty banter of two comics, murder mysteries, or even in-depth education on political philosophy and history. I firmly believe that there is a podcast out there for everyone, and the sheer amount of content offered is border-line overwhelming.
Another characteristic I find interesting about podcasts (which I discuss more in another blog post) is how they run counter to most things in today's short-form and instant-gratification society. But, how can you use podcasts to promote a business? Well, today we will explore three options for this popular media form:
- The placement of ads for podcasts dealing with related content or audiences
- Original content establishing credibility and expertise
- Podcasts offer the opportunity for new products
1. Ad Placement
Perhaps the most obvious and straightforward way to use podcasts when marketing your business or brand is to purchase ad space within podcasts. Just about all podcasts have a short advertisement in the beginning and/or middle of them. If you find a podcast that has a subject similar to your product or service, inquire about buying ad time for this podcast. Or, you could purchase ad time for a podcast that shares a target audience with you and your brand.
2. Original Content
If ad placement doesn't seem like big enough of a step for your brand, consider creating your own podcast. Now, I know that this sounds daunting at first, but remember: all you have to do is talk about your business — something you are already an expert on. A podcast is a unique way to draw new attention to your brand or business, especially if you are a compelling entertainer. But, it is okay if you're not Michelle Obama or Joe Rogan. Speaking on your expertise will also lend you credibility to your listeners.
3. New Products
As we've discussed, a podcast can be a great tactic to advertise your business or brand. But, it can also be an opportunity for new products; and therefore, new revenue!
For example (depending on your podcast subject and audience), you could sell merch. If your podcast leans more to the informational side of the spectrum, we recommend offering downloadable transcripts of your podcast episodes.
As you can see, there are several creative ways in which you can use podcasts to promote your business or brand. We can't wait to tune in and listen up to whatever it is you decide to do!
