podcasting in your marketing strategy
When considering digital platforms to reach your target audience, it’s easy to focus on the social media giants like Instagram, Facebook, and Tiktok. However, there is one digital platform that is underused by businesses: podcasts. Within the last three years, podcasts have become another critical tool for marketers and users to turn to for entertainment, information, and connecting with niche cultures. Almost 60% of US consumers listen to podcasts, and 48% of the US population listens to podcasts on a monthly basis. So, what does using podcasts mean for your company?
- Reach target audiences where other platforms can’t. Considering over 2 million podcasts on Spotify and iTunes, you can tune into your specific consumers through your own content or being a guest on an existing program.
- Podcasts are convenient platforms for users. People have been using podcasts to take a break from screens and use the convenience of multitasking while listening. Often podcasts are played in the mornings, during commuting to work or school, and from mobile devices.
- Podcasts provide room for growth. Brands can use podcasts to expand their social media presence, directing traffic to their other platforms. This is a unique platform that can also spotlight similar influencers or brands that fit in your market. By highlighting them, you are also raising awareness of your own expertise, and can therefore grow your audience!
Podcasts do not have to be super long episodes, but users are looking for informational content that is meaningful and piques their interest. Consider using podcasts as part of your marketing strategy, and see how creativity and branding can lead to your company’s success!
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