Podcasting has been up since the early 2000s and is still captivating the hearts of listeners around the world. Now, we are turning the spotlight on one potential marketing investment — podcast interviews. Here are 5 reasons to consider podcast interviews for marketing your brand.
1. The mobile advantage
It’s not a secret — people are using their mobile devices to provide answers to their day-to-day concerns. By 2019, the number of users has been estimated to increase up to 5.07 billion.
“The internet is becoming the town square for the global village of tomorrow.” – Bill Gates
And among podcast listeners alone, Edison Research revealed that 19% of the listeners they surveyed use their mobile devices to tune in to their favorite shows. They are able to access them through mobile apps as well as websites.
That is why anywhere and anytime they can enjoy these podcast episodes. They can also download them in advance and tune in whenever they want.
2. Wide scope of listeners
Podcasts are widely shared by people across the world. No matter which country the podcast show is coming from, people are still able to access them through the internet as well as through other channels like the AM/FM radio and the compact disc.
It is not just the local community that a show is able to reach out to. Its message can also reach overseas.
How many podcast listeners are there? In the United States alone, 40% or a staggering 112 million people have listened to a podcast.
You will find more statistics at Statista
Apart from the United States, many other countries are having their own podcasts. Among which are the United Kingdom, Germany, France, Canada, Brazil, Philippines, South Korea, Japan, Taiwan, Zimbabwe, and Australia.
People from different backgrounds, age, and location are able to come together to listen to podcasts.
3. Distribution on various platforms
In The State of Podcast Interviews Report 2017, Interview Valet surveyed 10,000 people to help determine how podcast interviews are playing out in the field.
It revealed that, apart from website promotions, podcast episodes are being marketed through 9 other platforms. More than 90% of the survey participants market their shows on Facebook. Others platforms in use are:
According to the report, these podcast interviews are conducted for various purposes. On top of which is sharing the guest’s message to the show’s listeners.
Interviews also enable networking within various industry circles and help generate more leads for a brand. Other purposes of podcast interviews include subscriber, traffic, and sales growth.
Overall, they allow for more brand exposure and more opportunities to create lasting relationships with a wide range of audiences.
4. The best return on investment
In the same report by Interview Valet, we find that although many spend most of their time marketing on social media, a number of survey participants still believed that podcast interviews generated the best return on investment (ROI).
When it comes to marketing, remember that ROI enables a brand to know how much of their marketing spend has been put to good use. It asks the question, “Has this effort been worth the company’s time and resources?”
Harvard Business Review pointed out four benefits of using this kind of measurement:
- Justify the marketing spend
- Determine which programs or efforts to invest in
- Compare efficiency with the competitors
- Provide accountability
With podcasts generating the best return on investment for many, it does call for brands to consider podcast interviews for marketing.
In the upcoming year, a vast majority plan to invest their attention on podcasts instead of videos, blogs, and other types of content. Podcasting is definitely still here to stay.
5. Active promotion of podcasts
Podcasters not only make the most out of the different marketing platforms available to them. They also spend a thick amount of time marketing it.
In the same report, 37% of the survey participants spend 1 to 4 hours a day in promoting their podcasts. Others spend at least 1 day every week, others 2 to 3 days and the remaining 26% spend a couple of days per month.
Finding a Suitable Podcast
Interested in podcast interviews for marketing your brand? Finding a suitable podcast to appear on could prove challenging for various reasons.
Here are a couple of things to consider:
- Podcast niche – What type of podcast can you be a guest of? Can it be a show related to business, comedy, or literature? What topics of interest would its podcast community of listeners be interested in and will your topic relate to them?
- Target audience – Who are the target listeners of the podcast? What are their backgrounds like? How old could they be and will your topic be appropriate to them?
- Approach – You may consider listening to an episode of that show and try to evaluate how it goes. How does each episode flow? Does it have any special segments that you can prepare for? How does the podcast host typically interviews his guests? Is there anything you should take note of in terms of the way the host asks his questions and what could be an appropriate way of responding to it?
- People you know – Consider your acquaintances, friends, and colleagues. They might know a podcast that is best for your brand. Let them know about your interest.
To help streamline the process of finding a suitable match, there are podcast booking services that you can turn to online. One popular choice is Interview Valet. Their guests include Sam Mallikarjunan of HubSpot and Christopher Lochhead of Category Design Legend.
What do you think about Podcast Interviews for Marketing Your Brand? Leave us a comment below and share your thoughts with others. We would love to hear from you!
Other Blog Posts You May Like:
- What Social Media Can Do for Your Podcast
- Easy Social Media Campaign Steps for Your Podcast
- How to Add Value to Your Podcast Listeners
Podcast Pilot is also on Twitter.
Are you a podcast producer or podcast production company looking for a way to streamline your production workflow? The wait is over. We’d like to invite you to check out Castrly.com. Finally, a solution for Podcast Editors and Writers… Created by Podcast Editors and Writers.