Thanks to the Internet, there are now a plethora of ways to reach out to potential customers; advertising, content marketing, social media marketing, email, and lots more. However, the competition to get people’s attention is fierce.

Podcasts are one of the fastest-growing content types and it offers one unique feature for businesses – the human voice. It opens up an entirely new way where brands can form a meaningful connection with their audience and grow. This post explores 7 reasons why spending money on creating your podcast is worth the return on investment!

You Get to Form Intimate Relationship With Your Audience

Because of the ‘voice’ component of podcasts, it’s easier to express emotions and form a powerful bond with your audience. Most podcasts tend to be casual and unfiltered. So, it’s just like you’re discussing with a friend and people are naturally drawn to that feeling of authenticity.

Podcast Gives You Loyalists

Nobody anticipates viewing an ad, maybe some look forward to reading your blog. But with a podcast, you develop a loyal following and the stats are crystal clear on this. About 88% of listeners access every episode at least once. Think about it, 88% of your audience listening to a 15-minute to 1-hour long podcast. Contrast it to the fact that 55% of readers spend less than 15 seconds before they quit reading an article.

Moreover, these loyalists become your advocate, and they spread the word, helping to bring in new customers.

It’s Targeted

When you do general advertising, it gets to many people that will not be interested. But with podcasts, that doesn’t happen. Why? Because nobody spends 30 minutes of their precious time listening to something they’re not interested in. So, you can be assured, provided what you talk about is related to your brand, that your listeners are potential buyers. Unsurprisingly, about 63% of listeners have bought a product advertised on a podcast.

It’s Passive But Powerful

Unlike emails, blogs, and other forms of content where people have to be engaged visually, podcasts just need the ears. It’s like a digital radio. What this means is that people can listen to your podcast while doing other things like driving, cooking, relaxing, and more. That makes podcasts a powerful way to fit into people’s busy schedules because they can easily multitask while listening.

The Podcast Trend is On the Rise

Podcast has been around since 2004 and has been on a simple growth trajectory. However, in the past few years, the number of people consuming podcasts has skyrocketed and this trend is expected to continue. Now is the right time to get into the podcast space and carve out your audience base.

The Caveat

It’s no doubt that podcasts are an awesome way to promote your brand, however, it must be done right. Here are some things to bear in mind to help with that:

  • It should provide informative and relevant information and not just be a marketing script.
  • It must be engaging so that listeners remain captivated. That’s why you need to select the right host.
  • You should create podcast content that relates to your business’ core values.
  • It should be consistent. That’s why defining the purpose of your podcast beforehand is key.
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