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5 reasons why a podcast strategy is critical for any business

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Office desk with microphones, documents, laptop computer, glasses of water and smartphone

In today’s dynamic digital landscape, where content reigns supreme, businesses are continually seeking innovative ways to engage their customers, build leadership and foster meaningful connections. Amid this constant quest for engagement, although not new, podcasts have emerged as one of the most compelling ways for businesses to deliver value and forge deeper customer relationships.

According to a recent study, podcast listenership is growing, although dominated by the English-speaking markets. Indeed, North America has the most podcast listeners in the world for now, but by 2027 China will have more listeners than any other country or region.

Here are 5 reasons why a podcast strategy should find a place in your marketing plans for 2024.

1. Captivate audiences through audio engagement

In a world inundated with visual stimuli, audio content provides a refreshing alternative that seamlessly integrates into listeners’ daily routines. Whether commuting, exercising, or performing household chores, podcasts offer a hands-free, eyes-free medium for consuming information, making them an ideal companion for multitasking individuals seeking entertainment or enlightenment on the go.

Unlike traditional marketing methods, podcasts offer a unique opportunity for businesses to engage with their audience in a more intimate and authentic way. Through storytelling, interviews, and expert commentary, businesses can foster trust, demonstrate leadership, and cultivate a loyal following by delivering valuable content that resonates with listeners on a personal level.

2. Build frequent interaction with your customers

The sequential format of podcasts allows companies to maintain consistent and frequent interaction with their audience. This fosters significantly stronger relationships compared to short-lived campaigns, which may abruptly cease. Further, in addition to the podcast episode itself, there is so much more content that can be produced around the podcast that can be used in even more customer touch points – i.e. teaser posts, sound bites, short takeaway videos or even an article to accompany the podcast. Let your imagination on this one run wild!

3. Drive conversions and nurture leads

Podcasts aren’t just about building brand awareness; they’re also strategic business tools for driving conversions and nurturing leads throughout the customer journey, but in a less obvious way. By integrating strategic calls-to-action (CTA) seamlessly into podcast episodes, brands can guide listeners towards desired actions, whether it’s visiting a website, subscribing to a newsletter, or making a purchase. But It’s crucial to handle CTAs in your podcast with care, ensuring they remain pertinent and beneficial and avoid being overly aggressive or salesy.

4. Measure success with metrics

One of the most significant advantages of podcast marketing is the ability to track and measure performance metrics with precision. From listener demographics and engagement rates to conversion analytics, businesses can gain valuable insights into their audience’s behaviour and preferences, enabling them to refine their strategies for maximum impact and ROI.

5. Expanding geographical reach

With podcasts, businesses can transcend geographical boundaries and reach a global audience with compelling content. Platforms like Spotify for Podcasters, Buzzsprout and Podbean, amongst many are easy to navigate and use.

The rise of podcast marketing has been a cultural phenomenon and if done right can be marketing gold. One of the most successful podcasts of all time is The Message by General Electric (GE). GE hit marketing gold with the podcast series, an eight-part science fiction podcast series that received millions of downloads.

Proof points

At Manning & Co., we understand the transformative power of podcast marketing. We have been involved with podcast marketing for several years now and have worked on some amazing global productions.

Empowering Tomorrow – a podcast by Tata Communications

We recently partnered with Tata Communications to launch their groundbreaking podcast series, “Empowering Tomorrow.” With a focus on innovation, technology, and thought leadership, “Empowering Tomorrow” delivers captivating content that resonates with listeners worldwide, positioning Tata Communications as a trailblazer in the enterprise technology and hyperconnected ecosystems landscape. We were behind the strategy, guest selection, script development, production and final marketing!

Business The Heart Way – a podcast by M&C Founder, Gemma Manning

And given that we walk the talk, our Founder, Gemma Manning, shows the power of podcasts for personal branding and customer engagement, by launching her own podcast series. In Business The Heart Way, Gemma incorporates her unique style with a rich sense of storytelling, connection and authenticity. Tune in to the podcast here: Business the Heart Way – Gemma Manning.

We offer companies kick off their podcast strategy – from concept to execution. Contact us for a conversation.