In the last few years, podcasting has been one of the fastest-growing mediums in the digital world. Case in point: earlier this year, the number of shows to choose from on Apple Podcasts jumped to over 1 million. With so many individuals and businesses starting podcasts today, is it too late to become a podcaster and use the medium to grow your brand? The simple answer is no, it’s not too late. But it does take an intentional strategy. Here are a few tips to help you get it right for your brand.
1. Start with your audience.
Your audience is the hero. If you create content they don’t want, like, or need, you will not be able to move them from a one-time listener to an engaged member of your community. In the podcast space, your ideal listener is often called your listener avatar. Start by figuring out everything you can about them: How old are they? What do they like or dislike? How does your brand solve their pain points? Where do they hang out (online and offline)? The more you know about your avatar, the better you can reach them. Create your show content for them, not you.
2. What is your goal?
Defining a clear outcome is important. If you don’t know what you want to get out of your podcast, you will never be able to build a show to reach your goal. Are you trying to build an audience? Do you want to sell your product or service? Are you trying to show that you are an expert in a specific topic? Do you want to directly make money off sponsorships? Knowing your goal allows you to work backwards to build a show that will help you achieve it. Hoping something happens isn’t a goal. Get specific about what you want and then create a strategy to get to that outcome.
3. How will you monetize?
Part of building your brand through podcasting is knowing how you will monetize your content. Let me give you an example. If you are a business coach or speaker, you may use your podcast to demonstrate that you are an expert on a specific topic. Using the podcast to show your expertise will then open doors to new customers and speaking engagements. For others, you may want to monetize through ads and sponsorships. Yet others may want to use their podcast to network with people in their industry and cultivate future work. Knowing how you will make money is key to the sustainability of your show.
4. Give clear calls to action.
Let the listener know what it is you want from them. Do you want them to join your Facebook group? Sign up for your email newsletter? Attend your event? Or something else? Make sure you clearly let the listener know how to connect with your brand. The more connected they feel to you and your company, the more likely they are to become a long-term listener and customer.
5. Don’t forget yourself.
Podcasters often lean on others for content. This could be through interviews, guests or co-hosts. People may come for the great content you create, but they will stay because they like you. Create content that helps the listener get to know, like, and ultimately trust you. Early in my podcasting career, I relied completely on interviews with guests. One of our listeners reached out and said they loved the interviews, but that they didn’t feel like they really knew me. So I started to add solo episodes between interviews. To my shock, the number of downloads and streams from solo episodes not only received as many listeners, but often received even more than our guest interviews. Don’t be afraid to let people get to know you through the show you create. The more they know and like you, the more likely they are to trust you. Which ultimately means the more likely they are to use you or your brand to help them.
6. Don’t (always) start a podcast.
I know this tip may seem counterintuitive, but sometimes the best way to build your brand through podcasting is to not start a podcast. Instead, maybe you use podcasting to build your brand by being a guest on other shows. By doing that, you are able to tap into an existing audience and expand your reach by simply being in front of more (and new) people. Be the expert for those shows. They trust the host of that show and, in turn, they will trust you.
Podcasting is a powerful tool to build your brand. Yes, it’s becoming a saturated space, but it’s an intimate space that allows you to speak directly to your existing and future customers and fans. It is also a space that can help you form a tribe built on true connections. So take the time to be intentional about your strategy. Because when done right, it will result in a powerful community around your brand.
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Note From Tongal: "Podcasting to Build Your Brand" is part of a series of Tongal Community-written blog posts that were originally sourced in the Tongal Blog Open Call Project. The views and opinions expressed in this article are those of the author(s) and do not necessarily reflect the official policy or position of Tongal. Read more Tongal Community-written posts here and then Pitch us a topic you'd like to write about for the Tongal Blog!
