Podcasting: Connect with Your Customer

By Steven Galvin - Last update

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Podcasting is becoming more and more of a valuable option when it comes to exploring ways of promoting your business, brand or product and there is no reason why your business should not consider it as a means of communication, connecting your brand with an audience and ultimately drive engagement to your business

The podcast has become massive in such a short time and according to the latest figures, the global podcasting market broke through the US$1 billion barrier in 2020 and continues to grow. Back in 2006, only 22 percent of the adult population in the United States was aware of podcasting. By 2020, this figure had risen to 75 percent. Podcasting is an increasingly popular pastime in the U.S. and there were an estimated 88 million podcast listeners in the country in 2019. Forecasts suggest that the number of podcast listeners will surpass 160 million in 2023 after increases of around 20 million each year.

There are curently over 2,000,000 podcasts available which adds to its popularity as a content platform as it can serve every niche market – and in this way is able to connect with its audience and directly addresses their wants and needs.

So why should you consider podcasting for your business?

1 Connect 

Blogs are great but having someone listen to your voice every day or every week is a far more powerful way to build a connection with someone and help you differentiate your brand from others.

Marketing is becoming ever more competitive and gaining your brand to stand out from the rest is becoming harder as the months and years go by. So creating this personal connection will hold you one step ahead of others who are publishing more static forms of content. 

Through this connection you create awareness of your brand whether that means driving people to your website, increasing  sales opportunities or creating customer loyalty,

2. Anytime Anywhere!

Podcasts are great because it’s a form of content that can be consumed at any time in any place. Podcasts are about being where your customers are.

People consume podcasts everywhere – as far as content is concerned it’s available to be consumed almost everywhere at any time no matter what you’re doing. Commuting, walking, in the gym  consuming a blog post or video while on a treadmill at the gym . People are even falling asleep to them!

3 Anyone Can Do It

The barrier to entry is low for podcasting now. You can kick a podcast off with next to no budget or technical experience and if you do choose to invest, in general the equipment isn’t expensive anymore. You can get high quality audio with external microphones for less than E100 nowadays. Also Editing software such as GargageBand or Audacity is free.

You have a lot to gain and not much to lose. 

4. Any Kind You Want

Podcasts come in all shapes and forms and you can use them in any way you want for your business – it could be about your business, it could be more about branding,  or maybe you’d like to conduct interviews with guests – experts or leaders in their field or it could be with consumers. Maybe it’s an informal conversation around a series of themes. Whatever structure suits your business you can devise a podcast strategy that will be of great benefit and value.

Steven Galvin

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