This week we had the great pleasure of interviewing podcast expert, producer, and adviser Zane C Weber! Zane talks us through the basics of starting a podcast, the lay of the land, and give some insights on what value it could offer your business.
This week’s question is from Ash, who asks:
Is having a podcast an effective and cheap way to promote my business?
EPISODE NOTES:
Podcasting, like social media, is a way to personalise your connection with your audience, and strengthen your brand voice. It can create rich content which can be used across multiple channels. It’s often a more intimate experience for your community because they hear your voice… literally. A great case study Zane mentions is earth.offline.
TIPS
- The types of business podcast are: advice, interview, profile/thought leader.
- It can be a networking tool, to showcase case studies of your success stories.
- Making money directly off podcasting: is hard, this is a long game. You can sell ad space, create promotions from other businesses, and collaborate.
- Making indirectly off podcasting: easier. It’s great for client retention, strengthening your relationship with your current audience, networking, branding, content creation, and establishing yourself within your industry.
- Podcasting is relatively cheap in terms of equipment and running costs, but is very time consuming and labour intensive.
- Podcasting can be compared to influencer marketing int hat it’s the engagement rate that counts, not the follower numbers.
- Podcasting is great for content creation, and create ever-green content.
- Zane mentions “hosting” a podcast- this refers to hosting the data and audio on a website and linking is to podcast hosts. Sounds scary, it isn’t that bad.
- Podcasts don’t offer great data capture or analytics at the moment.
- There is reason to believe that podcasts may start going the way of TV: there will be free to air, and there will be Foxtel and Netflix equivalents.
We believe digital marketing is about having a conversation, so if you have any questions about growing your business in the digital world (from copywriting and content creation to campaign activation, and anything in between) ask us here!
