Podcasts for business
Demand for Podcasts
We are now receiving an increased number of enquiries for podcast production. Previously we have produced them for clients such as Save The Children Scotland, Glasgow Children's Hospital and Love Loch Lomond.
Before starting my marketing agency business in 2010, I worked in radio, in charge of programming for stations such as Radio Clyde. Whilst working in the radio industry, I observed the invention of podcasting and saw its obvious potential.
During the last decade, the awareness of podcasting has grown significantly. Brands, actors, musicians and celebrities have seized the medium and are now adding to the millions of productions available for download. As a result, businesses and brands are evaluating podcast opportunities.
Monetising Podcasts
The challenge is monetising podcasting, especially as the expectation is that the download will be free of charge. Too many adverts will lose your listeners who will turn to something else. For business, podcasting can be used as part of a marketing strategy, not for all companies, of course.
Podcasts can help attract potential customers to a webinar or promote a book or product. A podcast could promote a brand or an individual and showcase their level of knowledge or ability to help solve a problem.
Discover Great Podcasts
A challenge can be discovering podcasts. First, try a search within a podcast app. Look for subjects of interest or those relevant to your business. You may be surprised at what you find. Is there an opportunity for you to create or commission a podcast?
Beyond creating podcasts, look for content and advice for your business. You will be amazed at how much quality free content is available.
Love Loch Lomond
Here is a podcast episode from a series I created for Love Loch Lomond, which I can't believe is nearly ten years old. However, listening back to it, I am pleased that much of the content is still relevant to people planning a trip to Loch Lomond and the Trossachs.
Tips for Producing Podcasts
If you're producing a podcast, I have a few tips to share.
1) Have a clear theme or niche for the podcast
2) Determine that there is a sufficient interest/audience/need for this podcast
3) Make sure that podcasting fits within the overall marketing strategy
4) Ensure that you can keep the series going - don't build a following and then stop making them!
5) Have a specific angle or relevance to each edition
6) Create a recognisable house style that listeners will become familiar with
7) Cut out any waffle, especially the tedious and long 'hellos' and 'goodbyes'!
8) Open the podcast by playing clips of what to expect, i.e. reasons to keep listening
9) Have a 'call to action', something that listeners can do to engage with you online after the podcast
10) Encourage your audience to leave reviews wherever they download the podcast
11) Give the podcast a professional sound - excellent microphone quality etc.
12) Be natural, engaging and not scripted etc.
13) Have a robust marketing and PR plan to promote your podcast, don't rely on the build it, and they will come principle.
14) Invite guests onto the podcast, especially ones that will help to promote it
15) If you have commercials, tease out a good reason for people to keep listening before playing them.
16) Encourage listeners to subscribe to ensure that they get all future editions.
17) Maintain the frequency of delivering each new podcast edition, so the listener expects it.
18) Ensure that the content is valuable and satisfy your clearly defined audience.
I could go on, but hopefully, the points presented above have already got you thinking about developing a podcast format.
Assistance for Creating Podcasts
For the Love Loch Lomond example, we presented and produced all of the content for the destination management organisation. We could do something similar for your business or show you how to create your podcast production set-up technically.
Thankfully the costs are low, in terms of equipment etc. The actual price is your time. Just like deciding which social media platform is worth the investment, there is a strategic decision to be made as to whether podcasts are right for your business.
We can provide that strategic overview, and then if it is right for you, we can help you create a strong podcast proposition. So please get in touch as we would love to help you create a new podcast series.
About
Based in Loch Lomond, Paul Saunders Marketing works with clients throughout Scotland, providing marketing consultancy and creative digital media for businesses, charities and organisations of all sizes.
Services include marketing, commercial photography, brand design, website design, video production and social media, events & PR. Call Paul on 01360 661029 or get in touch via the contact page to find out more.
I hope you have found this blog helpful! If you would like any advice about podcasts for business, please get in touch.
