Because of the sustained expansion of digital advertising over the last decade and the rise in the level of competition, businesses now need to be more astute than ever before in order to maintain their place in the market. Podcasts are among the most effective digital advertising methods that businesses can employ today to be at the forefront of consumers’ minds. Branded podcasts are a useful tool for growing audiences, attracting new customers, establishing thought leadership, enhancing brand awareness, and promoting deeper consumer interaction.

Let’s take a closer look at each of these five distinct applications for branded audio that businesses might use.

1. Expand Audience Reach

Growing a brand or a company requires reaching out to a larger audience as one of their top priorities. Traditionally, companies have put the majority of their marketing budget towards paid commercials, search engine optimization, and strategic partnerships. Podcasts, on the other hand, are the contemporary equivalent of advertisements and enable you to reach new audiences on a daily basis.

According to research published by BBC Global News in 2019, branded podcasts are more successful at reaching consumers than conventional forms of advertising such as television or radio programming. According to the findings of the same research, listening to podcasts may increase a person’s awareness of a brand by 89% and their consideration of the brand by 57%. This is most likely due to the genuine and conversational quality of podcasts, which provides a degree of brand familiarity that is often difficult to create via other channels (more on this later).

2. Attract High-Quality Clients and Customers 

Typically, branded or corporate podcasts have smaller audiences, but these audiences are of a higher quality, meaning that their listeners are highly engaged and eager to binge listen to several episodes of the program (since they decided to opt in!). Podcasts typically have an overarching subject matter, such as “The Sauce” by McDonald’s or “LIPSTORIES” by the Sephora Collection. This is in contrast to the radio medium, which has a tendency to cover a variety of topics throughout the course of a single show without adhering to a single consistent theme.

The consumers of this information are going to great lengths to obtain this information, and by doing so, they are demonstrating an interest in the issues that are being discussed. This indicates that the audience, regardless of how large or small it may be, is extremely relevant and highly qualified to engage with your brand, which eventually results in excellent leads for your organization.

3. Build Thought Leadership 

When it comes to increasing one’s level of authority and trust, podcasts score quite well. Podcasts, in contrast to other types of entertainment, provide an experience that is both very personal and close-knit. Furthermore, the personal aspect of podcasts is what contributes to the development of heightened levels of involvement that are responsive to mentions of brands. Additionally, trust is essential to the success of any company and the connection it has with its clients.

4. Improve Brand Recognition 

The marketing in podcasts tends to be covert but nevertheless noticeable, especially brand placement. Consumers have grown weary of the days of overt marketing that offers them nothing of value and have become more resistant to it. It doesn’t matter whether it’s only a logo in the podcast’s artwork or if the brand name is mentioned in the introduction and conclusion of the podcast; in the podcast business, discreet brand placement is quite effective since it doesn’t appear forced.

5. Drive Deeper Customer Engagement

Podcasts are a fantastic tool that can provide you with quality one-on-one time with your audience. It is your chance to share your experience with others in front of an attentive audience, which not only affords you the opportunity to increase consumers’ knowledge of your brand but also to forge a closer bond with your target demographic and lend a more personable air to your business.

The majority of marketing mediums, such as social media, email, and advertisements, depend on concise language or graphics to attract the audience’s attention. Podcasts, on the other hand, are distinctive in that the listener is already prepared to devote more than five seconds of their time to listening to you. In point of fact, a significant number of listeners will commit an hour or more to your episode, which enables profound consumer interaction over the course of time.

Podcasts with your company’s branding are an excellent way to lure listeners back to your website, social networks, or discussion forums so you can continue the conversation there. You’ll be able to utilize email marketing as a sales channel if you’ve established a connection with the people who listen to your podcast. Email marketing has been shown to be one of the most successful sales channels to use when selling to customers who are already familiar with your brand and have interacted with it in the past.

The conclusion is as follows. Because it enables you to personalize content to specific audiences while also building your brand, it is abundantly evident that operating a branded podcast may provide far more possibilities than conventional marketing techniques do. We really hope that this article inspires you to launch your brand podcast as soon as possible.

Have questions? Please don’t hesitate to get in touch with the staff at VA FLIX.