Is Starting a Podcast Right for Your Dealer Business?

Exploring innovative avenues to effectively connect with your audience necessitates adopting a multichannel approach. In this article, Sue Carr, director of marketing and PR agency V Formation, explores the advantages of integrating podcasts into your marketing strategy

CREDIT: This is an edited version of an article that originally appeared on SME Today

The rise of podcast marketing has enabled access to diverse and engaging content across a myriad of topics and themes. With over 4 million podcasts worldwide and approximately 500 million global listeners, podcasts have become a powerful tool for cultivating large, interactive communities of followers.

Podcasts serve as a platform to demonstrate expertise, enhance company branding and elevate the visibility of key individuals who are experts in their respective fields. They offer a unique avenue to reach a broad audience, providing accessible content that listeners can engage with at their convenience. By consistently delivering valuable and compelling content, podcasts foster audience loyalty and nurture a dedicated community of followers. Integrating podcast marketing into your strategy complements traditional content channels like blogs and case studies, offering opportunities to repurpose content across multiple platforms and effectively expand your reach, thereby enriching your overall marketing strategy.

How to plan your podcast

Prior to launching a podcast, thoughtful planning is essential. Consider whether a podcast is suitable for your audience and if your content would thrive in audio format. Assess how a podcast series aligns with your broader marketing goals and how it can contribute value to your objectives. These questions are pivotal to ensure your podcast starts off on the right foot.

Additionally, it’s crucial to pinpoint your target audience and devise effective strategies to engage with them. This step is especially critical when selecting the platform to host your podcast and planning its promotion. Once you’ve confirmed that podcast marketing aligns with your audience and goals, proceed to craft your content strategy. Consider outlining the approximate duration for each topic or advise of discussion points to ensure your podcast flows smoothly and resonates effectively with listeners.

Equipment

Investing in quality equipment such as a reliable microphone and headphones is key to achieving high-quality recordings.

Location

Selecting an ideal location is crucial. Opt for a quiet, distraction-free environment with excellent acoustics, minimising background noise as much as possible.

Connection

Ensure you have a stable internet connection to prevent interruptions, particularly during live recording and streaming sessions.

Be conversational

In conversational podcasts, allow each participant ample time to speak to avoid interruptions or brief responses. If your podcast aims for a light-hearted, engaging tone, remember to smile and enjoy the conversation, enhancing its natural flow and appeal.

How do you know if it is working?

Most podcast platforms offer extensive audience analytics, providing data on listener numbers, downloads, followers, and demographic details like listener locations and preferred listening times. Additionally, many platforms enable you to conduct surveys among your audience, gathering valuable feedback and insights.

In conclusion, launching a podcast for your business can be a powerful tool for expanding your reach and engaging with your audience in a meaningful way. By leveraging the growing popularity and accessibility of podcasts, you can showcase expertise, enhance your brand’s visibility and cultivate a loyal community of followers.