Five Prohibitions On Using Your Podcast In Advanced Marketing
An advanced marketing strategy revolves around conversations to increase the reach of marketing. Because branded podcasts help B2B marketers build stronger, more authentic connection with their audiences through conversations, they’re a key factor in taking heightened marketing efforts to the next level.
According to a 2019 BBC study, the conversational nature of podcasts leads to higher brand name engagement, and engagement plays a huge role in audience approval for the brand and purchase decision. In fact, for branded podcasts, brand viewing for brand mentions is 57% higher and purchase intent is 14% higher than for surrounding content (the other topics discussed).
Of course, there isn’t a foolproof plan to ensure your podcast show turns out to be a complete success, but there are some things you shouldn’t be doing when considering how to make your podcast. By avoiding these common podcasting mistakes, B2B marketers can successfully implement an advanced marketing strategy that creates meaningful connections and drives conversions.
1. Don’t keep your podcast isolated. Reinforced marketing depends on the connection
One of the biggest mistakes you can make with a branded podcast is isolating it from the rest of your marketing efforts. Podcasts are not intended to be kept on an island. Instead, the conversations taking place on your show should be used to feed the rest of your marketing channels.
Think about all of the time you spend creating blog content or creating social media posts and newsletters. A lot of investment is made to produce just one piece of killer content. But what if you could have conversations that had a goldmine of content to fuel your social media posts, blog content, newsletters, and more?
Podcasts are a gold mine for great content. By using the conversations that take place on your show, you can easily create engaging content that will give your audience a unique experience and convey a seamless message across all channels.
2. Don’t assume that your marketing manager should be the host
Sure, branded podcasts are partly a marketing tool. Just because your podcast falls under the marketing umbrella doesn’t mean your marketing director is the right person to host your show.
We often assume that corporate spokespersons should be the most powerful and highest title – but that doesn’t have to be the case. It’s not their background that matters, but how they interact with your guests.
Your podcast is about building engagement between your brand, your guests, and your audience. A successful host is a subject matter expert who is passionate about the purpose of your show. With the natural ability to excite guests, that person can have authentic conversations in every episode that make the audience feel like they are part of the show.
3. Don’t forget the podcast metrics
Podcast metrics are a little more ambiguous than traditional marketing metrics (and that can frustrate data-driven marketers), but they are part of determining whether your show is meeting your expectations.
There are many ways to look at metrics, but most marketers go for specific ones, like number of downloads and subscribers. More subjective metrics are media engagement and podcast ratings. Both metrics are equally important in determining the success of your show.
To measure the impact of your podcast, you need to first identify the goals of your podcast and then work backwards to determine which metrics need the most focus – just like any other marketing initiative. No two shows focus on the same metrics. So, by identifying the ones that match your specific goals, you can get the results you want.
4. Don’t be afraid to leverage your sales team’s expertise
Podcasts offer sales teams a unique opportunity to repeat the conversations that take place on the show with their own prospects.
A lot of sales are about understanding your buyers. What are you interested in? What are your biggest pain points? Salespeople can leverage your guests’ expertise to provide valuable insights into how potential customers can address their specific issues.
Additionally, sales reps can shed light on the weaknesses that you may not be aware of. Sales have unprecedented insight into their prospects and the situations they find themselves in. With these obstacles in mind, you can adjust your episodes accordingly.
5. Don’t make sponsorship your main focus
Show sponsorship gives your audience a number of benefits – such as: B. Exclusive content and offers – but should never be the focus of your podcast.
The purpose of your show should be to make connections, provide valuable insight, and educate your audience about how to overcome obstacles. It’s okay for monetization to be a priority, but if you put too much emphasis on generating income, you risk driving away your audience.
When it comes to podcasting, it’s important to keep an eye on what’s best for your listeners, especially if you’re messing around with the idea of sponsorship. By making sure that your audience’s best interest always comes first, you are continuing to produce a show that your audience will want to engage with. You can then be sure that you are attracting the right advertisers for sponsorship.
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Marketers looking to pursue an advanced marketing strategy need to rely heavily on their branded podcast. With so much content available, marketers can use their show to fuel other channels, saving them time and providing better ROI on their podcast.
Avoiding the podcasting mistakes common in this article will help you get the most out of your show, making meaningful connections with your audience and driving your entire advanced marketing strategy forward.
More resources on podcasts and amplified marketing
A podcast within a podcast within a podcast: Inception Marketing with Lindsay Tjepkema about Marketing Smarts [Podcast]
Why podcasts? Why now? How to harness the power of podcasts for your brand
11 lessons from podcasting