Last updated on February 1st, 2021
There was a time when podcasting was termed for entertainment only. With the time rolling its sleeves and embracing new marketing trends, podcasting has become a new-gen marketing tool for businesses. Even many renowned digital marketers and entrepreneurs call Podcasts – “the essential audio Netflix for businesses”. With such statements, one can easily conclude that podcasting is not merely a symbol for entertainment and engagement. It has turned out to be the potent tool for brand promotion using the above said two qualities to drive customers’ attention. How? By educating people on different features of products, services, or businesses. Hence, Designhill conducted an online session where various industry experts discussed the importance of using podcasts as a marketing tool, why brands should adopt it, and how businesses can make the best out of it. Have a look.
Podcasting has grown immensely in popularity over the past few years. People first thought that it was some radio show but later found it as a new audio medium with a lot of potential to market businesses. Now, there are millions of podcasts covering different businesses.
Most businesses use podcast marketing as a tool to educate their target audience. They can teach their audience about how to invest money, use a product or service, discuss cooking, and a lot many things. The purpose here is to make podcasting a tool to enhance reach amongst a target audience by building trust and relationships.
However, businesses should handle this effective audio medium in a professional way to explore its marketing benefits. Designhill, the leading creative marketplace, conducted a webinar on 15th January 2021 to give an insight on how to use this medium in the best possible way. The marketplace invited podcasting experts to share their thoughts. The topic of the webinar was – Podcasting For Business: Benefits Tips Tricks Advice And Strategy.
Topics Covered During The Session:
- How to launch your own podcast as part of your marketing strategy, and why it’s an amazing tool for your business?
- Top podcasting platforms & equipments
- How to make the content more snackable and engaging for your audience?
- Various podcasting business strategies
- Tips on how to get it into the ears of your listeners and build engagement
- Tips and tricks to use a podcast as a networking tool
Know Your Experts:
Henrik is a podcaster, writer, remote consultant. He helps clients who are selecting their first Digital Asset Management system or require improvement in their current DAM.
Tyzer is an expert on corporate sales and has worked for fortune 500 companies. He is now a well-recognized salesperson and manager. He helps clients build lasting relationships with an audience.
Vanessa is an Entrepreneur, business & life coach. She is a Co-Founder of WomenFlix and helps women around the globe to gain confidence, knowledge, and skills.
Yaagneshwaran is amongst the top 100 global MarTech influencers, a TEDx speaker, and a best-selling author of 7 books. He has over 10 years of experience working with MarTech organizations and startups. Also, he is active in the APAC and European startup ecosystem.
In this post, we have shared the video where you can watch the whole conversation we had with the industry experts and a transcript where you can read the hot discussions that happened during the session in Q/A format. The motive is to provide the information in the best possible way. Have a look.
Here Is The Video Of The Webinar With The Experts
Transcript In Q/A: Why Podcasts? How to use podcasting to promote your business?
Designhill: How do you see the recent shift to online due to the pandemic? Where do you think this is going?
THE FUTURE IS IN AUDIO
Henrik: I believe that the future is audio because our ears are more available than our eyes if you think about it logically. When we’re commuting, walking outside, or cooking, etc. we can be listening to something of value. And I think the future is audio, just like we have the Alexa as we have the Google Homes out there available as well. You ask with your voice rather than just looking or glancing at something, and hoping and praying that it’s going to be accurate, and you can see it.
You don’t have to pull out your phone to necessarily see that information, you can just ask. Asking for a podcast to be played, or the next episode, etc. is much more easily done. And you can consume a lot more via audio, including audiobooks. , I think that the future is audio and a lot of platforms like Clubhouse, which is audio-based. I still see a lot more happening with the audio, to simplify our lives. Audio does things more efficiently.
Designhill: What do you think is an opportunity for businesses and how does the future look like?
Vanessa: I’ll give you a real-life example. Last night, I was ironing while the kids went to bed. And if I was to sit down and have to read a book, not be able to iron. The fact that we would podcast, we can simply just put some speakers in some headphones and listen to the podcast. I was happily entertained listening to podcasts for about an hour.
An Educational & Creative Medium
Podcasts are educational and creative. They can get very personal. I see it as a great value add for businesses and a great way to capture new audiences as well. Who typically would not be able to consume a certain type of research or learning because their lives are too busy to do so.
I definitely do feel that businesses are already into podcasting. It is definitely an area that they can use to capture different people in the market whom they haven’t already thought of.
Yaagneshwaran: If I have to give an example from my personal life, or how we have used podcasts, it is that the podcast has become away. When we look at some of the guests that we have invited on our podcast, we have had the founder of Marketo. We had some of the best in the world. I cannot have one or have time with these people to sit down and teach us or share what they have done.
A Secondary Passive Activity
On the contrary, when they come to our podcast, we can ask the questions that we have. In this way, the knowledge is shared. It is also a secondary passive activity during my commute time when I go to the office. I am talking pre-COVID when we used to go there, we used to listen to podcasts and pick a subject of our choice. We used to specifically follow people. That has interned and traversed into your social media. It includes LinkedIn, and other places currently called Clubhouse, where we can actually get in and connect with people.
The best point about audio with respect to a social platform like Clubhouse is that you can go in. It is on the flow with your thoughts. It is not rehearsed, it’s a little crude, it’s authentic, you don’t come unprepared. And if you like something, you immediately also go back and connect with the person like that. I really think audio has made things a lot easier, a lot more accessible.
Designhill: How can one break into the world of podcasts?
It Is Easy and Free
Tyzer: The great thing about podcasting is kind of YouTubing. There is no bar to enter. If you have an idea, a niche, you have the expertise, then it is very simple. There are all kinds of really great platforms. It may be a pod bean, or anchor, or sales cast. There are different platforms where you can even start your podcast for free. You have got a phone, you’ve got an idea, you record, and you upload. I mean, it’s really just as simple as that.
One of the great things about podcasting right now is you hear this rhetoric a bit that it’s already saturated. Why would I start a podcast when there are so many out there? Well, if you look at podcasts with respect to YouTube, I think right we are trending a little over a million podcasts.
That is just here in the United States, I believe there are 31 million YouTube channels. So, in podcasting, it’s still a long way to go before it gets saturated. There are all kinds of great free resources. Then, there are ones that I just got hit up, where it is like seven bucks a month. It takes all the arms out of your podcast and smooths a lot faster.
Designhill: How to start your first podcast, what to do on the technical front and how much is the cost?
Henrik: I started a little over 10 years ago with my first podcast. Now, I have about 778 podcasts having different shows. But the first one was started as a blog, honestly. I thought let me take the very first or the most-read blog posts, and make them monologues. And I read them out loud to my new podcast channel. This is because I thought of different ears and different audiences. I thought there would be a bigger or a different audience to consume that.
What I quickly learned is that I have a new growing audience. And the monologues weren’t that interesting. I figured out that other people have something to say about a topic. It is just a matter of finding them and interviewing them. As soon as I interviewed them, my podcast audience grew significantly. And it took several months or a couple of years to grow the audience.
Interviewing and Conversations
Realistically speaking it is a matter of interviewing people and having a conversation. It is a dialogue about a topic of interest. That is relatively focused. I found that was the easiest way to grow. And then what I did is I packaged it up. I recycled the same methodology that I created one channel with by asking boilerplate questions, and repeated that, and changed it for a different topic.
I was able to repeatedly record a series of interviews. And then what I figured out is why I do not want to interview people, transcribe them, and create a book of all the valuable tips that people give me. So, what I did eventually is I created a model where I interview people first. I do not really send any of the podcasts, I transcribe them, put them into a book with lots of editing. Then, market the book with every single episode to be released over a year. And that works. It works very well. I’ve done it a number of times. 17:48
Examples of Interview Podcasts:
Designhill: How to identify if a business should go for podcasting as a marketing tool?
Podcasting Is Viable
Vanessa: I appreciate the question. And I think, from my perspective, it is about doing your market research. If we think about the day and age that we are in, we are a lot more digital today than we were, let’s say 10 years ago. Podcasting is only going to continue to become more and more digital as time goes by. In my opinion, podcasting is definitely viable for every single kind of business.
However, it does depend on the niche that you are in. It’s about understanding your target market and customers. Ask a few more questions also. What is the viability of being able to attract more customers like that? Or is it that you actually need to actually change your marketing strategy to actually try and attract new clients?
No Costs Involved
So, I think the great thing about podcasting is that there are no costs associated. If you don’t want it to cost. It is also a matter of wanting to test it out. There is always a benefit in doing it. Nonetheless, for the current customers that you have, as long as they have access to social media and mobiles.
That is when we have to think about the audience. Are we dealing with old people here who don’t engage with social media? And if that is the kind of business that you are in, then it doesn’t make sense. But if that isn’t the case, then your business has a podcasting strategy as part of its marketing strategy. But be keen to hear what everyone else thinks.
Designhill: How do you think businesses should identify podcasters for them?
Anissa Dyson: I think any business can utilize a podcast. There’s a different couple of prongs that you can utilize. You can use it as it is internal. I work for a fortune 100 company here in the States. We have got over 30,000 employees. You can use a podcast to get your message out to your team, which is going to be spread all over the world.
That is a very effective way. I am in sales, and it’s always an age-old question, how do you get around the gatekeeper. It is always providing the value we are trying to meet with influencing decision-makers. It will be asking a decision-maker or an influencer to come on your podcast is a great way to start to build rapport.
You are able to access people that normally wouldn’t pick up your call or return your email. But making it about them and having them on is a great way to start to build that connection. You can establish credibility because you can do that through your conversation.
I think there are a couple of different prongs that you can attack. And then bringing an expert in their field establishes your credibility. You can put out your message, and your guests’ message and cross collaborate to hit different audiences that may be interested in working with you.
Designhill: How to zero down on topics ideas and then of the podcast, what should be the frequency?
Niche Down To A Specific Area
When it comes to looking at content, the way I perceive it is that you need to actually niche down on a particular area. It’s not like, for example, my podcast is about B2B marketing. But, you know, as you can see, b2b marketing in itself is a broad area, you have to look at Whom are you looking for? The first thing we decided to go about like our podcast is about one year old right now.
But we have grown to be among the top 1% podcast because we niche down to some specific areas. Like, say ABM is one of our focuses. That’s why we named our podcast the ABM conversations podcast. And then we spoke about specific things like say revenue marketing. One of the interesting things that happened is that podcasts can be done by anyone. In fact, one of our most recent guests said that if you are not having a podcast, as b2b business, you are insane.
There Is No Specific Duration
I really do not think there is any specific format, some of the power podcasts are of 20 minutes, 45 minutes, some of them are even two hours. And these do well. When you niche down and people are loving your content they’re probably even ready to spend two hours. It’s about how good your content is.
The reason why the majority of the podcasts actually fail is that the content is way too generic. It is something that everybody does is they take the easy route of just getting a guest talking about something. Then you repurpose it into a blog. It becomes more of a content creation machine.
Solve A Specific Problem
You are going to solve a very specific problem. Why should people come back and listen to you? What is the reason? What is that you are offering something that somebody else doesn’t. You have to find that area. And that’s way more important. In our podcast, one of the things that we did was for the first 30 or 40 episodes, we did not even have a guest. We figured out that there are certain topics that we are going to talk about.
There are very specific areas like gamification. I am not an expert in gamification. Then, I probably get somebody like UK Chow, who is the world’s number one there. He has a framework called analysis. And we got him on board. If I am going to talk about MarTech, then I will get somebody like Scott Brinker.
It depends on the kind of guests. Topics, and focus to get into. Identifying the topic is how do you go about doing that? Look at something that is very natural to you. And at the same time, that’s not so easy for somebody else. For somebody else, it feels like work, then you have got a sweet spot and deep dive into that. As you get doing if you are really excited about it. You will discover more and more topics in that specific zone. 25:00
Vanessa: But I find it really interesting that you guys did 1415 episodes of having no guests, what a great idea. And then, we will look at their story and try to understand a bit more about who they are. Then, we actually get them on the session and ask them questions. But from that, we will then create a really captivating title.
Know your guest speaker before you get them into your session. It is a key to them being able to create captivating content, as opposed to leaving it until the session itself.
Designhill: What are the mistakes that people are making when it comes to content creation?
Audio Quality Is A Challenge
Henrik: The main challenge is audio quality. So, you need a mic. Hence why a lot of us are showing our mics or have a mic that we need not showing right now. That helps a lot as you can tell from the audio quality we have today. Also learning how to speak properly. And it comes from practice.
Confidence comes with it as well by practicing what you are going to speak separately from that. The other guests have touched on this marketing properly for your show. Have a topic that has enough things to talk about.
You can create your own category, that’s fine. The point is, talk about something that hasn’t been talked about. Make sure that people are actually interested in it, but haven’t touched on it yet. It doesn’t matter what the topic happens to be. Do not just recreate what’s already been out there. 15,000 times.
Plenty Of Room To Grow
There are over a million podcasts. But there’s plenty of room to grow back to Tyler’s point, far more than YouTube, for example or other video channels.
Mistakes Podcasters Make
What has not worked very well is poor audio quality, not having a specific niche, and not marketing properly. Just because you have a show doesn’t mean anyone will find it. You have to market it properly. That means being on many podcasts channels, not just Apple podcasts, or Google podcasts, or Spotify, but all of them.
There are specific to certain countries or areas that usually aren’t seen in the United States. You want that audience and you want a larger audience, which is part of the goal of podcasts. You can spread your message, whatever that happens to be.
Designhill: Is there a specific user persona, and demography of a podcast consumer?
Tyzer: It is important to always pay attention to your ad and your analytics on all your social media platforms. You are going to get a different audience on Facebook than you would on Instagram. Then you might get a different audience even in your podcast. It is important to tailor your message to each audience and each platform.
Know Your Audience
You should understand who my audience is on the podcast. For me, it’s 80% male, that is 18 to 35. And that is because I am talking to young sales professionals, sales leaders, and people from the startup entrepreneur space. Then I dictate my guests to that particular audience. And then when I go to make clips for Instagram or even on my own TikTok as a 36-year-old, I don’t dance or sing now.
Three Pillars To Create Content
But I tried to even cater that type of content to that demographic. And one of the things that I did to start with, was the name of my podcast is Grind. And the reason that was so intentional was I use the bucket approach. Grind is a bucket and sell is a bucket.
So, I base content around those three pillars of how to motivate, how to sell, and how to optimize your life. It is very easy for me to create content because the content goes into those three buckets. It is easy for me to schedule it out, and I can do the same type of stuff with my guest.
Designhill: What should be kept in mind when placing the ads through the podcast?
Consider Your Audience and Topic
Henrik: I guess it depends on the audience and the demographic back to what the other guests were saying. There are demographics specifically to podcasts where they’re typically earning more money. They have more disposable income. Typically, that is not always the case, depending on the topic as well. But it could be the truth. I have not heard that statistic mentioned before. But it depends on where your audience is listening or watching. It could be very much true.
Are people listening more? Yes, people’s ears are more available than their eyes are. Because we’re very distracted by today’s standard, by many different things, regardless of what country we happen to be in. If you can ping someone’s ear with something of interest or value, you are more likely to get their attention and potentially that sale.
Know Your Purpose Of Podcasting
Yaagneshwaran: You need to know the purpose of your podcast. If you are doing podcasts for running ads and making money off it, there are several ways to do that. But your podcast might not be the main source of revenue. And secondly, it also purely depends on the kind of audience and format.
Anything that you do a podcast on is going to be purely intuitive in the sense.It is not very easy to measure what you get from a podcast. For example, somebody might connect with me on LinkedIn and might say what you said the other day on that podcast made a lot of sense. That is why I am connecting with you right now. And from there, we might go on to sign up a deal or a business transaction might happen.
But, it is very difficult to map in advance saying that this is how the funding is going to be or how we’re going to go. And also, a lot of advertisements in podcasts these days are announced or read by the past podcast hosts themselves like we had Zest as one of our sponsors. But it is very difficult for us to go back and say how many people came through this. There might be the dumbest, might be a useful code that we might give to them. And then they use that that makes sense.
But there is nothing click-worthy there. Because as we mentioned, the podcast is always a secondary activity, people are hearing it on the go, you are not gonna sit down and notice or it’s not clickable. It is extremely important when you use it, how you use it, and who your audiences are and if that makes sense.
Designhill: How to measure the effectiveness and the ROI coming from a podcast?
Measure A Lot Of Data
Vanessa: We can even go back to what Tyler mentioned, as well with regards to the fact that 80% of his audience are males. This is the fact that 80% of his audience are males. And I think the way in which women folks do measure it is understanding. For example, how many people are subscribing to our podcasts and trying to review them? How many times the podcasts were downloaded? How many times they were shared on your social media platforms like Instagram, Facebook, and so on?
But more importantly, if you use podcasts to generate revenue, measure how many of those podcast reviews converted into business clients. Then, you can further evaluate how much revenue did that one individual person generate from that one podcast view.
But again, it depends on how you want to generate revenue. If you want the podcast straight, generate revenue or not. Or, you may just try to increase your audience. You may try to use it for brand awareness.
Designhill: How do you make sense of the whole podcast analytics?
Tyzer: You want to see a steady uptick in your downloads. I pay attention to how long the average podcast listen time is. If I create content and say the podcast was 40 minutes, but the average listen time was 12. Well, that is obviously not doing a great job of resonating with my audience. This is versus where if I had a particular guest or a particular topic where the average watch time was all the way through the podcast. I want to continue to hone down on that type of content.
Henry: It depends on how you are measuring ROI. It definitely could be statistics about download time and how many listeners convert to sales, depending on what you are selling. This is because you do not control who listens to your podcasts. There is zero control.
It’s Essentially A Global Audience
It is a global audience by default, whether you are a local company or your national company or a global one. You have to remove the filter of saying I am only making it for this village that I live in. No, that’s not true. instantaneously, you have a potentially global audience, and that’s okay.
The ROI that I look at is how many converts to either buying one of my books or using my consulting services for a variety of consulting that I do. And I don’t have to advertise because I do podcasts content like that, or blog posts. I don’t do advertising whatsoever for my podcast score and people listen to my podcast content, and I generalize on purpose.
Let People Contact You For Specifics
If they want specifics, they contact me for consulting for specific help for their organization or their needs. And that’s how I measured my ROI. It helps to look at which topics or people or what you hit on resonated more for more readers. Readers will fluctuate over the year and what happens during holidays. There is something major happening in the world. People’s attention span may vaporize sometimes on occasion.
But, what also matters is what topics that resonate with the audience members. You should probably create more of those. And also, caution people at the very start of a podcast and don’t focus solely on analytics. Let that grow for several months. Don’t do it just for the money and the listeners instantaneously. Let it simmer and grow.
Designhill: Can you throw some light on the promotion and distribution of podcast content?
Yaagneshwaran: You need to know what part of the flywheel is your podcast contributing to. Some of them are doing it primarily for the sake of getting business. If you are into account-based marketing and trying to get someone into your company. You try to get someone on the show and build relationships. That’s one way of looking at it.
The second reason why we started the dating conversations podcast is we wanted to create the best repository of b2b marketing content out there. We are not tied to any company, or we are purely doing it because we are passionate about it, we enjoy the topic. And it’s fun for us. This also works. Now putting this into a company’s context, that can be a pure-play branding.
Invest In Performance Marketing
When you start your growth marketing you invest about 40% to 50% on performance marketing. That is Google AdWords, or whatever CPC you are investing into. And then, there is the other set where you invest into branding. The companies that invest 60%, or more into branding, will win four years down the line in a much better way than where you invest more into the CPCs.
That logic pretty much ties back to the podcast as well. If you are playing the long term game, with long term people, then you are going to win. Now when it comes to the promotional aspect, it also ties back to the kind of audience understanding that you have. When I look at my podcast now, I clearly know that my listeners are b2b marketing and sales folks between eight to 10 years of experience, and majorly from the US, UK, Australia, and India.
Focus On Building A Relationship
I am hyper-focused. I know who my audience is. And I’ve seen the majority of these guys interact with me on LinkedIn. When you go to my podcast page, on my website, I clearly say that we are not about getting 1 million downloads. We are specifically about building one to one relationships with people.
Now, when I know those people, I know these guys hang out on LinkedIn, I know that these guys come back and read my blogs. When I know where these guys hang out, then all my promotion is channeled towards there. Anything that you promote, it’s important to go back and analyze. You are not going to get analytics from day one.
In the beginning, you start something. You go down the line for about two months or three months. And then look back at your data, then you will cut a pattern out of it. Then see, what’s working. I find that the majority of my listeners are coming home from Spotify. From there they are going into a specific blog post. Then, you see the path and start promoting exactly there. I think it is all about understanding your audience, and then taking the next step.
Designhill: How do you go about the distribution and promotion of the content?
Tyzer: I just tried to be omnipresent, honest, and I always joked. Also, I am a bit of a masochist, where I do have my own marketing. And, I am everywhere and it’s painful. So, I try to chop it up into little bits. But it’s also important for me, so LinkedIn is a great source. I have a great following on Instagram, even Pinterest because you can add links. You can throw up a thumbnail with a link on Pinterest that actually gets quite a bit of view.
I give all the content to the person I am interviewing as well. And, I have a full email with the link, thumbnail, YouTube link, everything is already done for them. I give them specific hashtags to use. Then that’s obviously cross-promotion as well. I am tagging them on all of my channels, then they tagged me on all their channels, and then we’re all hitting different audiences.
Designhill: Can you elaborate a bit on the area the podcast should focus on while finding business?
Vanessa: I think it has to be something that relates to you, first of all. If we go back to talking about the niches or something that ties are touched upon, and it has to be something that is of interest to you. In the beginning, you have to just let it roll. But you must have a natural curiosity to understand more and know more about that person to understand what they are doing and the area of business that they are in.
Think Of Your Interest
And so when talking about the area that the podcast should focus on, think about what is interesting to you. If you already have a business, what is it that’s actually going to be of interest to your clients? This is because you want to think about the best way to ensure that you are using this podcast and to tackle various different parts of your business.
Think about it as an opportunity for business growth and revenue too. It is about understanding your niche, what your listeners want to listen to. But more importantly, also understanding what is going to be of interest to you. If you don’t have a natural interest in the individual you are going to be talking to, there isn’t going to be interaction. The conversation isn’t going to flow. And you will not have that natural curiosity to ask questions and the interaction of what really makes the conversation and the podcast successful.
Designhill: Should your podcast be an introduction of yourself and the podcast team?
Henrik: Focus on the value of what you will provide to the audience. You can do a short introduction to yourself, if that’s conceptually necessary, for people to find out more about you. I’ve had X number of years and experience on this topic. Therefore, I am a thought leader or subject matter expert in the XYZ topic. That’s helpful to give the context to the listeners,
Focus On Listeners
But you have to focus on the listeners, not yourself. Because ultimately, people listen for value. They don’t listen, because one person like myself, or anyone else is talking. I am a channel for that information. not: But it is about me and my business. The whole purpose of it is that they get value, they listen. And as they listen more, they’re like, oh, maybe he or she can help me with this problem.
Therefore, I should contact them. And there they can have that information about yourself. They want to know how to contact you, find out more about what you do with WebSite X, or social channels. Mention it in the beginning, middle and end, if necessary, as promos or as ads, or however, you want.
But you do not need to do it, in the beginning, to tell people up front what they are going to hear about. In the first 30 seconds, they know exactly if they’re going to continue listening or not. Because people value their time a lot, whether they realize it or not. And what I keep telling people is expectations continue rising as patience decreases.
Designhill: What is an ideal podcast length based on the audience attention span?
Yaagneshwaran: You can have any length. Certain people prefer to have it for about 20 to 25 minutes. Our podcast is of about 15 minutes to an hour, it keeps fluctuating. But as long as you keep the interest of the listeners, the length does not matter.
For example, one of my favorite podcasts is The Knowledge Project or something like that. It is run by somebody called Shane Parrish. So, it’s all about mental models. I absolutely love that. And each of the episodes is about two and a half hours. But I still listen to that. It depends on the interest. That’s the core of everything.
Designhill: What is the best way to attach or integrate a podcast to a website?
Tyzer: Have a great website In my platform, they have embedded an embedded section. I went to my website guy, and I just said, hey, I want to create a podcast tab. Anybody going to my website, can go and listen to all of my episodes. We did that. We took all the embedded files. now on my website, it just says podcasts and then all of my content is right there. I am not a super technical guy. I am a sales guy. I pay somebody else to do that for me.
Designhill: What tips do you have to invite guests on your podcast?
Send Them A Link
Henrik: The methodology I use is I look on social media for thought leaders on that topic. And what I do is, I invite them with a link and say, connect with me if you are interested. So, it is opt-in. If you are interested, connect with me, and I will send you the questions in advance for you to ponder advance and think about it. And once they do, I get their email address.
I emailed them basically boilerplate information of what the podcast is about. What they are going to get out of it, or what the audience is going to get out of it. But it’s actually the question of where it’s going to be available. How they can listen to it themselves, and a Calendly link. I highly recommend Calendly or something very similar, where it’s basically they click on that link for a set period of time.
My podcasts are usually between five and 15 minutes long, on purpose. This is because I want to give maximum value in a minimum amount of time. What I do is schedule a 15-minute call with them. They all have the information ahead of time and I say hello. I’ve never met them in my lifetime. That’s okay.
They’re either comfortable with it, or they opt-out. And they know what they’re talking about, or they opt-out. And we scheduled the call. It happens. It’s recorded. It gets edited. They get to approve what they said. And then it gets scheduled for release.
Designhill: How frequently should one podcast for effectiveness without overdoing it for your audience?
Tyson: Do it seven days a week even10 days, 10 times a week. I do it twice a week. It just really depends on what’s your strategy. Why are you doing it? What are you trying to get out of it? It will help answer a lot of those questions on frequency, and how much time you have as well.
If you are doing your own editing, I do all of my own. I got to do that on the weekends and work full time. Being married and having kids makes it a bit more challenging to do it seven days a week for me. But I don’t think there’s a wrong or right answer to that.
Designhill: What podcast platform would you specifically suggest for people who are just starting a podcast and have a target audience of students and young people aged 15 to 30?
Henrik: Realistically speaking, if you are talking about the podcaster, it’s a matter of where you display it. You should have it on all of the podcast channels as we talked about earlier. So, display it not just on Apple, Spotify, and on Google Podcasts, but everywhere. And there are aggregators for this. We have not mentioned Lipson or Audio Boom, as possible aggregators. This means you record your podcast and post it there one time.
Then, it sends it to all the different places that your podcast needs to be displayed for all the listeners, regardless of the channels such as Apple Podcasts, Google Podcasts, Spotify, Stitcher, etc. They can go to any of those and get to listen to what you want. I hope that that answers your question.
Designhill: What advantages does the podcast offer that other marketing platforms or tools don’t offer and any tips that you have to share with the audience?
Yaagneshwaran: I believe that the purpose of marketing is building trust and relationships. The podcast is a great way to do both of them. That is the primary purpose that I use it for.
The only thing about doing a podcast well is staying consistent with it. You have to learn continuously from what’s happening. Like when I go back and look at my first two or three episodes, I really cringe. It sounds very odd. And also, I have a very unique kind of voice. I don’t have a deep voice. It sounds really odd. But over a period of time, you get very casual about it, you speak on the floor.
It is extremely important to be open-minded when you get on it. Don’t be too conscious. But at the same time, be sure that you are adding value, and stick to it. You know, it’s like always playing long term games, with long term people, you will get a long term effect. If you are going to look for quick wins, podcasts are not for you. But if you are going to be investing at least one year at a time, then you should be getting into it.
Venessa: I think to be yourself is the most important thing. Don’t try to be someone that you are not. And get comfortable listening to yourself as well. You should get used to who you are, get comfortable with it because at the end of the day. You are looking to captivate the trust of your audience. Trust of that person who is on your podcast, but you are looking to build a relationship, not just with who is on that podcast.
Make Information Personal
It allows you to make information personal right, as opposed to just picking up a book and searching on the internet. You can ask personal questions, second and third-level questions that allow you to get into the nitty-gritty details. And it’s convenient because you can do it alongside other tasks throughout your day, it’s easy to consume, you don’t have to have any costs associated with it in the beginning, or whatever if you don’t want to.
But most importantly, it’s a really time-efficient form of communication. This is because people can listen to it when they want. If they need to stop, they can pause it. But at the same time, you are always trying to communicate a message to your audience.
And then the two last points that I touch upon is the fact that it’s on-demand technology. And it’s portable, people can take it with them wherever they want. It is one of the best ways of getting knowledge and information across to people.
Establish Your Credibility
Tyzer: I think from a marketing perspective, it’s great because we’re so conditioned with commercials. People have grown up in 30 seconds, 60 seconds. That is why they try to appeal to emotion more than anything to try to hook people. Or here, you establish your credibility. It could be in five or 10 minutes, or an hour, but it allows you to be a true thought leader and not have to do it in 60 seconds.
Even if you look at most of our social media platforms, your stories are limited to 60 seconds on Instagram, Tik Tok 60 seconds. There is even a maximum amount of time on LinkedIn for videos that you can post. And so to be a true thought leader, go along with your ideas and establish that credibility. I think it’s the best platform to do that.
Designhill: Would like to share any experience of podcasting with the audience?
Henrik: I recommend starting a small recording for a few episodes, but make sure you have a buffer. Then, you can continually create in the same cadence. You should pick a day, a time to release that on a scheduled basis. Whether it’s every day, every week, once a month, or twice a month, continue that cadence.
People can expect to listen to that show on a regular basis and build that trust to your point. You should have that available to them. And tell them if you are going to take a break. Or tell them how long you’ve only created, you know, 50 episodes, and you are going to take a break for the rest of the year.
But another thing that I want to touch on is the accessibility of podcasts. It is not just the fact that it’s so easy to consume and to create. But it is also about the fact that blind people listen to it, for obvious reasons. And people who can’t listen, I post the full transcript of it.
And people who don’t speak English, literally have told me that they follow along with me and whoever I am interviewing. They follow along to learn how to speak English based on my podcasts. For them, it is less about the topic and more about how to learn how to speak English. That is very humbling, to be perfectly honest.
But it helps SEO, shockingly. And it also helps to grow your audience. Those are two tips that suggest that if you want to talk about something of business relations, or anything that we have talked about tonight, do that and help your audience grow.
So, these are the major points you should pay heed to when starting your podcasting. Follow the tips and tricks that the experts have shared and revisit your strategies to make necessary corrections.
At the same time, do not forget to create impressive visual identities for your business. Your logo, business cards, websites, brochures, etc visuals must make a lasting first impression on your target audience.
After listening to your podcasts, they will visit your website and other visuals. So, make sure that your logo, etc identities are remarkable designs. You can get such graphic designs from the Designhill marketplace.
Just launch your design contest at this site and get talented designers involved in your design work. You will shortly get a winning design as per your brief.
Podcasting is a great medium to grab people’s attention in an engaging and entertaining way to your business. The experts emphasize starting small while doing podcasting for business. You should build trust and relationship with your target audience and give them value.