Using podcast as a sales strategy
The core idea of a podcast is very similar to YouTube channels. It is a series of audio (episodes) that users can stream or download to a personal device to listen to whenever they want. They revolve around a theme or topic, with each episode usually ranging from 20 to 60 minutes or more.
A podcast can be compared to the audio version of any TV series and follows the same production format: specific and segmented theme or topic. It can have several seasons with several episodes, and can be based on reality or fiction. The rule is creativity.
What sets podcasts apart from TV shows is the presence of a podcast host. Every podcast needs to have a host who can narrate the story and guide the listener through the episode. Podcasts are audio only. But many podcasters (especially in the US) make studio videos available so that those who access them can follow along with images.
Trending Podcasts
A 2021 Ibope survey found that almost 20% of the Brazilian population gambling data belarus over the age of 16 listens to podcasts. Most of them experienced the world of digital audio during the pandemic, and developed a habit of listening to them while doing other things .
The ranking of the most listened to podcasts on Spotify and Apple shows that there is already a good diversity of topics, ranging from jokes to social and political discussions, including financial tips, philosophy, spiritual support, horoscopes, English classes and even content to help the customer in the purchasing journey.
Many podcast shows and episodes have even more viewership than TV.
Podcast Ads
Another interesting fact highlighted by the research is the growing relevance of podcasts for the advertising market. At the same time that the format is gaining popularity among listeners, the relevance of these spaces for brands is also growing.
Among the people interviewed during this survey, 51% said they remember hearing some advertising in the programs they consume. The same percentage of respondents believe that the association of brands with well-known podcasts adds value to the company.
Some popular podcasts are currently charging a lot for a 30-second ad that usually opens or closes the episode. The advertising market has already discovered this niche and the cool thing is that you can segment ads by target audience interested in using content to sell products and services.
Catching your fish with elegance
One of the main reasons to include podcasts in your business strategy is to use them as bait to sell your product. This audio format, despite requiring investment and production, can be an excellent showcase for your brand or product, depending on the type of content you have to offer.
If you identify existing podcasts on the market that have the potential to highlight your brand and whose main objective is to sell, try to find out how much an ad or even participation in episodes costs. Some podcasters bring in guests for a previously agreed-upon fee for the “Advertising” strategy, which is very common among digital influencers. This also applies to partnerships between brands.
Creating your podcast
To start a podcast you don't need much structure. All you need are a few items that have the minimum quality:
Microphone: Avoid using the built-in microphone on your phone or computer. If you’re just starting out, you might want to opt for a dynamic microphone that’s less sensitive to ambient noise. If you have a studio setup, a condenser microphone might be better.
Soundproof studio or room: When recording a podcast, you want to minimize ambient noise as much as possible so as not to distract your listeners. That’s why it’s important to create a quiet, soundproof space to record, preferably one that doesn’t echo off the walls.
Editing software: After you’ve recorded your episode, you’ll need to edit it to add music and ads or remove any content that might not fit. Try to edit creatively using tracks that make sense in the audio without covering up the lines. Some audio editing software you can use is Audacity or Adobe Audition, each with varying editing capabilities.
Headphones: These are important both during production and post-production, as they allow you to monitor and detect sounds during recording. Headphones with noise cancellation are the most recommended.
Hosting platform: Before you can distribute your episodes, you must first upload your files to a hosting platform. If you already have a website, create a dedicated page to also offer content to visitors or simply host it. |
