A broad Amplified marketing strategy revolves around conversations as a way to increase marketing reach. As a proprietary B2B marketing Podcast that help you build a stronger and more authentic connection with your audience through conversation, taking your marketing efforts to the next level is an important factor.
The conversational nature of podcasts leads to higher levels of brand engagement, a BBC study found in 2019, and engagement plays an important role in audience preference for branding and buying decisions. In branding podcasts, brand consideration is 57% higher and purchase intent is 14% higher for brand searches than the surrounding content (the other topics discussed), the study found.
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Don’t keep your podcast isolated; comprehensive 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 designed to be performed on an island. Instead, the conversations that happen on your schedule should be used to feed the rest of your marketing channels.
Think about all the time you spend producing blog content or writing posts and newsletters for social media. There are too many to produce just great content. But what if you could start conversations that provide a goldmine of content to power your social media posts, blog content, newsletters, and more?
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Don’t assume your marketing leader has to be the host
Obviously, branded podcasts are in part a marketing tool. But just because your podcast is under the marketing umbrella doesn’t mean your marketing leader is the right person to launch your show.
We often assume that company spokespersons have the most influence and the highest job, but that need not be the case. It’s not your background that matters, but how you treat your guests.
Your podcast is about interacting with your brand, your guests, and your audience. A successful presenter will be a subject matter expert who is passionate about the purpose of their show. With a natural ability to engage guests, this person can have authentic conversations in every episode that make the audience feel part of the show.
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Don’t forget podcast stats
Podcast metrics are slightly more ambiguous than traditional marketing metrics (and can frustrate data-driven marketers), but they play an important role in determining whether your show is meeting your expectations.
There are many ways to view statistics, but most marketers opt for concrete ways, such as the number of downloads and subscribers. The most subjective criteria are media engagement and podcast analysis. Both sets of metrics are equally important in determining your program’s success.
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Don’t be afraid to explore your sales team’s experience
Podcasts offer sales teams a unique opportunity to repeat conversations with their prospects.
A big part of selling involves understanding your buyers. What are they worried about? What are your biggest weaknesses? Sellers can use their guest experience to provide valuable insights into how potential customers can overcome their specific issues.
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Don’t make sponsorship your main goal
Sponsoring the program brings benefits to your audiences, such as exclusive content and offers, but it should never be the main focus of your podcast.
The goal of your program should be to make connections, provide valuable information, and teach your audience how to overcome obstacles. It’s fine if monetization is a priority, but if you put too much emphasis on monetization, you risk alienating your audience.
Marketers looking to execute a comprehensive marketing strategy must rely heavily on their branded podcast. With so much content available, marketers can use your program to feed other channels, saving time and providing a better ROI for your podcast.
By avoiding the common podcasting mistakes in this article, you can get the most out of your planning so you can generate meaningful connections with your audience and complement your entire broader marketing strategy.