A podcast can help with customer acquisition and retention. It can provide reusable content. And it’s one of the easiest ways to start content marketing.
When a business – e-commerce, direct-to-consumer, omnichannel, B2B – launches its own branded podcast, it seeks to attract, engage, and retain an audience of customers and prospects.
As with any marketing effort, podcasting is a process to be planned and executed, starting with clear goals.
Many small and medium-sized businesses do not have staff who can research and write articles. But they can talk about their passion and their products – no typing or grammar required.
That doesn’t mean podcasting is easy, however. One of its biggest challenges is consistency (we’ll talk about that in a moment).
A number of episodes in – say 10, for example – you can ask if the podcasting is worth it. It’s not free ?
So before you start, set clear, measurable goals for yourself. Know the KPIs and what to expect from them in three months, six months or a year.
Ideally, a podcast is part of your company’s overall marketing strategy. For example, you can use the SOSTAC framework to develop your overall plan and include podcasting as one of the tactics.
Then do it.
“How do you start a successful podcast? I think the key is right there in the question. You have to start. You don’t want to get caught up in research, in development. Do not mistake yourself. You want to research and develop, but the concept of a minimally viable product certainly applies to podcasting, ”said Matt Brechwald, who is a seasoned podcaster and podcasting consultant.
“Start and commit to creating great content. But it has to be produced regularly, it has to be reliable… for your audience to count on it, ”said Brechwald, speaking in a live interview with the CommerceCo by Practical Ecommerce community.
The first podcast episode your business produces won’t be the best. On the contrary, Brechwald believes podcasts get better with age. You will improve yourself in the planning, programming and production of each episode.
This is good news because podcasting as an industry and as a form of content marketing is very much about the present, the present moment. Or, Brechwald said it, “on what you’ve been doing for me lately.”
This means that once your podcast has gained momentum and traction, no one will stop listening because the sound of your first episode was terrible.
So get started.
No podcast is too focused on a niche, according to Brechwald. In fact, a very specific niche can be better and more effective at meeting your business’s content marketing goals.
“Think about the concept of acquiring one platform among all the different voices in your particular industry,” said Brechwald.
“A niche will accelerate growth. If you become the only voice dedicated to this niche, then when people search for information and find your podcast, suddenly you are an expert, ”said Brechwald.
So choose niche topics that are meaningful to the customers your business serves and the products it sells.
If your business makes vegan meat substitutes, your niche podcast might focus on ending animal cruelty or taking action to improve the environment.
If your business sells portable power tools, your podcast niche might be running a small construction business. It could cover topics like taxes and marketing.
Now go find your niche.
Podcasting requires consistency.
“I’m never going to tell my audience that I’m going to do something for them and not deliver. I said, ‘I’m going to produce a show every Friday.’ I’ve never failed, ”said Brechwald, whose main podcast,“Off-farm income“, has more than 1,100 episodes.
So make a commitment – for example, a podcast every week for three months. And don’t miss an episode.
Brechwald believes that successful podcasts develop processes for planning, scheduling, and promoting each episode.
If, for example, your podcast uses an interview format, develop a process to identify, contact, and schedule guests.
Then create a promotion process. Here is a scenario.
For each episode:
- Publish the podcast on Apple and Spotify.
- Create a full transcript and publish it as a blog post.
- Generate six short quotes to use on social media.
- Schedule these social media posts over the next three months.
Try to improve each step.