Podcasting is a key way to reach a niche audience. But starting one can be a challenge. We tackle the four big hurdles.
“Everyone is in the media now. If you’ve published something online, you know what it is to create and spread ideas.” So said Seth Godin in 2013. He was referring to social media and the influence that even the smallest business — or a single person—can have with a global reach and instant connectivity that costs creators and users pennies a day.
Even back then, podcasting was almost a decade old. Started in 2004 (not long after Apple introduced the iPod), the relatively simple idea of audio files delivered consistently via RSS feed has led to an entire industry that has allowed the most niche ideas to be turned into fully produced audio programming with listeners all over the world.
Your audience is aware of podcasts. They have the capability to listen. And they’re doing it. So, if you haven’t considered audio as a part of your marketing strategy, it’s time to do so. Your audience is ready for it and if you don’t take the opportunity to speak to them where they are, your competition can easily own that conversation.
The main reasons that marketers often cite for not readily adopting this channel are usually lack of time, money, content, experience or some combination of the four. But the good news is that you’re overthinking it.
If you have some down time — and with COVID-19 causing prolonged interruptions at a global level, we all have significant downtime — you can start a podcast in as little as a day. To prove it, we put together a sample episode. And in the process, we addressed the issues of time, money, content and experience.
Let’s tackle each of those challenges in turn.
Once you have a few episodes together, along with a name that fits your brand, you can upload your podcast to a hosting service (of which there are many and at different price points). This will allow your podcast to be located by aggregators (like Apple, Spotify and a host of others). Once that’s done, you can promote it to your audience across other channels.
If you’re worried about quality, we get it. The first time for anything like this is hard. But the little flaws or rough edges of this kind of presentation are what give it life and personality. Back in 2013, Seth said it best:
“Amateur [or self-produced] media tends to be a lot more personal, unpredictable and interesting. The irony, of course, is that in a billion-channel universe, those three things make it far more likely that you will earn attention, connection and trust, which of course makes it more likely you'll earn a living."
The bottom line is that if you’re on-brand, on-message and authentic, your customers are going to find the value in the experience you’re offering. You’re talking to them about their industry and their concerns in a way that only you can. And they’ll respond.
Make the investment. Your audience is waiting.
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