116 3rd St SE
Cedar Rapids, Iowa 52401
As a business owner, you know how important it is to get your name out there, and you may be considering starting a podcast.
Podcasts are a great way to keep customers engaged and create a sense of community.
We understand there are dozens of viable ways to build brand awareness and connect with customers.
Are podcasts that vital in marketing today?
Approximately 62 percent of the U.S. population over the age of 12 has listened to a podcast at some time. That’s almost 177 million Americans, a significant and growing number.
Podcasts continue to increase in popularity because they are easy to use and accessible. You can listen to one while driving, exercising or doing other activities, creating an effective way for brands to communicate with their audience and build recognition.
Here are some tips to get started:
1. Identify your audience
Before you can begin a podcast, know your audience. As with any other form of marketing, you can't expect to broadcast to the masses. Identify your viewers and determine what they want to hear — a crucial step in creating a successful podcast.
2. Define your goals
Next set SMART — specific, measurable, attainable, relevant and time-bound — goals and objectives. By setting SMART goals, you ensure the podcast meets your audience's needs and moves toward your business goals.
3. Choose a theme
Once you've outlined and defined goals, you'll be able to identify what form of podcast to produce. You’ll need to consider if you want your podcast to be lighthearted, fun and entertaining. Or maybe technical, informative and educational.
Themes can include demonstrative, informational and authoritative, motivational, educational and promotional.
4. Choose between solo, co-hosted or interview-style format
- Solo-hosted — The host solely provides the narration. It’s a common format as it's easy to produce and a way to get your voice heard within your niche.
- Co-hosted with someone outside your organization — A great way to build a community of like-minded people who share interests. This format uses conversational podcasts to reach a wider audience.
- Interview-style — This involves having a host who interviews a guest. It could feature expert opinions on a specific topic and helps provide the best information possible.
5. Invest in the right equipment
If you're producing the podcast in-house, designate a specific production area with a microphone, a computer, recording/editing software and a platform to post your podcast.
6. Create a schedule
This is a critical aspect. Stick to your scheduled slots to keep podcast listeners returning for more. This builds consistency and reliability your audience will appreciate.
7. Create/Share a promotional campaign announcing your podcast
Formulate a promotional campaign announcement. Prepare you landing page which serves as the first contact point and, from there, share podcast links on social media and other platforms.
Bobby Hansen is regional director for the Better Business Bureau Cedar Rapids office; (319) 365-1190.