5 keys to understanding your new key ally in marketing and business

August
4, 2021

8 min learn

This article was translated from our Spanish version utilizing AI applied sciences. Errors could exist due to this course of.

Opinions expressed by Entrepreneur contributors are their very own.

By Lina Marcela Garzón, Digital (*5*) and Public Relations Manager at SpicyMinds In current years, the podcast has positioned itself as one of the crucial enticing digital content material codecs for customers. If yesterday studying a three-minute article on a weblog was one thing far more accessible than studying a bodily journal, at present, listening to this identical content material in audio format is far more sensible and inclusive than studying. Colombia has not been immune to the exponential progress of the format. In Latin America: Colombia is in the highest 5 of the nations that develop probably the most in consumption and manufacturing along with nations resembling Mexico, Argentina, Chile and Brazil and, worldwide, it’s in the highest 3 of nations with the best progress in listening to podcasts together with India and Turkey. It can also be in the highest 5 of the quickest rising nations for podcasting alongside Brazil, the UK, Canada and Italy. In conclusion, Colombia is exploiting the world of podcasting at its finest. 2020 was a 12 months that compelled a big a part of the inhabitants to keep at dwelling, discover new actions and adapt our lives to new routines, types of communication, studying and leisure. The curiosity of individuals led to extra podcasts showing, which elevated to greater than 400% in Spanish and Portuguese as of November 2020. Now, how do these figures impression or profit marketing and business? Here we’ve got 5 keys to perceive the world of the podcast and use this instrument to place and promote a model or concept. 1. The podcast is a 90% engagement technique, 10% exponential gross sales Image: CoWomen by way of Unsplash It is essential to perceive this in the primary place, as a result of though gross sales transfer the existence of a business, these won’t occur consistently and exponentially with out satisfied customers of what and why they purchase the services or products. Good content material will not be centered on promoting, however on bringing some profit to those that learn it, resembling fixing an issue, clarifying a doubt or educating one thing. The sale is just one consequence of this course of. It is best to have a shopper dedicated to three occasional ones, therefore methods resembling: model ambassadors, incomes factors for frequent purchases in institutions, having reductions for suggestions or producing loyalty packages. The podcast has change into one of many instruments to entice, retain and be an opinion chief in a subject or business. 2. Content should be accessible to everybody in every single place Image: Juja Han by way of Unsplash And it’s because at current, we’re inside a situation in which consuming is completely related to expertise, accessibility and practicality. A format resembling a podcast permits folks with visible or listening to difficulties to entry info and make life simpler for them. Additionally, the distribution and internet hosting platforms cost very low costs for importing these recorded supplies, including that they’re inside attain of the palm of the hand, via smartphones, which makes entry to podcasts straightforward. 3. Advertising on podcast platforms is heard greater than in some other medium Image: Soundtrap by way of Unsplash In the examine The State of the Podcast Universe 2020 the place the promoting traits of this format are mentioned, it’s talked about that as with all sort of media that begins with out promoting, it may be a sophisticated battle to get customers to settle for the herself. However, the podcaster business is aware of that primarily based on information from the previous few years, the combat is price it for the diploma of engagement from listeners. A tough-to-reach viewers with conventional promoting is kind of open to podcast adverts. Almost half of them (44%) say they pay extra consideration to podcast adverts than some other media outlet, and 37% of them say podcasting is the easiest way for a model to attain them . Even earlier than the pandemic, programmatic promoting not solely grew by 137% year-on-year on the finish of 2019, however that progress continued, and in the primary half of 2020 it rose an extra 65%. 4. Content marketing is rising Image: Austin Distel by way of Unsplash Content marketing is a method to contain our audience and develop the community of leads and clients via the creation of related and worthwhile content material, attracting, involving and producing worth for folks and, in this fashion, create a optimistic notion of the model producing extra business. With this idea in thoughts, in a world the place marketing 3.0 and 4.0 are what are shifting industries to concentrate on values, objective, humanization, concentrate on shopper emotional wants, omnichannel and hyper-connected media and producing real worth, the podcast is a grasp reply. According to a report posted on Neil Patel’s weblog , 78% of customers will belief a model if it creates extra customized content material. Likewise, it mentions that content material marketing prices 62% lower than conventional marketing and generates roughly 3 instances extra contacts. By investing your sources (i.e. time and cash) into content material marketing, you’ll cut back prices and on the identical time generate up to 3 instances the leads that we’d have achieved with native or conventional promoting. Smart entrepreneurs do not put all their eggs in one basket. They diversify their efforts to get the perfect outcomes. So we don’t advise abandoning conventional marketing utterly (as a result of it may generate fast gross sales), however paying extra consideration to creating premium content material. 5. It is a new supply of revenue Image: Austin Distel by way of Unsplash If we handle to convey to life a profitable podcast that has 1000’s or tens of millions of listeners, it may be monetized and used to generate revenue. How? There are some ways each straight and not directly. Directly, via sponsors who pay a payment to seem in this system, inserting promoting spots like those we hear in conventional radio packages, by income share from platforms resembling Anchor , Spreaker or Ivoox , affiliate marketing, amongst others. Indirectly, the podcast will not be monetized by itself, however thanks to it, visibility will increase, positioning as an opinion chief, a group is born and the revenue doesn’t come as a result of they pay for the podcast, however for different merchandise that the model gives as an skilled. in a sure space. In conclusion, over time, not solely can it assist us place ourselves in Google searches, however it will also be used in conjunction with different instruments resembling the web site and social networks in order that potential purchasers arrive extra simply. If you dare to make the most of the advantages of the podcast for business, it is possible for you to to publicize your concept or business. construct belief amongst potential clients, discover a new method to earn revenue and wager on a format with a future with out the necessity to make investments giant quantities of cash.