Publishers are increasingly going the podcast way to engage their audience. It is a useful marketing tool that the publishers can use to engage mobile obsessed consumers. Mobile phones have single-handedly increased the popularity of podcasting as a marketing tool.
Let’s look at the six main benefits publishers can leverage by using podcasting.
High Disposable Income Audience
The average income of podcast listeners earns over $150,000. It means they have a high disposable income and have a high probability of spending on their preferred business brand. Also, these listeners possess a minimum of college education and are open to understand complex ideas and make a well-informed buying decision.
Trending Channel
According to a Statista report, there were around 48 million active listeners in 2018. This figure is going to reach 115 million by 2021. It is a good sign for marketers and publishers who are looking to increase their content reach.
Today is the best time to reach out to the yet-untapped market of podcasting and build a sizeable community. It will allow new and upcoming publishers to take on the bigger ones who have already caught a significant chunk of the market.
High Audience Loyalty
As discussed in the point mentioned above, publishers must get hold of the uninitiated customer base as they tend to stick with a brand for an extended period. The listeners often come back frequently to check for the latest episodes. Since most of the brands are new to the podcasting scene, you can quickly take advantage of this opportunity.
This report says that 20% of your podcast listeners are more likely to go to your social media channels to interact with your business. Moreover, this is why it becomes all the way more important for you to nurture a growing podcast audience community.
Interactive Medium
The reason podcasting has positioned itself as an engaging medium is because the hosts can run surveys, take live calls during the podcast program, and create interactive content.
This strategy helps publishers keep their audience hooked and make them feel part of the entire program. It builds a trusting relationship between the brand and the audience. Additionally, it provides a platform to host other industry experts, which helps in solidifying the credibility.
Build Brand Dominance
The whole point of building your presence on the podcast platform is to generate awareness about your existing content, which is valuable to your audience. Podcasting helps you showcase all the efforts you have put into creating case studies, guides, articles, and blogs.
The best part about Podcast shows is that it helps you reach your audience on your own. It helps improve the authenticity of your content as they see you convey it yourself. It makes your audience look forward to listening to your content every time you upload fresh content.
Podcasting is Scalable
Podcasting is a scale-friendly strategy in terms of post creation and budget. Just like photo and video content, the content’s audio is one of the critical factors to keep in mind. Initially, you may even use your smartphone to record your content. Once your audience grows, you can invest in more specialized equipment and studio infrastructure. In the end, the budget that you wish to spend is entirely up to you.
Conclusion
A podcast is a lucrative platform for any business that wants to reap quick benefits. The competition is already out there, but it is not too late to take the initiative. You might still have the chance to create an impact on your audience and get an edge over the rest of the competition.
