The why and how of Podcasts for Marketing

It’s 2019 — so when it comes to marketing, the tried-and-tested methods may no longer be enough. Think about it; how many city-dwellers you know still watch TV? Or still read physical newspapers and magazines? Probably not as many anymore, isn’t it? This just goes to show, that as consumer habits evolve, marketing channels must as well. Audio-visual, print, and digital, while still effective, must be supplemented purely with sound. Let me be more specific — I’m talking about podcasts!

Relatively unheard of till a few years ago, to say that the popularity of podcasts is now picking up wouldn’t be an overstatement. The stats back this up. National Public Radio, one of the biggest podcast producers in the US stated that the number of downloads of its podcasts in India has risen three-fold to 335,828 in 2018 from over 80,000 in 2015.

It’s clear that people are listening — so here are a few other reasons you should add podcasts to your brand’s marketing strategy, if you haven’t already:

It builds trust with your target audience:

It’s simple — sound allows the listener to feel the emotion behind your words — something billboards and commercials can’t do. Podcasts give your brand an authentic voice through people-to-people marketing, as opposed to business-to-consumer marketing. This essentially involves engaging storytelling, interviews, debates, and testimonials. In an age where authenticity is top priority, you can’t possibly find a better, more honest way of telling your brand story.

It’s simple and cost-effective

The idea that marketing has to be expensive to be effective is a huge misconception — and podcasts prove it. To rollout your first, all you need is some basic audio equipment and the right topic to talk about. The former involves a microphone and a software program that can edit audio files. However, as your brand and your reach grow, you will have to invest in higher quality equipment and perhaps a small studio. Even so, this marketing method is more cost-effective than traditional advertising, and the RoI is great if planned well!

It’s easy to repurpose

Say you’ve interviewed a top-level influencer for your podcast — you’d want to use that content in as many ways as possible! And with a podcast, it’s possible. Here’s how — you can upload a transcript on your brand’s blog or website. You could stream it live to give your TG a behind-the-scenes look into your marketing efforts. You could use quotes from the podcast for social media creatives. The list can go on and on. Honestly, when one channel gives your brand multiple ways to create value for customers, there’s no reason you shouldn’t leverage it!

It establishes brand supremacy

Podcasts are the perfect tool to establish thought leadership and brand supremacy in any subject. You have control over the content, you curate the information,and the finished product becomes an asset that showcases your expertise on the topic. All you need to do is understand what you want your audience to take away from each episode, do the relevant research, track down some statistics, and find the anecdotes that will back up the claims your brand is making.

Now you know why you should be using podcasts, so here’s a quick lowdown on the best practices:

  • Give it a catchy, memorable name — ideally containing the number one keyword you want your show to rank for 
  • Ensure your cover art includes the title, a picture of the host, and a few images related to the show’s topic
  • Find the right hosting software company — be it iTunes, Google Play, or Libsyn

You’re all set! Go ahead, join the ranks of Sephora, eBay, and Basecamp, and let podcasts take your brand to the next level.

Why and how your brand should be using podcasts

Gone are the days when a magazine article or mention on a radio show alone could generate new customers or leads.

Sound allows the listener to hear the emotion behind your words

Spread quickly, personal, up-to-date and can be used optimally in the pre-and post-release for distribution

It builds trust with your audience.

Audio content is very personal. When someone hears you speak, they hear your personality and your authenticity. They can detect the excitement in your voice and feel your passion for helping them while you discuss topics that are relevant to you both. This makes it easy for them to meet, like and trust you. Podcasts help your target market feel as if they already know you on an individual level.


A podcast is easy to produce, whether you have a commercial location or a home-based business. A computer is used to record the podcast. You’ll need a microphone to pick up the audio. A high-quality microphone makes your podcast sound better. A software program that edits audio files is also important to produce a quality podcast. This method of reaching customers is often more affordable than traditional advertising methods because you can do it on your own.

Connect with influencers and others in your industry

What better way to connect with other bloggers and business owners than featuring them on your podcast? Interviewing other professionals in your industry gives them a chance to connect with a new audience while you get to connect with theirs. Win-win!

Start by asking a few of your friends in the industry so you get practice with interviewing and thinking on your feet. Then you can move up to micro-influencers and then full-blown influencers as you build your confidence and platform. 

Sephora, the cosmetics company, airs #Lipstories

eBay, the e-commerce platform, airs Open for Business

Tina Garg
Founder and CEO at Pink Lemonade, an Integrated Marketing & Communications agency in Bangalore.
Tina launched the company in 2011, and today, it is known for its award-winning work in creative & business communications, and digital services. She comes with extensive experience in the creative industry, and is passionate about empowering women entrepreneurs.

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