Multitasking isn’t easy. Here’s one way to give your busy customers something that will entertain them and lighten their mood! [Thursdays: FYO!]
Looking for ways to diversify your brand’s content online?
We have one suggestion: Podcasts!
In a previous “Find You Optimization!” article, we talked about how brands use podcasts to maximize consumer engagement.
Today, we’ll discuss the influential entrepreneur and Internet personality, Gary Vaynerchuk’s take on how businesses should start a podcast and use it to boost their visibility online.
“Why are podcasts important?”
This is one of the questions that Vaynerchuk asked in one of his blog posts.
According to him, every individual interested in producing content, building a brand, growing a business, or selling a product should learn how to start a podcast.
One reason for this is because this type of content is expanding and helps spread your brand’s voice―literally!
In the article, “The Rise of Audio and Voice,” Vaynerchuk explains that as the multitasking culture grows, podcasts take on a more important role in consumers’ everyday lives.
Think about music or audiobooks.
Similarly, you may listen to podcasts while you’re doing laundry, working out, washing the dishes, or relaxing.
Whatever time of day you prefer to consume this type of content, one thing is for sure:
Podcasts are a good way to learn something new, update yourself with the news, or be entertained.
… and as a business owner or marketer, these are helpful in expanding your brand’s online networks, bringing different industry experts together, and providing valuable information to your target market.
If you’re serious about growing your business, it’s about time you consider entering the world of podcasts and getting social with your customers!
Steps in Starting a Branded Podcast
First things first. Podcasts don’t really require you to purchase a lot of technological equipment. In fact, you can utilize whatever resources you have at home or in your office!
The only things you REALLY need are either a smartphone, computer, or laptop, an Internet connection, and something to talk about.
As for the general workflow…
Just remember:
- Ideate
- Prepare your softwares and gears
- Record and edit
- Upload and promote
- Outline a topic.
Before clicking the record button on your phone, laptop, or computer, make sure you have a clear topic in mind.
If there are a lot of ideas running around in your head, list them down and plan the order of the topics per podcast episode so you won’t forget about them.
Focus on the main subject at the moment. Take some time to think about how you want your podcast to become:
Do you want it to be segmented?
Is it just you on the screen, or you and a friend?
When should your listeners expect the release of a new podcast episode?
Keep in mind that once you start your branded podcast, you have to keep the ball rolling so planning your content is a must.
Once you’ve nailed this step, move on to the next one.
- Prepare the softwares and equipment you’ll use.
Your smartphone is a good option for recording a podcast, but if you want to level up your audio quality, investing in some good audio recording equipment is a great decision.
Doing so will not only make you feel comfortable recording your voice, but you’ll also produce webcasts that are nicer to listen to.
Who knows? If listeners become fond of consuming your audio content, they might also share it with their family, friends, and colleagues. Hence, more people reached by your brand!
Another thing: There are lots of podcasting apps you can use online such as Anchor, TuneIn Radio, Podbean, Castbox, Radio Public, etc.
You might want to try any of these apps and see if it helps you produce better audiocasts that contribute to your marketing goals.
- Record and edit.
There are free audio recording and editing softwares online like Audacity, GarageBand, Adobe Audition, etc.
These are advisable if you want to produce good-quality outputs for your brand.
Why?
They offer a tutorial on things to watch out for when recording a podcast as well as how to fix some issues like plosives and other types of unnecessary background noise.
So… let’s say you’re done recording.
For the editing process, listen to the raw file and slash any awkward silences or other parts that you don’t want in your final cut.
Once you’ve finalized your podcast, you may start exporting the file and ta-da! Your audio content is ready for distribution.
- Distribute your podcast.
Note: Before distributing your podcast, it’s good to have at least 3 to 5 episodes ready for publishing so you can get your listeners hooked. Doing so helps you become consistent and also gives you lead time to create new content.
When you’re ready to publish your podcast, you’ll want to upload it on different social media platforms for your target market to hear.
Take a look at some of the best hosting services and podcatchers for distributing your content:
Anchor
Libsyn
ShoutEngine
Pippa.io
Simplecast
iTunes
SoundCloud
Stitcher
TuneIn
Spotify
While some of these platforms do similar things when it comes to podcast distribution, it’s still good to analyze the features and benefits of each one so you can decide what fits your marketing strategy best.
How to Promote Your Podcast
In order to be heard, you have to get the word out about your branded podcasts.
Just because the content is in audio form, that doesn’t mean you can’t be creative in promoting your show.
In fact, you should be promoting your podcast across your brand’s social media channels by utilizing all the digital tools you have at your disposal.
Let’s see how Gary Vaynerchuk promotes his podcasts on his social media accounts:
Vaynerchuk plugs his podcast on Instagram with a valuable audio clip. In the photo below, he promoted one episode of “The GaryVee Audio Experience” with an in-feed post.
The graphic of a hand holding a smartphone lets followers know that Vaynerchuk’s content is available for mobile consumption, which is another good marketing strategy.
Aside from that, the title at the top of the video, “Why legacy is important,” gives Instagram users a sneak peek into the topic of the podcast episode.
Vaynerchuk also shared the post via Instagram story with a swipe-up link that directs followers to the podcast episode.
Vaynerchuk took a different approach for Facebook.
Instead of promoting a specific podcast episode, he shared a video demonstrating a wide range of content available through “The GaryVee Audio Experience.”
Vaynerchuk honed in on the fact that listeners can expect everything―from keynotes to interviews and rants.
Additionally, the promotional Facebook post ended with a list of where the podcast is available for listening.
In promoting on Twitter, Vaynerchuk added a visual video clip from a podcast episode he wanted his followers to check out.
He also used closed captions to work around the platform’s 280-character limit while still giving Twitter users a great preview of the topic.
By including the link to his podcast on his tweet’s caption, Vaynerchuk made it easier for his followers to download or stream the content.
Curious about how many people listen to Vaynerchuk’s podcast?
According to “The GaryVee Audio Experience” review, Vaynerchuk has an average of over 24,000 people listening to each of his audio content.
All thanks to his creativity in producing and promoting his podcast!
Podcasts are an important tool in building your business or brand.
This type of content has become popular in the digital platform, providing a wide range of discussions and engaging stories that keep your target market hooked.
Use podcasts to boost your brand’s online visibility and offer your customers quality content at the same time!
Invest in good equipment, be patient in the editing process, and promote content strategically so your target market will always have something to look forward to about your brand.
About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”
Why should you stop thinking SEO and start thinking FYO?
We’re not saying that you should abandon Search Engine Optimization (SEO).
Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.
The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.
Better yet, get to the top of page one for Top Results on Google or any other search engine.
However, what is the purpose of SEO? It’s that customers Find You!
That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.
How can we look at this from a different and better perspective?
Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?
FYO! Find You Optimization!
You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).
Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.
Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).
Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.
Hope you’ve found this week’s insights interesting and helpful.
Stay tuned for next Thursday’s FYO!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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www.valens-research.com
