PPB December 2018

Likewise, podcast networks such as Podomatic, iTunes, Spotify and Google Play offer listeners thousands of podcasts 24/7, most at no cost. Podcasts are a game changer for those looking to deliver content and for those wanting to consume it, and the legacy media industry is scrambling to adapt to these new ways. Some of the legacy networks, such as CBS, have already joined the fray by offering subscription-based channels exclusively online to compete with Hulu and Netflix. For example, CBS launched a new Star Trek TV show but it’s only available through their subscription online channel. It’s the network’s way of saying they are in this race, so don’t count them out. Podcasts, on the other hand, were the first on-demand media platform and will continue to grow in popularity, especially with the 40-and-under crowd. If you want to separate your business from competitors, share your keen expertise, align your brand with a value-added bonus and educate your clients and prospects on a range of related topics, you may want to consider offering podcasts. Here are five reasons why podcasts could make sense for your business. 1 It creates a positive PR platform. In a media-saturated world where bad news travels fast, you need a way to offset the negativity and build up your reputation among your customers. What’s a better way to tell your own story than by hosting a weekly podcast where you’re in charge of what gets shared? For years Mobil Corporation sponsored Masterpiece Theater on PBS. Why? Because the company wanted to put a positive spin on their brand to offset any blowback related to such issues as high prices at the gas pump, oil spills and geo-political issues. This was a simple sponsorship mention that was paired with a much- loved media franchise. Your podcast can act in the same way, but on steroids as the whole show can be a positive reflection of your brand profiled in its best light. 2 It creates a trust-building platform. By hosting a podcast you build credibility, which equates to trust. People tend to trust those they spend a lot of time with (think talk-show hosts) more so than strangers. Taking a cue from the radio world, who do you think hosts the most popular infomercial show today? Dave Ramsey. He is king of selling his products and courses to millions of Americans because of the familiarity he has created by being on air for three hours a day helping people with their money problems. Again, people tend to trust those they listen to on a regular basis. You are no different. Do you trust your favorite talk show hosts? Of course, or you wouldn’t listen to them. That’s the power of hosting your own show. 3 It creates a powerful communication device. This differs from the first reason as it’s about having a unique platform that serves your customers. What better way is there to keep people informed, inspired and educated about issues and opportunities than a weekly roundtable discussion produced as a podcast? Keep in mind that most people are time-constrained, so there is a far better chance they will listen to a weekly show than read your blog or newsletter. 4 It creates a powerful marketing tool. Marketing builds brand awareness and gives people something to come back to again and again. Companies spend a lot of money to stay top-of-mind with prospects and customers whether they use promotional products, traditional advertising, social media or a mix of these. Podcasting takes marketing to the next level. If you have a great show, not only will your current clients listen but so will your prospects, many of whom will be introduced to you via your podcast. Keep in mind, just like great newsletters, great shows are not about selling product, they are about building trust and familiarity through great content. An example is Cabela’s/Bass Pro Shop that produces a weekly podcast covering the outdoor/ sportsman lifestyle. Their audience is passionate about all things outdoors: fishing, hunting, etc. So, when they discover a show that feeds their passion, they listen to it. Of course, the company can leverage their email list to advertise their shows and the shows always contain advertising specific to the products they sell. One more thing: housing a podcast on your website can act as a lead-generation tool. People who enjoy the show will likely return to your site to listen to more podcasts which means more traffic to your website. They will also stay on your site longer, and both are good for | DECEMBER 2018 | 59 GROW