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

4, 2021

8 min learn

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

Opinions expressed by Entrepreneur contributors are their very own.

By Lina Marcela Garzón, Digital Consultant and Public Relations Manager at SpicyMinds In latest 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 way more accessible than studying a bodily journal, right now, listening to this similar content material in audio format is way more sensible and inclusive than studying. Colombia has not been immune to the exponential development of the format. In Latin America: Colombia is in the highest 5 of the nations that develop essentially the most in consumption and manufacturing along with nations comparable to Mexico, Argentina, Chile and Brazil and, worldwide, it’s in the highest 3 of nations with the very best development 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 5 keys to perceive the world of the podcast and use this instrument to place and promote a model or thought. 1. The podcast is a 90% engagement technique, 10% exponential gross sales Image: CoWomen by way of Unsplash It is vital 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 shouldn’t be targeted on promoting, however on bringing some profit to those that learn it, comparable to fixing an issue, clarifying a doubt or instructing one thing. The sale is just one consequence of this course of. It is healthier to have a consumer dedicated to three occasional ones, therefore methods comparable to: model ambassadors, incomes factors for frequent purchases in institutions, having reductions for suggestions or producing loyalty applications. The podcast has turn into one of many instruments to entice, retain and be an opinion chief in a subject or trade. 2. Content should be accessible to everybody in all places Image: Juja Han by way of Unsplash And it is because at current, we’re inside a state of affairs in which consuming is completely linked to expertise, accessibility and practicality. A format comparable to 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, by way of smartphones, which makes entry to podcasts straightforward. 3. Advertising on podcast platforms is heard greater than in every other medium Image: Soundtrap by way of Unsplash In the examine The State of the Podcast Universe 2020 the place the promoting developments of this format are mentioned, it’s talked about that as with all kind of media that begins with out promoting, it may be an advanced battle to get shoppers to settle for the herself. However, the podcaster trade is aware of that primarily based on information from the previous few years, the struggle is price it for the diploma of engagement from listeners. A tough-to-reach viewers with conventional promoting is sort of open to podcast adverts. Almost half of them (44%) say they pay extra consideration to podcast adverts than every other media outlet, and 37% of them say podcasting is one of the best ways 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 development continued, and in the primary half of 2020 it rose an additional 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 by way of the creation of related and priceless content material, attracting, involving and producing worth for folks and, in this manner, 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, goal, humanization, concentrate on client 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 shoppers 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 scale back prices and on the similar 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 possibly generate fast gross sales), however paying extra consideration to creating premium content material. 5. It is a new supply of earnings Image: Austin Distel by way of Unsplash If we handle to convey to life a profitable podcast that has 1000’s or thousands and thousands of listeners, it may be monetized and used to generate earnings. How? There are some ways each straight and not directly. Directly, by way of sponsors who pay a payment to seem in this system, inserting promoting spots like those we hear in conventional radio applications, by income share from platforms comparable to Anchor , Spreaker or Ivoox , affiliate marketing, amongst others. (*5*), the podcast shouldn’t be monetized by itself, however thanks to it, visibility will increase, positioning as an opinion chief, a neighborhood is born and the earnings doesn’t come as a result of they pay for the podcast, however for different merchandise that the model gives as an professional. in a sure space. In conclusion, over time, not solely can it assist us place ourselves in Google searches, but it surely will also be used in conjunction with different instruments comparable to the web site and social networks in order that potential shoppers 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 thought or business. construct belief amongst potential clients, discover a new method to earn earnings and guess on a format with a future with out the necessity to make investments massive quantities of cash.


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