You’ve heard it, you’ve seen it being talked about on Youtube, you’ve read about it in news articles online. In fact, most of your friends in marketing and sales are raving about this marketing tool for ages. Yep! Everybody is buzzing about this new marketing tool – and the name of it is “Podcasting”.
Okay, so as a newbie in marketing or as a seasoned marketing expert, you might be wondering why you should be seriously considering Podcasting as a marketing tool. The answer lies in the nature of our podcast listeners – they are highly susceptible to the marketing of products and services!
In fact, podcast listeners may just be the best customers you’ll ever have – and the ones you should be targeting now! Let’s explore the reasons why.
A study conducted by Midroll, an ad agency focused on podcast networks, of 168,000 podcast listeners on their behavior during podcasting and how it impacts them, revealed that 61% of podcast listeners bought or patronized a product/offer when that ad is broadcasted during a podcast. This high conversion rate of podcast listeners is attributable to the fact that podcast listeners immediately act upon an offer once they hear about it. Now wouldn’t that be a great audience?
In a podcast, you can make your voice sound authoritative, learned and highly credible. This helps build authority and credibility for your brand or service. Once you get their trust, podcast listeners will eventually patronize your channel and keep coming back for more.
Podcasting enables you to talk to your audience like you’re just having a conversation with a close friend. It might sound a bit simplistic but being able to talk directly to your listeners is a way of letting them be familiar with you and treat you as someone they can rely on to help them with their problems.
The Midroll survey discovered another very important trait of podcast listeners. It was discovered that 88% of podcast listeners listen to every single episode of their favorite podcaster once his/her authority and expertise on a subject is already established. This has major implications for those who would like to market their products or services on a long-term basis. It ensures the marketer has a continuous source of revenues if he/she keeps her listeners engaged.
One of the discoveries of the Midroll survey is that podcast listeners are very affluent people. These people are mostly persons on the go, multi-tasking most of the time. Listening to podcasts while doing other things like driving to work or preparing their notes before a meeting are just typical of these listeners.
How about you? Have you found a great way to maximize your marketing opportunities through podcasting? Let us know in the comments section below!
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