How To Use Podcasting As A Low Budget Marketing Tool.
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Brand renegades
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July 23, 2021 4 min reading time
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I’ve been to over 75 podcasts last year and shared my story about MASAMI, the premium clean hair care brand that I co-founded in February 2020. That’s right, 75 and counting!
While it may seem difficult and intimidating to guest on podcasts, let me tell you that it’s actually quite simple. There are many benefits to incorporating podcasts into your marketing plan. First, podcasts are a great way to tell a holistic brand story (which is a lot harder with digital ads and our short attention span).
Good podcasts are like Netflix shows with binge dignity – if you ever stumble upon one you love, chances are you’ll hear all of the previous episodes. The nice thing about podcasts is that they’re evergreen so they can be found long after the episodes are recorded.
Additionally, podcasts can help people get a feel for the people behind the company – transparency has become imperative these days as people want to understand the founders, their values, and their history. Podcasts are also a great source of content. You get long pieces of content that you can use on your social channels (and if the podcast is also a video, you can post it on YouTube). You can also use snippets and soundbites to share on Instagram, LinkedIn, Facebook, and Twitter. After all, search engines will love the content – which will help your SEO.
Related: Top 25 Business Podcasts For Entrepreneurs
Here’s how to find options for a podcast pod
So how do you go about being a guest? The first step to being a guest is understanding what it is easy (and professional) to talk about. Topics for me are business start-ups, brand positioning, juggling with children and work, clean beauty, hair care, wellness, advancement of women, marketing tips, management advice and career focus. Fortunately, there are tons of podcasts out there on all of these topics and the number continues to grow. In fact, nearly 900,000 podcasts were launched worldwide in 2020.
Next, you need to think of podcast hosts. Fortunately, this isn’t as difficult as it seems. Many podcasts have websites that you can apply to be a guest on. Many podcasts also rely on networks and communities like Facebook groups to find guests. Poddit has a “Find a Guest, Be a Guest” Facebook group that you can join. You will see the “requests” from podcast hosts asking guests about specific topics. You are sure to find the ones that are relevant to you. You can also submit your “Be a guest” profile and see who would like you on their podcast.
Similar: Podcast Advertising: Is Programmatic The Next Big Thing?
Here’s how to prepare for your podcast interview
You have just been accepted to your first podcast. Congratulations! Here are a few tips to make sure you’re prepared:
- Be talkative. Have fun. Remember, most podcast hosts can cut it out if you say something you wish you didn’t have or search for words. Many hosts will place a pre-podcast call to discuss the interview format, questions, or just to get to know each other. You can also ask the host specific questions at any time. Overall, it really comes down to making sure you are comfortable so that you can have a natural and organic conversation.
- Familiarize yourself with your material and prepare to share examples and details. While high-level advice can be helpful, I’ve found that the more detailed the suggestions are, the more useful the suggestions are. Don’t be afraid to share tools, brands, and partners that have worked for you. Chances are they’ll work for someone else too.
- Get the tech stuff right. If you don’t have a good quality microphone and headphones, now is the time to invest. Make sure your lighting is good when you are also being videotaped. Don’t forget to find a quiet place where you won’t be bothered (as charming as your dog may be, it’s not good to hear him or her on your podcast). And don’t forget to turn off computer or phone notifications.
That’s it! See, it really isn’t that difficult. You will find that the more you do, the easier it gets. The key is to start simply. You will be glad that you have activated a completely new storytelling channel for your company.
Related: How to Create Your Own Successful Podcast | PCMag
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