We love a podcast here at JG Towers. It’s often a topic for discussion and we recommend episodes in our team WhatsApp frequently!

In case you’re not familiar, a podcast is like a radio show that you can listen to on demand. You access them through a podcast service and the largest ones are from Spotify, BBC sounds and Apple. There is truly something for everyone, from business and personal development to cookery and comedy. Because of the low level of investment needed to start, they’re quite accessible to create which means there are very niche podcasts too. I often listen to adoption related podcasts and those on child development, ones I was completely unaware of until last year!

Apart from being fabulous to listen to on a personal level, a podcast offers huge opportunities for your marketing. It’s an intimate and emotional way to connect with your target audience. People are likely to listen when walking to work, in the car, working out or even mowing the lawn. You’ll have their attention and you’ll be able to express your passion and authority on your subject directly, without having to write it down, which is often the case.

Three ways that podcasts can benefit you:

  • Listen to them – find ones you love about your sector or personal development and make the most of your commute to work.
  • Raise your profile – get invited onto a podcast that your audience listens to as a way of raising your profile. Once it’s live make sure you promote it yourself too!
  • Start your own – this is a big commitment but can also have big rewards, read on for more…

If you’re thinking of creating your own podcast then you need to check it fits in with your marketing strategy and will be useful or interesting for your target audience. You also need to ensure you have the time and resources to do it well yourself, or outsource it.

That done, there are four main reasons to include a podcast within your marketing mix:

  • Establish you as an expert – People will be listening to you discussing your specialist subject so you’ll be able to demonstrate how competent you are.
  • Build a relationship – By listening to your podcast regularly you will become part of their life and their routine. Because the emotion of what you’re saying comes through they will feel like they’re getting to know you.
  • Invite guests – If your guests also happen to be potential clients or supporters then you’ve got a wonderful opportunity to reach out to people you wouldn’t otherwise have an excuse to contact. Plus you’re offering them something valuable, to promote themselves, and they’ll meet you and learn about what you do also. Win, win, win!
  • Keeps you up to date – I did a weekly radio show for over 5 years, talking to charities and I loved it. An unexpected consequence was that that it gave me the chance to keep up to date with my audiences challenges and frustrations, as I spoke to many charities each week. This was invaluable to my business, as I could structure what we offered to their needs.

I hope this has been useful. Some articles below from people who know a lot more about this than me and the teams favourite podcasts. Do let me know if you have any recommendations!

Useful articles:

Which type of podcasts do Britons tune into and where?
The four things you need to make a podcast
Where are your podcast listeners and what are they doing?
5 minute guide for podcasts for non-profits but with useful info for anyone

The team’s favourite podcasts:

Nicki – Diary of a CEO
Megan – Table Manners with Jessie and Lennie Ware
Jo – Talking sense with Dr Martha

Now read Q is for Queries >

Jo Grubb
Managing Director, JG Creative