Why Podcasts Should Be Included in Your Marketing Strategy

Do you listen to podcasts? Does your marketing strategy include podcasts? Do you know the definition of podcasts? If the answer to these questions is NO, then this post is a must-read!

According to Wikipedia: 

"A podcast is a program made available in digital format for download over the Internet. A podcast series usually features one or more recurring hosts engaged in a discussion about a particular topic or current event. Discussion and content within a podcast can range from carefully scripted to completely improvised. Podcasts combine elaborate and artistic sound production with thematic concerns ranging from scientific research to slice-of-life journalism. Many podcast series provide an associated website with links and show notes, guest biographies, transcripts, additional resources, commentary, and occasionally a community forum dedicated to discussing the show's content. The cost to the consumer is low, with many podcasts free to download. Some podcasts are underwritten by corporations or sponsored, with the inclusion of commercial advertisements."

Kathi Kruse has previously appeared here on this blog in a Q&A about social media, employee engagement, and the customer experience. Since she is a regular podcaster, we re-connected to discuss podcasts, and highlights of our discussion follow a brief introduction.

Kathi Kruse is a retail car gal, dealership profitability expert, social media strategist, coach, trainer, author of Kruse Control Newsletter, co-host of The First Pencil podcast, and founder of Kruse Control, Inc. and AutoCFO To Go. She is a board member of Hanaeleh Horse Rescue. Ten percent of Kruse Control profits go to animal welfare.

QUESTION: Podcasts are rising in popularity as a promotional tool, so how would you explain a podcast to someone who has yet to use the medium?
KATHI KRUSE: Podcasts are digital audio programs accessed through dedicated podcasting platforms and apps like Apple Podcasts. You can subscribe to your favorite podcasts, receive automatic updates when new episodes are released, and listen to episodes on-demand.

The content of podcasts varies widely from educational and informative shows to entertaining and comedic programs. Some podcasts feature interviews with experts, celebrities, or ordinary people with interesting stories, while others focus on storytelling, news analysis, true crime, self-improvement, history, science, technology, or any other subject of interest.

QUESTION: How do you measure success of podcasts you create?
KATHI KRUSE: Podcasts are typically measured by the number of downloads. But some podcasters in specialized niches (me included) have smaller audiences, so downloads aren't as important. We do our podcast for fun and we're happy that others tell us how much they like the show.

QUESTION: How do you promote engagement of podcasts you create?
KATHI KRUSE: We share our episodes on social media, such as, Facebook and Linkedin. Our show has its own Twitter handle (@TheFirstPencil), but now that Twitter is dying, we'll move over to Threads. I also share links to the show in my weekly newsletter, which can be subscribed to at this link: https://www.krusecontrolinc.com/kruse-control-newsletter-subscription/.

QUESTION: According to an article entitled, “Is Podcast Media Buying Worth It? What Every CMO Should Know,” the following was stated: “Podcast listeners will increase 6.1% year-over-year (YoY) to 125 million between 2021 and 2022. The podcast industry is projected to reach $94.88 billion by 2028 Podcast audiences are not only large and growing. They also tend to be young, affluent, educated, and generally receptive to podcast ads. These are the same audiences that marketers are trying so hard to reach, yet often get hamstrung by technologies, such as, ad blockers in other digital media.” Therefore, do you think podcast media buying is a worthwhile strategy, and can you please elaborate?
KATHI KRUSE: Yes! I was a long-time podcast listener before I started my podcast. The ads on podcasts are typically read by the hosts, which make them more trustworthy and often keep my attention. Instead of fast-forwarding past them, I will listen to them, especially when the hosts are funny (example: Pod Save America).

Also, research has shown that using headphones to listen to podcasts, which is typical, actually enhances our perceived intimacy with the hosts. Experiments found that a voice coming from ‘inside our heads’ can be twice as persuasive as one coming from a speaker. As a listener, this is 100% true. (Source here: https://www.theguardian.com/tv-and-radio/2022/mar/02/podcasts-headphones-perceived-intimacy-host-increased.)

(Read the full article here: https://www.oceanmediainc.com/is-podcast-advertising-effective/)

QUESTION: Lastly, what are some podcasts that you listen to that have nothing to do with your business, and why?
KATHI KRUSE: Here's a very short list:

1. Smartless: Will Arnett, Jason Bateman, and Sean Hayes. Hilarious.

2. Something Was Wrong: Super helpful real-life stories of women who have endured and ultimately escaped relationships with narcissistic sociopaths.

3. Pivot: Kara Swisher and Scott Galloway talk tech and business - both have been my heroes for a long time for different reasons.

4. Pod Save America - the hosts are former Obama admin guys. They are funny, conduct smart political discussions, and provide ways to advocate for the causes I support with Vote Save America.

5. Lovett or Leave It: Jon Lovett (one of hosts of Pod Save America) does a weekly live show here in Los Angeles. He's a writer for film and TV, he's funny, and his guests are always great.

6. Just Jack and Will: Sean Hayes and Eric McCormack (of Will and Grace, of course) just began this pod where they do a breakdown of Will and Grace episodes. I have a personal connection with the show (a long time friend was a producer), so it makes me very happy to hear details about the production.

7. Hard Fork: Casey Newton (Platformer) and Kevin Roose (New York Times) talk about all things tech, AI, social, etc. Both are well-connected and get scoops regularly. They also make me laugh.

My thanks to Kathi for sharing her marketing insights and for appearing here on my Blog.

Image Credit: CDX via Wordswag.

Check out Kathi's previous appearance on my blog:
Social Media’s Impact on Employee Engagement and Customer Experiences (October 2021)
https://www.debbielaskeysblog.com/2021/10/social-medias-impact-on-employee.html

Connect with Kathi at these links:
LinkedIn: https://www.linkedin.com/in/krusecontrol/
Facebook: https://www.facebook.com/KruseControlInc
Instagram: https://www.instagram.com/kathikruse/
Threads: https://www.threads.net/@kathikruse