Why Podcasts Should Be Part Of Your
Marketing Strategy

It is no secret that podcasts have grown in popularity over the past few years. With the rise of Spotify and other podcast platforms, listenership has skyrocketed; now, you can find a podcast for almost anything. Not many people would have predicted the popularity of podcasts. For a long time, they were placed in the same boat as radio. And since radio listeners were on the decline, many thought podcasts would quickly suffer the same fate. Many thought video content was the next big thing. However, podcasts have stood their ground and quickly transformed how people consume information.

Why Are Podcasts So Popular?

Podcasts offer a convenience few other forms of media can match. For example, many people search marketing podcasts and listen to them at any time and place, as long as they have a device with internet access, making them a popular choice for people on the go or those who have a busy schedule.

As we have mentioned, there are podcasts available on a wide range of topics, so there is something for everyone. This makes them a popular choice for people who are interested in learning about specific subjects, like SEO, or want to stay up-to-date on a particular industry.
One thing that helps podcasts stand out is Personalization. Podcasts offer a more personalized listening experience compared to traditional media like radio or TV. You can choose which podcasts to listen to and when to listen, which allows you to tailor your listening experience to your interests and schedule.

Many podcasts feature interviews or discussions, making them more engaging than other forms of media. This can make them a popular choice for people who enjoy learning from others and hearing different perspectives.

How Podcasts Play An Important Role In Your Digital Marketing Strategy?

Digital marketing has moved away from aggressively and directly advertising products, to a more subtle but effective approach: educating. And podcasts in digital marketing present the perfect opportunity to educate your listeners while establishing yourself as an expert without being pushy or condescending. As a result, including podcasts in your digital marketing strategy can help you in several ways:

Increase Brand Visibility

According to Jake Jorgovan, an SEO Podcaster, hosting an SEO marketing podcast can help you reach a wider audience than you may be able to through other marketing channels. Podcast platforms such as Spotify use different algorithms to suggest podcasts to their audience. Meaning it is easier to amass different types of listeners, increasing the visibility of your brand to a larger number of people. By sharing your knowledge and insights with a wider audience, you can establish yourself as an expert in your field and build trust with potential clients or customers.

Podcast collaborations are also a quick way to increase brand visibility. This can help to expose your brand to a new audience and potentially increase your reach. Most people like hearing different perspectives and ideas from podcasts. Podcast collaborations also show your audience that you are not close-minded and you can accept others’ opinions.

Build Relationships

Even though podcast collaborations primarily help increase brand visibility, they also help build relationships by connecting you with other professionals in your industry. As mentioned, this can be a great way to exchange ideas and insights, but also a great way to potentially build valuable relationships and connections.

But it goes beyond just building relationships with other podcasters. You can also engage with your audience and build relationships with them. By answering their questions and providing valuable information, you can build trust and establish a more personal connection with your audience.

Participating in podcasts is a great way to network with other professionals in other sectors. Digital marketing is very wide and can be industry specific. As an SEO expert, you may need to understand other industries and their needs to execute a strategy properly.  By building relationships and connections with others in different industries you have a better chance of understanding what these niches need. Podcasts in digital marketing also present a great opportunity to potentially find new opportunities and collaborations.

Increase Website Traffic

One of the main KPIs in any digital marketing strategy is to increase website traffic. The more people visiting your site, the more likely they will make purchases. Promoting your website on your podcast is a great way to drive traffic to your site organically. You can do this by mentioning your website during your podcast and providing a link to it in the show notes or description.

On the other hand, you can also promote your podcast on your website for people who frequent your site and not your podcast. The exchange of traffic and audience can make your marketing efforts a more efficient, well-oiled machine. By offering your website or podcast visitors more valuable content, you are more likely to have repeat listeners or site visitors, growing your audience further. You can do this by featuring a link to your podcast on your homepage or creating a dedicated page for your podcast on your website.

Generate Leads

With more traffic to your website, the next logical step is to find leads. Sharing valuable information and insights through your podcast can attract potential clients or customers who may be interested in your products or services. The best way to do this is by providing valuable content that helps you build trust with your audience and establish yourself as an expert in your field. In addition to sharing valuable information, you can also generate leads by offering valuable resources through your podcast. This could include offering free downloads, templates, or other resources that your audience may find useful.

Like any other marketing technique, include Calls to Action (CTAs) in your podcast. You can encourage your audience to take specific actions, such as visiting your website or signing up for a newsletter. It is also important to use social media in your hunt for better leads through your podcast. Promote your podcast on social media and include links to your website or other resources to drive traffic to your site and potentially generate leads.

How to Improve SEO through Podcasts

Digital marketing is a wide field. SEO is one of the most important digital marketing pillars. Since Google always aims to offer valuable information to any search queries, SEO podcasts should be used as a resource and a way to grow your SERPs. 
  • Boost your website’s visibility: Promoting your podcast on your website and social media channels can help to increase the visibility of your site. By driving traffic to your site through your podcast, you can potentially improve your search engine rankings and increase the visibility of your brand.
  • Improve your website’s user experience: Podcasts can also be a great way to improve the user experience on your website. If you provide valuable content in the form of a podcast, you can engage your audience and keep them on your site longer, which can be a positive factor for your search engine rankings.
  • Provide valuable information: Sharing valuable information and insights through your podcast can help establish yourself as an expert in your field and build trust with your audience. This can be a valuable way to attract potential clients or customers and improve your search engine rankings.
  • Increase backlinks: Participating in or hosting marketing podcasts can also be a great way to increase backlinks to your website. By providing valuable content and resources, you can encourage other websites to link back to your site, which can be a positive factor for your search engine rankings.
  • Use social media to promote your podcast: You can also use social media to promote your podcast and drive traffic to your website. By sharing links to your podcast on your social media channels and using relevant hashtags, you can increase the visibility of your podcast and potentially drive traffic to your website, growing your SERPs in the process.

One of the most common questions we get asked at our weekly SEO podcast is how to optimize your podcast for search engines. You can increase the visibility of your podcast and potentially drive more traffic to your website. Podcast optimization includes enhancing your podcast’s title and description, using relevant keywords, and including a transcript of your podcast on your website. Subscribe to our SEO podcast series and learn how to capitalize on podcasts and other digital marketing techniques to grow your business.