Can a Podcast be the Foundation of Your Marketing?
Your podcast should be considered the solid foundation of all of your marketing plans for the next year. In this Podcast Studio Glasgow Guide, we’ll explain why.
Whether your business sells products or services, or even you as a personality (think comedian, PT, life coach, etc), having multiple strands to your marketing plan is a way to ensure you’re hitting the right audiences in the right places consistently.
But here’s one thing that’s often overlooked when it comes to online marketing in particular.
The end goal of your marketing is to get the right people onto your website. Why? It’s on your website that you’ll eventually end up doing business. Whether it’s through e-commerce sales, event bookings or enquiries, you built your website to make all of that happen.
Simply put, see your website as the hub of a wheel. Your marketing efforts are the spokes, connecting back to the hub. The rim of the wheel is your target market. The quality of the spokes (your marketing), unsurprisingly, ensures the wheel is robust and that it works as a wheel should.
So, how can a podcast create robust, strong marketing?
Why Podcast Show Notes Are So Important
Most, if not all, websites have a blog built in. If you’re not already using your blog to regularly update potential and existing customers on new products, service benefits, etc, then you’re absolutely missing a huge marketing opportunity, not to mention massive SEO benefits.
Your website’s blog should also become the home of your podcast show notes.
What are podcast show notes?
These are where you, in text form, write up what each episode of your podcast is about, the subjects covered, details of any guest, and links to where your podcast’s audience can learn more.
Inherently, podcast show notes will be keyword rich, keywords that relate to your core business, but also keywords potential customers and clients will put into Google when they’re in the market for a business like yours.
Having a regular podcast gives you the opportunity to write up quality show notes on your website’s blog that will expand your online footprint, making it a goldmine of quality content all based on what your business does.
For example, let’s say your business is providing IP protection for brands. Obviously, your website will clearly outline in text form what your business does and the services it provides. But once you have a podcast on the subject of IP protection for brands, you’ll be regularly adding to the text on your website will SEO-friendly content in the form of podcast show notes.
Let’s say you do a podcast episode on “Understanding the IP Risks of Counterfeit Goods”, when you come to write up the show notes on your website’s blog, you’ll be adding paragraphs of text that will ultimately help your website - and by extension your business - be found at Google search.
In other words, your podcast can help your business be discovered by new clients. Just remember to regularly mention on your podcast the fact that the show notes exist!
Your Podcast Makes You the Global Authority
With podcasts becoming a regular part of people’s lives, the medium itself can help you become a global authority. A well-produced podcast will make you sound knowledgeable, approachable, trustworthy and authoritative. By bringing on guests who are experts in their field, especially when those fields align with your business, brings even more respect to your business or personal brand.
Adding More Spokes to Your Marketing Wheel
For each episode of your podcast, snipping out juicy junks and releasing them as Instagram Reels, TikToks and YouTube Shorts, allows you to flood your social media accounts with snappy, on-message content. Each serves as a teaser to the main podcast episode, which in turn, links back to the show notes on your website.
It’s a steady drip-drip-drip of on-message, relevant social media marketing content that all work to enforce your position as an expert, influencer and authority.
YouTube is the second most used search engine after Google. Therefore, for yours, smart businesses have recognised that having video content on a YouTube account which showcases their business and expertise is a great marketing tool. So, upload each episode of your podcast in video format to your YouTube account.
Snipping up longer segments of your podcast and uploading them to your YouTube account can help your YouTube channel be discovered at search, especially when you use interesting and provocative video titles. And the description of these videos should include a couple of paragraphs of text that will help your video be found on YouTube and Google search, plus remember to include a link back to the show notes on your business website.
But what if you don’t record video with your podcast?
You can still upload your podcast audio to your YouTube account as YouTube recognises the power of podcasting. Your account has a ready-made option to “start a podcast” by uploading audio to your channel.
Use free online tools - or Photoshop, InDesign, etc - to create graphics with text quotes from each episode of your podcast. Use these on Instagram, Threads, Twitter and LinkedIn to spark discussion and engagement. And always remember to include a call-to-action to check out your podcast.
To recap:
Your podcast can showcase you and your business as the global authority in your field
Podcast show notes on your website’s blog will help your business be discovered at search
Each episode of your podcast is a goldmine of short clips to help drive engagement and awareness on your social networks
How Can PSG Help You?
Not only do we have over 18 years of experience in podcast production, we’ve run digital marketing campaigns since 2008. We fully understand the importance of having a diverse range of marketing content to hit as many different places and audiences as possible, all with the goal of connecting these audiences back to our clients’ websites.
We work with several clients on repurposing their podcast episodes into short video content with subtitles, graphics and music to help them add quality spokes to their marketing wheel.
If you haven’t already started a podcast, we can consult with you on how to begin.
If you’re already podcasting, we’ll help you take the overall production to the highest level. If you haven’t already checked out our studio, click here. We only use the best possible audio and video equipment and we take the hassle and confusion out of pre-and-post-production for our clients so that all they need to do is turn up and record.
We firmly believe that your podcast can and should be at the heart of your marketing efforts. Your podcast is absolutely a game changer in terms of the marketing potential it offers.
We can’t wait to welcome you into PSG, click below to get in touch.
