The Power of Audio Marketing: 4 Ways To Boost Your Brand Strategy

It’s hard to believe that just 16 years ago, only 22% of the adult population in the US was aware of podcasting — a figure that drastically jumped to 78% in 2021. In fact, there were an estimated 120 million podcast listeners in the US in 2021, a number expected to reach over 160 million by 2023. If you’re doing the math, that’s an increase of about 20 million listeners per year.

While the market continuously reveals a demand for podcasting, it’s no surprise that brands like yours are starting to take audio marketing seriously.

If you’re ready to harness the power of audio marketing, we have a special article in store for you today.

Today we’re covering four simple ways you can boost your brand strategy by taking advantage of  best practices in audio marketing.

Ready to learn more?
Let’s begin.

1. Plan value-driven topics with your audience in mind

Delivering value to your target audience needs to be at the center of your podcasting strategy. So, start by creating a value-driven topic list in line with your audience’s pain points, questions, and preferences.

Let’s break this down using four different industry examples.

Coaching and consulting

If you’re in the coaching and consulting industry, hosting value-driven episodes can help you nurture your ideal audience and give them a taste of what it’s like to work with you.

For instance, if you’re a career consultant, make sure your topic list includes plenty of job resources that can help them get hired.

Or, if you’re a health coach, make sure your topic list includes plenty of tips on how they can eat healthy and stay in shape.

Gaming

If you’re in the gaming industry, you already know how much gamers love gobbling up advice, research, tips, and collection reveals when they’re not busy playing.

So, be sure to focus your value-driven topic list on those core themes.
For instance:

  1. 1. Give them your trade playing secrets
    2. Discuss DLC collection reveals, like the Batman x Fortnite collab with the Catwoman pickaxe and avatar skin
    3. Feature game designers
    4. Discuss new games that are coming out soon

Real estate

Real estate professionals need a multichannel marketing approach to get the most out of their sales and outreach efforts. So, naturally, it only makes sense that an audio channel would be added to the marketing arsenal, too.

When planning out your value-driven real estate episodes, consider the clients you’ve had in the past. What pain points did they bring up most? What were their frequently asked questions? Use your podcast as an opportunity to solve those pain points and answer those questions.

Need inspiration? Luxury Presence, a company that offers real estate SEO services, uses this strategy in its podcast called The Presence Podcast. Go give it a listen to learn more.

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Virtual assistant services

If you’re in a nuanced industry like the virtual assistant industry, pay extra attention to your target audience’s unique needs.

For instance, if you serve medical professionals like HelloRache does, you’ll want to make sure your episodes highlight how virtual assistants bring value to the medical industry and what specific problems they help solve.

For instance, maybe your service saves physicians an average of 15 hours of admin time per week. Or maybe your service saves the day when office staff call in sick. Whatever the case may be, get as granular as possible when describing your benefits.

2. Schedule interviews with exciting guests

Give your audience something special to look forward to by scheduling interviews with exciting guests.

If you decide to take advantage of this tip, make sure to write out your guest list and your schedule well in advance so you have plenty of time to plan each episode. Interviewees are busy just like you and they not only appreciate but may also require advance notice before they can commit to being on your show.

Not sure who to feature on future episodes?
Here are some ideas:

Influencers

Host influencers in your industry that have strong relationships with your target audience.

Ask the influencer to take over the entire episode and run their own content plan, or have your audience send in questions and go over each one live on the show.

Industry professionals

Find professionals in your industry and interview them about recent trends, industry highlights, and future forecasts.

You can also ask them to share their own personal expertise and insights on the show. This example works especially well if you’re targeting a B2B audience.

Brand promoters

Feature brand promoters that are eager to rave about their results after buying your offer, product, or service. Bonus points if they have specific benefits and results they can point to.

For instance, maybe your business consulting service helped them go from 10k to 20k in a month. Or maybe your green smoothie powder helped them lose 20 pounds in six weeks. Whatever the case may be, up the value by honing in on the specifics.

Inside professionals

Interview top professionals in your company that are responsible for key decision-making, think CEO, COO, product designer, project manager, etc.

Get the inside scoop by asking them to reveal behind-the-scenes processes, ideas, and why the company operates the way it does.

And speaking of getting the inside scoop …

3. Host tell-all episodes

Audiences love peeking under the hood to discover what makes up a brand. And that’s why tell-all episodes are so effective.

Ready to reveal an inside look into your brand? Let’s take a look at several ways you can bring your audience along for the ride.

Give out your hottest tips

Have you mastered the Instagram algorithm, perfected Reels, and discovered how to boost Story engagement? Do you know how to turn new followers into customers within seconds?

Turn your expertise into mini tip episodes where your marketing audience can listen in to learn about best Instagram practices.

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Share funny behind-the-scenes stories

Does your product development team get into trouble when it’s close to 5 o'clock? Did you install a margarita machine after your evening crew petitioned for it? Did your entire frontline team join a tap dancing class just for kicks?

Build relatability and capitalize on humor marketing by sharing your team’s funniest behind-the-scenes moments with your audience.

Reveal the process of how you make your product from start to finish

Put on your documentary hat and turn your product manufacturing process into an in-depth story.

Share how your product gets made from ideation to manufacturing to packaging and fulfillment.

If you’re a service-based business, share how your service works from start to finish. For instance, if you’re a project manager, reveal your methodology and share how you fulfill your responsibilities across the entire project timeline.

Reveal tips and secrets you don’t share anywhere else

Do you have wisdom that you’ve earned after years of experience in your field? Have you discovered practices and tips that nobody else has?

Boost your podcast’s value potential by reserving your trade secrets for your podcast listeners, only.

4. Highlight product benefits and host product demos

Information marketing is key to removing barriers to entry because it helps your audience understand the value of what you offer.

By revealing how your product works and the benefits your audience can look forward to, you can answer your target market’s most burning questions and nudge them closer to conversion.

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If you run a service-based business, you can follow the same approach by highlighting the benefits of your service and demonstrating how it works.

You can also break these episodes up by product or service type or create a series.

Since episodes like these provide excellent opportunities to convert listeners into customers, you can kick it up a notch by using strategies that widen your audience reach.

Here’s how:

Schedule cross-hosting episodes

If you’ve established strong relationships with other brand owners in your niche, consider cross-hosting a few benefits and demo shows with them.

The gist is this: You feature them on your show so they can help you market your product or service and they feature you on their show so you can help them market their product or service.
In other words, it’s networking 101 — you share your target audience and they share theirs.

Stream live audio on social media

A fun way to widen your audience reach is to host your podcast show while simultaneously going live on social media. For instance, if you live stream on Instagram and Facebook while hosting your podcast show, you’ll have the benefit of speaking to three audience segments.

Pro tip: Make sure to test your equipment and settings on all platforms before going live so everything runs smoothly.

Wrap up

With podcast listeners in the US expected to reach over 160 million by 2023, there’s never been a more opportune time to take advantage of audio marketing.

If you’re ready to implement the power of audio marketing, we hope today’s article has given you the confidence you need to take the first step.

For good measure, here’s a quick recap of the best practices we shared today:

  • 1. Plan value-driven topics with your audience in mind
    2. Schedule interviews with exciting guests
    3. Host tell-all episodes
    4. Highlight product benefits and host product demos

And that’s it. Now it’s your turn to plan, create, and host your podcast show. To your success!

Psst, need help creating a podcast show? Then you’ll love Podcastle. See how our AI-powered platform can help you create, edit, and distribute production-quality podcasts in seconds. Get started today.

Author Bio:

Ioana Wilkinson

Ioana is a freelance content writer and SEO strategist for B2B and B2C brands specializing in Business, Digital Marketing, SaaS, Tech, and Mental Health. Born in Transylvania, raised in Texas, and transplanted to Barcelona, Ioana’s most recent move has taken her to sunny Mexico.

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