Remember Michael Jordan promoting Nike’s shoes in a commercial with Bugs Bunny? Today, those celebrity endorsements are now overpowering the digital advertising landscape with influencer marketing.
Influencer marketing includes highly-engaged relevant content generators that promote a brand online through different online platforms like YouTube video, Instagram post, Tweet, website article, etc.
Influencer marketing can help a brand grab an audience’s attention by leveraging the reputation of a relevant influencer. Those followers will quickly acquaint themselves with a brand from their favorite online celebrity.
So far, Instagram has been the most effective influencer marketing channel, at least 89% of marketers. But with the passage of time, people are also shifting toward other formats with serious intentions.
A podcast can be an effective option to create brand awareness and generate gradual sales growth for a product by using it as an influencer marketing channel.
Here are the few interesting podcast statistics:
- 69% of listeners agreed that podcasts made them aware of new products and services.
- 51% of the U.S. population have listened to a podcast at least once.
- 6% of the U.S. population are avid podcast fans.
- Weekly podcast listeners spend more than 6 hours/week in listening to podcasts.
The Mindset Shift
The podcast is considered to be the next big thing in the marketing world as this is one of the greatest forms of content marketing..
Compared to other online marketing channels like social media and email, podcasts have been built differently. The philosophy and objective of running a podcast have a deeper sense compared to the objective of social media posts and email conversations.
A podcast is meant to educate and improve listeners’ life fundamentally. So, if it provides value, it consistently brings more listeners to your show and makes your brand go viral.
It will stick to the users’ conscience and they would play only your podcast episodes whenever they want to brush-up their knowledge about a particular subject matter.
Furthermore, social media and email are an outbound marketing method while the podcast is an inbound marketing method where people come to your podcast looking for information.
So, these people have serious intentions of knowing more about a niche by listening to you. That is why, they would more intently engage with the podcast, and on the other hand, you get a priceless opportunity of influencing them to take action.
Let’s discuss how you can leverage podcasts as an influencer marketing channel.
1. Pick a Niche
Picking a niche is essential when it comes to starting your podcast because based on the niche, you would be able to attract a specific type of listeners.
The podcast’s niche is going to determine the type of content that you are going to share on the channel. This type of content can allow you to endorse and promote specific products among listeners.
So, the most foundational element behind starting your podcast journey and converting it to an influencer marketing platform is to pick a niche of your choice.
If you are a yoga instructor or a gym trainer, your podcast niche could be health and fitness where you share tips on improving the physical well-being of people.
And your listeners would be the people who are more serious about improving their physical health.
Hence, the product that you are going to promote on your podcast would also be relevant to the health and fitness niche.
If your podcast is about health and fitness, you won’t be supporting any SaaS products or makeup kits on your episodes. Your endorsements would be any yoga or gym equipment or books, etc.
2. Invite Guests
Before you start promoting products from the first episode, you need subscribers and listeners who will regularly tune into your show to listen to new episodes.
When starting a podcast channel, you should invite niche public figures, influencers, or celebrities from the industry. They will have their personal followers listen to the episode.
Remember that these guests must share a common interest and belong to niche industries. For example, if you are focusing on food and bakery, you can invite chefs or restaurant owners in your show.
You can host interactive sessions with the influencers and ask them relevant questions and provide valuable content to the listeners.
You can broadcast about your new episode on social media by saying, “I am inviting (guest name) to my new podcast episode. Comment your questions so that I can cover them in my next episode.“
This way, your audience will know that you are inviting a particular guest, so they won’t forget to tune in to the episode for listening.
Furthermore, the guest will be happy to share your podcast episode with their audience. This activity would generate brand awareness and provide more unique listeners and become regular subscribers.
Once you have a few thousand subscribers, you will start building your audience who genuinely wants to know more about the subject-matter and likely to take action.
Then, you can start promoting relevant products in your podcasts or go for sponsorships per episode to advertise brands to your listeners.
3. Focus on Providing the Value
While recording your podcast episodes, if your mindset is inclined toward earning money and promoting products only, your podcast show would not thrive.
Because of the way the podcast is built, you cannot expect quick results and profits as soon as you start publishing episodes.
With podcasts, you have a massive bandwidth of time to cover a particular type of topic. So, you have to provide a ton of value and discuss it in detail.
People who are looking at your social media content are simply scrolling through their feed. While with podcasts, people are intently listening to what you have to say. So, if the quality has to be top-notch to be successful.
Hence, during a 30-45 minute episode, if you keep advertising products, it will create a negative impact on the listeners, and they would seldom listen to your episodes.
If you want your podcast to influence people’s lives, you need to have a mindset that always aspires to solve real-life problems. You need to put the community first in order to build yourself as a podcast influencer.
4. Promote it to Get More Listeners
Marketing, be it personal or professional, plays a vital role.
You need to build a strategy for advertising your business by educating, entertaining, and training listeners and followers.
To promote your podcast show, you can leverage different online marketing platforms like social media, search engines, and chatbots. These channels will educate people about your show and generate online buzz for it.
Whenever you are inviting a guest, you can share a poll on Twitter or Facebook or create a dedicated post to request users to share their questions to be asked on the show.
You can create a display banner and a dedicated social media post which guests can also show on their website and social media platforms respectively. You can cite the podcast link of the episode so that people can listen to it.
This way, you can advertise your episode and monetize your podcast channel through influencer marketing.
5. Pick the Products You Promote Carefully
The product that you are promoting through your podcast episode is also essential for successfully monetizing the channel.
You should know your listeners and get some ideas on their choices to be able to suggest products that resonate with their personality.
Say your targeted listeners are CEOs and managing directors of startups and multi-million dollar companies. Then, your promotional products should cover courses, books, and anything that improve their busy lives.
So, for podcast influencer marketing, you also need to understand what you are promoting and to whom. Otherwise, your promotion would be as good as a random Instagram influencer’s posts.
You can go for affiliate marketing or per-episode sponsorships. You can connect with potential brands and ask them if they would be interested in sponsoring your episodes.
Conclusion – Patience Is Key
Just like any other business model, podcast influence marketing takes time to monetize and generate ROI.
Once you start promoting and bringing more value to your episodes, more people will visit your channel and gradually become regular listeners and avid fans.
So, it is a long process and it requires constant effort and proactive involvement from your end.
Do let us know what you think about influencer marketing and how you are going to leverage this for your business.
If you are already leveraging podcasts for your influencer marketing campaigns, you can share your experience in the comments with fellow readers.