The podcast: an essential part of digital marketing
In 2024, the importance of the podcast in digital marketing for a company is no longer to be proven. However, several companies do not yet know how to fully exploit such a strategy. In fact, most of them focus mainly on the basics, like the creation of a website.
However, many professionals also seek to win via the Internet . Consequently, fundamentals are no longer sufficient. This is where podcasting comes into play, as a technique used to really distinguish itself from competition. It makes it possible to reach more Internet users.
Podcasts: What is it?
Podcasts generally designate audio or video files published episodically on the Internet. To host them, there are dedicated platforms such as iTunes and Google Podcast . However, they can also be put online via websites or social networks .
Auditors often consider them a digital radio program . For good reason, this type of content is often free . In addition, Internet users only need an internet connection and a device such as a smartphone to access it.
Creators can notably boast of the low cost of production of podcasts , not to mention that they are easy to design. Those who produce them can make their recording from studios, at home and even in the street . In addition, they do not necessarily need a script , because most podcasts take the form of a conversation .
Podcasts for all tastes
Podcast creators have relatively more freedom than those responsible for radio programs. Thus, they can give free rein to their imagination. Podcasts are therefore often more creative .
Among other things, advertisements on this kind of format often differ from those encountered on television or on networks. The fact is that the animators have the possibility of reading promotional messages in a way that suits their program the most. As a result, sponsors can benefit from an ordinary advertising.
However, the podcasting has the greater asset to allow the treatment of various subjects such as technology, health, new products ... Producers can therefore continually offer new content to their listeners. The latter will therefore not get tired easily. In addition, companies that have invested in this type of content have an additional advantage . They can, at any time, choose to convert them into blogs and Vis Versa.
Better digital marketing strategy
A more attractive format
Today, Internet users are bombed with information, which leads them to prefer lighter content to assimilate , such as podcasts. With audio formats, for example, the reader can both listen to and perform another activity .
Midroll also conducted a study on the subject. Research results have shown that around 45 % of people listen to podcasts during their trip (car, plane and public transport). Similarly, almost 36 % consume it while they are cycling, running, walking and during their training .
More visibility for the brand
As aforementioned, creators can put their works online on several platforms . Thus, they can reach many people who are interested in their content. In other words, it's a great way to expand the target audience . In parallel, the brand promoted through this format has better visibility .
A website with better referencing and more trafficking
The podcasting undeniably stimulates the referencing strategy of a professional . Moreover, the transcription of the audio in writing is an excellent way to exploit this type of format. The keywords that will appear on the company's website Other shares, the integration of links in the description of podcasts also makes it possible to direct listeners to the desired website .
In addition to keywords and links , podcasts can also be used to better optimize his presence on social networks . The sharing of episodes on the different networks makes it possible to improve SEO . Likewise, send messages to these channels to warn the interested audience improves traffic on the blog .
The creation of an affinity with the public
If the podcasts are accessible at any time , they also have the advantage of transmitting emotions . Most of the time, they come in the form of conversations , stories or even personal experiences . In other words, listeners know that they listen to a man. The host then becomes the voice of society . In this way, a more intimate link is created with the brand promoted and the public .
Even more interest in companies
A better conversion rate
This format is an effective way to convert listeners into buyers . A study carried out on 300,000 consumers of podcasts has proven it. 63 % of them admitted to having acquired the promoted article. In addition, 71 % said they had visited the sponsor's website after the host mentioned it during the program. In addition, a large part of young people seem to prefer videos and audios that multiply on the different platforms.
Undeniable accessibility
Currently, podcasts are easy to access thanks to technological advances such as voice assistants . With Siri, Alexa and all the others, everything is much simpler. The same goes for the search for podcasts . To listen to their favorite programs, Internet users only have to ask these assistants.
In addition, they consume little bandwidth . To put it simply, they take care quickly and consume little mobile data. This means that the public linked to this format continues to grow. For the company or the sponsor, this results in a higher number of potential customers .
In short, podcasting which is initially used to share knowledge can also participate in the development of a business. Since most Internet users are less inclined to read, an audio format is an effective way of making themselves known to the public . It even allows the audience to be converted into customers . The fact is that pods create a better affinity between society and listeners . Therefore, in addition to generating more customers , they retain them. This makes it a major asset in a digital marketing strategy .
🗣 User opinion
Julie M., founder of an online yoga studio
“Since I launched my podcast, I have tripled the traffic to my site. The listeners are already committed, they trust me before I even register for my lessons. »»
Romain L., chartered accountant specializing in freelancers
“The podcast allowed me to popularize complex subjects and position myself as an expert. My episodes have become my best business card. »»
Aïcha D., marketing manager in an industrial SME
“We tested the Podcast in B2B. Result: more than 1,200 listening per episode in three months and a significant increase in incoming requests. »»
Samuel B., Freelance in Personal Branding
“I won my 3 biggest customers after they discovered me via my podcast. It is a very powerful tool of influence to create a link. »»
🎓 Expert experiences
Seth Godin, Author and Marketer
“The podcast is the perfect media to build a relationship of trust. It allows you to speak for a long time, without interruption, to an audience chosen. »»
Nielsen study (2024)
“The brands integrated into podcasts obtain advertising memorization 4.4 times higher than that of traditional radio pubs. »»
Camille Maestracci, founder of Podcast Makers
“A well -positioned podcast generates a faithful community, difficult to obtain with social networks alone. It is a lever of authority. »»
Edison Research report
“74 % of weekly podcast listeners claim to have sought a product or service mentioned in an episode. »»
