Podcasting – A Powerful Marketing Tool to Grow Your Business

Want an online marketing tool that converts potential customers into sales?
Midroll Media’s internal survey of 300,000 podcast listeners shows that…

63 percent bought a product or service

…from the podcasts they heard. Just think what that can do for your business!

What Is a Podcast?

The word “podcast” is a play on the word “broadcast”, coined in the days of the iPod® popularity. It is essentially an online radio broadcast that can be listened to online or downloaded for later listening.

The average podcast is about 22 minutes. They can, however, range from 5 to 10 minutes to over an hour or so. There is no exact set time schedule for a podcast. It is whatever the topic requires it to be, giving its creator a lot of latitude.

Check out one of ours at: http://webmasterforhire.us/category/podcasts.

In 2005, President George W. Bush used podcasts to deliver his weekly address to the nation. So why haven’t we heard more about podcasts?

They have been used in various forms – RSS is just one of which you may have heard; but they, like an online video, required that the consumer be at a computer to use. With the popularity of cell phones, car digital devices, and in home digital devices, such as Amazon’s Echo Dot®, podcasts are now easier to listen to “on the go” than DVDs. Thus, their popularity is rising – and not just with our youth.

Who Is Listening to Podcasts?

Edison Research, a global research company, has been conducting the annual “Infinite Dial Study” since 1998 that analyzes the different forms of digital media and its use . In its 2017 report, it found some facts of which all businesses engaged in Internet marketing should be aware. Let’s look at some of these statistics and why you should care:

  • Podcast listening grew 23 percent between 2015 and 2016. There are 42 million Americans listening to podcasts on a weekly basis, and 67 million on a monthly basis.In the past, to gain the attention of a targeted audience, it required frequent and regular podcasts to be aired. Now, with their increase in popularity, just one monthly podcast can greatly enhance your current online marketing strategy.
  • 40 percent of Americans, between the ages of preteen and adult, have listened to a podcast – and podcast listening consistently increases by 10 to 20 percent each year.Originally, podcasts were popular mostly among the under 25 online crowd. But this has shifted dramatically in the past few years. Now, the largest segment of podcast listeners is between the ages of 25 and 54, the largest “buying” segment of the American population. YOUR TARGET MARKET!
  • The majority of podcast listeners in the US are affluent and well-educated.They have the money and are more motivated to spend it on goods and services.
  • 60 percent of podcast listeners frequent some form of social media.Social media is the place to “share”, and they are sharing links to podcasts they like. I have shared them myself. Many of those podcasts are from businesses, just like yours.
  • 85 percent of podcast listeners hear all or most of the podcasts.If they choose to click your podcast link to listen immediately or download for later listening, you know that most are actually hearing your message. And 79 percent listen immediately to your message, according to Edison’s findings.

In addition to the Edison Research study, Pew Research, a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America, also has some interesting statistics on podcasts:

  • Libsyn® (i.e. Liberated Syndication), a podcast hosting service, showed there were 1.2 billion podcast download requests by listeners in 2012. That may seem like a lot of downloads, but they had 3.3 billion requests in 2015.
  • Additionally, they hosted 16,000 podcasts in 2013. In 2015, they hosted 28,000 – an increase of 75 percent!

This shows that podcast popularity is on the rise and a great marketing opportunity for your business. Podcasts can help you reach new audiences or a larger share of your current target market.

Other Benefits of Podcasts

  • Potential customers become familiar with your business through frequent podcasts. This develops a more intimate relationship than what an article or blog post can do. Podcasts build a comfort and trust level with your business that increases conversion rates.
  • Done right, podcasts can establish a business as the expert in its industry – and they can be used by any type of business in cyberspace. With good added-value podcasts, listeners will remember your name! An added-value podcast allows thousands of listeners to benefit from your knowledge and expertise, so why wouldn’t they contact your business when they need your product or service?
  • Again, done correctly, podcasts are highly engaging of the listener, making them just as good for conversion rates as video. Yet, listeners are not tied to a computer device. Their full attention is not required to hear your message, especially convenient when they are driving or doing other tasks.

We Can Create & Promote Your Podcasts!

Most large businesses have already begun using podcasts as part of their marketing strategies, including the New York Times and The Wall Street Journal. Podcasts, however, are not just for the giants of industry or media folks any longer – any size and any type of business can take advantage of this medium.

Webmaster for Hire has been creating podcasts for its clients for some time now. With our own equipment and podcasting know-how, we take the effort and confusion out of this powerful marketing tool.

We use an online radio format, interviewing a representative of your company. You have no concerns about the writing or editing of the podcast. Webmaster for Hire already knows what works.

Your time is minimal – our podcasts usually run between 8 and 30 minutes, depending on the subject and content. Just tell us what you would like the topic to be, provide a company representative to interview, and we do the rest. It’s that easy!

A side benefit of podcasts is for the person being interviewed. Most non-actors are uncomfortable appearing in a video. With podcasts being audio only, they have a higher comfort level. That makes for a much more engaging podcast for your listeners.

Contact us today to discuss adding podcasts to your marketing strategy!




[1] Greenfield, Rebecca, Fast Company, “The (Surprisingly Profitable) Rise Of Podcast Networks”, September 26, 2014, https://www.fastcompany.com/3035954/most-creative-people/the-surprisingly-profitable-rise-of-podcast-networks.

[1] Edison Research, “2017 Infinite dial Study”, March 9, 2017, http://www.edisonresearch.com/infinite-dial-2017.

[1] Vogt, Nancy, Pew Research Center, “Podcasting: Fact Sheet”, June 15, 2016, http://www.journalism.org/2016/06/15/podcasting-fact-sheet.