Makes a podcast expensive

Podcast - suitable for local branding?

Podcasts are becoming more and more popular as easily available entertainment and low-threshold information for brand building. The use is by far not only worthwhile for large companies. In the course of the trend towards “hyperlocal” offers, Even small and locally rooted brands gain enormous reach thanks to podcasts.

What is a podcast?

Audio files, typically in serial format, made available by a provider on the Internet - these are podcasts. They can be played online or downloaded to your own computer, media player or similar for later listening. They are typically offered free of charge. The word itself is made up of two parts. Together “Pod” refers to Apple's iPod, the second part comes from the English radio term “broadcast”. Such audio files can be listened to with devices such as smartphones, tablets or PCs. Basically, podcasts are similar to digital radio recordings that can be accessed online at any time.
For providers are Producing podcasts for brand building without great technical - and therefore also without great financial - effort. The audience can usually listen to the desired audio files without programs and also decide whether they want to play the podcast directly online or later offline as a download.

Are the audio files suitable for brand building?

Through the technically simple and therefore inexpensive production Podcasting is also attractive for smaller companies. You can introduce yourself or your own products or services without having to hire your own team or commission the podcasting to be expensive outside of the house. Of all activities on the Internet, especially the presence in social networks, the audio files are the only thing that a company can really do almost "on the side".
A comparable framework for self-presentation would not be possible in the traditional media and would go beyond the advertising budget.

It's important, that the podcast does not degenerate into an overly long commercialif it is to serve to build a brand. Those who download the audio file are interested in the product itself, but want to know, be informed and entertained more about the background. Therefore, if a company wants to use podcasts for brand building, it pays to talk about employees, suppliers and much more. Only in this way can it move its customers and achieve its desired goal.

Standard German or Diakalt?

When it comes to podcasts in the local area, a company does not need to do without the dialect - as long as it keeps in mind that, although it primarily serves local listeners, it can potentially be heard worldwide (and beyond!)
Especially if the local is part of the brand, then the company should use the dialect in the podcast also use it for brand building in order to become known. Because that matters. Today more than ever, customers demand authenticity from companies and brands. Dialect is just as much a piece of home as customs, costumes or recipes and allows the brand and the product to stand out from the crowd of competitors. This is how a company stands out from the competition and thus gains a competitive advantage.

The reach of podcasts

In an ideal podcast world, word would automatically get around in no time how good and interesting the audio file is. Unfortunately, it doesn't always happen that way. In order for a company to really reach listeners, it is not spared the "footwork". If it wants to use podcasts to build its brand, it should first know exactly who the audience is. For a successful target group advertising it should ask yourself the following questions:

  • What can it offer this group of people?
  • What is the reason that listeners are listening to and subscribing to the podcast?
  • What makes the company unique?

For successful brand marketing with podcasts, it is essential to answer these questions, record them and build on them.
Once the audio file has been created on the basis of these results, it is just like building a blog: Share, network, interact.
The company should share links to podcast episodes via Twitter, Facebook, LinkedIn, Xing, WhatsApp and many other platforms - simply wherever there are potential podcast subscribers and thus potential customers of the brand in the long term. Social sharing tools such as Hootsuite can also distribute across multiple networks and support branding with the help of podcasts. Is useful the distribution of the file through iTunes, one of the most important distribution platforms of all. The company should also make it easy for their listeners and subscribers to share the podcast. Because that's how she wins new listeners.
Which other podcasts are interesting for the respective target group? It is worth addressing these in your own podcasts, because that offers the listeners real added value. It also makes sense to Invite guests and in return offer themselves as a guest on their podcast. Because maintaining and establishing contacts is essential.

Don't forget: call-to-action

It's great when a podcast is fun, interesting, popular, and has a lot of subscribers. But if that doesn't lead to interaction with the brand, then the podcast has failed to achieve its purpose - brand building. Therefore a call-to-action is essential. This should send the listener to the company website in order to find out more about the respective topic or to take advantage of current services. This can be, for example, downloads, registration for the newsletter, requesting information material, product samples or even a purchase in the web shop.

Conclusion: uncomplicated and flexible

Podcasts are a straightforward tool for cost-effective branding. The The effort involved is comparatively low, but this medium does not work without work either. In return, a company gets a flexible format that can be adapted to the most varied of needs.