What Are the Key Benefits of Podcasts as a Marketing Funnel Over Other Channels?
From building trust with a highly targeted audience to how persuasive a voice can be, here are eight answers to the question, “What are the key benefits of using podcasts as a marketing funnel over other channels?”
- Build Trust With a Highly Targeted Audience
- Avoid Banner Blindness
- Expand Your Reach and Audience
- More Personal and Less Structured
- Repurpose Content From Your Podcast Episodes
- Garner High Conversion Rate
- Help Potential Customers Get to Know You
- Take Advantage of How Persuasive Voice Can Be
Build Trust With a Highly Targeted Audience
One key benefit of using podcasts as a marketing funnel is that they can be a highly effective way to reach and engage with a targeted audience.
Podcasts allow businesses to deliver their marketing messages in a format that is convenient and easily consumable for listeners, who can tune in to podcasts on their own time and at their own pace. This can be appealing to busy professionals who may not have the time or attention span to engage with other types of content, such as long-form articles or videos.
Additionally, podcasts offer a more intimate format than many other types of marketing channels, which can help to build trust and credibility with listeners. This can make podcasts an effective way to differentiate a business from its competitors and establish thought leadership in a particular industry or niche.
Matthew Ramirez, CEO, Rephrasely
Avoid Banner Blindness
Consumers are trained to ignore online web banners. The click-through rate just keeps dropping as consumers are trained to look away or even block ads from showing.
Podcast marketing is about creating what I like to call a “win-win-win experience” for you, the brand, the podcaster, and its listeners.
It’s about providing long-term value and building honest third-party trust that is less of an advertising of “now a word from our sponsor” to tune out, but more about an interactive shareable story experience that’s genuine and not a cheesy sales pitch.
Brian Hawkins, Marketing Manager, GhostBed.com
Expand Your Reach and Audience
According to Statista, over 60% of US-based consumers listen to podcasts. Even though over two million podcasts are available all over the Internet, it is still a vastly underutilized field in the marketing world.
If you are an SEO professional, a marketer, or a startup founder, you can expand your reach and your audience and position yourself as an authority in the space if you start your podcast or if you are a guest on other popular podcasts in your niche.
In our company, we’ve seen that at least 50% of sales come from word of mouth, and a lot of our customers have found us through podcasts that we were guests on.
Podcasting allows you to connect with your audience on a more approachable level and build a community that has the same interests and pain points that your product can solve.
Gordana Sretenovic, Co-Founder, Workello
More Personal and Less Structured
The key advantage of podcasts over other marketing channels is that they allow you to engage with your audience in a way that’s more personal and less structured than other forms of media. With podcasts, you create a conversation and build trust with your audience.
This is especially valuable for B2B companies, who often have to spend more time educating their customers about what they do and why it’s important. It’s a great way to build this level of trust with your audience and help them understand your brand.
Tiffany Homan, COO, Texas Divorce Laws
Repurpose Content From Podcast Episodes
One key benefit of using podcasts as a marketing funnel is that you can repurpose content from your podcast episodes into other formats, such as blog posts, social media posts, and even helpful ebooks or whitepapers.
This way, you’re not just hitting your audience with the same old stuff repeatedly—you’re giving them fresh content in different formats that they can consume at their convenience. And when they see that you’re putting out high-quality content regularly, they’ll be more likely to stick around and keep engaging with your brand.
Kate Wojewoda-Celinska, Marketing Manager, Spacelift
Garner High Conversion Rates
Podcasts are inclined toward a specific product line or service, meaning that their audience is inclined toward that line of products. This inclination means that the marketing drive will directly reach the intended audience, who always end up being potential customers.
Podcasts save organizations from performing wasteful marketing drives that do not entirely reach the target audience. Podcasts allow marketers to tailor ads to an audience, resulting in high conversion rates.
Yongming Song, CEO, Live Poll for Slides
Help Potential Customers Get to Know You
There are many benefits to using podcasts as a marketing funnel, but one of the most important is that they’re incredibly engaging. Unlike other forms of content, such as blog posts or videos, podcasts allow you to create a personal connection with your audience.
By sharing stories and insights on your show, you create an intimate space where listeners feel like they know you and trust you. This makes them more likely to buy from you when the time comes.
Jamie Irwin, Director, Straight Up Search
Take Advantage of How Persuasive Voice Can Be
Voice has impressive potential, conveying emotions and intentions in a much more appealing way than written words. That makes using voice in marketing so effective.
Podcasts are the best medium to take advantage of this voice power, since they are much more popular than other audio funnels. So, the major benefit of using a podcast as a marketing funnel is the possibility of using persuasive voice potential.
Karolina Turowska, Community Manager, US Passport Phot
Frequently Asked Questions
How can podcasts help build trust with a targeted audience?
Podcasts allow businesses to deliver marketing messages in an intimate, convenient format. This builds trust and credibility with a highly targeted audience.
How do podcasts help avoid banner blindness?
Podcasts create an interactive, shareable story experience that provides long-term value. This avoids the banner blindness people experience with online ads.
How can podcasts expand your reach and audience?
Podcasts allow you to connect with your audience on a personal level and build community. This expands your reach to new potential customers.
Why are podcasts more personal than other marketing?
Podcasts allow you to have a conversation and build trust through a more personal, less structured format than other media.
How can you repurpose podcast content?
Content from podcast episodes can be repurposed into blog posts, social media posts, ebooks, etc. This provides fresh content in different formats.
Why do podcasts have high conversion rates?
Podcasts reach a targeted audience inclined toward the product/service advertised. This results in higher conversion rates.
How do podcasts help potential customers get to know you?
By sharing stories on podcasts, you create an intimate, engaging space where listeners feel they know and trust you.
How can podcasts leverage the power of voice?
Voice conveys emotion and intention powerfully. Podcasts leverage this persuasive vocal potential.