Why A Professional Podcast Should Be A Top Marketing Priority

By Hall of Fame Personality Dave Pratt

Unless you’ve been living under a rock, or unless you’re just too old-minded to accept change, it would have been impossible to miss the meteoric ascent of professional podcasts. 

Simply look at recent elections. Candidates do not fight to be on the radio any longer. They fight to be on podcasts that are game changers, allow more freedom, and reach a more focused audience, not just listening by random. 

Edison Research says that more than 75% of the entire country has listened to a podcast, and nearly 100 million listen to at least 1 per week.

For marketing, local podcasts have become enormously popular that focus on the geographic area as priority.

Podcast listeners are a marketer’s dream: Over 52% have a household income of more than $80,000 a year. Best of all, they’re a captive audience:  75% say they do nothing else when listening to a podcast, other than driving, with the vast majority finishing (or almost finishing) whatever podcast they download. Even more, podcasts have earned incredible loyalty as the listener or viewer has complete choice on when to watch or listen. Many binge-watch just like their favorite shows on Netflix, Paramount, or others.

For old school radio believers who believe that listeners are going to intentionally tune into their show at a specific time, like an auto service, real estate, or other shows on busy weekends………..well, they are outdated and out of touch.  They need to dust the cobwebs off and join us in the year 2026.

BRANDING VS. SELLING ADVERTISING

The most successful podcasters think bigger than just squeezing a few dollars out of an advertiser or a sponsor.  Instead, the most successful podcast hosts brand their primary business where larger revenue can be generated.  Podcasters enjoy tremendous credibility and authority with listeners — how else can you sustain audience interest for upward of an hour?  NPA research shows that most listeners perceive a “deep connection” with their favorite podcast hosts.

AVOID AMATEUR PITFALLS

1. Resist the temptation of attempting to do a podcast on your own. I recently had an attorney pass on our network to do his own podcast from his conference room. LOL!! He ended up with a million headaches that wasted his time, and in the end, he sounded like an amateur. He hurt himself more than he helped himself. Would you want an amateur handling your legal case? In marketing, perception is everything.
2. Avoid makeshift podcast studios renting out for cheap. It may look pretty with lights, furniture, or whatever, and it is cheap! However, the reason it is cheap is that they have inexperienced people, or even rookies, handling your brand. Again, you will hurt the brand more than help.
3. Hire a professional network and, if possible, use professional studios, staff, and experienced pros for consultation, post editing, and distribution. If your main goal is to save money, you should not be doing a podcast.
4. Allocate some budget to promote your podcast. Treat it as a business tool for your marketing. Think of your podcast as an investment in branding your primary business.
5.   Do not give up too early.  Like anything, a good podcast takes time and effort to build.

PLEASE REACH OUT

Please reach out for a free consultation. Star Worldwide Networks is proud to be the leading podcast network in Arizona and one of the leaders in the entire nation. We are now celebrating 18 years from high above Scottsdale and Phoenix. You will love our experienced staff and studios!