New data from Voices, the no. 1 marketplace for hiring voice over talent, has revealed that in 2021 just over 50% of its business customers are actively using voice overs for online advertising. Voices also revealed that 81% of podcast listeners, if advertised to, will conduct some form of search or engage in a call to action. It’s no wonder business owners are rushing to get in on the trend and tap into those audiences!
With 80 million Americans being weekly podcast listeners, there are 10 million more listeners than Netflix account owners in the US alone. With audiences this large being accessible to small businesses, and almost every topic and niche having an audience keen to consume relevant content to their interests, is 2022 the perfect time for businesses to start a podcast?
- 81% of listeners have taken action after hearing audio ads during a podcast.
- 55% of businesses are saying they were working on internet video projects over the last couple of years.
- The number of worldwide podcast listeners is estimated to increase further to over 800 million users by 2025.
- In the United States, the most popular genres are comedy, news, and true crime.
- 44% of those aged between 26 and 35 said that they listen to podcasts.
How To Start a Podcast for Your Business
Given that research from Voices found 44% of those aged between 26 and 35 said that they listen to podcasts, what better way to engage younger audiences than with podcasts?
Establish Your Audience
Once you know who you will be talking to, you will be in a position to tailor your content and increase engagement as you deliver the quality content that your listeners are looking out for. By creating a persona of your ideal audience, you can gain a deeper understanding of the behaviours which influence their decisions and shopping style so you can find the best way to reach them. For example, in the United States, 44% of 26 to 35 year olds said that they listened to podcasts so by not utilising popular platforms, you could be missing out on a huge opportunity that is right in front of your eyes.
Make Use of Existing Content
Give old content a new lease of life by repurposing it into fresh formats, utilising the power of podcasts. Instead of letting an article or video sit on your website with little to no traffic, use the information to create an exciting podcast that reaches a brand new audience. With 55% of businesses saying they were working on internet video projects over the last couple of years, staying on top of the trends and adapting to your surroundings will ensure you can maintain your position in the market.
Maximise Audience Engagement
When it comes to the power of podcasts, keep your listeners interested as they hear what you have to say, avoiding external distractions once they press play on your content. Studies have shown that audiences are more likely to take action from podcasts in comparison to written content, increasing your success rate as a business.
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Establish Your Position as a Leader
Stand out from your competitors with the addition of a podcast, becoming a go to source for information among your audience. A study of over 1,000 respondents resulted in 33% showing increased interest in eLearning content, so get your name out there by giving your audience what they are looking for. Whether you create short and snappy podcasts on current events, or record long form podcasts which go in depth on specialist topics, positioning yourself as an authority figure will help you build a leading reputation.
Drive People to Your Website
By experimenting with new platforms, reach a new audience who are likely to search for your main form of contact when looking to convert. As you mention your product or service offering, let your listeners know where they can find you and build up your website traffic, opening up new opportunities as you grab the attention of your new audience. A study by Voices concluded that “Two of the biggest changes we’ve seen are the shift to digital projects and the continued increase in voice technology.” By combining your traditional methods with the recent power of podcast, jump on the trend and keep up with the needs of the modern consumer.
Give Them What They Want
When you are planning out your podcasts, ask yourself what value you are offering to your listeners. Content for the sake of content can sabotage your strategy and lose the interest of your audience, not only wasting your time, but impacting your reputation as a brand.
In the United States, the most popular genres are comedy, news, and true crime so look into the preferences of your target audience and consider whether you can offer fresh and exciting content that will grab their attention. On a worldwide scale, the highest earning podcast to date is The Joe Rogan Experience, having found a desirable niche by discussing an extensive range of current topics with different guest speakers. Once you find your gap in the market, quickly position yourself as a thought leader and become a trusted name among your listeners.
Consider Your Delivery Tactics
Reach all the right people by delivering your content in the most effective way. Depending on the message you are trying to get across, ask yourself whether you should be hosting a fun and informal chatty style podcast, a professional talk with specialist speakers or even whether a written form of content is more suitable. Although you can back up your podcast with supporting materials on other platforms, the 18% penetration rate of podcast listeners worldwide means you could be missing out on a huge up and coming trend if you don’t jump on the bandwagon soon.
Get Ahead of the Curve
With the popularity of podcasts rapidly increasing, jump on the trend and get ahead of your competition by acting fast. The number of worldwide listeners is estimated to increase massively, surpassing 800 million users by 2025 and becoming a staple for many consumers. Being a completely new way of consuming knowledge in the entertainment industry, we are quickly moving towards a new digital format which is changing the way we soak up information.