podcast in digital marketing

Are Podcasts Vital for Your Digital Marketing Plan?

When we hear of digital marketing, the things that automatically come to our minds are Facebook, Youtube, Instagram, Twitter, email, etc, but what about Podcasts? Do podcasts have enough relevance for it to be worth putting our digital marketing efforts into?

Actually, yes! Here are some facts and stats that will convince you even more:

Podcast listeners are much more active on every social media channel

According to the latest Podcast Listener Statistics (USA, October 2020), 94% are active on at least one social media channel – vs 81% of the population. Given this fact, it’s obvious that podcasts would most certainly help you gain more audience. Better yet, the listeners would help increase awareness by word of mouth through their social media platforms which would also give you User-Generated Content (UGC).

Podcast listeners are most likely to follow companies and brands on social media

If you want your social media pages to grow and have more followers, it would be good for you to advertise it on podcasts either by being a guest or making one yourself! Remember that when it comes to marketing, the more you are seen, the better.

69% agreed that Podcast ads made them aware of new products or services

Listeners are more likely to listen to ads on podcasts than any other medium. One of the reasons for this is that the ads are usually read by the podcast host and they’re too integrated into the program. In addition to this, 54% of podcast consumers say they think about an advertised product and 17% of them are much more likely to buy those.

Brands that advertise products and services during a business podcast have a 12% lift in purchase intent

The goal of every business is for people to avail or buy their products and/or services. This statistic just proves that podcasts do help in increasing the number of your prospects which might soon turn into a lead and eventually—a customer. 

Businesses spent $497 million on podcast advertising in 2018

This one is the biggest proof of how effective being on a podcast is for your business. Businesses have been spending this much on podcast advertising because it is proven effective for digital marketing. It is also estimated that starting in 2020, marketers will spend $1 billion on podcast advertising every year.

Podcast is one of the fastest growing platforms and with all those facts presented above, it’s no doubt one of the best places to advertise and grow your business! I can definitely say that having a podcast is indeed vital for your digital marketing plan. After all, numbers don’t lie.

If you’re new to podcasts but is interested in making one, you can read this How to Start a Podcast blog to guide you!