3 Ways to Increase Your Visibility with Podcasts
Podcasts are hot right now and they won't be slowing down anytime soon, if you want to increase your visibility they are a fantastic way to do so. In fact according to an Infinite Dial report from 2019: The percentage of Americans who listen to online audio (defined as listening to AM/FM radio stations online and/or listening to streamed audio content available only on the internet aka) has doubled since 2012, growing from one-third of the population to two-thirds. In the UK according to a research report from Ofcom in 2019: around 7.1 million people in the UK now listen to podcasts each week. That’s one in eight people and is an increase of 24% over the past year – and more than double over the past five years.These figures reflect global trends and outside of the UK and USA podcasts have growing audiences with a wide reach to suit a variety of interests. Many small business owners and entrepreneurs focus on radio or other traditional media and sometimes neglect the lasting impact of podcasts. If you want to improve your personal brand visibility then look to engaging in the podcast space. One caveat and important thing to remember here is that visibility is nothing without credibility. While using podcast platforms to increase your visibility to your target audience always remember that your words will leave an audio-digital footprint.
Being visible is a great way to remind your audience and customers about your product or service but remember that TRUST and REPUTATION last longer. If you are credible then your audience will not only remain loyal but spread the word about your business on your behalf. pic.twitter.com/7dGqeveQ9S
— Ariatu PR (@AriatuPR) February 14, 2020
Remember to always ask the important question of WHY when considering podcasts as part of your PR and comms and/or Media relations strategy. Once you have determined why you can then take the time to consider how you can use podcasts to increase your visibility.
Here are 3 simple ways to increase your visibility:
Thought leadership and personal branding - Podcast interviews and conversations are great ways to spotlight the important work that you do in your business and work. From my own personal experience I have been invited onto quite a few podcasts as a guest and it has been a great way to compound my expertise in my sector; it is also a great way for my prospective clients and audience base to get an understanding of what it is that I do. Remember that whatever you say will have an impact on your reputation so be mindful of this when accepting an invitation to speak on a podcast, many people underestimate the reach of podcasts and sometimes show them less respect than traditional radio which makes no sense since the output (if not necessarily the reach) is the same.
Content - Being on a podcast offers substantial content creation opportunities. I am a very big fan of re-purposing content and believe that just because you have something featured on one platform that doesn't mean you can't use it across the board on your own platforms, especially if you're looking to improve your personal brand positioning - remember that you are your own brand ambassador. For example you can use an online app like Headliner to create clips from your podcast with visuals to share across social media. Sharing is key as you shouldn't just rely on the platform to share the episode you should signal boost the episode too since it is your voice and it was your time spent sharing your voice - so make sure you share.
Host your own - this requires commitment, consistency and tenacity and I would only really recommend it if you or your organisation takes the time to consider the benefits and long term impact. You may not get immediate audience ratings but podcasts are a great way to reach your audience and consumer/client base if you create something relevant and on the pulse. You can of course create a podcast based on your own interests outside of business or work but much like anything you will need to be consistent if you have aims for it to grow into something else. For instance if it is the case that you want to pivot into the media or do more public speaking or get advertising/sponsorship deals it is important to keep track of listener figures and reach and have a targeted approach to the way in which you market the podcast. I would recommend booking a course on podcasting or at least paying attention to the industry at large just to see what tactics are used and how you can differentiate yourself from others. Standing out will increase your visibility and in term enhance your credibility.
Remember that everything I've shared here requires commitment and consistency but the results will be absolutely worth it so start working on how you can incorporate podcasting into your PR and personal brand strategy sooner rather than later.
If you need advice or support with media training get in touch or book a session with me today.
This 5 week media training programme is ideal for any brand ambassadors, professionals, public figures or business owners who will be undertaking media interviews for the first time or anyone who needs to improve on their delivery.
After working with me you will become more confident in how you speak to journalists and members of the press. You will get a better understanding of how the press works and how to answer questions about your area of expertise with confidence and clarity. You will feel empowered and safe throughout our sessions and will take away practical tips to solidify your understanding of how to speak to the press.
This is for you if:
You are being approached to engage with the press and are uncertain about the message you want to relay
You have a new product or service which you need to promote and want to actively engage with the media
You are ready to improve your visibility beyond social media
You have a story that you want to share with the world and are uncertain about how to share it
You want to prepare yourself for media profiling in a confident and dynamic way without losing touch with your authenticity
Clients who have booked this session have left with the confidence to engage with the media and actively use their voice across multiple platforms in an authentic and engaging way. My clients have established clarity of voice and message which has allowed them to have a lasting impact when they engage with the media. Read what past clients have to say about the media training sessions here.
What is included:
Media training questionnaire
30 minute pre-session mapping call
5 x 60 minute sessions
Working document and strategy framework
The programme is conducted remotely and over the course of 5 weeks the media training will cover:
Week 1: Media relations - Understanding the media platforms that you will engage with
Week 2: Tone and Public speaking - Tips on the best delivery of your message.
Week 3: Confidence building - getting over nerves, boosting your self-esteem and maintaining your authenticity/truth. Clarity of message pertaining to the brand or core idea of service.
Week 4: Personal branding - Understanding who you are and what message you want to share with the media.
Week 5: The relationship between social media and the press.
We will also undertake scenarios in which you will learn how to handle various stages of media attention - including role play, crisis management and interview practice.
Clients who prefer face to face sessions will meet at a location in the royal docks area of East London.