According to a Forbes article entitled 10 Ways to Better Brand Recognition, telling a compelling story of why you do business, staying in front of your target market and offering top-notch information will help you improve brand recognition. These are just three of the tips mentioned in this article. I am going to expound on how appearing on a podcast can be a great way to promote your business and apply these tips.
1. Telling a compelling story of why you do business
While there are many ways to get in front of your target market, appearing on a podcast might be one of the best ways to tell your story. No matter if your business idea is something you dreamed of doing as a child or something you got into later in life, explaining how you genuinely started your business can leave a lasting impact on an audience.
People love to hear stories and telling one can make you memorable and help you build the know, like and trust factor for your business. If you can appear as a guest on a show, you’ll be able to tell your story in great detail. You’ll be the focus of the episode. An episode usually lasts 20 minutes to an hour. This gives you ample time to tell how you got started and answer any other questions for the host.
2. Staying in front of your target market
It’s one thing to get in front of your target market; it’s another thing to stay there. While television and radio have their place, the exposure is short lived. It can boost sales or website traffic in the short term, but it’s hard to sustain the effects of that appearance unless you can afford a PR firm to get you on multiple times.
On the contrary, podcast appearances have a longer shelf life. As long as the episode stays on the podcaster’s website, a new audience can hear your story years down the road. You can usually find the content in multiple places too. Depending on how the host sets it up, it can sit on their website as well as iTunes, SoundCloud, Stitcher, etc. In essence, you’re getting more bang for your buck.
3. Offer top-notch information to add value
While there are many ways to showcase your value, a podcast is a convenient way to do so. Let me explain. I once appeared on a TV segment. Though I only live two hours away from the studio, I had to purchase something nice to wear, ride the train to New York City at 5 A.M., get hair and makeup done, rehearse what I was going to say over and over, film the segment and then head back home. Though I had ample time to practice and thought it was an enjoyable experience, it was a lot of work for one 4 minute segment.
If you’re looking for a time-efficient way to build brand recognition, appearing on a podcast may be a better way to go. On a podcast, you can add the same value minus the significant time commitment. You can roll out of bed and podcast in your pajamas from the privacy of your own home. Also, the focus isn’t how you look (well. only in your headshots); it’s how you sound. On television, you have to be good at both.
Be sure to prepare and bring your best tips. Get as many details about the audience as possible. I learned some general information about podcast listeners at Podfest 2017 that anyone can use that are listed below:
- 44% more likely to be college educated
- 33% more likely to be employed in a white collar occupation
- Have an average household income- $83,700
- 60% report that their health is very good to excellent
Some of their favorite activities include:
Use this information to your advantage. If you can tie in examples that relate to any of this information, the audience is more likely to listen to what you have to say. So if you talk about setting money goals, maybe you give examples of how to save for a hiking trip. You’ll link your information with their interests. It can keep them engaged and they’ll think that you understand them.
The Bottom Line
Keep these ideas in mind when you’re looking for more exposure. They can help improve brand recognition and possibly attract more customers to you.