Niche Audiences – Your Key to a Successful Podcast

You may have heard that the podcast market has exploded in the last few years. With over 2 million podcasts available today and 120 million monthly listeners, it is clear that podcasting can be a great marketing tool for your business. Podcasting provides a unique platform for showcasing your expertise in an authentic way, engaging your audience, and helping you share your brand’s messaging. With so many listening options, many companies wonder how they can gain enough listeners to make podcasting “worth” the investment. In podcasting, as with most other types of marketing, quality is far more important than quantity.

Focusing on niche audiences is the best way to share your message and reach new clients with your podcast.

Quality Matters More Than Quantity When it Comes to Podcasting

It’s no secret that businesses love metrics and data to guide their spending. They want to see numbers of listeners increasing. They want to see the number of downloads increasing. We get it. It’s fun to see the numbers climb and walk into meetings with beautiful charts. But, what do they really mean?

Nearly all potential clients ask for numbers. If we’re being honest, having 10,000 listeners or downloads is fairly meaningless data. Would you rather have numbers to spout at a meeting or engage a small number of the right people who can bring in business or educate key industry leaders? Targeting the right niche audience for your podcast will do far more for your brand than numbers ever will.

At Volubility Podcasting, we have worked with a podcast that originally discussed policy which led to actually influencing government policy working with The White House. This was accomplished through niche audiences, not numbers.

An Effective Podcast Showcases Your Niche

One of the reasons that podcasting is so popular is that the information being delivered is so engaging. Podcasters talk about their work and provide insights to their listeners. Listeners become invested in the host and their guests. They are viewed as experts in any category you can think of. Listeners tune in regularly to hear a conversation about a topic area they are interested in. They become emotionally invested in the host and come back for more.  

This is the perfect way to position yourself as a thought leader in your area of expertise within your current market, and also with others you’d like to attract. Choosing guests that can help demonstrate your knowledge for listeners with a natural discussion, like one you’d have with a friend, is the best approach. When you reach out to potential clients you’d like to work with, you can send them a podcast link addressing the exact topic that appeals to them.  

You can discuss topics that can educate the general public, those in your own business, and those that you’d like to be doing business with. If you work for a large organization, positioning yourself as a thought leader through podcasting may lead to great teaming opportunities. There are as many ways to target your niche audience as there are areas of expertise. The quality of your niche audience is the key to a successful podcast.  

Podcasting is an Important Part of a Robust Marketing Strategy

A lot of companies may want to jump into podcasting with its growing popularity. Any agency can launch one, but most marketing agencies have not successfully launched podcasts despite their high numbers.  

The goal is to work smarter, not harder. Attracting a handful of big spenders has a greater return on investment than a large number of unengaged listeners. You must ensure that the content of your podcast is aligned to the way that you’d like your business to grow.  

It is important to stay focused on the beauty of podcasting – engaging with niche audiences about your area of expertise. If you’re doing a podcast for the downloads, you are missing the whole point!  

With podcasting, all of the important aspects of marketing your brand can be shared in a new way. Podcasting increases brand awareness, establishes your brand’s credibility, and positions you as a thought leader. It also provides listeners with an avenue for idea sharing, learning what distinguishes your business from similar brands, understanding your core values, and everything your brand represents.

The podcasting format allows for a much deeper way of sharing and creates a stronger connection to your brand than any amount of social media posts could ever achieve.

Before your business begins their podcasting journey, think about your expertise and how you can best support your niche audiences with engaging content. Once you are focused on how you can help, instead of numbers, the ideas will flow.

Professionally produced podcasts allow you to engage niche audiences with the best possible sound quality distinguishing you from the masses.

If you’d like to learn more about partnering with Volubility Podcasting to create engaging audio content to expand your brand, please reach out. We’d love to hear from you!