If you’re wondering why we must talk about podcast marketing for 2023, then these two statistics will do justice to your thoughts. 81% of podcast listeners have taken action after listening to a podcast ad, while 54% claim to be more likely to purchase something after hearing about it in a podcast ad. Also, a report from Listen Notes shows that over 3 million podcasts are available on the web with more than 150 million episodes.
Marketing expert Jurgen Cautreels sees these podcast statistics as a huge marketing prospect and has shared his thoughts on how businesses can be impacted this year.
1. New Audience
The most significant advantage of digital marketing over conventional marketing is the tendency to reach a broader range of audiences and prospects because people are able to be reached almost anywhere. So, podcast marketing will allow businesses to reach a wide range of people they might not have reached using other marketing methods.
With the number of podcast listeners set to increase in 2023, it poses an opportunity for businesses to scale their podcast marketing audience to reach millions of listeners hungry for products. And since podcast listeners are very passionate and always want to spread the word on great podcasts, your business would no doubt gain more awareness from word-of-mouth sharing.
2. Better Connection
Most people are redundant towards ads. Also, user attention span is reducing rapidly, causing articles and blogs to lose ground. So, with the number of people skimming through posts decreasing, podcasts are poised for a broader adoption rate in 2023 as it offers a different content consumption experience.
Listening to podcasts will enable listeners to see the human side of businesses, which will create a more profound connection than written content. This can significantly reduce the time it takes to move across the stages in the customer journey.
3. Increase in Search Engine Rankings and web traffic
Podcasts can be a great addition to your Search Engine Optimization (SEO) efforts. All that just needs to be done is to constantly repeat keywords that apply to your business. Also, the transcriptions of the podcasts, which will contain the keywords, can be posted along with the podcasts. That will help in increasing your website’s Google rankings, therefore increasing your website traffic.
With the number of podcasts on the internet set to increase in 2023, businesses might face fierce competition in attracting and retaining their audience. This might prove to be an uphill task for new podcast marketers to hit the ground running and businesses already podcasting to retain their audience, even when there is a low barrier to entry and existence.
But no matter how challenging the competition for the audience might be, it’s nothing that cannot be scaled using effective strategies and innovative solutions.
Podcast Marketing is an effective way to get the word out about your brand to achieve stellar results. And despite the number of people “sick of screens” increasing steadily, you can still get your brand story out to an attentive audience.