In many other countries, podcasts have been standard practice for many years. In Germany, this marketing format is just beginning to gain traction. This is partly due to the fact that digitalization is not as advanced in this country as it is in most regions of the world. However, German companies have also recognized the benefits and are already actively creating their own podcasts.
As an advertising format, they offer a major advantage. Many users prefer to have new technologies or other new topics explained to them verbally rather than having to read long texts themselves. Podcasts can also be listened to while someone is cooking or cleaning the house. For companies, the advantage is that spoken text can take customer acquisition to a whole new level. It creates a personal connection with prospective and existing customers. This aspect is particularly important these days. In marketing, people often talk about authority and trust. Authority and trustworthiness can be established much more quickly through speech than through written text.
Creating your own podcast – what you should pay attention to
We strongly advise against simply creating any content just to get on board with this new trend . You can already find countless worthless podcasts online that have never been listened to, or have only listened to fractions of an hour, because they offer no added value. That's why you should think very carefully beforehand about which topics could be relevant for your marketing. To do this, you need to define your target audience as precisely as possible. The age and gender of your potential customers are particularly important. But that's not all. There are numerous other factors to consider, such as location, income, and education level. If you're having trouble creating your buyer persona, you can use suitable tools. Hubspot, for example, has a function called Make My Persona, which is very helpful.
The next step is to carefully consider which topics might be of interest to your fantuan data buyer persona. If you sell software, your podcasts don't need to focus exclusively on the applications you offer. You could also create audio podcasts that generally cover operating systems, security, data protection, and the like. Once you expand your topic accordingly, you'll gain additional listeners who may then become customers.
Invite podcast experts
To create a particularly credible impression, it's a good idea to occasionally invite experts and conduct interviews with them. Podcasts with informative and high-quality content are very popular with most people and can therefore serve as a useful marketing tool.
Plan the podcast process precisely
Do you want to provide potential customers with the most valuable information possible, perhaps even some important background knowledge? Then you should do a little research beforehand. Even if you're sure you're an expert, you should still be cautious and check whether your knowledge is still up-to-date. If you impart outdated knowledge or half-truths, your listeners will quickly sense this and prefer to seek out another source of information. The range of options is so vast, you'll always have to compete with a lot of competitors.
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