A Branded Podcast is an effective strategy to strengthen your brand identity and build audience loyalty through relevant and engaging content. However, its success does not solely depend on the initial idea, but on solid planning and careful execution.
Before launching, it's crucial to define a strategy aligned with your business’s marketing objectives, whether it's increasing brand awareness, fostering engagement, or driving web traffic. Additionally, production and distribution require detailed planning.
What to consider before starting a Branded Podcast?
1.- Your company’s objective
Measuring the success of a Branded Podcast should focus on its impact on business objectives, rather than traditional metrics like downloads or platform rankings. A Branded Podcast doesn’t just aim for an audience but seeks to generate a positive influence aligned with the marketing strategy.
Unlike other marketing tactics, the results of a Branded Podcast are seen over the long term. Therefore, it’s crucial to define performance indicators that truly contribute to business growth, rather than focusing solely on superficial data.
2.- The cost
To approve the budget for a Branded Podcast, it’s essential to understand the costs involved in its production. While it's possible to record with a smartphone and free software, audio quality is key to representing your brand well. Fortunately, the necessary equipment, such as microphones, headphones, mixers, and editing software, is generally more affordable than video equipment. A basic setup can cost around 100€, while a professional one exceeds 750€.
Another cost to consider is podcast hosting, which can range from 5€ to 50€ per month depending on the platform, the number of episodes, and the number of downloads. Hosting fees may be based on factors like megabytes, recording hours, or bandwidth, so it’s advisable to review the conditions before selecting a provider.
3.- Ideal audience
One of the most common mistakes among novice podcasters is not defining their ideal listener. Trying to attract everyone without a clear focus may seem like a good idea, but it actually makes it harder to connect with the right audience. If your goal is to build lasting relationships that generate business opportunities, it's essential to know who you’re targeting.
Knowing your audience well will help you create relevant and valuable content for them, rather than focusing solely on your own interests. Just as in marketing you define a "buyer persona", in podcasting it’s important to create an ideal listener profile, also known as an avatar, that represents your target audience.
4.- Identified competitors
Competitive research is key in any marketing strategy as it helps identify competitors and differentiate a Branded Podcast in the market. It’s important to distinguish between direct competition (other podcasts or brands with similar content) and indirect competition (businesses competing for the same audience's attention).
Various tools are available to facilitate this analysis by showing other programmes that your target audience listens to. This helps refine your content strategy more effectively.
Ready to start preparing your company’s Branded Podcast? At PGR Marketing & Technology, we’ll guide you through the process so you can achieve your goals and grow your client base.
