How to Make Your Brand Memorable
Whether you’re B2C, B2B or even C2B, using podcasting as a platform should be done through a strategic approach to ensure you are making your mark. The format of podcasts are rather simple but there are quite a few original ideas to make your brand more memorable through your podcast show.
The first and most important is that your episodes need to be organic and entertaining. Rule number one, they should never sound like a 30-minute infomercial. Even if you’re in the e-commerce space, and you’re killing it with a one-of-a-kind, need-to-have product, your podcast should never be about your actual product. So much so, that it’s even frowned upon to read or insert your own brand ads during your episodes. It’s redundant, comes off too salesy, and ultimately podcasting is all about extending your brand beyond your product or service. The goal is to reach your audience in a natural, more delicate fashion.
However, there are ways to discuss your brand without being so “in your face” about it. This is a good time to review your brand guidelines and look specifically at your desired messaging. During the episode, you can try sharing your values and mission by relating it to the topic that’s being discussed. Think about your personas and pretend that you are literally talking to “Victoria, a working mother, aged 35.” This will help you to achieve a commonality with your listeners.
Speaking of connecting with your audience, another great way to spark interest is through being authentic. A couple ways to render authenticity is to avoid scripting your welcome and questions or statements. It’s best to sit down with a rough outline and let your inquisitive side take the lead. Remember, as a host, not only is your brand’s reputation on the line, but so is yours. Attitude, personality, and factual information, all can make or break your podcast. When stating facts or data, be sure to reference back to a legitimate source to prove that you’re trustworthy.
You can carry this authenticity throughout other channels. The conversation doesn’t have to end through the podcast itself. As you grow your audience, encourage them to follow you on social media, engage in your forums, register for your webinar, or join your Facebook group. When audiences join your other marketing channels, you can continue to provide them with value beyond the mic.
Lastly, be different. Don’t feel the pressure to clone another successful podcast. Harness your creativity and seek out-of-the-box ideas. The best way to achieve this is by brainstorming how you would execute guerilla marketing as a company, and then shift that into a digital format. Let’s say, for example, you are a brick and mortar/e-commerce brand. As a guerilla tactic, you could do a pop-up shop in Miami, but in terms of a digital tactic, you could launch an online pop-up shop. This online pop-up shop would have limited, highly discounted inventory, only accessible for one hour. The only way to access this shop is if your audience listens to your upcoming live episode where you will announce the link. This would require pre-promotion to direct your listeners to anxiously await your live episode, but would also generate conversions. You can take it a step further and even shout out those who made purchases. It’s a win-win and definitely engages your audience in a unique way.
If you’re ready to make your brand more memorable through the art of podcasting, then let’s talk! Schedule a call with our highly experienced team to get started crafting your own show.
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