However, this year’s pandemic actually allowed a few surprising marketing techniques to shine, and it looks like people are hooked for the long run on one in particular: podcasting. If your brand hasn’t thrown its proverbial hat into the podcasting ring yet, it should be high on your marketing to-do list. 

When the pandemic began, many in the audio industry feared that they’d lose listeners who made podcasts part of their commuting routine. However, after only a brief lapse, these listeners and many others began turning to podcasts in droves to fill a need in news, education, and entertainment. In fact, many brand new shows erupted out of this demand during quarantine and have actually topped the charts on Adweek’s 2020 Podcasts of the Year awards. 

Why? Because podcasts are convenient. While working from home may free up people’s commute time, it puts them in an environment where more distracting activities vie for your marketing’s attention. There’s always a certain percentage of people who will choose to drop everything to read their mail or peruse sales emails while watching TV. But podcasts allow these same people to perform other activities while soaking in information. They can drive home, take a walk, cook dinner, or even work out while listening to a podcast without missing a beat. 

In fact, recent stats show that over 155 million people listen to at least one podcast every week, according to Brandastic. Statista expects that number to soar over 160 million soon, with an anticipated 20 million increase per year.

While podcasts have technically been around since the 1980s, there’s no denying that they’re drastically rising in demand. In fact, if you’ve ever thought about starting a podcast for your brand, this is a perfect time because this market is flourishing. Podcasts are exponentially growing in popularity (compare 88 million listeners in 2019 to this year’s 155 million), and each of these listeners is looking for a unique voice that speaks to their interests. 

Creating a podcast allows you to reach your audience and boost your brand in several ways. You could use your podcast to encourage people to sign up for your newsletter. You could also use it to get word of your brand name out into the world and shape the specific image you want your brand to have. Along the way, you can connect with members of your audience in a unique way—even by having them call in and speak to you directly—which gives you a strong chance to turn those listeners into clients. 

And here’s one additional highlight to the podcast industry: according to What’s New in Publishing’s 2019 Guide to Podcasting, most people listen to at least 90% of the podcast. That means you have anywhere from 20–60 minutes every week to show your listeners what being a client will do for them. Try to find another market that tops that!

But there’s one other way to take advantage of podcasts: by sponsoring one. Rather than spending the time to create content every week, you can partner with an existing podcaster and get them to endorse your brand. This can according to the Neilsen report, which says 83% of listeners feel that host-given ads are authentic and 62% said it made them consider trying out the new product or service! 

If you’re ready to start or sponsor a podcast and take advantage of this booming marketing technique, we can help! Reach out to Alex at Rossman Media today and speak with him about your marketing needs at alex@rossmanmedia.com.