Building Awareness through Audio

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Building Awareness through Audio

Traditional awareness strategies with audio production have always targeted radio ads in order to reach large audiences. As technology progressed, radio is no longer the only option for awareness in the realm of audio production. In terms of audio production, podcasts have not only offered more opportunities for audiences, but they also provide a platform for brands to be established experts in their industry which can help expand their outreach. 

Podcasts

Building your brand awareness through podcasts has three different avenues you could take. If you decide to utilize podcasts as a method of building your brand awareness, you will have to decide which avenue best fits your sustainability capabilities and your intended results. 

Starting a podcast

If you have a service or product that not only has a specific niche community but is also different from what other industries are offering, you may want to consider starting your own podcast. Starting a podcast in your company’s niche is a fantastic way to increase brand awareness, engage with your audience, and promote your products or services.

By hosting your own podcasts, you have complete control over telling your company’s story, your experiences, and the advice you give to listeners. Similarly to blog or article content, promoting your brand in this manner positions your brand as an authority in your industry and allows you to connect with your audience in a more authentic way. With the benefit of your audience hearing your inflection, your passion for what you do and what you can provide to customers is far more apparent than through the written word.

Not all of your competition will be using podcasts as a means of building awareness so starting a podcast can lead to you having an upper hand in comparison to similar companies. The biggest consideration you need to make is if you have the time to devote to creating, recording, and promoting a podcast. Especially in the start up phase, unless your company is a podcast or your target market tends to listen to podcasts, starting your own may be too much to handle at the start.

Guest on podcast

If you don’t have the time to devote to your own podcast, consider being a guest on other relevant podcasts to still build your awareness but not have the pressure of curating and maintaining your own. 

 

One of the easiest ways to spread your message – and company mission – is by becoming a featured guest on someone else’s podcast. This avenue of utilizing podcasts comes with many benefits and very few downsides. Being a guest gives you instant exposure to an already established audience which can then turn into more traffic to your website. Inevitably, the more podcasts interviews you do, the more your network will expand, connecting you with industry influencers and thought-leaders. 

It is standard protocol on podcasts to promote the guest’s business, website, and social networks. The benefit for you in that practice is that the host encourages more follows, likes, shares, and engagement with your brand on social media. And much like having your own podcast, your ability to communicate the authenticity of your brand in the tone of your voice is still a great benefit. 

While you will still have to research podcasts in your industry and curate relationships to become a guest, it is still less time consuming than having your own podcast.

 

Sponsoring a podcast

If you are a very small business, brand new, or a solopreneur, evening finding the time to search for shows and interviews can be difficult. For those in this situation, sponsoring a podcast may be your best way to engage with an extended audience. 

Sponsoring a podcast not only helps the creators continue to produce valuable and insightful content for their audience – it also helps you, the business owner, promote your business to their audience. The most important thing to consider when reaching out to podcasters about a sponsorship or cross-promotion opportunity, however, is ensuring your company, products, or services truly “fit” their audience. Otherwise, you may be unnecessarily using resources that could be better used elsewhere.

Radio

Ads

Though it would seem that with the many music streaming services available now, using radio to build brand awareness would seem like a waste of time and resources. However, radio is still the second most utilized medium behind television and has many strengths worth capitalizing on for your awareness growth. Radio’s strengths include being played in the background of commercial environments, lower avoidance rates by consumers, and high utilization at peak periods of the day. Radio stations also offer you an additional benefit as they are already segmented into demographics. Since you have already done extensive research on your target market, finding which music stations hold the most potential for awareness growth is not difficult. 

When you invest in radio ads, you get the same benefit as podcasts in that listeners get to hear the brand voice. Radio is also a passive medium in which listeners don’t have to actively engage like on social media. The radio does the job for you. 

As an added bonus, most people on the road who aren’t going to work or school are running errands in which purchases will be made. When your listeners are already in the purchasing mindset, a message regarding sales or new products is far more likely to make an impact. It is a similar mindset to going to the grocery store hungry. Since your mind is focused on food, you are more likely to over buy food.

The active strategy for radio ads then is to make sure you are advertising on the appropriate channels and that your ad plays at peak moments when people are more likely in purchasing mindsets. 

Interviews/Segments

While radio ads are by far the easiest way to engage radio as a method to build brand awareness, don’t dismiss the opportunity to be interviewed by a radio host or even cultivate a recurring segment on a show. While most music stations reserve interviews for artists, some local radio stations run interviews with community influencers. If you are in the position to be on a local radio show, it is well worth your time. 

The other way to be involved in specific radio shows is if you apply your expertise in recurring segments. In Cincinnati, Ohio the soft rock station has a Wine Wednesday segment on the morning show. A representative from the local wine shop educates listeners by recommending a few wines and recipes they complement. The local wine shop is not only getting brand awareness, but they are presenting themselves as experts which impacts customer trust and brings more awareness to their brand. 

If you have a company or service that would be appealing to a radio station as a segment, it may be worth cultivating that relationship to promote your brand consistently. 

Planning for Audio

If you decide an audio method is right for you in building your brand awareness, be sure to consider how much of your time and money you can put into this method. While both podcasts and radio can be effective options, there may be other methods that work better for you or bring more awareness to your brand. All of these methods may be enticing to apply to your awareness strategy, but be sure to be deliberate in your choices. Just because you can, doesn’t mean you should. But if an application of audio is right for you, it is worth investing the time. 

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Chapter 1: Getting started

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Chapter 2: Coronavirus Cyberattack Statistics

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Chapter 3: General Cybersecurity Statistics

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Chapter 4: Phishing & Email Attack Statistics

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Chapter 5: Industry Cybersecurity Statistics

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Chapter 6: Privacy Statistics

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Chapter 7: Privacy Statistics

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Chapter 8: Privacy Statistics

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