Podcasts are one of the most upcoming marketing channels available for businesses. In North America they are used by a significant number of brands who want to connect with their audience. There are many advantages of having a podcast. Some of the benefits are:
- Podcasts are personal – making target audience interaction more likely.
- Podcasts are mobile and convenient for listeners.
- Podcasts offer choice to your audience.
- There is limited competition for your audience as there are less podcasts than blogs.
However, as with blogging and social media, there are businesses making numerous mistakes when producing their podcasts. Here are some common mistakes and how you can avoid them.
1. Podcasts Are Not Planned
One of the biggest mistakes made in the production of podcasts is that hosts do not make a plan. Sometimes they seem to just produce a title and decide to talk at length on the subject and sometimes not even about the topic in hand.
No matter what format of podcast you are doing (i.e. advice check, interview, etc) then you need at least a basic plan. Your plan should include timings, important information you want to include and a great conclusion.
2. Podcasts Are Interrupted
When you want to produce a podcast you need to ensure that you are producing something of high quality, like it has been produced at a radio station. However, many podcasts are failing to consider this. Some of the worst interruptions that I have heard include:
- Skype message alert sounds in the background.
- Alarm noises to remind hosts of timings.
- Staff and customers entering the room where the podcast is being produced.
While sometimes interruptions do happen, the amount of times that I have heard these happen is amazing. It gives the impression you are recording your podcast in a back bedroom and not in a professional setting. You don’t need to hire a recording room but at least have somewhere that is free from interruptions and distractions. Also, have your alarms on silent.
3. Keep Your Audio Clear
Sometimes audiences do not listen to podcasts in ideal conditions. Therefore you should make it easier for your audience to listen to your podcast episodes by making sure your audio is as clear as possible. This may mean that you buy some of the top equipment to record and edit your podcasts.
4. No Descriptive Text
Google hasn’t managed to get audio to be indexed yet. Therefore, if you want your podcast to be found by audiences you will need to have descriptive texts attached to the podcast episodes. Try creating an accompanying blog post where you describe what is being taught within the episode without actually revealing any of the secrets.
Alternatively create a good meta description and use that on your site and any podcast host.
5. Too Much Name Dropping
This is more of a pet hate than anything else, but those podcasters who continuously name drop people they are loosely associated with is very annoying. From a client point of view I don’t really care if you have met the best in the market, if I am listening to your podcast I want to know what makes you the best in the industry.
6. Excluding The Audience From The Conversation
Another annoying trait of many podcasts occurs when the host is interviewing industry experts. In these episodes it often appears that the host is having a personal conversation with their best friend and there is no engagement with the audience. Sometimes it can seem as if the audience is being talked at and not talked too.
This completely eliminates one of the best features of podcasts: that they are personal to the listener.
7. Don’t Be Too Promotional
Don’t be too sales driven with your podcasts. Instead let your expertise and knowledge sell your services when you provide advice to your listeners to enhance their lives or business (depending on the audience).
This doesn’t mean you can’t mention what you do in your business or when you have a new product launch – but be brief and focus on the information content.
8. Only Hosting It On Your Website
Some podcasters only host their episodes on their website. While you should host your episodes there, there are other options that should be utilised. For example, Apple iTunes store, Spreaker and Webmaster radio.
Hosting your episodes over various platforms will give your podcasts greater exposure and more chances to develop important links with potential customers.
9. Not Connecting Your Podcasts With Email Or Social Media
It is very important that you connect your podcasts to your social media and email marketing platforms. Firstly promote new episodes on these mediums and then encourage new listeners (or those not following you or on your mailing list) to sign up. This way you can grow your marketing opportunities and process your leads better.
Final Word For Mistakes On Podcasts
Podcasting is a great way to connect with your audience. Professionally produced and hosted podcasts will be the future and will allow you to grow awareness of your brand. This will increase the number of leads generated, revenue gained and profit you make. Just make sure that you are avoiding the mistakes above so you are maximising the return on the opportunities.