The Power of the Podcast: Unlock Your Brand's Marketing Potential
"The Power of the Podcast" explores the strategies and tactics that businesses can use to harness the power of podcasting for marketing and growth. Featuring interviews with marketing experts and successful entrepreneurs, this show offers practical advice, actionable insights, and real-world examples to help you create a podcast that connects with your audience and achieves your business goals.
The Power of the Podcast: Unlock Your Brand's Marketing Potential
Build Know, Like & Trust with Podcasting + Why Branded Podcasts Win
If you're looking to build a stronger relationship with your podcast audience, or you're if you're using your podcast to fast track your relationship with clients, we are talking about the one of the keys to doing that in building "Know, Like, and Trust". In this episode, we dive deep into why it's essential for business success and how podcasting is one of the best tools to establish it. Learn practical strategies to create authentic connections and engage your listeners effectively.
In the second half, we break down an exciting new study from Signal Hill Research that proves branded podcasts are an incredibly powerful tool for businesses. From increased brand awareness to deeper audience connections, we’ll discuss why podcasts outperform traditional ad formats and how you can leverage this for your business.
💡 **Key Takeaways:**
✅ The role of authenticity, consistency, and engagement in building trust
✅ Why podcasting helps people feel like they "know" you
✅ How branded podcasts create a “halo effect” for businesses
✅ The importance of production quality and guest selection
✅ Why podcast promotion is just as important as content
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Building the know, like and trust is such a key point of any business or really any relationship. But it's a tough thing to do in a business relationship, especially just through marketing materials. Podcasting, though, just happens to be really, really good at helping develop that know like and trust piece. How does it do it? We are going to talk about that today and we are going to talk about some very, very interesting news that pertains to businesses that are doing branded podcasts. Want to keep up on it? Stay tuned. Oh, hey. Thank you for stopping by. I really appreciate the fact that you are back here again. This week means the absolute world to me. The only thing that I want to ask of you is if I can get your feedback. Your comments follow if you're willing, but your feedback and comments are the most important thing to me, because I really want to know what you want to hear about when it comes to your podcast. Tell me. And we will do our best to cover that. With that being said, we are diving into the know, like and Trust piece this week as our educational piece. To me, this is this is what a podcast does so beautifully. I always go back to a story that I have of when I was working at a Semitruck dealership. I had a YouTube channel that had a fair number of subscribers, had had a couple of videos that went fairly, fairly well. I would occasionally get just random truck drivers coming into my office at the truck dealership. Hey, Josh, how's it going? And I'm like, who is this person? It took me a while to realize that these people knew me from the videos. They I mean, they according to them, they knew me. And that was huge. Because now these people, they knew me. They liked me. And when you've got that, that going to trust is not a big jump. They're. So I went back and I looked at a bunch of things on that as to like what I was doing that made sure that people were were coming along for that ride. Then I started talking with some other people and looking at some other things, and there were really some main keys with this. The first one was authenticity. I was me. I have a very, very difficult time acting as someone else that anyone that knows me personally realizes that I sometimes say awkward things. I've become okay with it, but I realized that I am just me. That is. That's just how it happens. So for me, it's very easy to be authentic on camera. Other people just make sure that you're you're you're relaxed about it. You're you go about it the right way. If you try to be someone you're not, it it people pick up on that. They're they're they're Scooby's sense. They're they're they're bat they're bat sense. Whatever sense they're using. It sends off some alarms and people know that, like, hey, this this really isn't this person. They're they're not authentic. They're feeding me line. There's that's that that used car salesman vibe. No one wants that. So let your personality shine through your natural personality. Because especially if it's about the marketing or the business, some of that's already there. So you want to make sure that's that's what shines through. There's a lot of there's too many people out there that say, hey, I love what this person does or I love what that person does. It, it I'm not going to discourage you from taking pieces of what you like and what really you. I mean, you kind of get you moving and what what grabs you, I guess I would say. But you still need to be yourself. The example I use with this is the thing that I say at the very end. I very much kind of took that from Steven Dubner of the Freakonomics podcast, because I absolutely love it. But it's once again, it's something that's also very authentic to me. It's something that when I say it, I feel it, I mean it, it's exactly there. Those are those things that you need to make sure that you're looking at. I know so many people. They see someone like, Gary Vee or a Dan Martel or, any one of those people, Alex Hermosa, and they're like, oh, that's that's what I want to be. And you're not them. You definitely are not them. So be yourself. Act yourself and make sure that that comes through. It's a big part of the reason on that is because people are connecting with individuals. It may be going to your business, but they still want to connect with people. And that is that is a huge, huge, huge thing. That is why many CEOs now, and I believe I've mentioned this before, are actually doing like instead of the the big old conference call like they used to do for their earnings. They're literally like going live on TikTok or Snapchat or Instagram. They're going live on platforms and just reading off the numbers. That's how they're doing it. And questions will come in that way that they will address. But it's it's once again, it's authentic. It's the CEO being authentic. There's a lot of people that have that are really starting to get that message that people want to do that. I'm sharing some of my stories here. I'm sharing some of my experiences because once again, those are lived things. Those are authentic things. It's real. The biggest takeaway from this people want to work with people. Make sure that you are showing up authentically you. If you're not, you are never, ever, ever going to build that know, like, and trust. The next piece to that is consistency. There are days where recording a podcast is tough. I'm trying to I'm looking at the calendar. We've got a great podcast business here, and I'm looking at the calendar and I'm like, I gotta film a podcast and I have no idea what I'm going to do. This. You have to build that consistency, though. It doesn't need to be every week. I know that's difficult for a lot of people every other week. Is is a good cadence. Once a month is tough because people forget about you. You haven't worked your way into their plan or into their routine. I guess I would say would be the better way to put it. The consistency builds. Familiarity is a thing. If you're consistently showing up every week, every other week, the thing I guess I would say is it first off becomes something that people look forward to. There's certain podcasts that I absolutely love. Monday, Thursday I'm like, oh yeah, it's podcast release day. I, I'm excited for this. These are things that I'm looking forward to. These people are showing up for me. And that's a huge thing. If they miss or if they aren't releasing. It kind of feels like a letdown. What I what I'm using that as a bridge, too, also is the fact that a consistent schedule suddenly gets that reliability. We all have that one friend that shows up late to everything. You have a tendency to lose a little bit of that trust of that reliability in them. If you show up every week or every other week at the same time for people you have now built, reliability. And reliability is very much a component of trust. Once again, this is all about building that know, like and trust. You're authentic. If you're authentic, hopefully they're going to like you. Be okay if people aren't going to like you. But if you show up consistently, you're now working on building that trust piece. Very much so that that's that second component of that that is actually huge when it comes to that know, like and trust. The other thing that I want to say with that is don't just broadcast two things as a conversation, if you can. We're talking about the no like and trust thing. I'm asking for your comments up front. I'm curious as to what your thought is on the no like and trust piece. I, I want to ask you the question about like, hey, when's the last time you actually thought about that? When's the last time you, you were intentional about putting that know like and trust in your podcast by asking you these questions? I've now engaged you. I've turned your brain on. You're still driving down the road or working out or you're still on the StairMaster or wherever you're listening to. You're still doing that thing. But in the same sense I've got you thinking about, hey, when did I do this? How do I do this with that, encourage the feedback because I want to hear, like how you're using the no like and trust. Where are you using it? How does it fit in? Additionally to that, you're never going to you're never going to complete that circle of it. And unless you're handling the post-production side of it here and by post-production side, I want to say, look, you got to respond to emails, you get to respond to comments. You need to do that in a timely manner. We've got a number. I've seen a number of people out there where they're there's comments. Just hang in there. Even if it's something negative. You don't you don't fight. Don't fight it. But hey, thanks for leaving the comment. Something there. You need to acknowledge those because what you want to make sure that you're doing is you show people that you value their input. You're genuinely interested in connecting with them. And even if it's a negative comment, if you approach that with a thank you, suddenly that person is going to realize, hey, maybe this is someone that I want to engage with. Maybe this is someone that that that I could build something with. Maybe this is something that I'm interested with. It's going to help you build that sense of community. It's going to help you build those pieces. That that will help build the podcast as a whole, rather than just a speaking platform or just an announcement platform or just anything like that. It will help you build that engagement and that engagement is the thing that we talk about so much that is such a big key is if you just have people listening, that's okay. I mean, it's good, but to get people truly engaged, that is just that is where you start to step up to that next level and things. I hear some podcasts that, there are people on there talking and rambling. I get it, I ramble too. I'm sure that's why some of you listen to me at 1.5 speed and I'm good with it. I listen to a lot of podcasts at 1.5 speed also. The big thing is for me that I always tell myself that I always try to make sure that we're doing. I just try to make sure that any of our podcasters are doing offering value. The equation that I, I personally always look at is someone who's giving up some of their time to listen to me, to watch me, to whatever it is they're they're engaging. They feel that it is worth their time to listen to or to watch what we have going on. A time is a really valuable thing. I gotta make sure it's worth it. I take that very, very seriously. So I'm doing everything that I can to make sure that throughout the podcast I am offering value, a good, high level, consistent value to anyone and everyone that's listening. Now, in that value, I want to make sure that I am educating. Hey, look, we're a business. We do podcasts, we help people with podcasts. You know that. I want to make sure you don't feel like I'm pitching you in this, because that once again, will destroy that like and trust very, very, very quickly. So make sure you're offering that value through the podcast through. The other thing that you can do is you can offer resources, you can offer downloads. That is a great way to not only offer value to people, but in return for that value, you're going to get some email addresses or you're going to get some some information about those people. That is absolutely huge. So make sure that you are finding ways to offer value to people. In addition to that, make sure that you're creating opportunities in that value for them to connect. The last thing that I want to talk about, I mentioned pitching. It's a tough one. You want to have a call to action, but make sure that that call to action is focused on building the relationships so you can you want to guide people towards becoming clients. You don't want to like jam them that way. You want to give them great information that allows them to go on the natural path to say, hey, I got some really good information here. I want to learn more about that. How do I learn more about that while I engage with them? That is one of the reasons why. First off, I love doing the podcast because I'm helping to engage with people. But in the same sense, I'm going to give you that call to action. That's why we offer our free consultation, our no pitch podcast consultation. Most of the time I'm going in and I'm looking at people's podcast and I'm saying, hey, move the camera, change your microphone. You are going to look and sound ten times better. Have a great day and they'll look at me like, what? Yes. My call to action is to bring them in to to to talk like that. And we're going to look at the email addresses and someday I hope that they're going to become a client because we were able to help them early. The other thing that I said, you can always invite people to download a resource that can be your call to action. Once again, you're going to get the email address from it. They're going to get some what hopefully you've set up as really good information. If you have a 15 20 minute podcast and you dive into a into a topic, you give a great surface level like, here's the basics of what you need to know. You can also encourage people to go to your website. Hey, go to our site if you want to learn more. Make sure you've got the right information for them there. But go have that information out there. The key is to provide value and build the trust before making a sell. And really this call to action is a way to do that. You can once again you're providing those values. You're building that trust. And once again this is all that know like and trust. Because as you're doing these things, they're getting to know you. And hopefully they are getting to like you. Don't be worried if it's everyone that likes you though with that. That is the educational bit. What are your questions on this? I really am curious about what your questions are for the know, like and trust. Put them in the comments. Reach us through the website. However you want to do that, send an email, send it snail mail, whatever you want to do. I would love to hear about it. Would love to get your feedback on it. Next up we are going into some very, very interesting news. And now we are to the news, which I am actually pretty stoked about it. Some interesting news. If you are looking to do a branded podcast, I'm going to do this a little bit different this week and I'd love to hear if you like how we're doing this. So Signal Hill Research just released some information that branded podcasts are a highly effective way for marketers to reach their audience. There is a positive, like they call it a halo effect on brand perception, because as a brand, you're throwing stuff out there for for people to digest and people to learn from. It drives brand awareness and consideration. They found it's good for reaching engaged audiences. Listeners see brands as more thoughtful and credible. Did we just talk about no like and trust? I believe we did branded content. Podcasts build deeper connections than other ad formats. Find that interesting. Once again know, like, and trust related here. The halo effect is strongest when a podcast aligns with brand values. Would make sense to do that. That's why we help people do that. Podcast guests are the key to success. I'm going to break that down here in a second. Authentic voices resonate, production quality matters, and they want to make sure that you are promoting the podcast as its own thing. Do not rely on organic discovery alone. This study is one of those things where as I was reading it, I was like, All, all information that we have found, it's always interesting to get. Have you ever done something where you're like, okay, this seems like this is the right answer, but you can't be 100% for sure. And then someone else comes along with hard data and is like, that is the right answer. And you're like, yeah, that pretty much looks like what I was thinking. That is exactly kind of what this study did for me, and that's why I was so excited about it. We all know it's going to drive that brand awareness and consideration. That, to me is is a big thing that you can create a ton of great content with, with a podcast. And once again, it's going to drive that awareness. So much of marketing is about these touchpoints getting out there and making sure that you are in front of people. Does someone see an ad on television for for a certain pickup truck? Do they see that ad on television and be like, you know what, I gotta get truck this afternoon and run right out to the dealership and buy. No, they don't. But when they see one brand's ad, time after time after time after time, when it finally hits them that they need a new truck, guess where they're probably going to go? They're going to go where they've seen that ad time and time and time again. Podcasting gives you the ability to do that. The point that they made about listeners seeing brands as more thoughtful and credible when they're doing a branded podcast. Now, this to me, I found very interesting because what it does is it shows that you're trying to disseminate information to people. You can't just go on to a podcast and be like our stuff is great. We do great stuff. Our stuff is, no one cares. Absolutely no one cares. But if you educate people and they draw the conclusion that, oh, hey, yeah, you know what? That's that. That's really smart. And oh, by the way, that's what their product does. Suddenly we've made this very, very simple connection that to to me is once again this comes back to that know like and trust. It's thoughtful. It's credible. They know you, they like you, they trust you. They're going to go to you for this. They noted signal Hill noted that podcast guests are a key to success, and we've talked about that quite a bit. For me, it was difficult because I started to notice some podcast creep, and that is why we're going with some of the solo stuff now. I do have a couple of guests coming up. As I have mentioned before, that will be back. But those guests really help to talk about what you do or how it's helped them or their involvement in an area that you're in. To me, those guests do a great job of being also able to help you promote things. Getting out on their socials. I say this all the time. The number one way to grow your social channels is to use someone else's. Get them to post, get them to tag, get them to tag them. All those things really help. Now in this I want to say and I want to reemphasize this. You need to make sure that they have an authentic voice also. If it's someone that's in an industry that's kind of there because like, yeah, it's a job, I guess I'm going to be here Monday through Friday, 9 to 5. That's not the right person. If it's the person that's super passionate about what they do, they're excited about what they do. They are engaged in their their portion of the community. That is who you want to bring on. Signal Hill also noticed that production quality matters. As we go down the road, there are more and more tools to make it easier and easier for you, whether it's at home or here in one of our studios. If you're at home, you can get so much better production quality than you could 4 or 5 years ago, even a couple of years ago. There's a ton of tools that we have available that will help you in doing that. The big thing that you need to really invest the heaviest in is that storytelling aspect of it. What story are you telling with that? Because that raises that production level. When I say production level, often you think of the microphone, the camera, that camera, maybe that camera over there, any one of these cameras. It's less about that than it is that storytelling, that pre-production. What thought that I put into this? The other stuff. We can help you clean that up. The other thing is to is promote the podcast. The thing that I love is earlier in the episode when I was talking about the educational piece, I talk about always adding value. There's ways for you to add value in kind of a circular format for people. This this is one of the things that I kind of love about the podcast is you can do a podcast off of the podcast, you can do a blog post. So from the podcast you can refer people to the blog post. You can also from the podcast, get people to sign up for your email newsletter or refer them to your website. All these kind of go to your website, to the podcast, etc. from there. Also on the podcast we can encourage you to build those social media clips. When you build a social media clips, guess what? You're going to refer people to the website, to the email newsletter, to the blog, to the podcast. Right. You're going to there's are you seeing the circle here? In the email newsletter. Guess what? You're going to talk about the blog. It's the website and maybe the podcast. Yep, definitely the podcast. So to me, it's that circular flow of things that allows you to promote all aspects and allows you to stay in touch with people. What we find is interesting when TikTok went down, there was a bunch of TikTok creators that were like, freaked out because they had all their eggs in that one basket. We're rapidly seeing SEO change with this AI search. People are asking more questions and doing less searching for things. So how do we make sure that we're staying at top of mind for people? Well, email's going to be a way to do that. Make sure they're connected with your website. It's going to be a way to do that. Making sure they're connected with your blog and social media is going to be a way to do that. The podcast is another I don't want to call it a tentacle, because I feel like it's reaching out and grabbing people in in a nefarious way. It's not it's it's obviously it's keeping people in your ecosystem. It is another way to talk to people. There's a lot of people I know that say, hey, look, if I get an email, if it's got a company name on it, I'm out and and that's fine. You're going to get to those people through your podcast, through your podcast. You may be able to get more email addresses. So there's people like me that I look at most of my emails. Yeah, if it's spam, I'm going to send it to spam. But if there's something of value in it, I'm going to go ahead and read that. Read that email. So to me, it's it's once again, it it comes down to that adding value. But if you do that, I fully believe in what Signal Hill research has found here also that branded podcasts are hugely effective for marketers. With all that being said. As I mentioned, I would love your feedback. I would love your comments. If you're willing to rate the podcast, by all means, please do. Would love to get that from you. We have another interesting topic that I am already working on for next week. Yes, already working on for next week. I'm going to have a lot of fun with this. As always, I want to make sure that you take care of yourself if you can take care of someone else too. I will see you soon.
