Podcasts are becoming an undeniable force in the world of event marketing. Today, there are over 700,000 active podcasts in more than 100 languages, and both of these numbers are increasing year after year.
Therefore, it’s not surprising that savvy event planning companies have noticed the trend and have started using podcasts in their event marketing campaign.
Podcasts offer a range of opportunities for promoting your event that are hard to match by any other marketing method, so any event management agency that ignores the potential of podcasting for events is leaving a lot of potential revenue on the table.
But how can podcasts add value to your event marketing?
Well, let’s go over some of the most significant ways below.
- Increase Your Reach
- Get Traction with Social Influencers
- Tell a Compelling Story
- Gain Credibility
- Build Other Revenue Stream
Reach an Audience You Couldn’t Access Otherwise
When promoting your event, one of the most important things you need to consider is how to reach a wider audience. No matter which marketing strategies you’re currently using, they all have a limit to how many people you can potentially reach that are within the target audience for your event.
Therefore, you need to always be on the lookout for new ways to engage prospective attendees and get them to take notice of your upcoming event, as well as your brand in general.
That’s where podcasting can be so helpful.
It allows tapping into an audience that may not ever see any of your other advertising or marketing efforts, which gives you a unique opportunity to grow your attendee numbers using a marketing method that is very affordable compared to some of the others.
Get Your Event Talked About by Influencers
Influencer marketing is becoming a powerful tool in the event marketing world – event planning companies are partnering up with prominent social media figures in their niche to help promote their events, and doing so with tremendous success. And with the help of podcasts, you may have a much easier time attracting the best influencers in your niche.
Sometimes, you may even not have to do anything, and the influencer will share your event with their audience simply because you appeared on a prominent podcast that positioned your event as one of the most important gatherings in your field.
And even when seeking out influencers, being able to point to the podcast not only gives you more leverage and authority, but also provides an organic way for the influencer to mention your event and even link to the podcast, where you talk about your event in more detail.
Tell Your Event’s Story
As any experienced event management agency will tell you, any successful event starts with the story that the attendees can associate with. When people come to an event, they are committing their time, money, and effort, so they need to know exactly what they are getting in return to be persuaded to participate. And there’s probably no better way to tell your event’s story than using a podcast.
The mere length of the podcast ensures that you’ll have plenty of time to talk about every aspect of your event, why it matters, how it can help people, who will be coming, and how the event will impact your industry.
Basically, you get to do a persuasive pitch for your event that’s completely organic and doesn’t sound salesy, which is an excellent opportunity to get your message through to the very best attendees you want coming.
You can talk about the experiences of your previous attendees, how your past events achieved their goals, and how this upcoming event will be unique and provide new value, converting listeners who may have never even considered your event otherwise.
And once you record the podcast, you can then use it in your marketing efforts indefinitely, sharing it on your social media pages, your website, or even sending it to your subscribers.
Gain Instant Credibility
There’s a reason why so many industry professionals take the time to go on as many podcasts as possible. They not only provide the opportunity to reach a new audience and talk extensively about upcoming events, but they also do a fantastic job of giving anyone invited to a podcast instant credibility.
In the eyes of your target audience, if you’re invited to speak on a podcast, that means that you must know what you’re talking about. Even if they don’t consciously admit it, that’s the perception your audience undoubtedly gets in the back of their minds.
This positioning as an expert and as a trustworthy source of information can provide you with excellent promotional opportunities for your event, giving more weight to your claims and helping to alleviate the skepticism of prospective attendees.
Both your personal and your company’s brands will become much more memorable to everyone who was listening, and so even long after the podcast is finished, these people will be much more responsive to your other marketing campaigns on social media or the web in general.
Gain Additional Revenue from Advertising
Finally, as an event planner, your main goal is always to drive as much revenue from each event as possible. And if you run your own podcast, you can supplement that revenue using advertising deals that you can strike with companies related to your field.
There’s a reason why there are so many new podcasts starting up every year – they not only offer an excellent opportunity to spread messages about your business and your events but also are extremely attractive to advertisers who want to promote their products or their own events to your audience.
By offering advertising packages for your podcasts, you can help finance your events and increase their revenue. In fact, you could even go a step further, and do extensive campaigns where you not only offer to promote the products on your podcast but then set up special booths during your events as well, maximizing potential profits and allowing you to charge premium rates for these types of services.
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