Boost your business with a podcast

According to the Puerto Rico Digital Trends Study 2023, the popularity of podcasts is on the rise on the island. The research indicates that the adoption of these platforms by the local audience increased by 17.4% in 2022 compared to 16.7% in 2021. This has led many business owners to consider creating a podcast as part of their marketing strategy.

Ángel Javier Rivera, a digital marketing expert and creator of the podcast Ideas Breves, assures that these productions are an efficient tool for creating brand recognition and generating leads. However, he acknowledges that this strategy is not viable for all businesses because "it requires time, money, and technological resources."

The benefits of having a podcast

According to Rivera, having a podcast provides a valuable platform because it increases visibility and attracts new customers. Its audio or video format allows for closer and more emotional connections with the audience, generating trust and loyalty towards the brand. By sharing relevant content, the business can position itself as an expert in its field and differentiate itself from the competition while authentically promoting its products and services.

Compared to other marketing strategies, the podcast format offers unique advantages. Its convenience and accessibility allow listeners to consume content anytime and anywhere. Rivera adds that podcast content can complement blogs, social media, and collaborations with other experts to create an interactive ecosystem around your business.

Is it a viable option for your business?

Rivera warns that before creating a podcast, it is crucial to evaluate whether this strategy is suitable for your business and audience.

For this, you must clearly define:

1. Your target audience
2. What type of content interests them
3. Your budget and resources for production and distribution
4. The time available to dedicate to the podcast
5. The format, style, and frequency of publication
6. The host who will represent your brand

Measuring the impact and return on investment of the podcast is fundamental. The marketing expert indicates that metrics such as unique downloads per episode and website traffic can be used. Discount codes and/or links to track conversions generated by the podcast are other forms of measurement. If successful, the program can be monetized and even become an additional source of income for the business.

Podcasting can be a powerful vehicle for creating community and complementing your marketing strategies, as long as it aligns with your resources and audience interests.

This commercial content was written and/or produced by the BrandStudio team for Popular.

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