How Podcasts Work at Every Funnel Stage. That’s a lot of audio. Top of the Funnel Podcasts These shows (like my Social Pros podcast) seek to grow notoriety for the hosts, and build early-stage connections with potential clients. The Project Podcast is a terrific way for DCI to get on the radar of more potential clients in economic development. We carefully listened to every episode and learned a lot about Santa Clara. Think about a podcast that is sent to new employees after they are hired, but before they start work. It’s called Technomics, and it targets current Insight customers and employees. Our team at Convince & Convert Media produces every episode (it stars Insight personnel on the mic). What we’re doing with this show is delivering rich content to a known, high-value audience. We’d love to work on something with you.
Podcast listening continues to grow in the United States (see my post here with the latest 2017 numbers). As a consequence of this increasingly popularity, new podcasts are being launched at a feverish rate. According to Libysn (the largest host of podcasts, including several of our shows here at Convince & Convert), they are serving up more than 6,000 new shows each year. That’s nearly 20 new podcasts launched every DAY, just on Libsyn.
That’s a lot of audio.
And it’s a lot of audio concentrated on top-of-the-funnel “thought leadership.” In fact, I’d argue that the overwhelming majority of podcasts in the business category are just that: Mechanisms to make their hosts and sponsors better-known, and an opportunity to build relationships with interesting guests.
That was certainly the impetus for my Social Pros podcast, which has won many awards and is now approaching its 300th episode. I started it with Eric Boggs under a simple premise: “What if I could interview our future consulting clients?”
Most business podcasts are similarly conceived, but increasingly I’m seeing podcasts that also target a more specific, mid-funnel, or late-funnel audience. This is podcasting in place of (or as an augmentation to) traditional low-funnel content marketing like webinars, ebooks, and detailed YouTube videos.
Here’s how podcasts can apply at every stage of the consideration funnel.
Top of the Funnel Podcasts
These shows (like my Social Pros podcast) seek to grow notoriety for the hosts, and build early-stage connections with potential clients.