By Alexandru Stan, serial entrepreneur, CEO of Tekpon, a one-stop platform for all software needs.
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Nowadays, content is a must-have element that you should put into your strategy no matter which industry you are working in. And there are multiple types of content that you can use to boost your brand. For example, businesses can attract more audiences with a simple content strategy through written content, video or audio. Still, another type of content is starting to grow and facilitate communication between brands and people. I am talking about podcasts.
Unlike written content such as articles, podcasts are much easier to follow, and you don’t have to spend time in front of a device. As a result, you can listen to a podcast while driving, in the gym, working or doing any other activity because it doesn’t require the attention that written content will. As I write this, there are over 2.4 million podcasts worldwide. Thus, there is a big demand for podcasts on different subjects.
What are the benefits of a podcast?
In my opinion, podcasts offer you the exact freedom you need as a business to connect with your audience and talk about different subjects. For the SaaS industry, I think there is a perfect marketing opportunity to generate quality content and bring your audience closer to your products. We also have a podcast where we are trying to bring great people from the SaaS and software industry in front of our community to talk about the different faces of this industry. We realized that we are helping people better understand different software products and what they can do with them, and the audience can meet the humans behind the company.
Build a relationship with your customers.
You can speak directly to your audience or customers through a podcast because it offers a different connection than a blog. And in this way, you can build a different relationship with your followers, who may be your current customers or future ones. You can give a human face to your SaaS business and build a voice that people trust. Moreover, you can create strategic partnerships by having a great podcast.
Get new leads.
For SaaS businesses, finding new ways to attract leads is continuous work, and building a podcast can be a great strategy for your business to approach new leads. You can explain to the audience what your product is doing without leaving the impression you are trying to sell them something. If people stumble upon your podcast and you know how to serve them the solution to their problem, they might follow and then buy your product.
Of course, it is not only about selling your product. You can also gather listeners through the values you promote. For example, let’s say you have a social media software product. There are so many subjects you can approach other than just explaining what your solution is doing, like using social media more sustainably or how to generate quality content on your social media accounts.
Promote brand awareness.
If you're not interested in a podcast as a great marketing strategy to get more leads, you may still enjoy creating an image for your brand and making people more aware of your SaaS business. In other articles, I’ve been talking about how important a brand is for every business. And building a podcast is also a great tool to create a little awareness for your brand. You don’t necessarily have to sell something through the content you create—this way, people can follow without feeling that they are being sold something. Thus, this type of audio content can give you the voice you need to gain people's trust and offer them other information about what your business is doing.
In my experience, the most important benefit is that you can involve your community and find their needs quickly. Consistency is everything to keep your community around you. Moreover, you can always bring different guests from the industry who people appreciate in front of them.
It’s not easy. It demands time, work, energy and goodwill until you find the perfect recipe. And the perfect recipe varies based on your company and audience. The software and SaaS industries are growing daily. People or businesses need more quality information about products or the purpose of everyday people building new solutions to ease their lives.
There are many things to set up when you're starting a podcast. But first, you have to start. Then you can think about the tools you need, the right platform, how to deliver better content and other logistics things. The most important thing is that the industry we are working in needs more quality content that we can deliver faster to the audience.
