Key to podcast success is understanding where podcasting fits within your communications strategy and it interplays with both your social media and other activities. Podcasts aren’t social media, they are conversations. There is a big difference. To understand, look at the Communications Funnel or “Stack” on the left – Awareness leads to Authenticity leads to Action. Use social media to gain Awareness, then convert that Awareness into Authenticity. Authenticity is a powerful tool to commit people to Action. You’ll see this play out in the Pikkal Podcast Flywheel below.
Podcasts are like coffee conversations, but at scale. There as near to creating the physical intimacy and authenticity of a meeting over coffee but at the kind of scale no coffee meeting could achieve. Not only do they offer scale, they are also both timeless and non-location specific. This authenticity is especially important in a world increasingly devoid of it. Consumers and business buyers are more acute to fake than ever. As our world becomes more digital, as our communications becomes more gamed by algorithms and automations, the more we as human beings seek out the authentic connections found in podcasts that we both yearn for and need to make informed business decisions.
Our goal as an agency working with some world leading podcast clients is ensuring long term success of their communications. That means having a clear idea of what success looks like and making the effort merit the return.
Generally, people think that podcast success = a large audience but this is not the case. Yes, if you are a media player. But, let’s think about podcasts differently.
Consider a podcast as a meeting. Here’s a 45 minute conversation with a client, partner or even investor at a deep, meaningful level. How do you gauge the value of such a meeting? When clients engage us for podcast work, we start with their problem – what is their key business objective? You can see this question asked on our Start Your Podcast form.
Once we establish the objective, the next step is to develop a workflow using the Pikkal Suite platform to minimalize the heavy lifting – less work, more flow – so all they need to do is show up, hit record and focus on engaging conversation. This is where Pikkal Suite comes in. We’ve built the platform around removing unnecessary decision making and freeing up mind space to focus on what’s important, not tracking files or wondering what to do next.
We address client problems by focusing on their core business objective and aligning their podcast with that objective to ensure their energies are split between projects. A good podcast sits inbetween Social Media and the Base (i.e. lead magnet or event). Often brands don’t know where to house the podcast strategically (so it often gets shunted into social media) and don’t know how to use the connection created in the podcast to effect. In the case of the latter, they can mistake a podcast as media and stuff it full of ads. If that’s the goal, then you’re better of buying Facebook ads than starting a podcast. If however, the goal is to create authentic engagements and to drive activity at The Base, the a podcast aligned with The Base and Social Media is a powerful tool.
Think of it like landing a plane, the key to success is approach. When we started developing the Pikkal Suite for our podcast clients, we found that the problem with podcasts doesn’t lie where most people think it is.
You see, when brands start a podcast, their minds are often focused on the technicalities of audio quality, microphones etc. Yet, when they actually get down to podcasting, they find the biggest challenge is the discipline of planning the podcast and synchronizing it with their business objectives. Take a look at our Podcast Case Studies to understand more about aligning the podcast with your business objectives to ensure long term success.