The Conversion Code, 2nd Edition

Chapter 13Audio Is Everywhere (How to Take Advantage of It)

I'm addicted to podcasts. Podcasts empower you to connect with prospects when they can't read your blog, watch your videos, or scroll through your Instagram feed. The two most common things people do when they listen to a podcast are chores and driving.¹ Overall, 94% of listeners are doing something else while listening.

For a business, audio creates these results:

• An 89% increase in brand awareness
• A 57% increase in brand consideration
• A 24% increase in brand favorability
• A 14% increase in purchase intent

Having quality audio content, with well-placed CTAs, for these lengthy “downtimes” is quickly becoming a must. In many ways, podcasts are the new blogs. There are three ways you can take advantage of their popularity and effectiveness:

• Host your own podcast. You can do this by recording and uploading it to places like Apple Podcasts and Spotify or by live-podcasting using Clubhouse, Twitter Spaces, or Facebook/Instagram Rooms.
• Be a guest on other people's podcasts. Ideally, popular ones with an audience you would want to know about your products or services.
• Pay for ads on other people's podcasts. Again, ideally, popular ones who have an audience you would want to know about your products or services.

If you are going to host your own podcast and take it seriously, pro tools are a must. If your podcast sounds poor, the results will be poor. Once our podcast took off, we knew we needed to reinvest. Even though ...