Podcasts Help Your Business
Grow By Adam Stoker
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podcast is an up-and-coming way for your business to build brand awareness and create personalized experiences for your customers.
In 2019, I opened the doors of our agency to the world of tourism promotion podcasts. We were determined to help destination marketers enhance visitor experiences. Today, we produce two of the top podcasts in the tourism industry, including The Travel Vertical Podcast and Architects of Destination Advocacy. These shows help marketers provide amazing visitor services and enhance vacations. Podcasts are popular, but few businesses are utilizing them. Be one of the frontrunners to start a podcast and reap the benefits. Podcasts are a great tool to attract younger audiences to your business. As life gets busier, Gen Z and millennials prefer to consume passive content. In 2021, 41 percent of Americans ages twelve or older listened to podcasts monthly compared to 26 percent in 2018 (Edison Research and Triton Digital). The biggest benefit of having your own business podcast is that you gain a piece of owned media. We buy media to get our message to audiences that may be difficult to reach otherwise. The problem is that this is a rented audience. You
do not own the distribution channel, your content has to fit within specific guidelines, and the platform determines the audience. With a podcast, you have autonomy over content and distribution. You gain complete control over your narrative. You can build up your brand and reach your audience at every stage of the funnel. Another plus of podcasts is the easy access to storytelling. No one knows your business’s story better than you. When you have a podcast, you gain the ability to share that story anywhere. Plan out entertaining, informative and inspiring content that will be useful to your consumers. Provide your customers with a well-rounded view of your services and up-to-date information. This builds a community and turns brand consumers into brand advocates. When your business has a voice, you create an element of personalization. A podcast opens the doors saying, “Look, here are all the amazing things we have to offer here.” Podcasts are a great tool to get visitors and locals excited about your business. Providing up-to-date information in a passive form helps you connect with your target audience. With a podcast, you create a piece of owned content for your brand. Starting your own podcast is an investment in your business. Stay ahead of the game by moving your business into this media space and watch the success roll in.
Adam Stoker is the president and CEO of Relic+EKR. He graduated from Brigham Young University’s nationally-ranked advertising program and has been working in advertising for fifteen years. Adam builds businesses, people, and products through his leadership. His role includes overseeing the vision of the company, creating relationships with employees and clients, and identifying growth opportunities. In 2020, he successfully led Relic in acquiring EKR, an agency that specializes in digital marketing and web development. Adam is the host of the Destination Marketing Podcast and author of Touchpoints: A Destination Marketer’s Guide to Brand Evaluation and Enhancement. Adam is listed in the 40 Under 40 from Utah Business and Utah Valley Business magazines. Fall 2021 :: Southern Utah Business Magazine 33
