Posted on / by Alvaro Gomez / in Trends, Ultim News

The real power of podcasts and Lives to improve your business

In digital marketing, the tools to generate audience engagement are rapidly changing. Online podcasts have gradually become a part of daily life for consumers because they can stay up-to-date with relevant news and information quickly and conveniently.

A Live will help you close excellent deals and is a great way to publicize your channel.


However, there is another format that directly competes with the podcast: livestream or Live Video Streaming. This is a strategy that social networks are implementing so users can make videos in real time. The tool allows companies, brands and businesses to carry out an innovative digital marketing strategy to retain, interact and attract users.

Not surprisingly, brands are leveraging these two trends to create a more focused digital marketing plan to drive traffic, increase brand reach, and generate quality leads.


Podcast and Live: Meaningful and real statistics

In order to understand the importance of podcasts, Statia & Business Insider conducted an investigation which produced some data that will help focus the content of your podcast and attract a good audience. 

  1. Podcast growth has increased exponentially over the past 3 years and has become a trend for companies and brands. It increases engagement with your audience.  
  2. Podcast consumers listen an average of 6 hours a week. So, if your program lasts at least 20-30 minutes, it enters into the daily consumption habits of users.
  3. More than 40% of users are millennials. It is important to consider the type of users that consume podcasts in order to tailor your content to them. 
  4. The most used device people use to listen is the mobile phone.

In addition, here are three interesting facts about Livestreaming you can look at as you think about implementing it in your digital marketing strategy.

  1. Marketing specialists from all over the world know that video is one of the best content formats and it is extremely effective on Social Media.
  2. More than 52% of marketing specialists believe that Live and video format helps a brand or company to generate a greater number of leads, increase engagement and help to promote the brand.
  3. The video format and the video strategy for the Livestream generate a better ROI for your company.
  4. More than 80% of videos on Facebook are played without sound, so don’t be afraid to use subtitles.

Now that you have read about the importance of these two tools, you can discover the best way to create a Live on Facebook or YouTube, how to create a podcast, what things you need to know to make a live and, most importantly, how to achieve a greater reach on your social media platforms.


The podcast is the perfect complement to your digital marketing strategy

As stated previously, there are several formats that, when used in the correct way, can help in your digital marketing strategy and provide great results, such as improving the engagement of your business, increasing the reach, and obtaining greater visibility. A podcast is one of them. 

A podcast is an audio file that can be downloaded to any device. It is a great way to generate engagement with your audience because you can transmit messages and emotions in a way that no other format can.

It is a media tool that allows you to communicate content in a more personal and direct way in order to capture the attention of the viewer and gain their trust. If they like it, they will become loyal followers and help spread your message, which increases your reach.

The information you broadcast on a podcast should be targeted to your audience, because if you don’t give them relevant and entertaining content, they will probably stop listening. 

The podcast is a format that is quickly gaining popularity. Why is that? The reason is simple: you can listen to it anywhere, anytime, and multitask while it’s playing.

I want to start creating a podcast to boost my brand. How do I do it and what do I need?

During these modern times, the world changes quickly from one day to the next. Technology continues to evolve and it is an extremely important aspect of marketing your business. It is critical to reflect on the strategies you use for your company or brand. 

Podcasts are a modern, relevant tool to use for your digital marketing strategy. Making one takes less time, effort, and money than you think.

Here are 5 steps to take in order to start podcasting for your business:

Step 1. Plan your podcast

The main mistake people make is buying all of the technical equipment necessary for recording a podcast before planning anything else. As an integrated format in your digital marketing strategy, the first step to take is to plan what your podcast is about.

What are your goals? How will you differentiate yourself from the competition? What topics are you most educated on? Who will participate in your podcast?

Although many underestimate the importance of a well-ordered space, the truth is that a well-designed room makes a difference.


You must develop content strategy for your podcast the same way you do for your social media platforms. You can avoid setbacks with a simple and easy production routine. Develop a name and logo for the podcast, plan the frequency of episodes, the broadcast time, as well as the format and duration.

Step 2. Go ahead with the recording!

It is not necessary to invest in expensive microphones to start recording your podcast, but it is important to have a space where you can isolate external noise. Invest in equipment that lets you create a start and end for each episode as well as music that stands out.

Your content should seem natural and connect with your audience. Talking confidently allows you to build trust with your followers. You are the expert on the subject you’re discussing, after all.


Step 3. Post it on Social Networks and promote it

Once you have finished recording and editing your podcast, it is time to publish it on social networks and other platforms accessible to your followers, such as Spotify, iTunes, or Google Play.

Making a podcast is not difficult. The hard part is getting people to listen to it – Marc Maron

Later, it is important to promote that content to reach more people. Create an eye-catching copy for your podcast that sums up the content well and allows you to attract more listeners. If you have guests, let them know so they can promote it on their personal accounts. You can also spread it through your newsletter. People may not always check their social networks that week, but they may open an email that directs them to the podcast.


Step 4. Don’t forget to measure the results

To measure the results of your podcast, it is important to compare them with the objectives you set for yourself at the beginning (see step 1). This way, when measuring the success of your podcast, you will be able to see which objectives you have exceeded and what new strategies you may need to establish in the future. 

But, what are the most important KPIs that I should measure? Measurement is key to knowing what things you are doing well and what needs to be improved or rethought. In Social Networks, it is important to measure the interaction (likes, comments and shares) your posts receive. On Spotify, for example, you should measure the starts, streams, listeners, and followers of each of the podcasts.

What are the benefits of podcasting?

There are many benefits to your business when it comes to having a creative format such as podcasting in your digital marketing strategy. At ULTIM Marketing we have chosen these benefits for your business.

Humanize your business and your person

The moment your followers hear your voice and notice your reactions to the topics you present on your podcast, you will be giving your content a human touch while improving the perception of your brand. The podcast is a way of approaching your audience in a more direct and personal way.

The more authentic and human your brand is, the easier, faster and spontaneously your customers will listen to you.

Dynamic content

The content presented in a podcast is agile and dynamic since it can be downloaded to any electronic device and can be listened to anywhere. It allows people to carry out their daily routine while receiving your message.

They can listen to you on the way to work, on the bus, on trips, while you have breakfast, and more. But, make sure you vary the formats of your programs so your content remains fresh. In order to continue to engage your audience, you must avoid monotony. 

Let’s create a community

If you manage to entertain your audience and like content you offer, all you have to do is wait for them to share your podcast on their social media profiles, with family, friends, acquaintances, and others. It will allow you to increase your reach and create a community of loyal fans who are interested and look forward to hearing from you every week.

Improves positioning

Having a podcast allows you to increase and improve business branding. It can be a big difference for a potential client to choose your business and not the competition.


The importance of Live for your business

Mark Zuckerberg, founder and director of Facebook, said a few years ago that his main objective was to put all his efforts into implementing video on his social network: live streaming, editing and mechanisms that improve the customer experience.

Live is an alternative that already surpasses traditional videos because it is able to retain the audience and retain customers on social networks. This format makes it possible to tell the story of your brand, establish a direct relationship with your followers, and create a conversation with your live community.

Are you ready to learn more about Livestream? Then join us!


I am determined to do a Live. How do I start?

Video is becoming essential content for the growth of a business. It is increasingly popular and important to the consumer because they want dynamic content that entertains them. The videos are engaging, visually intriguing, and offer an easy way to humanize your business.

Now that you know how important the format of Live is to your digital marketing strategy, it is time to start doing it! There are several ways to do a live broadcast on Facebook. The easiest way is to do it through the fan page itself. It is important to take the following steps: 

1. Prepare a script

Do you think that you don’t need a script for Live on Facebook? Do you think you can start talking without having a plan of what to say? When you speak live with followers, it is important to keep in mind what you want to say, pay attention to your non-verbal communication and keep in mind the tone that you want to convey. 

Writing a script does not mean that we should spend long hours writing everything we are going to say. Spontaneity and natural flow are very important in social networks, but that should not be confused with lack of preparation.

2. Prepare for possible comments and reactions

Most of the time, when you are making a live video, you will receive a number of comments and positive reactions. But, it is also possible that there are people watching your Live that will dislike it and comment negative things.

It is necessary to anticipate this. When you prepare the script, foresee in which parts of the Live it may receive negative feedback.


3. Although you are the expert on the subject… rehearse!

Set aside time at the end of the day to prepare your Live and to plan the structure of your video. Understand what objectives you want to achieve with your program and gradually feel that, as an expert, your content is interesting for your followers.

Create unexpected and urgent content to attract more viewers to your Lives

4. Create urgency and establish close communication

When promoting your Live, write attractive descriptions that make your audience want to connect with you. Emotions are very powerful and talking about topics that are meaningful to your followers should be one of your goals. Make sure to say hello to all the people who connect with you and try to make your comments unique to that person. 

How to get more views on your lives?

When you think of digital strategies on social networks you probably focus on paid campaigns, but have you ever wondered how to increase visits and views in your Lives? Here are the best strategies:

  • Conduct exclusive interviews
  • Announce the most relevant news
  • Create unpublished lives
  • Organize a contest
  • Create a Live of questions and answers
  • Teach the audience a skill

ULTIM Marketing, the best option for your business.

This blog will help you grow your business with the implementation of podcasts and Lives, two formats that are trending at the moment. They absolutely need to be added into your digital marketing strategy. 

At ULTIM Marketing, we have an experienced production team able to advise you on the best practices for your Lives and podcasts. We believe that your brand has exciting things to tell the public and we know how to attract potential customers to your business by offering our services tailored to your needs.

Are you convinced you should add these two formats into your digital marketing strategy? We are confident that we can help. Click the button and let’s start creating together.

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