How podcasts can improve visibility and customer relations

Today, podcasts are an integral part of brands' global content strategies. A communication tool with an exceptional audience, the brand podcast reaches a much wider target than just a company's customers. It has the particularity of enabling brands to take a more intimate approach and gain a closer relationship with their customers or partners. Discover how, by whispering in your customers' ears, you can improve your visibility and your customer relations.

The place of podcasts in French people's daily lives

More and more French people are listening to podcasts every day. Whether they're in the car, playing sports or doing the housework, they're informing, entertaining or educating themselves thanks to the many podcasts available. According to Harris Media, 100 million podcasts are listened to every month in France. Better still, the number of Generation Z listeners (aged 18-24) has increased by 99%, according to a Spotify study. These are staggering figures that, as a company, we can't ignore.

Brand podcasts enable companies to establish a different kind of link with their customers, partners or employees. This new audio medium allows brands to use a more original or less formal tone than usual. Thanks to podcasts, a new form of customer relationship is emerging. To find out more about the challenges of podcasting, listen to Calliopé's podcast " Le café de l'audio ".

Greater visibility for your brand

Unlike consumers of Youtube videos or readers of blog articles, 80% of podcast audiences follow a podcast through to the end. Listeners are truly engaged, and each new episode becomes an appointment not to be missed. In fact, 7 out of 10 listeners say they are ready to buy a product or service after listening to a podcast. Why is this? Because brand podcasts give brands the opportunity to increase their goodwill. By sharing its expertise, it asserts itself in its sector of activity; by telling stories to children, a sense of complicity is established, and so on.

To gain audience and visibility, it's important to promote your podcast with the help of a branded podcast agency like Calliopé. The agency takes charge of implementing a marketing strategy around the podcast. It also takes care of production, both in terms of content and form. The branded podcast must then be distributed on the major listening platforms (Spotify, Deezer, Apple Podcasts, etc.) to ensure maximum visibility.

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Branded podcasts improve customer relations

The more a brand podcast is followed, the more it gives you the opportunity to create a real community around it. Each new episode is awaited by its listeners, and they become a vector of communication by sharing your corporate podcast with their friends and family. To grow your podcast audience, you need to offer your users real added value. They need to feel they're getting something: a more intimate link with your brand, information, entertainment and so on.

Little by little, a relationship of trust with your brand is established. The idea of a brand podcast is not to sell your products or services directly, but to tell a story about your brand and share your values.

As you can see, branded podcasts have a real power to improve your visibility and your relationship with your customers. A branded podcast agency like Calliopé can help you integrate this channel into your marketing strategies. If you have any further questions about podcasts, please visit our FAQ page.

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