Strategy
28/3/2025
Brand podcast: the benefits for your company in 2025
Whether it's Usain Bolt, Neymar or Teddy Riner, these athletes are all about performance. And just as well, the branded podcast is no longer in its infancy. Today, this medium makes listeners want to buy (25%) and learn more about the product/service (27%).
So, unlike managers who embark on branded podcasts because :
This article is aimed more at those who have real ambitions for their branded podcast. Who are looking to generate those good old leads, attract prospects to their service and convert them into loyal customers.Sound like you? Read on! Let's take a look at how branded podcasts can help you achieve your conversion goals, just like these luxury brands.
Contents
"When you talk about conversion, you have to include a call to action. So, as long as your podcast is delivered frequently, brings value to its listeners, supports your brand values: It will convert! This call to action can be placed anywhere in your podcast:
Now that we're on the same wavelength... Let's get down to the nitty-gritty of conversion metrics for a branded podcast.
In the real world, if I'm trying on a new item of clothing, a new perfume or even a new car... I'll tend to find out about the brand. In the real world, if I'm trying on a new item of clothing, a new perfume or a new car, I'll tend to find out more about the brand, either by "checking out its window display" in one of the brand's physical stores or, in the case of containment, simply online via its website.This is exactly the same principle that will guide listeners of your brand podcast to your website or that of the brand you mention in the episode.This is precisely the reason why we need to redouble our efforts in our conversion objective with the indicator we're interested in here: web traffic.
When they visit a website after listening to a brand podcast, listeners behave differently from other visitors, because when they arrive on the brand's website page :
Can a branded podcast generate new, qualified visits to a site? A new category of potential customers? Buyers? Absolutely! However, it's important to make sure that this traffic actually comes from the podcast and a particular episode.
The podcast is created and edited... You are now entering the broadcast phase. Depending on the strategy selected, you may :
Once your podcast has been distributed, your marketing team (or you, if you're a small business) will evaluate whether or not your podcast has generated traffic to your website.
In google analytics, look for audience peaks on your website:
Track everything that's wrong with your visitors (and when I say everything... I mean literally everything!):
To monitor your website traffic, use UTMs. Sorry, it's a technical term, but UTMs make it easy to pinpoint the origin of traffic on a website. But don't panic! Behind this acronym, there's nothing really nasty: it's just a tool that allows you to attribute a source to your web traffic.Example of a technique: Add a UTM-tracked link to your "show note" or episode description.
Yes, this potentially consumes more preparation time, and requires more upstream thinking... But it will give you an extremely precise indicator. On the one hand, you'll know: the number of visitors who were drawn to your landing page after listening to your podcastOn the other, you'll offer: an ultra-personalized experience for podcast listeners and therefore... increase your chances of conversion!
SEO, search engine optimization, podcasting is an audio medium, and yet it can have a huge impact on your SEO. So if your goal is to improve your SEO... Here are a few techniques to enhance your strategy.
1) Select a keyword for each episode that fits into your keyword strategy.
This will make it easier for robots to understand what the episode is about.
2) Create a page or blog post (Minimum 500 words) for each episode.
The blog post must be linked to the content of your podcast.
And now, as a young podcast padawan, you're telling me: "But if I create a blog post for each episode... No one will listen to the podcast". If this fear is getting to you, my young apprentice (to be read in the voice of Emperor Palpatine), I've got a solution that should please you: offer a summary of the episode in your podcast! This way, those who don't have the time to listen to your podcast will get the key information, while those who want support after listening to your podcast will be served. Your SEO will be strengthened, as will your user experience. What a life!
In your blog post, consider embedding your branded podcast. This shouldn't be a problem if you're using a server that includes this option (like our friends at Ausha). embedding your podcast in the blog post helps the search engine robot understand the importance of your metadata:
The data below acts as a treasure trove for your podcast listeners. They'll be able to "go further" to find the answer to their problem. The search engines will understand that you're generating quality content and will reward you with a higher ranking on Google and Bing.
Few podcasts can achieve rapid growth without the help of social networks.And conversely, podcasts can be a real vector for generating engagement on your Instagram, Facebook or Linkedin accounts.That's why many brands tend to measure engagement on their social networks to assess the ROI of their podcast.There are several options open to you when it comes to generating engagement on your social networks using your podcast:
The KPIs you need to measure to assess engagement with your podcast on social networksHereyou'll find the classic levers linked to engagement on social networks. However, we'll be looking at podcast-related publications as opposed to your traditional publications.
If you're still interested in reading us, don't wait any longer: we'll be writing articles specially dedicated to Social Media strategies for your brand podcast!
A PROJECT?
A PROJECT?
A PROJECT?
A PROJECT?
A PROJECT?
A project, a question? We're all ears.
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