The untapped value of podcasts for subscription services

Rather than getting a slice of airtime on someone else’s podcast, why not host your own?

How many times have you heard an advert on a podcast for a recipe kit, a beer club or razor delivery? We imagine the answer is, “lots.” You might even be advertising your subscription service on a podcast or two. And they work. In fact, 76% of UK podcast listeners have engaged with an ad, according to Acast.  

But why not take it a step further? Rather than getting a slice of airtime on someone else’s podcast, you can host your own.  

Podcasts and subscription services are a match made in heaven — both nurture ongoing relationships with consumers who come together over a niche interest.  

A podcast is the perfect platform for you to engage, expand and educate your customer base. Here’s how.  

Engage: strengthen your relationships 

As Fast Company put it, branded podcasts are “the ads people want to listen to.”  

So, if you’re searching for a way to engage your subscribers’ attention, then look no further, podcasting is for you. 

That’s because they’re informative, entertaining and engaging — in other words, they don’t sound like your typical advert. They blend intriguing narrative or gripping conversation with music and sounds to keep the ear hooked. They keep you company during routine activities like doing the dishes or commuting. They create the sense of an intimate and informal connection between the listener and the host.  

That last one is possibly the most important factor for a subscription service podcast because having a close relationship with your customer is so important. If providing extra, bespoke content for loyal subscribers is your way of making sure they stick with you and your service, then a private podcast feed can help.  

Did you know you can host a podcast for your members’ ears only? What better way to show your members that you’ll go the extra mile for them.  

Expand: help new subscribers find you  

But what if you’re hoping a podcast could help you reach new audiences?  

Have no fear, podcasts are a growing trend with one in eight people in the UK now listening to a podcast every week. You can tap into that market by hosting a publicly accessible podcast, rather than a private one. As your podcast grows in popularity, word about your subscription service will also spread.  

Creating unmissable content for your market niche or interviewing amazing guests will help you to direct conversation and become the leader in your industry. Great guests are extra helpful because they can bring their following to your podcast and introduce new audiences to your brand.  

While advertising on someone else’s podcast may help to get your name out there, hosting your own gives you more control over your brand message. Rather than figuring out which podcasts you’d like to be associated with and finding out where your audience is, you can grow your own listener base, perfectly aligned to your niche. As the BBC’s Jamie Robertson says, “podcasts offer a chance to speak intimately to a very precise selection of people.”  

Educate: build brand awareness  

A podcast will give you the time and creative space to craft your message exactly how you wish it to be. There are several ways you can use podcasts to educate listeners about your brand so feel free to get inventive.  

Your podcast series could be a how-to guide for making the most out of your product or service. It could be a conversational podcast including interviews with staff, customers or inspirational figures in your field. You could use the podcast to share the stories and ideas that make your company tick. It could even be an audio accompaniment to your service - something enjoyable to listen to while you use the product.  

Whatever you decide your podcast should be, and the possibilities are endless, it will help your subscribers to gain a deeper understanding of your brand and what it can offer them.   

Want to learn more? At Message Heard, we make podcasts that help your brand reach new audiences. Find out how we can help you by getting in touch.