How Retail Brands Can Use Branded Podcasts to Connect with Their Audience

Retail marketers face unique challenges when it comes to marketing in the industry. With increasing competition from online retailers, changing consumer behaviors, and a need for creative marketing strategies, retailers need to find new and innovative ways to connect with their audience. 

Branded podcasts offer a unique opportunity to engage with customers and showcase a brand's personality and expertise. In this use case, we'll explore how branded podcasts can benefit retail marketers, the challenges they may face, and how to get started with your own branded podcast.

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The challenges facing retail marketers

In today's digital age, retail marketers face a multitude of obstacles in building brand awareness and driving sales. Some key challenges facing retail brands to date include:

1. Competition from other retailers: The retail market is highly competitive, with thousands of businesses vying for consumers' attention. It can be challenging to stand out in a crowded market and attract new customers.
2. Changing consumer behavior: Consumer behavior is constantly evolving, and retailers must keep up with the latest trends and preferences to remain relevant. For example, the rise of e-commerce has significantly impacted traditional brick-and-mortar retailers, forcing them to adapt to a more digital-focused marketing strategy.
3. Ad blindness: Consumers are bombarded with ads and marketing messages every day, leading to ad blindness or the tendency to ignore or tune out ads. This can make it difficult for retailers to get their message across and engage their target audience.
4. Limited engagement opportunities: Many retailers struggle to engage with their customers beyond the point of sale. Without ongoing communication, it can be challenging to build brand loyalty and encourage repeat business.

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How online retail brands can use a branded podcast to stand out and build authority 

The popularity of podcasts has continued to grow over the past 5 years, with listenership increasing by 48% between 2018 and 2023. Due to their accessibility, convenience, and intimacy, podcasts have become an integral part of many people’s daily routines. 

This rapid increase in listenership has not gone unnoticed by businesses, which have recognized the immense potential of podcasts as a valuable marketing tool. 

And for retail brands, branded podcasts offer several advantages. 

• Podcasts provide a platform for retailers to showcase their expertise. This can help to differentiate a retail brand from its competitors and establish it as a thought leader in the industry. 
• Podcasts are a highly engaging medium that can help to build a connection with listeners. By sharing stories, insights, and expertise through a podcast, retailers can build a deeper relationship with their audience and increase engagement.
• Since online brands lack the advantage of face-to-face interactions with prospective customers, they have fewer opportunities to showcase their personality and values. Therefore, producing branded podcasts presents a unique opportunity for them to showcase their brand persona and values.

Getting started with a branded podcast for retail marketers

To get started with a branded podcast as a retail brand, explore the following steps:

1. Define your target audience and the topics you want to cover.

• Consider your customer personas and what topics they would be interested in.
• Think about how your podcast can add value to your target audience.

1. Determine the format and length of your podcast.

• Consider the attention span of your target audience and what format would best suit your topic.
• Determine the ideal length for your episodes.

1. Develop a content calendar and plan out episodes.

• Plan out the topics and guests for each episode.
• Create a content calendar to ensure consistency.

1. Choose a format for recording and editing your podcast.

• Choose a recording format that suits your budget and needs.
• Consider editing software and resources needed.

1. Record and edit your first episode.

• Test your equipment and make sure your audio quality is good.
• Edit the episode to ensure it is engaging and informative.

1. Launch your podcast and promote it through various channels.

• Submit your podcast to directories like Apple Podcasts, Spotify, etc.
• Share your podcast on your website, social media, and email marketing campaigns.

If you decide to bring on a podcast agency to work with, they’ll be able to take on the majority of your production process. 

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Branded podcast FAQs for online retail companies

Q: Do we need to have a large following to start a branded podcast?

A: No, you can start a branded podcast with a following of any size. The key is to create quality content that resonates with your target audience and to promote your podcast through various channels to increase your reach.

Q: Can a branded podcast help drive sales for our retail brand?

A: Yes, a branded podcast can indirectly or directly help drive sales for your retail brand by building brand awareness and loyalty among listeners. By creating valuable and informative content related to your brand and products, you can establish yourself as a trusted source and encourage listeners to make purchases.

Q: How can we make our branded podcast stand out among competitors?

A: To make your branded podcast stand out, you should focus on creating high-quality content that provides value to your listeners. This can include interviewing industry experts, providing unique perspectives on industry news, and sharing customer success stories. 

Q: How can we find guests for our podcast?

A: You can find guests for your podcast by reaching out to industry experts, influencers, and customers who have unique experiences or stories to share. You can also consider partnering with other brands or podcasts to feature their guests on your show. Additionally, you can source podcast agencies and PR firms to assist in guest discovery and outreach.

Q: How often should we release new episodes for our branded podcast?

A: The frequency of your podcast episodes will depend on your resources and the expectations of your audience. However, it's important to establish a consistent schedule for your podcast to build anticipation and establish a loyal listener base.

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Case study: Peloton Fitness Flipped 

Over the past few years, Peloton has rapidly grown to become a household name. As an online retailer, they have had to be agile in their marketing strategy to continue to stay relevant and grow. So they created Fitness Flipped, a podcast hosted by one of their most popular fitness class instructors.

The podcast is a mix of workout tips, wellness advice, and insights. It allows users to feel connected to the community, and non-peloton customers to get workout advice and insights into recovery, body image, and more. It established trust and authority with both groups and helped them convey their brand personality and values. 

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Level up your retail brand with branded podcasts

If you’re interested in launching a branded podcast, talk to one of our podcast experts to explore how your brand can benefit and grow through creative storytelling. 

Our team of experienced professionals can help you with every aspect of podcast creation, from developing a content strategy that resonates with your target audience to launching and promoting your podcast across various channels.

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