More than half of all Americans ages 12 or older listened to podcasts in 2020. Some home improvement businesses might find this format an ideal content marketing opportunity, but you must be aware of the potential pitfalls of launching a podcast before you make this decision.
More than a third of Americans listen to podcasts every month, a growth rate of more than 50% in the past three years. Those figures are greater for younger adults, though the number of people age 55 and older who listen to podcasts regularly is climbing.
Podcasts also garner a lot of attention from regular listeners. In 2020, people who listened to podcasts on a weekly basis tended to spend almost seven hours doing so.
Benefits of Using a Podcast for Home Improvement Content Marketing
If your target audience is likely to engage with the podcast format, it can be an ideal way to position yourself as an expert or differentiate yourself from the competition.
Ideas for home improvement podcasts can include interviewing experts in the niche, answering common questions, or providing how-to advice about relevant home topics.
Podcasts aren’t very expensive to launch, either. All you need is a good mic, some editing software, and a server to save your content. Then you can promote your podcast via audio services, including Spotify and the app stores.
Downsides of Podcast Marketing
The biggest downside of podcast marketing is that it does take some time and it’s easy to fall down the rabbit hole. You need to be very clear what your podcast goals are because it’s easy to switch from promoting your business to promoting your podcast without you even realizing it.
In short, utilize podcasts to benefit your business, but don’t get wrapped up in the podcast process and spend more time becoming an influencer or podcaster than a home improvement business.
Should You Launch a Podcast?
This is a personal decision only you can make. Here are some questions to ask yourself if podcasting is right for your business:
- Is your target audience likely to listen to podcasts?
- Do you have the technical savvy to put this together with minimal help and spending?
- Do you have a message that works on a podcast?
- Do you have a plan that helps you make the podcast part of your marketing effort yet doesn’t allow you to get caught up in the process?