As a small business owner or digital marketer, you know that reaching your target audience can be tough. Traditional marketing methods are becoming less effective, and consumers are increasingly savvy at blocking out advertising. That’s why it’s important to try something new and innovative.
Enter account-based podcasting (ABP). If you have heard of account-based marketing (ABM) then you’re familiar with the concept. ABM is a strategy where marketers target specific accounts, rather than trying to reach a broad audience through traditional means.
Account-based podcasting applies this same concept to podcasting, taking the traditional podcasting format and flipping it on its head. Instead of attempting to create content that will appeal to a wide variety of listeners, ABP focuses on creating content specifically for an individual or group of individuals. It’s not about reaching the masses, it’s about creating content that will have a meaningful impact on those specific targeted accounts.
I want to give you an overview of ABP and provide you with a few tips on how to make the most out of this highly effective marketing strategy.
How Account-Based Podcasting Works
At its core, ABP is about creating highly personalized marketing campaigns that are designed to engage specific target accounts, which greatly helps you to reach your target audience more effectively. The process starts with identifying those accounts and researching their interests, needs, and pain points. Based on that information, you can begin developing highly relevant and targeted content, such as custom podcast episodes, that specifically address those interests and needs. You’ll then market those podcasts exclusively to those target accounts, creating a concentrated rate of exposure that can drive conversions and increase brand engagement.
For example, let’s say you own a gardening store and want to target a specific set of customers who are interested in organic gardening. With ABP, you could create a gardening podcast that focuses specifically on organic gardening techniques and practices, and market it exclusively to those customers who you know are interested in that topic. That type of highly targeted approach ensures that you’re engaging with the right audience and providing them with meaningful content that they’ll want to listen to.
Tips for Making the Most Out of Account-Based Podcasting
If you want to try out ABP for your marketing strategy, here are some practical tips you should keep in mind.
- Identify your target accounts. First and foremost, you’ll need to identify the specific accounts that you want to reach with your podcasting efforts. Do some research on those accounts to find out what their interests are, as well as any pain points they may have. This will help you create content that is highly relevant for them.
- Develop tailored content. Once you know who your target accounts are, the next step is developing highly personalized content that caters to those accounts. Think about creating an episode of a podcast that focuses on a specific topic or issue and provides valuable advice and resources related to it.
- Promote strategically to your target accounts. Try using email campaigns, social media posts, and other tactics to ensure that the content is seen by those who it was intended for.
- Partner with other businesses or influencers in your industry. These connections can help you develop a deeper reach into your target accounts and help you establish trust and authority.
ABP is cutting-edge marketing nowadays and is highly effective for hitting very specific groups.
If you’d like to take a spin at it and want some help, please reach out! We’re here to help.
