Change the channel: why audio is the answer in a crisis
You know you need empathetic marketing. A human brand in uncertain times. But many companies are substituting ‘concerned’ emails for real empathy. Harry Radcliffe explains how voice can show sympathy by meeting prospects on their terms – in a way that saying you care just can’t match. And he gives tips on setting up a great podcast when your team is working remotely.
Sometimes, we just want to hear someone’s voice.
For all the stop-start video calling and constant message dropping, laid-back chats and easy-going explanations are in short supply.
It’s certainly a strange time. Everyone’s at home – C-Suite and CEO included. Everyone’s developed a deep admiration for Jo Wicks. Even the pub quiz involves screen time. And all the while, you can’t help but be conscious of how much toilet paper you use.
None of this means that your company meetings, talks, and well-prepped presentations have to go to waste. But since your audience is probably as tired of conference calling as you are, it can be tricky to find more human approaches.
Luckily, it’s 2020. Almost half of all homes have smart home devices, 158 million cars are connected to the internet…
…and podcasts are receiving billions of downloads a year.
Podcasts are all about quality time. In fact, they can more than double the time you have to engage with a C-level audience. And they’re persuasive – 65% of listeners have bought a product advertised to them in a podcast.
But above all, they offer a more empathetic way to be useful to your audience right now.
Already, 71% of podcast listeners prefer to tune in at home or in the car. So it’s a perfect fit for what we’re all up to right now. Instead of yet another hour in front of the screen, the audience can relax and get a bit of variety. And unlike a conference call, there’s no cracking, no cutting out, and no waiting for everyone to be ready.
Okay – so it’s a good fit for what your audience wants. But how do you create a podcast when you’re working remotely?
Surprisingly, it can be pretty easy. Rather than finding a time when large groups of people can make themselves available for a call, you can record your speakers separately. Then, just edit their talk down to be clear and succinct.
Plus, your podcast will exist forever. The format’s already on the rise, and 44% of B2B podcast listeners are CEOs, department heads or C-Suite decision makers. So it’s great for everything from social media content to email campaigns – both now and in the future.
If you think you’d like to give podcasting a shot, but want help setting it up, give us a call at twogether. As experienced cross-continental podcasters, we know a thing or two about recording a cracking episode remotely.