ROC Weekly Marketing Minute

Pros and Cons of Using a Podcast to Promote Your Rehab Facility

Podcasts are an effective marketing approach to promote your business, share your message, and increase client conversions. The prevalence of podcasts continues to increase, with more and more people tuning in each year. While there are many pros for creating a one, there are also a list of cons to consider before you decide to launch yours.

Pros of podcasts

Here is a list of pros for creating a podcast for your rehab facility:

Convenient to consume

Creating a podcast is a great way to connect with your target audience on their terms. They can listen to your podcast whenever they like; in the car, on a walk, or before bed. As a result, you can connect with them without having to catch them online or wait until they aren't busy. 

Easy creation

Creating a podcast requires little equipment and technical knowledge. You can get started with a high-quality microphone, an audio editing app, and a computer.

Increased audience attention

Unlike other forms of marketing, podcast listeners tend to give their full attention to what they are listening to. This means they have reduced distractions when engaging with your content, increasing the chance they will remember your message. Podcasts also offer the opportunity to consume content without the interruption of ads.

Looking like an expert

By sharing information that you are knowledgeable about, and thoroughly researching the topics before recording, you can establish yourself and your business as industry experts that your audience will rely on and trust.

Increased traffic to your site

Podcasts are an excellent way to reach new audiences and drive traffic to your site. This can help you perform better in other metrics and ultimately increase conversions. Your conversions are also more likely to increase when your audience learns more about you and feels like they know your business and staff through the content you share.

Opportunity to repurpose your content

Your podcast content can be used to create numerous other content pieces for your marketing strategy. You can use short teasers of your podcast on social media and GMB, publish the podcast to YouTube, use your most relevant podcasts on your website, and use the content in email marketing campaigns.

Creates content to share with potential clients

Just as you can repurpose your podcast content for marketing efforts, you can also use podcasts strategically in business development. Your team can share relevant information with prospective clients to help assure them that your facility is the right choice for them.

Cons of podcasts

Here is a list of cons for creating a podcast that you can consider before making your own:

Limited accessibility

Access to the internet and having a device to listen on is a prerequisite for listening your podcast. There may be people in your target audience that do not have a consistent internet connection or device due to their lifestyle and current circumstances.

Targeting your audience

Although you can tailor your content to your target audience, there is a lot of competition in the market, and the typical methods of leveraging online traffic may not apply. You will need a marketing strategy to promote your podcast and grow your subscribers. Here is a list of things you can do to get started:

• Develop a content calendar and marketing plan for your podcast

• Create a dedicated landing page on your website

• Consider how you will implement it on social media

• Create marketing materials, such as email newsletters

• Set up cross-promotion in app stores and content networks

Demanding expectations of consistency

Podcasting takes a lot of work; you have to determine a topic, invite guest speakers, set the meeting, record the content, edit the content, add marketing elements, distribute it, and promote it- for every single episode. As for most other marketing efforts, consistency is key, and it is what your audience will come to expect. Having a consistently produced, high-quality podcast will demand a lot of your time, effort, and attention. Expect to spend 5-15 minutes producing every one minute of podcast audio.

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