Here’s How Turtle & Hughes Is Connecting with Customers Through Podcast Marketing
Digital marketing has been a pretty big deal for many years now and there are dozens of channels through which online brands can connect with their audiences.
Naturally, social media is the first that springs to mind, with platforms such as LinkedIn, Facebook, and Twitter providing convenient ways for two-way interactions to occur between customers and the companies they choose to do business with. The humble email is still a valuable tool for digital marketers, and we are even seeing some early forays into video-based ecommerce on platforms such as YouTube.
However, one channel available to digital marketers which seems to get relatively little attention can be found in podcasts. These audio-based episodes of content have great entertainment value, it’s true, but they can also provide an excellent channel through which to reach an existing or new audience.
Podcast Marketing
Podcasts are an excellent tool for marketing because of the way they help brands zero in on a niche audience. Podcasts by their very nature are hyper focused on a particular genre or topic and because of this attract a specific listener – the exact sort of person a brand wants to attract.
Research has shown that podcasts create value for listeners due to their educational and/or entertainment content and provide an excellent return on investment for those brands which take advantage of them. They are relatively cheap to produce, can be as short or as long as you want – although 30 minutes to an hour seems to be the average for an episode – and can provide an opportunity for your brand to position itself as an expert voice in your field and attract business through the resultant increased buyer confidence.
Podcast access is also fairly ubiquitous. With multiple platforms such as iTunes, Spotify, Soundcloud, and more all providing easy – and usually free – access to podcast material, most people will be able to listen to your without needing to download and install any new software.
There is also the matter of competition. Facebook has tens of millions of pages all vying for the attention of users, whereas there are fewer than 100,000 podcasts in existence. This gives your brand a much bigger chance of standing out on a podcast platform than through other types of social media – especially when you consider the niche nature of podcasts.
"To showcase your expertise and own your niche, you need to provide a steady supply of high-quality content," said CEO at Creation Agency, Jack Kasakowski. "The best way to do that is to collaborate with others whose expertise complements yours. A podcast allows you to book these folks as guests and engage in conversations in which they share their knowledge while you also highlight yours."
Turtle & Hughes
One brand which has recently tuned into the power of podcasts as a marketing tool for connecting to its digital B2B customers is giant independent electrical and industrial distribution company, Turtle & Hughes.
As part of a deeper strategy to expand its omnichannel reach, boost customer experience, and create more tightly knitted relationships, Turtle & Hughes has launched its own podcast series dubbed The Power of Partnerships. The podcast launches a new episode on the first of every month and features guest interviews with expert voices from Turtle & Hughes’ sizable roster of suppliers.
The podcast will explore a wide range of topics, including industrial automation, infrastructure, lighting, energy, power distribution, and supply chain. It will also contribute to Turtle & Hughes’ sustainability goals by highlighting how customers can benefit by increasing efficiency, reducing costs, and saving energy. It’s available on all the big podcast platforms, such as Spotify, Apple Podcasts, Amazon Music, and more, as well as on Turtle & Hughes’ turtle.com website.
"This provides yet another avenue to share our expertise with customers while giving them the flexibility to tune in when it’s convenient for them," said Turtle & Hughes CEO, Kathleen Shanahan. "It’s a much more personal approach for our technical leaders to share advice, industry insights, tips, and work-related experiences, that we hope will be impactful and engaging."
Final Thoughts
An increasing number of brands are waking up to the marketing potential of podcast and experiencing the effect it has on their bottom line first-hand. Audiences are drawn to expert voices and will be far more confident doing business with a company the perceive to be more knowledgeable in its field than its competitors.
The Power of Partnerships podcast by Turtle & Hughes is a splendid example of this and we’re sure this well-known brand will attract new customers and audiences as it progresses through the series.
You can hear Turtle & Hughes’ Chief Information Officer, Ajay Kamble, speak at B2B Online 2022, taking place in April at the Chicago Marriott Downtown, IL.
Download the agenda today for more information and insights.