In this podcast episode, our host, Claus Lauter, gives his take on how podcasting might be a good marketing channel for ecommerce brands.
Topics discussed in this episode:
- What the advantages are of using a podcast as a marketing channel for ecommerce businesses
- How podcasting enables ecommerce brands to build a closer connection with their audience
- What the long term benefits and potential drawbacks are of investing in a podcast as a marketing tool
- What ways can an ecommerce podcast provide value to its audience without coming across as overly salesy
00:00 Solo ecommerce podcast episode discusses podcasting benefits.
05:17 Connect content to audience, brand, and product.
05:40 Building a successful podcast.
07:02 Claus asks for algorithm help and feedback.
Links & Resources
About Our Podcast Guest: Claus Lauter
Claus Lauter is an entrepreneur with over 20 years of experience in eCommerce, SaaS, and marketing. As an official Shopify & certified Klaviyo Partner, award-winning eCommerce store owner, and certified Google expert. He was named one of the Top 20 Shopify Experts to follow in 2022. Claus is the producer and host of the Ecommerce Coffee Break Podcast, voted as a Top 20 Shopify Podcast on Feedspot. He has started and grown businesses in the USA, Germany, South Africa, and Singapore, and is a true enthusiast of entrepreneurship and digital marketing. As an avid traveler, he has visited more than 60 countries and lived on three continents.
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Claus Lauter [00:00:00]:
Hello and welcome to another episode of the e commerce coffee break podcast. Today, it's a solo episode, so it's just me. I don't have a guest today on this show, and I want to talk about podcasting. Now, you're obviously listening to a podcast, so why would I talk about podcasting? I have done a podcaster meetup the other week here in Buenos Aires in Argentina, and we were a bunch of podcasters coming from all walks of life and were talking about how they use podcasting in their business, or if the podcast itself is a business. Now, interesting fact came up that one of the podcasters there was the podcast host for a couple of years for Lego, the toy company. So I was wondering how a toy company, Lego bricks, can facilitate a podcast in their business. This brought me on the idea to talk about this in this episode. So how can you use a podcast if you're running an ecommerce business on Shopify? So if you have a direct to customer business, a b, two b business, how might a podcast, and why might a podcast be a marketing channel that you want to look into? Now, first of all, podcasts are relatively low numbers are in relatively low numbers compared to other marketing channels.
Claus Lauter [00:01:17]:
So apparently there's about four point something million podcasts out in the world that includes literally every podcast, every language worldwide, every topic, but only 10% apparently are live, means 90% of the podcast have suffered something that's called pot fate. So basically, they started, and it has been shown that as an average, after seven episodes of their podcast just dies out. So people are running out of motivation, running out of content, different reasons why they stop podcasting. So 400,000 worldwide, again, every topic, every language, every country is not a lot. If you compare that to, for instance, YouTube, which has a couple of million YouTube channels out there, or the tens of millions of blogs that are out there. So we're looking sort of into a blue ocean. And if you then really have a specific niche and you break it down, let's say you have a product that is appealing to a certain audience for a specific hobby, then you can basically find a very small market there, a very small number of competitors in this niche that are running a podcast. If you're really lucky, there might be no one in there.
Claus Lauter [00:02:31]:
Now, generally, people specifically, if they have a hobby or an interest, they are always on the search for information about this topic. If you're selling products in this niche, even better. So how can you use this? Or why would it make sense to build a podcast? First of all, you can build up a very close connection to your audience. Audio or in this case, if you're watching this on YouTube, video is a much more personal channel or way to connect with your customers, with your clients, with your audience, than running Facebook ads, than posting text on blogs and so on and so forth. So you really build up a connection. You build up a connection to a person that stands for the brand, that stands for what you stand for as a company or what you do. So that's definitely a huge benefit there. And I said if you are in a very specific niche, you might be able to reach a lot of people very quickly on Apple podcasts, on Spotify or any other channels, because it's not as saturated as other marketing channels.
Claus Lauter [00:03:34]:
Now coming to the downside, why a podcast might be difficult to build from a technical aspect, podcasting is very straightforward. It's very easy. You don't need to invest huge money. You can buy a half decent microphone and a webcam for, I don't know, about $200, $250 and you might be set. And you have a semi professional set up the rest relatively easy. So there is no science to it when it comes to the technical part of podcasting. But building a podcast itself, it's a bit of a long term plan. So it's nothing that you will see results overnight, but you need to be just consistent and publishing and pushing more episodes out on a regular basis, on a regular schedule so that people really rely on you coming into their ear, for instance, like say once a week.
Claus Lauter [00:04:26]:
And you want to be there a lot because that's when people will recall your brand, your voice, your name, your podcast. If you only publish a podcast once a month, that might be not enough that people will remember you and will subscribe and come back. So I would recommend to have at least one episode per week. Now there lies the problem. You might not have enough content or content ideas at this point to come up with an episode a week for every week of the year. So that's something where you need to look into your business and into what you do and what you want to provide to your audience. If you can come up with enough content, and that should not be salesy content. So you don't want to have an ongoing sales pitch, but you want to provide helpful content.
Claus Lauter [00:05:17]:
You want to provide something that your audience is interested in, that they can use in their life, in their business, and then connect that to your brand, to your product. And obviously, at the end of each episode, you can have a call to action where you basically ask people to sign up for the newsletter or for going to a specific promotion page or something like that. So my take on ecommerce and podcasting, I think it's an awesome opportunity for a lot of brands out there. But you need to make sure that you are willing to invest the time and that you are willing to do this on the long run. I said a podcast is not an overnight success. It will take quite some time to be really out there. But on the other side, you might be lucky and reach your audience when other competitors of yours do not reach them. Because obviously having an audio podcast means that they are listened to the content, when they are not necessarily connected to the interwebs and when they're not sitting in front of a computer and when they're not looking at the screen.
Claus Lauter [00:06:23]:
Because people listen to podcast while they're doing the dishes, while they're commuting, while they're at the gym, and so on and so forth. And that's when you are in their ear with your message, with your story, with your brand. So let me know what you think about it. Leave a comment below the video or whatever app you use, or just message me directly. I want to know what you think about podcasting specifically for ecommerce brands. For D two C brands. Is that something that you have tried? Is that something that you have seen somewhere else? What do you think about it? Is it a good idea or not? That's it for this episode. Next episode I will have a guest again on the show and I catch you there.
Claus Lauter [00:07:02]:
Have a good one. Hey Claus here. Thanks for joining me on another episode of the ecommerce Coffee Break podcast. Before you go, I'd like to ask two things from you. First, please help me with the algorithm so I can bring more impactful guests on the show. It will make it also easier for others to discover the podcast. Simply like comment and subscribe in the app you're using to listen to the podcast. And even better if you could leave a rating.
Claus Lauter [00:07:24]:
Thanks again and I'll catch you in the next episode. Have a good one.
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