4 Reasons You Should be Podcasting

4 Reasons You Should be Podcasting

January 17, 2018
Annette Maggi

By RDBA Executive Director Annette Maggi, MS, RDN, LD, FAND

As you’re establishing plans for how to fully engage your health-conscious consumers in 2018, there’s one more method you should seriously consider – podcasting.  Here are four reasons why:

  1. Self-help is one of the key categories of interest in podcasts.  Consumers like the idea of engaging with content on a multitude of self-help topics in the privacy of their headphones.   Health and wellness, and all the topics in which retail RDs have expertise, are central to this category.  You have the added bonus of being able to connect the messages to actions for making the best food choices in the grocery store.
  2. In-depth content.  According to Salesforce, just 3% of monthly podcast consumers listen to only the beginning.  Nearly all are committed to full podcast episodes.  While short form content social media sites like Twitter allow you to educate in snippets, podcasts allow you to provide valuable in-depth content to your current and potential shoppers. Podcasting shouldn’t replace other forms of shopper engagement, but should augment them. Twitter and Facebook can be used to market your podcasts to your followers.
  3. Multiple Touch Points.  With all the social noise, it’s essential to keep you shopper engaged. Podcasts allow you to have multiple touch points with your target audiences, keeping them interested and engaged with you, your brand, your company.
  4. Relationship building.  The new order of marketing dictates that nothing is more important for brands than building a relationship with their consumer.  As a trusted authority on healthy living solutions, retail dietitians are ideally positioned to build long-lasting relationships with shoppers.

Tune in next week for 5 Tips and Tricks for Podcasting, part two in our series on podcasting.