Every College and University should have a podcast network to showcase their professors, students, and community. Let me explain…
Why Should Podcasting Matter to Colleges and Universities?
Many colleges and universities need help. Recruiting and retaining students is highly competitive. Students need support throughout their college journeys. Maintaining close relationships with students, alumni, and donors is incredibly important. These issues won’t be solved by clever marketing. They need real solutions that provide real value.
So how can a podcast help?
You may know some of the benefits of podcasting, but have you considered how one could help your college? There are so many ways. Here are a few.
Podcast listenership has grown 10 to 20 percent every year since 2013 and accessibility continue to increase with the help of techs like smart devices, Google Home and Amazon’s Alexa. This means more prospective students listening to your podcast.
With this, audio has unfair advantages over other mediums. It’s the one piece of content that can be listened to on the go and while doing other things; it doesn’t require a person’s complete attention like a video or blog post. Also, podcasts are consumed more consistently over long periods of time compared to other mediums.
Two-thirds of listeners act on calls-to-action in podcasts and people prefer promotional content in podcasts over any other digital medium.
Beyond this, podcasts are authentically human. The listener is hearing real people for hours at a time straight in their earbuds. Where do you think the prospective student would like to attend? My guess is the college where they feel connected and where they belong.
Increase Retention Rates
Speaking of belonging, your podcast will foster community. Students and staff get the opportunity to hear others and to be heard themselves. A podcast gives you an opportunity to build community, and community increases accountability. People are less likely to leave when they feel a part of something.
Promote Your Values and Culture
A podcast can be a sounding board to promote your values and culture. Your college is amazing and interesting things are happening with your staff and student body every day. However, people outside of the campus don’t know because we aren’t there.
A podcast gives you a means to “pull back the curtain” and show people what you believe in and the awesomeness of your campus. Also, this could be a way for your president or other administrators to convey their vision to the students and staff.
Showcase Your Speakers and Events
Similar to promoting your culture, you can showcase speakers and events. I’m sure amazing things are happening on your campus all the time. Wouldn’t it be nice to showcase or record them? You can with a podcast! For example, record your speaker’s talk and share it with the student body or even the world. Plus sharing the events with your entire podcast audience could act as an added perk for your college and the speakers as well.
Learn About Your Students
Podcasts are an excellent way to learn about your target market. You could easily spend segments, episodes or seasons interviewing students to learn about what motivates them and how to best meet their needs. Use your findings to help influence policies and decisions on your campus.
Improve Your Systems
A podcast can improve your systems by making them more personable. You could create a podcast to complement the student orientation process; introduce staff members the students should know or explain important information new students need to know.
You could create a podcast series to help onboard and train new staff members or pair with frequently asked question resources. Many possibilities exist.
Streamline your Marketing and PR
A podcast should streamline your marketing and public relations. Each podcast episode will result in ample content that can be reused for your social, newsletter, written posts, lead generation, and other digital content.
Running a podcast should streamline and improve your overall marketing when done well.
Everything we’ve discussed so far is important but you still need to be able to justify the cost from a financial standpoint.
How much money will your institution earn per student over the lifetime of their college career? Our guess is much more than the cost to produce a podcast. That means if only 1 listener out of thousands converts to a student, you make a profit.
Plus, production costs are basically fixed while your audience is always growing. That means the percentage of the listener to student conversions you need to make a profit decreases over the life of your podcast. Things can only get better.
I know it’s tempting to try and launch a podcast yourself but we both know that’s not the best idea.
Making a quality podcast is complicated and time-consuming. The best podcasts require planning, human appeal, and audio expertise. This is where we come in.
We offer turnkey services to produce, distribute and promote your podcast. You get all of the benefits listed without any of the work.
Schedule a Call
Interested? All it takes is a free call to get started. You have nothing to lose and so much to gain.