No matter the size, all destinations have the power to tell their story. An easy and cost-efficient way to do this is to harness the power of the podcast. Since 2019, the Destination Marketing Podcast has seen firsthand the incredible impact that podcasting can have on promoting destinations. Here are a few reasons why starting a podcast could be one of the best decisions you make as a destination marketer.

Building Authentic Connections

One of the primary advantages of podcasts is their ability to create authentic connections. Unlike traditional advertising, which often feels impersonal, podcasts offer a platform for genuine conversation. Through storytelling and interviews, you can share the unique aspects of your destination in a way that resonates with listeners on a personal level.

A great way to do this is to highlight local voices through a podcast. Whether it’s business owners, residents or local celebrities, featuring these voices can add authenticity and diversity to your content. It also helps to paint a comprehensive picture of what visitors can expect. The podcast Life’s a Beach and Then You Die focuses solely on the inspiring stories of Myrtle Beach locals, giving listeners a unique insight into the resident culture of the destination while also entertaining and inspiring them. 

Providing In-Depth Information

Capturing and holding attention is a challenge. However, podcasts offer a unique solution. They allow for longer, more in-depth discussions than most other forms of media. They are also more likely to hold your audience’s attention compared to blog posts or articles. According to recent studies, 80% of people listen to most or all of a podcast episode, while they spend just 15 seconds on average reading a blog post. This means you can provide detailed information about your destination’s history, culture, attractions and events.

The podcast Unexpected Adventures in North Alabama, for instance, doesn’t just skim the surface. Every week, host Melea Hames dives deep into the specifics of each event or attraction covered in the episode, discussing everything from logistical details to personal stories from attendees. This level of detail helps listeners feel more prepared and excited about their visit.

Strengthening Relationships with Stakeholders

Podcasts also offer a way to strengthen relationships with your stakeholders. Featuring local businesses, tourism boards and community leaders can help build a sense of community and collaboration. It shows that you value their contributions and are willing to promote them to a broader audience.

When destination podcasts feature interviews with local business owners from various destinations, it not only provides valuable content for their listeners but also strengthens the relationships with those businesses. In our experience working with destination podcasts and collaborating with stakeholders, those that we collaborated with appreciated the exposure and were more likely to collaborate on future marketing efforts.

Enhancing Discoverability and Promoting Your Website

Starting a podcast can significantly boost your destination’s online presence. Each episode provides fresh content that can be optimized for search engines and repurposed as evergreen content. Be sure to incorporate relevant keywords in your podcast titles, descriptions and show notes, to improve your search engine rankings and increase your discoverability.

Your podcast content can easily and consistently be turned into social media and blog content, letting you get the most out of your podcast investment with the least amount of work. The most successful podcasts record video of the session to post online, allowing your listeners to watch your content their way, boosting your numbers even more. 

Each podcast episode provides an opportunity to drive traffic to your website and increase social media engagement. By promoting your episodes across your digital channels and including calls to action in your show notes, you can guide listeners to your website for more information, bookings, or special offers.

After each episode of the Destination Marketing Podcast, we share links to our website, relevant blog posts and social media profiles. This not only boosts our web traffic but also encourages listeners to engage with us on multiple platforms, creating a more integrated marketing approach and cultivating a community around the DMP brand.

Engaging Different Audiences

Just like movies, TV shows and books, podcasts have genres and can be used to market to different audiences. Your podcast can be tailored to different types of travelers, such as families, solo adventurers or luxury travelers. Additionally, you can produce episodes in different languages to reach international audiences.

For instance, if your destination is popular among adventure seekers, you can create a series focusing on outdoor activities, featuring interviews with local adventure guides and sharing tips for the best hiking trails or water sports. This targeted approach ensures that you’re meeting the specific interests of different audience segments.

Visit Myrtle Beach is one of the best examples of engaging different audiences with their podcast content. Along with their previously mentioned Life’s a Beach and Then You Die podcast which dives into inspiring local stories, they also produce the parenting podcast I Speak Mama. These two podcasts are directed at two different audiences, but both engage their target market and draw them toward the Myrtle Beach brand as a whole.

Cost-Effective Marketing Tool

Compared to other marketing channels, podcasts are relatively cost-effective and ensure you’re using your marketing dollars sustainably. The initial investment in equipment and editing software is manageable, and once set up, the ongoing costs are minimal. Plus, the potential return on investment, in terms of audience engagement and brand loyalty, can not be overstated.

Creating a podcast doesn’t require a massive budget, making it perfect for destinations of all sizes and budgets. With a good microphone, basic editing skills and a clear content strategy, you can produce high-quality episodes that resonate with your audience. The key is consistency and authenticity.

Measuring Success and Adapting

One of the significant advantages of digital marketing, including podcasts, is the ability to measure success through analytics. You can track downloads, listener demographics and engagement levels to understand what content resonates most with your audience. This data-driven approach allows you to adapt your strategy and continuously improve your podcast.

By regularly reviewing our podcast analytics, we identify which topics generate the most interest and adjust our content accordingly. This ensures that we stay relevant and continue to meet the needs of our audience.

Podcasts are a powerful tool in the destination marketer’s arsenal. If you’re looking to take your destination marketing to the next level, it’s time to consider starting a podcast. It’s a journey worth embarking on.