Fraser Communications

Podcast Marketing – The Fraser Way

Over the past few years, the popularity of podcasts has grown enormously. In fact, since the start of the COVID-19 pandemic, podcast listening numbers have increased by over 40% globally. As a result, more and more people are discovering content via this medium.

At Fraser Communications, we understand the power of a good podcast, and we know that it’s a great place for advertisers to reach a more tech-savvy, educated consumer. In 2022, sixty-two percent of Americans reported listening to podcasts and it’s projected that by the year 2023, over 164 million listeners will be tuning in to podcasts. Podcasts have become an ever-growing medium for entertainment, information, news, and social narratives.

That’s why in 2022, Fraser created the first of its kind Lexus Difference – Making a Difference podcast series to increase accessibility of content for Lexus dealerships to make it even easier for them to tune into Lexus tips and success stories to learn important insights that help give them give their customers the best experience possible. The podcast featured seasoned dealership and industry experts, corporate insights, and explored dealership innovations and programs through 4 series year, typically consisting of 4 episodes each.

The goal is to educate dealership associates on and provide them tools to support the evolution of the Lexus brand and increase the appeal to current and future Guests, with a focus on existing and emerging Luxury Power Consumers: Women, Millennials and Gen Z, Multicultural, and LGBTQ+ audiences.

Additionally, our Founder Renee Fraser, PhD has had her podcast and KABC radio show since 2021. Why Women, is a podcast were she conducts interviews with leaders across a wide spectrum of professions and brings psychological insights to the KABC audience on the issues that interest and confront women in work and life.

If you’ve been thinking about incorporating podcast marketing into your brand awareness strategy, here are a few reasons why you should consider it:

Tips for Getting Started

  1. Be relatable – Relatability is one of the strongest traits needed in a podcast. By weaving share relatable experiences into the latest trend or news item will help bridge the gap between you and your listeners and make things easier to understand.

  2. Release Episodes Regularly – Having consistent episodes at regular times is essential for a successful podcast. Producing frequent episodes will also allow you to attract and retain listeners. Consistency can also help you to rank higher in search results, making it easier for new listeners to find you.

  3. Promote Your Podcast – While being consistent is important, that alone is not enough. Ensuring that your podcast is optimized for search is critical. This can be done by optimizing the show’s description, episode titles and show notes.

  4. Fraser Communications Can Help! – While all this seems simple enough, creating episodes regularly and deciding how to promote them can be a time consuming effort. Working with Fraser Communications can help your podcast get off the ground quicker and deliver the quality that’s needed to keep listeners engaged. If you’ve decided podcast marketing is right for you, visit We can assist you in getting your podcast off the ground as well as design a media campaign to properly advertise your podcast.
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