Podcasting became a thing in the early 2000s, and since then has grown in popularity. It is now an engaging and convenient way to consume information.
Whether you are interested in behind-the-scenes facts about your favourite TV Show, cracking open a cold case with amateur detectives, or learning a thing or two about business, if there’s a topic you’re interested in, there’s most likely a podcast to go with it.
If you’re an entrepreneur or business owner, you should definitely start a podcast. Your business most likely has something unique that it could teach people, while also subtly, or not-so-subtly, promoting your business.
You might be thinking that podcasting seems like a lot of work for not a lot of reward but that’s not true.
Below I’m going to be breaking down some of the benefits that podcasting has for your business, so keep reading!
Access Valuable Clients
An article from Improve Podcast explains that the average podcast listener is affluent, highly educated, and has a steady income. This means that if you choose to start a podcast, the people listening will be a part of a valuable market for your business.
This demographic of people are typically busier and would prefer to listen to something rather than read it. After all, you can listen to a podcast while on a walk, stuck in traffic, and doing mind-numbing tasks at your job. It’s a bit harder to read something while doing these activities.
Build a Community
Podcasting is a great way to build a community of listeners. Throughout a podcast episode, you can lead listeners to check out your podcast’s social media and website.
This will make it easier to directly market your business towards listeners. Through a website and social media, you can start discussions surrounding your podcast, get listeners to sign up for email newsletters, and ask questions to be discussed on the podcast.
Grow Your Audience
Podcasts are easily accessible to a listener. As long as they have their phone, laptop, or tablet with them, they’ll have access to podcasts.
Because of the easy access listeners have to podcasts, they may seek answers to questions on your podcast. Make your content on-demand to answer the listener’s questions.
Ways you can create on-demand content:
Answer viewers questions that they asked via your website or social media
Give shoutouts to the people who asked the question so they know their question is the one being answered
Demographic research: Know your listeners and their interests so you can answer questions before they ask
Reach Listeners with minimal costs
Apple and Spotify Podcasts are the main way that listeners consume podcasts and both companies invest in podcasts to promote top shows.
Take the time to see what the top podcasts are doing differently and then do that too. You’ll be able to reach more by using the same formulas that the best podcasts use.
It’s also relatively inexpensive to start a podcast. All you need is a couple of microphones (check out this article to find a microphone that works for you), a quiet room that absorbs sound, and knowledge of your topic.
Efficiency
Podcasts are a lot less time-consuming to promote. As soon as listeners hit the subscribe button, they will automatically be updated when there is a new episode to listen to.
This allows you to spend more time promoting your business and less time sending emails that will go unread updating listeners about your podcast.
Omnichannel Marketing
Omnichannel marketing, like podcasting, is a relatively new idea. It allows for consumers to be reached through multiple different channels of marketing. Podcasting could be one of them.
Here are some other examples of other ways to reach potential clients
Email marketing
Video content
Social media
Traditional advertising
Written content like blog posts
Adding podcasts to your marketing strategy can be an effective way to reach more people and grow your business.
Your podcast will allow you to have full control over what is discussed so you can easily promote your business within it.
Enhance SEO
If your business is attached to a podcast, it will be much easier to find on Google. This is because Google indexes each episode of your podcast. This is so people can search for specific topics and find podcast episodes that relate to them.
A good podcast will increase your chances of ranking higher on Google, which will lead to more traffic to your website.
It is very simple to use SEO for podcasts.
Pick a keyword and use it in the title and description of the podcast
Use the keyword throughout the podcast episode
Add the correct ID3 tag
Get Personal with your LISTENERS
Maybe the best benefit of podcasts is that they allow you to get more personal with the listener than a blog post or an email. A good podcast makes the listener feel like they are part of the conversation.
Here are some things you can do throughout your podcast to make it more personal
Ask the listener questions
Speak casually
Understand how your target market thinks
Tell stories that are relevant to the topic
Don’t use a script
If your podcast is more personal, listeners will be more likely to visit your website or leave comments on social media because they can relate to you and your podcast.
Written By: Leah Gerber
Conclusion
Podcasting can seem like a challenging thing to do at first, but with time it will create many benefits for you, your business, and your customers.
If you need help making your podcast sound amazing, we offer podcast editing, mixing, and mastering services that can elevate your brand and clearly share your message.
Learn more about all of our podcast production services and hear a sample of our work here. We look forward to adding massive value to your podcast development process.
Ready to get started? Find out the 17 Ways to Make Your Podcast Successful!
