How Can Starting a Podcast Help Your Business Grow

Nearly half of all Americans (124 million people), claim to have listened to a podcast – and 80 percent say they’re listening to all or most of the episodes. Like many business owners, you might be wondering, “how can starting a podcast help my business?” First, let’s define the term “podcast.”

What is a Podcast?

A podcast is a piece of content created in a digital audio file format that’s placed online for downloading. Audiences can then download these files to their computer or smartphone, offering highly convenient content consumption. Whether at the gym, on the train to work, or just about anywhere else, podcasts are excellent for on-the-go content consumption.

This media format is usually offered as a series, with subscribers receiving new installments automatically.

For example, podcasts for businesses typically cover a series of topics discussing business growth strategies. This theme could include topics such as “SEO for Long-Term Business Growth” or “How to Connect With Your Audience.”

Simply put, your podcast offers another medium for your audience to consume your content. While you might already publish articles to a blog, short video clips to YouTube, and statuses on social media, podcasts have even more to offer.

The conversational tone podcasts facilitate make it the go-to for many fast-growing brands. And if you’re looking to increase peoples’ engagement with your business, podcasting could be the answer.

Benefits of Podcasting for Business

Creating a branded podcast can help you accomplish your marketing goals. Whether you want to forge a deeper connection with your audience or want to become the go-to in your industry, creating a podcast as a business will help.

Expand Your Audience with a Podcast

A branded podcast creates a targeted following. As you provide value relevant to your industry, people will subscribe and share your content.

Your subscribers will experience the free value your podcast provides. And they’ll want to share that value with the people they care about, effectively expanding your audience.

To create a branded podcast, you’ll need to base the content around your goal(s). Consider which themes are on-brand with your business and cover them in-depth.

Consider your audience, what they need to know, and the best way to deliver that information in a podcast.

Will you have a conversation with an expert or multiple experts? Or perhaps you’ll make your podcast more lecture-like, acting as the sole expert responsible for delivering the information.

Then, think about the information that will provide your audience with the most value. Create a series of topics surrounding your themes, conduct some research, and put together an outline. 

Become an Authority Figure

By making a podcast for your business, you’re publishing authoritative content that delivers insight from your niche. In turn, you and your business become authoritative in your industry.

But what does this mean?

For starters, the next time a member of your audience thinks about your industry, your business will likely be the first to come to mind. This is especially true if they have a question relating to your industry.

For instance, let’s say a business consistently publishes high-quality content about podcasting. You’ve listened to a few episodes, and you’ve learned a lot about podcasts for businesses.

The next time you have a question about podcasting, who will you turn to for advice?

The business that has already proven it’s an authoritative resource of information for podcasting, of course.

Repurpose Your Podcast Content

You can solely use podcasts as a marketing tool. However, the value doesn’t stop once you’ve learned how to start a podcast for your business.

Once you publish an episode, you can repurpose the content.

To do this, you’ll find tips and tidbits of information spread out throughout the podcast. You’ll then use this content to make even more content in other formats.

For instance, you can extract quotes, statements, ideas, and other valuables from your podcast. You’ll then take this content and use it to write blog posts, create social media posts, videos, and more.

Some business owners will even take information spread out over several podcasts and create a lead generation ebook.

Create a Funnel by Podcasting

If you’re new to the world of podcasting, the ultimate question is, “What is the purpose of a podcast?” 

The answer to the question is entirely up to you. It has to be based around your mission, your purpose. However, strategic podcasting is becoming more and more common. This will make the space more competitive and will require more novelty. 

In essence, a podcast is another tool you use to sell whatever you want. Whether it’s a product, service, non-profit work, or a form of expression. In other words, it serves as a marketing function. As a marketing function you want to progress your audience from discovering you to purchasing from you.

Here’s how to convert your listeners:

  • Create downloadable content for each episode and give your audience the option to opt-in by providing their email address. Using an automated email sequence, you’ll welcome them and continue providing value paired with your business’s offerings.
  • “Sponsor” your own podcast and create mini commercials to promote your products or services. These should be short-and-sweet while providing enough information to generate interest in your business. Compatibility with your sponsors is key. 
  • You’ll also want a call-to-action at the end of each episode. You can invite your listeners to sign up for a freebie, purchase one of your products, get on a call with you, or something else. Get creative and tempt your listeners to take the next step towards becoming a customer.

With so many people finding success with podcasting, it’s safe to say that this content format can be an excellent tool to grow your business. Proper execution will encourage high-quality content focused on increasing your brand’s authority, awareness, and engagement.

Creating a podcast can be fun, but keep your goals in mind as you strategically podcast to accomplish them. Remain consistent in your publishing, and feel free to re-purpose your podcast to offer the information in other easily-digestible content formats.

It’s also important to remember that the point of a podcast is to provide value. As is the case with any marketing strategy. The difference with a podcast is, you’re far more likely to succeed by being authentic. Don’t start one to simply make money off sponsors and don’t be naive in thinking people won’t pick up on sleazy pitches.