In 2021, everyone listens to podcasts. From topics in comedy and self-care to true crime and the latest in sports news, podcasts reel in 155 million listeners across America. As a business owner, there’s no better time to create a podcast for your business.
The appeal with podcasts narrows down to the changing consumer market. Currently:
- people use mobile devices much more.
- consumers want an authentic relationship with businesses.
- customers value personal and tight-knit interaction with a community/business.
For these reasons, podcasting is the best marketing medium. It helps develop the relationship that consumers desire. As entrepreneurs, you can reap the benefits of a podcast for your business to better connect with potential/existing consumers.
If you’re interested in creating a podcast for your business, here are the 6 reasons why you should start it now.
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Connecting with Potential Customers
Podcasting is another way to connect with your current customers and potential clients. It also allows you to target busy people on the go.
People can listen to podcasts while jogging, cooking, lounging around and even driving to work. Listeners are not bounded to a T.V screen or laptop. Instead, the working individual can multi-task and enjoy the content offered through a podcast episode.
That’s why 69% of people listen to their podcasts through mobile devices. The emphasis on mobile usage, and on-the-go technology catapults the popularity of podcasts. With 5.27 billion people across the world using their phones (more than half of the world’s population), podcasts have an incredible reach.
Podcasts fit with the current times and your business can take advantage of this opportunity. As long as you develop quality content that draws people in, you’ll connect with a broader range of people than ever before.
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Building Brand Awareness
Not too long ago, marketers echoed the importance of having social media for your business. Instagram, Facebook, Pinterest – now it’s almost impossible to thrive without social media accounts. Podcasting is nothing different. Think about it as another marketing medium to build brand awareness, instead you’re targeting audio listeners.
This places your business on the radar for anyone who uses Spotify, Apple Music, even YouTube. To showcase its significance, platforms like Spotify have 358 million active listeners every month. The more content you create for your podcast, the more interest you’ll build for your business.
From here, the possibilities are endless. Through your podcast, you can gain more traction for your business, website, and social media handles. You can increase your monthly sales and bring in more clients.
Since podcasts appeal to consumers differently than Instagram or TikTok, it’s also a great platform to repurpose your content. Repurposing old content is a strategic and effective way to generate more material for your audience.
For example, let’s say you specialise in self-help consultations. In the previous months, you may have addressed toxic relationships on your social media handles. You can repurpose the same content in your podcasts and develop a half-an-hour episode on how to leave a toxic relationship. Bottom line, creating a podcast for your business gives you a more creative edge.
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Developing Emotional Connection
People are sensitive to the human voice. We can tell when someone’s upset, sad, and sense sarcasm purely through someone’s tone. This is why listening to someone speak rather than reading a blog post or Instagram caption can communicate messages more effectively.
With a podcast, you can develop a clear emotional relationship with your audience. Listeners get a sense of your personality, your values, and your beliefs, something that’s difficult to interpret through reading words on a screen.
Podcasts make it easier for consumers to develop an emotional attachment. And as many of us know, emotionally-driven marketing is what keeps customers coming back every time.
Another reason for the rise in podcasts is that consumers love unedited and raw content. Podcasts allow people to freely speak their minds for hours on end. Authenticity and honesty are what resonates with listeners. And if consumers appreciate your personality or find value in what you have to say, they’ll naturally be drawn to your brand.
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Builds your Authority
Creating a podcast for your business does more than draw in an audience. It speaks to your reputation as a business owner. It also gives clients a preview of what you have to offer to them.
This is where you can shine as an expert in your field. Maybe you sell courses on how to create a successful Amazon shop, perhaps you have valuable insight into the political climate today.
Podcasts enable you to build your credibility through a deep dive into your niche. These genuine podcast conversations resonate with people like no Instagram post or email can.
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Building a Community
Creating a podcast for your business allows you to develop a community for your listeners. It’s a space for strangers and listeners to connect, share similar ideas and express their opinions.
With podcasting, you can directly interact and take comments and questions from viewers as well. This further establishes the emotional relationship that consumers want. As an example, you can provide viewers with a behind-the-scenes look or showcase an up-incoming project during your podcast.
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Easy to Create
When business owners think of creating a podcast, they fear the aspect of setting up a studio, buying expensive equipment, and more. But the reality is, it’s not as hard as you’d think. Creating a podcast for your business doesn’t have to involve high production and renting an expensive studio. Here’s all that you need to start a podcast for your business:
a) Good audio
The most vital part of a podcast is great audio. Invest into a quality microphone and headset and you’re good to go. There are many free recording apps available for you to record your episodes as well.
b) Your speaking skills
Podcasting is one of those rare mediums where the less editing there is, the better. Edit out long pauses if needed but keep it natural. Just imagine yourself talking to a friend or speaking with a family member about a subject you’re passionate about.
However, you should have an outline and points of what you want to say. While you want the discussion to flow naturally, you also want the structure of your podcast.
c) Quiet Space
As long as you have a quiet space where you can plug in your equipment, the set-up doesn’t need to be highly technical. You can do the podcast in casual attire and have a set-up however you want it to be. What’s most important is your comfort.
Podcasting is a medium any business can jump into – it’s not something exclusive to celebrities or those with high statuses. As such, take this shift in the consumer market and start a podcast. This unique platform will allow you to connect with your consumers on a deeper level and further solidify your business in the market.
