Should My Business Really have a Podcast?
Updated: Oct 16
Should your business have a podcast??
While we joke often that every business needs a podcast, we do believe most businesses can benefit from a podcast for the following reasons.
Get Found- Expand your audience.
In a rapidly changing digital landscape, consumers are obtaining information by many ways. When a business only offers one way to consume their content, they are limiting themselves and their audience. Consumers like to multiple task and love to find content that fits their needs best. While some people may enjoy watching a video, others like to read a blog, or others may want to listen to your podcast on the way to work. However they would like to consume the content, we suggest making your information on all of those platforms. Podcasting has become a widely accepted medium to learn new things, find entertaining shows, or inspire themselves to new heights. Because podcasts allow for multitasking, they are becoming a popular form of communication.
From a consumer’s point of view, there’s just so much that podcasts can offer. From acquiring new knowledge to feeling inspired, there are plenty of reasons podcast listeners tune in. On the top of that list is education. Nearly three out every four podcast consumers in the US say they enjoy tuning in to podcasts to learn new things and do so on a monthly basis (Statista, 2019)
2. Build Loyalty and trust.
Can you demonstrate your credibility? Do you really know your stuff? Businesses use podcasts as a way to educate their audiences on their industry and establish themselves as a leader in the industry. By interviewing experts on your show or providing relevant content to your listeners, you allow your audience to build trust with you, which in turn will make them more likely to be customers of your product or service.
“You can’t demonstrate your credibility without sharing your expertise, and by sharing your expertise you become helpful. You become valuable for your listeners,” explains Stephen Woessner on his podcast Onward Nation, a daily podcast for business owners. “It’s much more likely you can then develop a business relationship from someone in your audience when you’ve established your credibility.” (Forbes, 2018)
3. Get Customers-
If your listeners trust you, they are more likely to choose you over the competitors. While podcasting is not about sales, it can lead to them when done correctly. When listeners see that you care about providing value for free for them, they appreciate the education, but the effort as well. This can go a long way when you introduce a service offering or product on your podcast as they often are excited to see what more you have to offer.
One of the biggest reasons why businesses should consider business podcasting is that
it can be an amazing client-magnet. A successful podcast that proves your knowledge
and skills can help attract clients to you; for example, Ken Greene, the owner of a
financial and insurance firm started a podcast – Engineer for Finance – and claims that
almost within the first few episodes he’s started attracting inquiries from prospective
clients. In fact, he claims it’s "one of the best things I’ve done marketing wise”. (SmartInsights, 2019).
So should I start a podcast for my business? Most often, we will say yes! They are super beneficial, not to mention fun.
Here are a few questions to consider when starting a podcast.
Can you list 50 topics I could talk about for 20 mins or more?
Can you commit to use your social media channels to promote your podcast?
What is your target audience and how will this benefit them?
Do you or someone in your company have the personality to host a podcast?
Ready to get started? Reach out to us today to get a podcast started for your business.