Podcasts: Why Your Business Should Have One

What was the last podcast you listened to? There are more than 700,000 podcasts currently available on the internet so there are plenty to choose from. Perhaps you went with a gripping true crime like Serial, or an investigative news show like The Daily. Or maybe it was a show about the industry you work in, created by a rival business to yours.

Podcasts aren’t just made by NPR and the BBC, they are made by people in their bedrooms and kitchens and businesses, just like yours.

Why should you make a podcast?

It seems video marketing has been on the way up since time began. Everyone has jumped onto that particular gravy train, and while this post is not going to tell you to stop doing video, the fact everyone does it means your business isn’t exactly standing out from the crowd.

Now podcasting is new. New enough that you can get ahead of the game anyway. Not convinced yet? Well read on friend.

#1 People Really Like Podcasts

This years Infinite Dial report from Edison Research shows explosive year-on-year growth for podcasts with over 50% of the US population now having listened to at least one on a regular basis.

It’s the thing to do. Soon people will start to ask why you don’t have a podcast and will look at you in the same way they would if you didn’t have a website.

#2 Podcasts Are Highly Engaging

According to The Podcast Consumer 2019, 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts. How does that percentage compare with your other content?

Podcast listeners are also likely to want to know more. So include your website in the show notes for your episode. Make sure you give the podcast it’s own landing page and direct your listeners there within the podcast’s intro and outro. As the above stat shows, podcast listeners will engage with you, all you have to do is ask them to.

#3 Increased Traffic Generation

A podcast can help you reach out to new audiences for your business. People don’t usually find podcasts because they are searching for their owner. It’s more likely that they will find it because of a subject matter. Having a podcast means you will appear in more search results because your brand now appears in more places online.

A podcast can help in building familiarity with a wide range of audiences and as listeners usually subscribe to the series and regularly listen, your podcast could be reaching people who would not have found you before . Podcast audiences are also very loyal so as long as you continue to release new episodes, your audience is quite likely to keep listening.

Additionally, your audience may recommend the podcast to others, increasing your reach considerably. This can lead to improved traffic generation quickly.

#4 Builds Better Relationships with Your Audience

Audio is the intimate medium. These days everyone carries a smart phone (or at least an mp3 player) around with them. How many people are wearing headphones or ear-buds in your general vicinity right now? There’s a fair few isn’t there, and they’re all listening to audio. Podcasts, audiobooks, music, all being absorbed while people go about their daily routine. With audio, people feel connected to the person in their ears. That could be you, talking to people you have never met. People who hang on your every word because what you have to say resonates with them. People who will start to share your values if they didn’t do that before they found your podcast.

Create a podcast that is entertaining and engaging and you’ll have a dedicated audience who feels connected with you.

#5 Repurpose to the Max

Your podcast is just the tip of the iceberg when it comes to your content. From each episode you can write a blog post detailing all the stats and figures that you talked about. Take a two minute segment of your episode and turn it into a social media post with a video or an infographic. You could even create a video of the podcast’s best bits to sit on your website or YouTube channel. A podcast is just the beginning.

So what are you waiting for?

Start planning your podcast today and if you need some help, get in touch.