Everything You Need To Know About Growing A Business With Podcasting

As a small business owner, I am constantly looking for new and exciting ways to reach and grow our audience so that our message can be heard by as many people as possible. 

Podcasting has been a great way to help us do just that! 

With its skyrocketing popularity and engaging nature, podcasting offers a tremendous opportunity for potential customers or clients to get to know you, like you and develop a sense of trust.  

Podcasting can definitely do a lot for your business growth, but it is important to have realistic expectations and remember that building an audience and gaining momentum through this medium is slow-moving. 

My advice is to be both patient and consistent, because you will begin to see positive results over time, but note that it certainly does involve a lot of dedication. 

If you’re ready to take on the challenge (trust me, it will be worth it!) and start a podcast for your business growth aims, I will be breaking it all down for you, so be sure to read on for some useful info and guidance - 

For starters, let’s talk about podcasting as a cost-friendly and effective marketing channel.

I believe we can all attest to the fact that marketing - from paid ads to social media management - can be expensive, but it is also an essential aspect of any business. 

Luckily, creating a podcast simply requires a one-time investment in equipment and software, and then ongoing fees such as hosting and editing. So, in other words, compared to other marketing channels, producing a podcast is at the relatively low end of costs, making it available to businesses, both small and large. 

Podcasts are not only cost-effective, but also offer a fantastic opportunity to interact and engage with potential customers in a way that other marketing platforms can’t. 

When we listen to podcast episodes, we are likely doing so in a relaxed and interested mindset, therefore we are much more open-minded to its message. 

This makes for a personal experience, allowing businesses to develop trustworthy connections with their audience and establish themselves as strong figures in their industry.

Furthermore, podcasts allow for a long shelf life, meaning once an episode is put out into the world, it can be shared and consumed by listeners for months or even years to come. So, as your audience builds momentum, so does your reach, and your podcast can continue to create leads and boost sales long after it has been published. 

Podcasting also allows for brand authority - a significant aspect to growing a business! 

Brand authority refers to the level of expertise and trust that your brand has within its industry (Note: the more authority your brand has, the more likely it is for customers to have full trust in you).

Through podcasting, you have the chance to demonstrate your knowledge and insight on a specific topic or industry, and by crafting content that is high-quality and engaging, there’s space to establish your business as a ‘go-to’ resource.

Ultimately, each podcast episode is an opportunity to strengthen your credibility as you share your thoughts with your listeners! 

Podcasting also acts as a powerful marketing tool and strategy for businesses to connect, interact and engage with their audience in a much more intimate way than through other mediums. 

When you create a loyal fan base of listeners who feel genuinely connected to your business personality and values, there is a greater chance that they will then recommend you to others. 

Finally, podcasting means guest appearances and collaborations (aka inviting other podcast hosts or figures to appear on your show), which leads to tapping into new audiences and further expanding your reach, as well as your business network. 

And vice versa! When you appear as a guest on another podcast, you are able to share your brand with a fresh audience, allowing for more visibility and sparking new interest in your business. 

To me, one of the biggest benefits of podcasting in regards to business growth is the ability to grow a dedicated audience of new listeners. 

So yes, this means being able to create a loyal following of listeners who actively follow along with your podcasting journey, tune into per week episodes, and engage with your brand. 

And you can do this by crafting quality content that resonates with your audience, specifically paying attention to their interests and preferences. 

Again, when you produce content that truly speaks to your listeners, you are allowing for connection and building a community of followers who are eager to tune into your episodes AND recommend your brand to others.

Additionally, and as a personal belief, it is important to promote your own business podcast and make it easy for one to discover and subscribe to. 

In other words, spread the word about your podcast by leveraging social media, email marketing, and other online platforms, as well as optimizing it for search engines via relevant keywords. 

Furthermore, my advice is to be consistent with your content and create a regular episode schedule for a sense of anticipation and excitement. 

Most importantly, engage with your listeners as much as possible and make them feel like part of your online community. This is what will make them stick around and share only positive words about your business and brand!

Yup, podcasting as a marketing strategy is business growth at its finest. 

Did you find this blog post helpful? Are you encouraged to start your own podcast to help grow your business? 

I’d love to hear your thoughts!