44% of Americans have listened to a podcast, and 26% do so regularly—if those numbers are not enough to get you interested in harnessing the power of podcasting to boost your business, I don’t know what to tell you. And with podcasts available on numerous platforms, including iTunes, Google Play, Sound Cloud and more, that number is likely to keep going up. Research shows that millennials, who have gotten used to having the content they are interested in on demand, are moving away from traditional radio stations, a phenomenon sometimes dubbed “narrowcasting”. Not to mention the next generation, Gen Z, that may not even remember a life without mobile devices.
Creating a podcast might seem like a daunting task, but it is actually much easier and more fun than you’d expect. Almost everyone who is knowledgeable and passionate about a subject likes to talk about it, so why not put that to good use? All you need is a microphone, headphones and some audio software. And the benefits are indisputable.
Podcasting helps establish brand authority
As a general rule, people who listen to podcasts like to learn new things. With the expertise you possess in your area and a little planning to create a consistent and orderly publishing schedule, you can become a trusted source of niche information and news. An interview with an industry personality will give your listeners new perspectives to consider. A weekly Q&A session will make your listeners feel like you care about their problems and opinions and want to share your knowledge with them. Which brings us to the next reason to start podcasting.
Podcasting helps build your image and client relationships
You can purchase virtually any product or service you can think of online, and that means that just selling these items may not be enough anymore. In 2019, you need to stand out.
An interesting podcast by someone who knows what they’re talking about makes your business more than just a webpage run by anonymous people that could be on Mars for all anyone knows. Podcasting gives your company a personality, and the closer your clients and potential clients feel to the company, the more likely they are to do business with you. Selling is about so much more than the product or service itself, and every marketer knows this. Nike is for people who believe in themselves adversities be damned, Apple is for those who think differently. You may not be designing shoes for Michael Jordan anytime soon, but the way your clients see you matters. Don’t be afraid to showcase your personality and watch how fast you can build new relationships with people who like your company as much as they like the products.
Podcasting helps you attract high-quality clients
Probably every business has to deal with so-called ‘churn’, or clients who don’t stick around for long. I don’t think anyone would argue that brand loyalty is one of the greatest keys to success. With the amount of podcasts there are to choose from, the only people who listen to a certain podcast are people who are actually interested in that specific topic. Podcasting is an excellent addition to your internet marketing efforts because it allows you to reach exactly the kind of people who are interested in the products or services you’re selling at a very low cost. That, paired with the aforementioned relationship-building, is sure to garner you loyal, engaged clients who will not only return, but recommend you to their like-minded friends as well.
What are your favorite podcasts? Let us know in the comments!