Why Businesses Should Start Their Own Business Podcast

If you’re on the lookout for another strategy to drive traffic to your website, build your brand’s authority, and build close relationships with your audience, starting a podcast for your business might be the answer you’re looking for. 

Here’s a more comprehensive set of reasons why you should give podcasts a try for your business. 

Let’s dive right into it. 

Podcasts Build Authority

There’s a unique quality that shows with podcasts that you can’t do so much with other platforms: becoming spontaneous. 

The casual and unpremeditated nature that podcasts bring manifests how you naturally know the topic. 

For blogs and other platforms, your audience can say that your content is credible because it’s well-researched. 

But for podcasts, since you’ll be talking off-the-cuff, the relaxed manner in which you deliver your content will make listeners realize how you intrinsically know what you’re talking about. 

But how?

You see, when you start a podcast and talk about the niche you’re in, you’re building yourself as a thought leader in the field. 

Podcasts allow you to showcase your legal skills by discussing the sanctions and the laws that surround an incident like this. 

The details you include and how you spontaneously talk about it will show how much of an expert you are on the topic. 

Take for example if you’re targeting paddle board enthusiasts for your business. You can talk about the best place you can play with your paddle boards, the best material a quality paddle board should have, paddle boarding techniques, and lots more. 

You’ll be much more credible as they see that you personally know the niche inside out. 

This platform allows you to speak and showcase your knowledge, and more importantly, your passion in the field. 

As you establish yourself as an expert, you get your point across and people will trust you more. 

Since podcasts help build your authority, what good does that bring?

Check out the next benefit. 

Podcasts Increase Website Traffic

Again, podcasts make your business familiar and place you as an authority in the niche you’re in. With it, you can draw more attention and develop more conversations leading people to buy your products and services. 

When you become credible in the eyes of your audience, they’ll be more inclined to trust your referrals and recommendations and also drive them to tell others about it. 

In a way, you can say that podcasts are another way to generate leads. The more people refer to your podcasts, the more opportunity you have in pitching in your product or service. 

And when you have your social media channels in place, you can use them to inform people about new podcast uploads. If they see substance in the podcast, they can easily share the social media post you have for it so others can listen to it as well. 

The more people you get to listen to your podcast, the more people you’ll be able to connect to. In turn, you’ll get more people interested in your product or service.

Again, it’ll be easier for them to trust you and so they won’t hesitate to visit your website during or after listening to the podcast. 

If you’ve also created blogs for your website, since you’re able to build credibility with your podcasts, you’ll get your business more blog readers too. 

Podcasts Are More Personal, They’ll Resonate Better

With podcasts, it’s like you’re speaking directly into the ears of your audience. 

This intimate characteristic of podcasts makes communicating with people more personal, and thus more powerful. It’s like they are part of the conversation. 

Like the example I gave earlier about blogs, they tend to be more curated. But blogs are more unfiltered and casual even though they follow a general outline for the content. This casual tone resonates with people better. 

The voice people hear makes the content more human. It gives listeners a more authentic feel to the information they are consuming. It gives them a deeper feel of your brand’s personality. 

You can also say that podcasts are more accessible, something you can easily infuse with your daily dynamics. 

You can be driving your car, doing exercise, cooking in the kitchen, or trying to doze off to sleep and you can always listen to podcasts at the same time. 

You can safely say it makes you more productive. 

With podcasts, you can consume content productively and on a more intimate and personal level. Since people can listen to it anytime and anywhere, they can easily find where your brand fits in their everyday lives. 

The more infused your podcast is within the lives of your listeners, the more invested they become and so there are more chances of them checking out your products and sharing them with their friends and family. 

Podcasts Build Relationships

Part of the goals of creating blogs and nurturing leads through email marketing is building relationships with your intended audience. 

Podcasts can also do that. But it is a more personal and less annoying way. 

Building relationships is the bread and butter for growing a business so you can’t do away with it. 

But come to think of it, this modern age makes writing emails (especially for sales pitches) sound detached, and worse, annoying. It can be very challenging to create a connection with your target audience. 

The good thing with podcasts is, it’s an innovative way to connect with people without being disturbing. You can cover a wide range of topics without forcing them to listen to it, but they will. 

Getting the annoying element out of the way, they’ll be more open to hearing what you have to say. 

Without the bothersome feeling beforehand, they’ll be able to trust you faster. The faster the trust is developed, the faster it is for them to consider your brand for their needs. 

Take a UX design solution or a service that provides a Hubspot migration guide, for example, first-time visitors won’t likely avail the services right there and then. 

A company like this should first prove they are an expert in what they do and show you they have what it takes. Podcasts can help build that relationship so they can trust you enough to work with you. 

Podcasts Can Dig Deep

While blogs and social channels bombard you with an influx of short-form content. Podcasts dig deep. 

Think about this:

Podcasts allow you to present long-form material without feeling lengthy. It’s not bound by character count or time limit but it gets the message across on a much deeper level. 

It’s a way to show people your expertise or dig deeper into your brand without becoming dragging. 

As long as you present a substantial topic and drizzle it with subtle product promotions along the way, you’ll be able to keep people interested enough to finish your content and get the message you want across. 

This is great if your brand is promoting some sort of method, like in the fitness niche, a specific diet workout program. You can dig deeper and explain the benefits of this method thoroughly while still keeping their interest intact. 

You can even use podcasts to make your listeners feel special by giving them behind-the-scenes of upcoming launches or giving them intricate details of the product or service you sell. 

For example, you’re working on a new project. You can share the full story of why you decided to launch this product and share the processes involved in getting it to where it is now.

If other entrepreneurs are listening in, you’ll be able to help them build their product strategies too. 

Making listeners feel special by giving them exclusive content will make them loyally tuned in to your podcasts channel each week. 

Podcasts Allow You To Create A Community

Podcasts are a good way to bring people of the same interest together. 

Why?

Because you get a subtle level of commitment with podcast listeners. 

According to edisonresearch.com, 80% of those who listen to podcasts finish the episode. The interest that makes them stay tuned in right to the end shows the level of importance the topic is to them. 

They are not just casual listeners, they are willing to devote their time to listen to what you have to say. 

This dedication they have is where you can anchor creating a community of same-interest people so you can work on nurturing them to become customers.  Not just one-time buyers, but brand loyalists. 

The nationalpublicmedia.com also reports that about 75% of podcast listeners are moved to action by commercial messages. This practically means that if you pitch your product, an affiliate offer by a partner, or additional merch items, they are highly likely to buy. 

To strengthen their dedication to the brand, you can give them exclusive offers. It can be exclusive content, participation in the show, or anything creative you can think of. 

As they become more engaged as a community, you can create forums for them where they can share their thoughts and feedback which you can use as a way to get feedback so you can improve your content and your products. 

This is great for web development niches where you can talk about the best website builders and other software that can streamline the website creation or enhance security. You can even recommend here trusted web developers others can hire. 

Podcasts Repurpose Content

With podcasts, you can make the best out of the research you put forth in ads and blogs by repurposing it to voice content. 

So even with people who aren’t keen on reading content, they can still consume what you have in your blogs in a way more suitable way for them. 

If you have some old blog or video content you’ve published months or years ago, you can reuse it for new podcast content so the effort you put in making it won’t go to waste. 

As an example, here is a blog on Instagram aesthetic presets published some time ago. Looking at the blog page, this content has been buried deep because of newer posts and it’s a shame if no one reads it ever again so creating a podcast for this will be really great. 

Think about this:

Podcasts allow you an extra marketing platform without putting a whole lot of effort into creating and planning what you’ll put in it. 

Plus, Statista reports that in 2020, there will be at least 4.78 billion mobile phone users, while mobile-friendly blogs are available for them, they’d definitely go for a much easier and productive way to consume content. 

Lastly, by creating podcasts for your audience, they’ll feel that you put in an extra effort to think of how you can deliver content in the best way for them. The more they sense your attention, the more likely it is for them to give you that attention back by checking your website and products. 

Podcasts Are Inexpensive

Compared to ads, podcasts are less expensive. 

Releasing ads after ads can mean boring a bigger and bigger hole in your pocket. It’s not as sustainable as podcasts. 

In the long run too, podcasts are better because, after the brand awareness part of your marketing funnel, podcasts are great in nurturing leads and turning them into customers. 

This doesn’t mean though that you should close your doors on paid ads, they have their own unique benefits too. 

But for nurturing the leads you get, podcasts are better even when compared to email marketing. 

This is great if you’re selling a service that has an ultra-specific audience like predictive dialers. 

With podcasts, there’s no need to spend a fortune, you can even utilize the research you did for blogs and video content which means less effort is required to create podcast content. It’s cost-efficient. 

But other than being inexpensive, podcasts can also bring in funds for your business. 

Podcasts Are Income-Generating

When you’ve established a following for your podcasts, you can start monetizing your podcast channel, and as I said just a second ago, it’s another revenue stream source for your business. 

You don’t only get to promote your own products, you can also promote other products and earn an affiliate income. 

Or you can also get sponsors for an episode you’re going to air. 

It’s hitting 3 birds with one stone. You get leads, sponsors, and partners. 

As your following grows, more businesses will want to work with you. In time, you’ll be able to get back the investment you put in making a podcast channel and even earn more. 

When working with partners, if they have podcasts of their own, they can also promote your brand in their channel. That’s free marketing for you!

There are a whole lot of possibilities in generating income once your podcast takes off. So start your own now and get on building your audience. 

Podcasts Develop Your Brand

Edisonresearch.com also reports that there are over 180 million podcast listeners in the USA – a potentially huge audience for your channel. 

Thinking of it in another light, with a reach that wide, you can control how your brand should be positioned and what messages should come across to your listeners. 

As an example, if your brand is promoting a tool to streamline business processes like inventory software or a real estate ad guide, you can position yourself as an in-demand brand by highlighting in your podcasts how many businesses you’ve catered to. 

On top of that, by releasing new episodes on a consistent schedule, you can keep staying on top of your audience’s mind, helping you stand out from your competition. 

Podcasts Promote Company Culture

Podcasts can be like windows, people on the outside can get a glimpse of what you do on the inside. 

For a clothing niche brand selling Baja hoodies, you can highlight how the products are made and show why they are authentic and durable by explaining how it was made. 

With podcasts, you can show people what you stand for, your success stories, what you are doing behind the scenes, business strategies that got you where you are, or hot clients you acquired that’ll help them trust you more. 

This is great if you are a digital marketing company like ezrankings.org that has many competitions. 

This can even be an avenue for your employees to have fun with a sit-down conversation and share with people how they see the company through their eyes. Who knows, one incredible story can lead to an incredible number of listeners, thus helping with your brand awareness initiatives. 

Podcasts Help Remote Workers Stay Connected

At a time where many work from home, podcasts are a good way to keep team members in the loop without being too formal, even if they’re in a different country. 

Working remotely can make workers feel detached even if online meetings are done regularly. Podcasts can put an end to that. 

By listening to it, you’re creating a social environment where you get people in the loop and make them feel they’re part of the team even though they are miles away. 

You can share internal information, keep everybody up to date with deadlines, and onboard new employees in a casual manner that will make them feel more at home and at ease. 

Plus, as mentioned earlier, you can share the company’s culture so they won’t feel left out.

Setting the tone in your podcasts sets the mood for your employees and when done right, it can help boost their creativity and productivity. 

Conclusion

Starting a podcast gets you one extra marketing channel, minus all the hassle of research and all the cost you need to spend on other channels. 

Best of all, it doesn’t just help you get leads to nurture, it also helps get everybody in the team in the same culture and productivity level. It’s a great business growth hacking strategy you can employ.