Podcasts have only been in existence since 2007, yet their growth in popularity and range is mighty impressive. As of December 2018, there are 630,000 active podcasts that discuss everything from music and sport, to politics, business, art, movies, books, gardening, cooking, video games and practically anything else that you can imagine.
They’re usually between 30 minutes and an hour long (although there’s no rule that stops you from making instalments that are mini or massive) and released on a regular basis, with the option for subscribers to receive updates automatically. Nifty, right?
The real question is, why are podcasts so useful for businesses of all shapes, sizes and sectors? Let’s take a look at why it’s good to give people something to listen to.
Increase your following and web traffic
Due to your podcast focusing on a particular subject or theme, your listeners will share the same interests. The more they listen, the more likely they are to follow calls to action, such as to follow your social media channels, visit your website, sign up to a mailing list and any other goals you want to achieve. You really couldn’t ask for a more targeted audience.
An alternative to video
Video marketing is awesome but not the ideal outlet for every entrepreneur or business professional, so a podcast could be the perfect solution for those who don’t feel comfortable on camera. Meanwhile, they’re an excellent source of information for people who want to listen at work, whilst driving or simply not in the position or mood to watch a video.
A smooth creative process
Making a podcast is pretty simple thanks to only needing a high-quality microphone and headphones, a strong Wi-Fi connection and editing software that’s free to download and easy to use. If you go wrong, you can start again or cut out the mistakes, then upload when you’re totally happy with the end result. As for promotion, you can plug your podcasts through your website, social media, email campaigns, printed materials, e-signature, business cards, and of course good old word of mouth.
The human side of your business
When a potential customer visits your company’s website, it helps them to get a feel for your brand when you have a “who’s who” section with images of your team. Taking this to a whole new level, podcasts enable the public to hear your voice and digest your insight regarding specific subject matter, which can work wonders for breeding familiarity, gaining trust and enhancing connections. If you’re especially good at talking about your industry, people will want to buy from you because they’ll consider you more as a friend than a business.
You’ll become even more confident
As well as benefiting your business, running a regular podcast will make you more comfortable with public speaking, self-expression, critical thinking, creative delivery and if you have a co-host or guests, an analytical discussion that revolves around mutual respect and open-mindedness. Who knows, it may even lead to you being invited to deliver keynote speeches at big events!