This blog lays out the benefits of starting a podcast and how podcasting can help grow your business in new ways. If you’d like to find out more about podcasting, and learn how to get started producing your own then why not sign up for our new podcasting course.
#1: Listening to podcasts is a growing trend
Throughout 2017 the podcast market has matured. As voice controlled interfaces become more commonplace we are likely to see a continued increase in 2018 in the consumption of audio content. Technology providers such as Apple and Google are already supporting this trend by improving tagging and search functionality. Monetisation options are also growing, with new advances in how adverts are inserted and targeted within audio content.
And it’s already a big market. Nearly a quarter of Americans have listened to a podcast in the last month. Podcast listeners are generally educated and more affluent, making this a valuable target market for your business.
#2: Podcasting helps forge closer connections with customers
The way people consume podcasts is also very different to how they consume video, written and social media content. Once downloaded, a podcast has a very high chance of being listened to and a high likelihood of being finished. Podcasts don’t require a listener’s full attention – they can be consumed while doing other things such as driving, housework or DIY.
Podcasts enable you to grow a deeper connection with your audiences than written words do. They give your brand a human voice, and will build trust in you and your business. This is vital in encouraging people to buy from you and not your competitors. Most small businesses are started due to the passion and motivation of a single person, or small group of people. Giving customers an insight into the story behind a company, its aims and ethos, will breed brand loyalty. If the content is entertaining and informative enough, your listeners may subscribe and you’ll be able to build a relationship with them over a long period of time.
#3 Podcasting helps with your personal development
Podcasts are often built around interviews with third party experts talking passionately about subjects close to their hearts. Inviting people to appear on your podcast provides a great opportunity to meet and learn from them. You’ll have the opportunity to build relationships with potential mentors and future supporters of your business. You’ll also learn a lot when researching guests and planning the interviews.
Both parties can also benefit from cross promotion. You’ll have the opportunity to support your partners by helping them raise their profile, and when they share the podcast with their online followers, you’ll also expand your reach.
#4 Podcasting is easy and cheap
You can start as simply as you like, perhaps just using the voice recorder function on your smart phone. You can then develop your skills and tools as you progress. When it comes to creating and releasing podcasts there are no gatekeepers – you can make and distribute them yourself.
You’re not restricted by length, subject, format or frequency. You could choose to do a one-hour show per month, or several five-minute shows each week. For small business owners this flexibility is great – it allows you to dedicate as much time as you can afford in the beginning. You can then allocate more resource if it takes off.
#5 Podcasting can be fun
Creating podcasts can also be a chance to face fears, be creative and maybe even have some fun along the way. You’ll gain new skills such as the ability to interview and interact with people you haven’t met before, develop confidence talking to strangers and find new ways of expressing what your business is all about.
Having to voice your motivations for starting and running your business will remind you of the core ethos behind why you do what you do, and help you refine your ‘elevator pitch.’
If you’d like to find out more about podcasting, and learn how to get started producing your own then why not sign up for our new podcasting course.