No matter what industry you’re in, your business could benefit from having its own podcast. Think about it – how well do you know the business you’re in? If you’ve been doing this a long time, you should be pretty knowledgeable in your field.
Let’s say you’re an electrician. You probably get all kinds of questions from both current and potential customers. Why not show your audience how knowledgeable you are by creating a digital portfolio for them to peruse before they decide to pay you for your services?
Couldn’t You Just Have a Blog?
Yes. You should definitely have a website to post on. If you’re a small business and don’t yet have your own domain, you are in danger of your business falling apart.
Even if you don’t sell anything online or even deal with email, you NEED a web presence.
If you don’t have a website, read this before you go any further. You’re already getting ahead of yourself and behind at the same time.
It’s Inexpensive (in Both Money and Time) to Produce
If you had to choose between creating videos and producing a podcast, I always recommend podcasting.
Why? Because post-production takes half the work!
Video is great. It’s engaging, but it requires a certain level of creativity, some technical skill, and decent hardware for recording and editing.
When dealing with podcasts, you only have audio to master, and you only need to worry about buying microphones and other audio hardware – no expensive cameras and gear.
Podcasts Are Easy to Consume, Especially for the Busy Folk
The numbers don’t lie – podcasts are growing in popularity. Nearly 1 in 2 people listen to podcasts now, and for the first time, there are more weekly podcast listeners than churchgoers.
Almost a quarter of podcast listeners listen in their car and around 19% speed up the podcast to listen faster.
What does this mean? It means that people are actively listening to podcasts, and people with little spare time use them to get as much information as quickly as possible.
This is probably because, unlike videos that require you to actively watch with your eyes, podcasts can be consumed while doing other things that don’t require a lot of active brainpower.
Engage with Current and Potential Customers
Any time you release a podcast episode is an opportunity to reach out to your current customer base and let them know. Use the podcast to host giveaways, coupon codes, anything to keep your listeners interested and hopefully, you can convert them into a paying customers.
Podcasts Are More Engaging Than Blog Posts
It’s true that we can read an article any time, anywhere. But text on a webpage doesn’t compare to listening to a human voice, unless you’re unfortunate enough to have one of those grating voices people aren’t trying to listen to.
Keeping it relaxed and conversational makes it easier to keep your listeners attention. Big words don’t impress everyone.
If podcasting sounds like something that might interest you, create a list of at least 10 topics that you think you can create content around. Brainstorm a while and come back here so we can figure out how to take the next step together.
You Can Re-Purpose Your Podcasts for Other Media
Every podcast episode can be re-purposed for other formats.
For example, use your website’s blog to post show notes with references. You can also post the entire podcast transcript, which will help attract traffic to your website.
Create a video version by overlaying a simple template over the length of your audio track and post it over to YouTube or Instagram. Keep it simple. You’re not a videographer, just marketing your material.
If you have a newsletter, send out a summary of your episode to your mailing list, along with links to both your podcast, website, and whatever else you want.
Attract Visitors to Your Website
Optimizing your show notes or transcript to rank on Google will help draw traffic to your website. This is exceptionally useful if you are selling goods or services that can be provided all over the world.
Not so useful if you are in the bike repair industry, but priceless if you do remote business consulting or have a product that can be delivered worldwide.
Becoming an Authority Figure in Your Industry Has Its Perks
If you create enough traction with your podcast, soon enough, you’ll become an authority figure in your industry. This leads to networking, and who knows what kind of opportunities this can lead to.
You could also collaborate with others within the industry by having guests on your show and practicing your social skills.
But Amanda, I don’t want to get into the podcasting business.
Let’s be clear, podcasting is a commitment. But it’s a powerful marketing tool that lots of businesses haven’t yet embraced, and if you jump on the boat before everyone else does, you have the advantage of building your audience in a more interactive way than the industry.
Content marketing is incredibly important to building your company’s brand. However you decide to do it, it’s almost a requirement today.
Remember when it was a question of whether or not you even needed a website? In order to market your business in the digital field, you have to have as many eyes on you from all directions as possible.