These days content is king. That is to say, everyone is looking for where they can get more. More value, more expertise, more engagement, more content. For some people that means that the more content you can produce the better off you are. But you should also be thinking about the quality of your content and the payoff your audience gets vs. the amount of work you have to put into the content.
When it comes to promoting your business and marketing your skills, few types of content can pay off better than podcasting.
Yes, really. Podcasting is one of the best kinds of marketing you can offer for your business because it’s interactive, engaging, interesting and a high-value form of content for your audience.
Here’s what you need to know about podcast marketing to make it effective, useful, and how to turn a podcast into a successful way to grow your business.
The Advantages Of Podcast Marketing
Podcasts are blowing up right now. More and more people are listening to at least one podcast, which means that podcasting is a market you want to be in if you want to take advantage of every opportunity for your business.
But it’s not just that podcasts are popular or that podcasting is a good way to build your audience. There are a lot of other advantages to podcast marketing that can make podcasts incredibly rewarding on their own, and not just for marketing.
Here are just a few of the key advantages that make podcasting one of the most important opportunities for business owners and marketing teams today.
One of the biggest advantages of podcast marketing is that it’s a way you can reach your audience that doesn’t ask for a lot of effort on their part. It’s easy to listen to podcasts while you’re doing chores, on your commute to work, or during a workout at the gym.
In fact, podcasting is a great medium to reach busy people and multi-taskers, which can be an important audience for a lot of businesses.
Since podcasts are so low-effort for listeners, you’re a lot more likely to get buy-in. That means that you can probably get a lot of audience interest from a well-written description and minimal advertisement, which also means it’s a lot easier to grow your audience.
Depth of Content
One of the biggest advantages podcasts have is that they feel more in-depth than most other kinds of content businesses put out. A podcast has a little more breathing room to go into the details, and even very short podcasts can feel more complete than blog posts and other kinds of content.
Podcasts are also a great way to get into the details of what your business does in ways you can’t do with other kinds of content.
For one thing, just the fact that your audience is listening to a voice or a conversation will make them buy in that much more. It’s more personal, which means that you can be more detailed without losing your audience to boredom or distractions.
All of that is great because it means you can give your audience a much better understanding of your business, and you can address questions about your business practice that might be difficult to communicate through a different kind of content.
One of the things a lot of companies struggle with is managing their brand reputation. It’s incredibly common for businesses to mostly think about their reputation when they need to do damage control instead of making sure they have a resilient brand before trouble starts.
Having a podcast is a great way to address both problems! You can address any concerns that might be causing reputation problems, and having a podcast is a great way to build a connection with your audience to avoid reputation problems down the line.
Build a More Personal Connection
Creating a personal connection to your audience and customers is more important now than ever before. Consumers want to support brands that they can personally identify with and like working with companies that have a message and values that they agree with.
Podcasting is one of the most genuine ways you can demonstrate your values and help build that personal connection.
Connections are one of the most important and effective ways you can turn first-time buyers into long-term customers, which is a fantastic way to help your business grow and thrive.
Podcasting Can Bring In Another Revenue Stream
So far, we’ve talked about the marketing advantages of podcasting, but there’s another important part of podcasting that you should consider.
Podcasting can bring in its own revenue, especially once you’ve built a reliable audience for the podcast as well as your business.
That can be huge for small businesses since podcasts help diversify your revenue, even though it’s connected to your larger business. The possibility of making money on your podcast can also justify some of the start-up costs of setting up a high-quality podcast since the podcast may pay for itself in the long run.
Of course, you shouldn’t count on your podcast attracting a ton of listeners right away. It takes a while for even the best podcasts to start attracting an audience and building revenue. So, while additional income is a nice perk of podcasting, you probably shouldn’t count on your podcast helping your budget any time soon.
Podcasting Is Great For Onboarding New Customers and Clients
Podcasting can also be a fantastic tool for helping walk customers and clients toward a sale and warming them up before asking for a big commitment.
That means that podcasts can be especially helpful for businesses that are asking for a big commitment from their customers. It’s a good way to prove you know what you’re talking about, to demonstrate authority in your niche, and to convince potential customers or clients that they want to open their wallets to get even more.
All of that is just the shortlist of why Podcast Marking is so powerful and effective. Other benefits include:
- Win more online reviews
- Makes cross-amplification easy and natural
- High production value, low cost
- Connections are more personal
- Send brand engagement through the roof!
Why Podcasting Works
We’ve talked about some of the advantages of podcasts, but it’s also important to talk about why podcasting works.
One of the reasons podcasting is such a great option is because there is a market for just about every niche. It might be hard to find people in your inner circle who want to talk about the intricacies of electronics manufacturing or the difficulty in balancing a perfect scent for a new perfume, but there are people who are interested in exactly that in the podcasting space.
Podcasts also give you a little more flexibility in focus. You can shift what you’re talking about as needed, and as long as your style and presentation stay consistent, and your audience will probably be more than happy to come along with you.
That means that podcasting can grow and evolve with your business as well as your audience and gives you opportunities to talk about things you couldn’t necessarily talk about in blog posts or on your web copy.
Of course, none of that would work if podcasting weren’t an increasingly popular medium for people to get their entertainment. Right now, about 4 in 10 Americans report that they listen to at least one podcast, and that number is growing. There is a huge audience available, and
Guest Podcasting For Business
Guest podcasting is another fantastic option if you’re looking for more ways to market your business and reach a wider audience. Like guest posting, guest podcasting just means you appear as a guest on someone else’s podcast.
Every guest spot you get expands your potential audience and makes it easier to find people who are interested and invested in your niche.
A lot of people seem to think that guest podcasting is only a good option if you don’t already have a podcast of your own. That isn’t true! If you can make time to guest podcast in addition to running your own podcast you’ll have twice the opportunity to reach your ideal audience.
Of course, if you don’t have the time to have your own podcast or aren’t sure if podcasting is a good fit for your niche, guest podcasting is a good way to get started and get some of the benefits of a podcast without having to commit to the time and energy it takes to make your own podcast.
Start Your Own Podcast
Starting a Podcast is the other side of the coin from guest podcasting. Guest podcasting involves appearing as a guest on someone else’s podcast. Hosting a podcast gives you the opportunity to bring a guest into your podcast.
Doing a little bit of both host podcasting and guest podcasting can help you reach an even wider audience, but host podcasting also gives you the unique advantage of having a lot more to talk about.
That’s because you can bring in an incredibly wide range of guests and still have something to talk about. So if you’re worried about running out of topics, or not finding good subjects for your episodes, inviting in guests to a hosted podcast is a great way to go.
Plus, there are lots of different hosting styles to choose from. You and a guest may collaborate in talking about a specific subject, you can interview guests, you can bring in a guest panel and talk with multiple people at once, whatever works best for you.
That means that you have an incredible amount of flexibility with the kinds of podcasts you’ll be able to produce.
With all the advantages of podcasting and the growing audience for well-produced podcasts, you’re leaving money on the table if you aren’t podcasting. Even if you’re just marketing your business through the podcasts and aren’t looking for another income source, this is too good an opportunity to let it go by.
Ready To Work With Royal Reputation?
No matter what kind of podcast marketing you’re interested in, Royal Reputation can help. We can help find you guest spots on the hottest and most relevant podcasts in your niche, or we can help you attract interesting and experienced guests to yours.
Even if you want to run a solo-podcast Royal Reputation can help by editing, preparing the SEO, and giving you 10-15 pieces of video content straight from your podcast to help boost your website and social media presence.
Everything we do is designed to help you win traffic, audience interest, and grow your business. Want to see how we can help? Apply to work with Royal Reputation and see what we can do for your business.