What was the last podcast you listened to? There are more than 2,000,000 podcasts currently available on the internet so there are plenty to choose from. Perhaps you went with a gripping true crime like Serial, or an investigative news podcast like The Daily. Or maybe it was one about the industry you work in, created by a rival business to yours.
Podcasts aren’t just made by NPR and the BBC, they are made by people in their bedrooms, kitchens and offices, just like yours.
WHY SHOULD YOU MAKE A PODCAST?
It seems video marketing has been on the way up since time began. Everyone has jumped onto that particular gravy train, and while I’m not about to tell you to stop doing video, the fact everyone does it makes it harder for you to stand out from the crowd.
Podcasts on the other hand are still new. Despite what people might say, not everyone has a podcast yet. And that isn’t the only reason why you should have a podcast.
1. PEOPLE REALLY LIKE PODCASTS
Edison Research’s Infinite Dial report from 2019 shows explosive year-on-year growth for podcasts with over 50% of the US population now having listened to at least one on a regular basis.
It’s fast becoming the thing to do. Don’t be surprised if people start asking why brands don’t have a podcast. One day not having a podcast will be as odd as a company without a website.
2. PODCASTS ARE HIGHLY ENGAGING
According to The Podcast Consumer 2019, 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts. How does that percentage compare with your other content?
Podcast listeners are also likely to want to know more. So include your website in the show notes for your episode. Make sure you give the podcast it’s own landing page and direct your listeners there within the podcast’s intro and outro. As the above stat shows, podcast listeners will engage with you, all you have to do is ask them to.
3. PODCASTS INCREASE BRAND AWARENESS
Google is now showing podcast episodes in their search results so use that to your advantage and create episodes around the topics and questions that your audience are searching for.
People don’t usually find podcasts because they’re searching for their owner. Just like your business, it’s more likely to be found by people who are seeking answers. Having a podcast increases the chances of you being found through search as it’s another place that you appear online.
A podcast can help in building familiarity with a wide range of audiences and as listeners usually subscribe to the series and regularly listen, your podcast could be reaching people who would not have found you before . Podcast audiences are also very loyal so as long as you continue to release new episodes, your audience is quite likely to keep listening.
Additionally, your audience may recommend the podcast to others, increasing your reach considerably. This can lead to improved traffic generation quickly.
4. PODCASTS HELP TO BUILD BETTER RELATIONSHIPS
Audio is the intimate medium. These days everyone carries a smart phone (or at least an mp3 player) around with them. How many people do you see wearing headphones at the gym, in the office, walking down your street? I’ll be there’s a fair few and they’re all listening to audio. Podcasts, audiobooks, music, all being absorbed while people go about their daily routines. With audio, people feel connected to the person in their ears. That could be you, talking to people you’ve never met. People who hang on your every word because what you have to say resonates with them. People who will share your values and want to do what you do.
Create a podcast that’s entertaining and engaging and you’ll have a dedicated audience who feels connected with you.
5. A PODCAST IS JUST THE BEGINNING
Your podcast is just the tip of the iceberg when it comes to your content. From each episode you can create a plethora of shareable content.
You can:
- Write a long form blog post including transcript
- Turn quotes into social media posts
- Set a 60 second clip to video to create an audiogram
- Design an infographic based on any advice given
- Film the recording for your YouTube channel
- and so much more
A podcast is just the beginning.
So what are you waiting for?
Want to know about why your business should have a podcast? Book in a free chat with me.
