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Why Podcasting Is Still a Great Way to Grow Your Business

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Why Podcasting Is Still a Great Way to Grow Your Business

The term podcasting is quite buzzworthy these days and interest in this medium is on the rise and in my opinion, rightfully so. Not only is it convenient for listeners who want topics that they’re interested in on demand, it’s also valuable for the person or business hosting them. As the host of the Duct Tape Marketing Podcast [1], among others, I can say that I find it an immensely valuable form of content and connection for my business.

While some may argue that the world doesn’t need another podcast, I say, if it brings value and opportunities to you, your customers, and your business, why not give it a go?

Now before I give you my reasons why I think podcasting is a great idea, I will say that like with any content, you need to approach podcasting with a strategy and you need to have answers to the questions below before you jump in.

  1. Why do I want to podcast?
  2. Do I understand my audience and can I give them what they want?
  3. Do I have the time and resources for this?
  4. Do I have a process set up to streamline these efforts?

Having a clear vision of where you want your podcast to go and what you’d like to get out of it is key. Once you have that in place, dive in and start receiving the benefits of this medium.

Reasons to start podcasting

1. Getting started is easier than it looks

The secret’s out, podcasting really isn’t that difficult to get started. People often assume that podcasts require a lot of fancy equipment and a large investment, and while you certainly can get to that point, you definitely don’t have to start there.

As long as you have a microphone that works, a way to record a conversation with guests (if you have guests), and a way to share the content with your audience, you’re really all set. A few of the tools I use are below:

2. You can repurpose episodes into other forms of content

Since podcasting is audio-based, repurposing the material into other forms of content, such as video, a blog post or a series of blog posts, is a great way to create content without reinventing the wheel. Additionally, it helps to further expand your reach because part of your audience may not be podcast listeners, but they may be blog readers, and vice versa.

3. Podcasting is great for networking and building referrals

Reaching out to others to have them as a guest on your show is a great way to build your network and will also give you more chances to be asked to be a guest on other podcasts, furthering your connections even more. The more people you can connect with, the more you’ll increase chances of referrals, leading to more opportunities and business for your company.

Along with networking and building referrals, podcasting can expand your public speaking skills as well which can lead to in-person speaking events (a great way to establish authority and credibility in your field).

4. It establishes an emotional connection with your audience

The format of a podcast allows you to develop a deeper relationship with your audience. You’re not hiding behind words on a page. Hearing your voice on a frequent basis makes your audience feel like they actually know you, and the more likely you are to establish an emotional connection with them, the more likely they’ll be to follow your brand and buy from you.

5. You can make money from it

Not all podcasters want or need to monetize, but if you are interested in making money from your show, there are a number of ways to do that, including:

  • Sponsorships
  • Affiliate marketing
  • Product promotion (be careful with how you go about this, your podcast should be entertaining and educational, not “salesy” if you want it to truly be effective)

6. You can increase traffic to your website

The audio portion of your podcast can drive traffic to your website simply because it helps to build your credibility and authority on your topic which often makes your audience want to visit your website to learn more. Another way this boosts site traffic is that podcasts often come with show notes (at least they should) that people can review for resources and an outline of the show. If people are on your site reviewing the show notes, or even the episode transcript, they’ll be more likely to visit other areas of your site, which will increase the odds of them converting to customers.

Another way podcasts boost site traffic is that they often come with show notes (at least they should) that people can review for resources and an outline of the show. If people are already on your site reviewing the show notes, or even the episode transcript, they’ll be more likely to visit other areas of your site, which will increase the odds of them converting to customers.

7. Podcasting is a type of long-form content that people actually pay attention to

I hate to say it, but our attention spans are fading. We live in a world of information overload where we only have the time to consume small bits of information at a time. With podcasts however, you can consume them at times when other forms of content are unavailable (hopefully you’re not reading a blog post while driving to work in the morning). Whereas with a podcast, you can sit in traffic for an hour and consume valuable information. Since people are engaged with podcasts for longer periods of time than other content, this gives you opportunities to showcase your knowledge and expertise in a way that you’re unable to with other formats.

Have I convinced you to try podcasting? If you’re considering starting a podcast but haven’t yet, what’s holding you back? If you’ve started one, are you experiencing any other benefits that I didn’t mention?

References

  1. ^ Duct Tape Marketing Podcast (www.ducttapemarketing.com)
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