Did you know that approximately 7.1 million people in the UK (or 1 in 8) now listen to podcasts each week, with regular podcast users listening to an average of 7 podcasts per week? These figures have increased by 25% from the previous year and will only continue to rise.
If you’ve always desired to start a podcast show as a business owner we are here to give you reasons to do so.
This growing popularity of podcasts is why many businesses, small and large, are choosing to capitalise on them. Keep reading to discover 5 reasons why your business should start a podcast sooner rather than later.
1. It Can Help to Build a Strong Connection with Your Audience
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First and foremost, starting a podcast can help you build a strong connection with your audience and customers, as it offers a much more authentic, intimate and personal form of content.
Nowadays, it is super important to humanise your brand if you’re looking to build relationships and gain popularity, especially in the younger demographics. This is why podcasting is so great as, unlike written content, it allows your audience to hear your voice, tone, and personality, i.e. humanising your brand.
Podcasting also allows your audience to feel like they are part of a conversation with the host or guests, and they may feel like they can relate to you. This can, again, help create a stronger bond with your audience.
Whether you’re listening during a jog, on the commute to work or out shopping, podcasting is a super accessible form of content media that can be easily consumed on-the-go, making it easy for your audience to stay connected with your brand wherever they are.
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2. Increases Your Visibility and Brand Awareness (& Traffic)
Whether your audience is listening during a jog, on the commute to work or out shopping, podcasting is a super accessible form of content media that can be easily consumed on-the-go, making it easy for your audience to stay connected with your brand wherever they are. Available on a number of digital platforms, such as Spotify, YouTube, Apple podcasts and Google podcasts, your brand can reach a wider audience beyond your current customer base.
One of the best things you can do to increase exposure is to get your podcast in a podcast directory. This way, those interested in your podcast topic can easily find it and are likely to give your podcast a listen.
Podcasting is also a great way to subtly sell your products or services without it feeling forced. For example, you’ll most likely naturally mention the name of your business or products throughout the podcast, helping to build brand awareness without your listeners feeling like it’s too salesy.
Another way podcasts will increase brand exposure is by inviting guests to your podcast, whether that be industry experts, influencers or any other person with an interesting story. These guests can then share the podcast episode with their followers, who may not have been aware of your brand before.
3. Greater Audience Engagement
Podcasts can also help your business increase its audience engagement by encouraging your audience to share their opinions. Leaving feedback, ideas and comments, can help form a sense of community around your brand and will encourage more and more people to listen and share their opinion.
Including other calls-to-actions, such as asking listeners to share the episode on social media, can also encourage engagement and help spread awareness of your brand.
4. It Can Help You Establish Brand Authority and Thought Leadership
Last but certainly not least, podcasting allows you to offer valuable and informative content, from your business and your guests. This will provide your audience with knowledge and insights that they might not otherwise find elsewhere, which boosts your brand exclusivity and helps to establish your business as a trusted source of information in your industry.
Now, if you’re thinking that knowledge sharing might put you at a disadvantage with your competitors, try not to overshare your secrets. Instead, openly share your challenges and how you solve them. This will invite others in the industry to listen, comment and share their solutions on the subject.
By sharing your expert knowledge with the public, you are naturally establishing a name for yourself in your industry, and your audience will begin to take note and want to learn more from the experts you employ.
If you combine your podcast with written, video, and social media content, then you’re well on your way to becoming a bigger authority in your industry.
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5. It Is a Cost-Effective Way to Market Your Business
If you compare it to any other form of marketing, podcasting can be relatively inexpensive. Although it might surprise you, you don’t actually need a lot of expensive equipment or software to produce a quality podcast. All you need to start a podcast show as a business owner is a microphone, some basic audio editing software, and a platform to host your episodes. You can record and edit your episodes using basic editing tools, like a smartphone or free audio editing software.