5 ways podcasting can help grow your business

Published · 3 min read

Podcasting is one the best ways to get the word out about your business and market to prospective customers: it’s low cost, has a low barrier to entry, can have a broad reach, and it allows for creativity, so can also be a lot of fun.

Podcasting has been around since the early 2000’s. However, the popularity of smartphones has made it easier than ever to listen to podcasts and advancement of technology has made it even easier to create them. With the success of popular shows like Serial and S-Town, podcasting is more popular than ever. Recent numbers show that 67 million Americans listen to podcasts monthly, up 14 percent in one year.

Despite the exponential growth in podcasts, you may not be sure if it’s right for your business. You might even think your business is too unique. Regardless of your marketing strategy, and business size, don’t miss out on this excellent opportunity to reach new customers and grow your business.

With that in mind, here are five ways podcasting can help your business.

Reach a wide audience

This is probably the first thing that comes to mind when someone considers starting a podcast. They hope to spread their message to as many people as possible. And while it is not easy to grow a large and loyal audience, podcasting certainly does make it possible. People from all over the world will hear your show. Even if you primarily serve a local market, that is still amazing exposure.

Showcase your expertise

A podcast is an excellent way to prove you know your stuff. If you’re a lawyer, you can have a show dispensing simple legal advice. Perhaps you’re a fitness instructor, you may want to talk about health topics. Or as a web designer, you can discuss the latest plugins and design trends. Whatever industry you’re in, you can make a show about it. Even though podcasting is not a visual medium, it will still give you an opportunity to show how much you know about your field. This automatically makes you an expert in the eyes of many.

Improve your communication skills

A lot of people balk at getting on stage and delivering a speech. Others feel uncomfortable bringing up their business during casual conversations. Podcasting is a great way to boost your communication skills. With time and patience, you will gain confidence behind the mike and even develop your own unique style. These skills will come in handy the next time someone asks you about your business.

A great networking opportunity

Are there any thought-leaders in your industry that you would love to have a conversation with? Perhaps you’d like to learn from them or discover how they got started. Your podcast could be the vehicle to get that introduction. Believe it or not, most people would love to share their stories and ideas with you. Imagine how much your authority, and popularity, would grow if these amazing individuals were guests on your show.

Differentiates you from the competition

Even though podcasting is relatively easy and inexpensive, it is still sorely underused. Chances are, your closest competitor does not have a podcast and has no intention of getting one. A podcast might be just the thing to make your business stand out from the crowd. Billboards, radio, and television are trusted channels we’re all familiar with, but none of them offer the engagement and intimacy of a podcast. A podcast can give your business the edge it needs to overcome the competition.

Podcasting is still in its infancy and has not gained nearly as much mindshare as television and radio. It is quickly becoming more and more popular, especially among young professionals.

With the fragmentation of television and the slow decline of radio, podcasting stands to be the next great communication medium. You should make sure your business is prepared to take advantage of this trend.

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