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How Podcasting Can Revolutionise Your Business Marketing

Nick Short
Podcast Producer
Updated in:
October 2023
minute read
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Are you looking for a way to reach your target audience and build lasting relationships with potential customers? Well, if so, then podcasting could be the perfect addition to your marketing efforts.

Podcasts are becoming an increasingly popular way for businesses to reach potential customers by offering a unique platform to promote their brand and engage with their target audience to establish long-term relationships. Additionally, podcasts are a great platform for delivering detailed and timely content, which can be used to educate listeners and create an emotional connection with your brand.

Let's take a closer look at how podcasts can be leveraged as a marketing tool for your business.

Podcasts are cost-effective

Podcasts are an effective and cost-efficient way to reach your intended audience. A podcast can be produced internally or by an external production company like us.

While a podcast does take some time commitment to build momentum, we recommend a minimum of 10 episodes for a first season, the operation costs are relatively cheap compared to other marketing streams and one major benefit is that a podcast can be hosted indefinitely for listeners to find and so if the content is timeless, you have a reliable marketing asset for years to come.

Become an expert in the field

By hosting a podcast on a topic related to your field, you have the opportunity to cultivate your image as an expert. Given sufficient time to grow a community, your podcast has the ability to build a connection between your company and your customers that can put you ahead of your competition. Even through facilitating conversation with industry experts, your host will similarly become regarded as such.

Target specific audiences and build relationships

Podcasts are a great way to reach your desired audience. This can be achieved by carefully selecting the topics of discussion, the guests being interviewed, and where you promote the podcast.

This hyper-focus allows for greater segmentation of your audience and enables marketers to hone in on the specific segments that are most likely to become customers and can begin to build a relationship with them. The nature of podcasting is such that listeners tend to be highly engaged with the content and more likely to take action to purchase if they feel connected to the hosts and their message.

Podcasts are also an effective tool for building a relationship with your audience, which can help to increase customer loyalty and make it easier to upsell and cross-sell your products and services.

Podcasts also provide an opportunity to build relationships with other businesses and influencers in your industry. By inviting guests onto your podcast, you can reach a larger and more diverse audience, as well as build valuable connections with other industry players. This is a great way to increase visibility and connections.

Help you achieve your wider business goals

When you think of the parameters for what could be considered a successful podcast, you may instantly think of the number of downloads it gets. While it can feel great to have hundreds or even thousands of downloads, in our experience, they're little more than vanity metrics and don't necessarily indicate the impact that the podcast has had on your marketing efforts.

They give you an idea of how many people have listened to your message, but how many actually engaged with it? Through the use of show notes and tracking links, you can find out. Instead of having a goal of how many people have downloaded each episode, include a measurable call to action within the episode.

Maybe your listeners could access an exclusive resource on your website, book a consultation, or sign up for your newsletter. If you use your podcast properly, it can help facilitate your goals and provide measurable results.

Open a line of communication

If you are a B2B business in particular, one major way to benefit from your podcast is by using it as a method of building lines of communication with other businesses.

Start talking to people that you want to develop a business relationship with and ask them to be a guest on the podcast. It can be very difficult trying to get a five-minute chat with the CEO of a company. Instead, try inviting them for a 60-minute podcast recording.

Not only is it much more likely that you'll receive a positive response, but having now completed that initial outreach to them, you can continue to nurture that relationship, advertising yourselves as experts of the industry, and six months down the line, they could be your client.

Podcasts can be a powerful tool for businesses looking to expand their reach and connect with their target audience. By targeting specific audiences, building relationships, achieving wider business goals, opening lines of communication, and developing your image as an expert in the chosen field, businesses like yours can use podcasts to cultivate a loyal following and increase visibility within your industry. With relatively low costs and the ability to provide evergreen content, podcasts can be a worthwhile investment for any business looking to enhance their marketing efforts.

Ready to get started?

Schedule a 30-minute call with Matt, our Founder, to discuss your needs and hear more about our services.

Ready to get started?

Schedule a 30-minute call with Matt, our Founder, to discuss your needs and hear more about our services.

Ready to get started?

Schedule a 30-minute call with Matt, our Founder, to discuss your needs and hear more about our services.

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