If you are not already a podcast listener, you have probably heard plenty about podcasts from co-workers, friends, and family. PodcastHosting.org released its 2021 podcast statistics that state there are 155 million people in the United States alone that have listened to a podcast and 68 million people who listen to podcasts weekly.
Podcast listeners are an easily accessible audience with minimal costs to reach and provide an abundance of benefits to your organization. The best part is, you get to communicate with your customers in an authentic and unique way that helps to build trust and loyalty. Creating a podcast for your organization can help indirectly boost revenue growth in more ways than one.
1. Building Brand Awareness
You might be thinking to yourself, “Why would I start a podcast when my brand doesn’t have an audience yet?” Well, that’s what the podcast is for! It is meant to help you start building an audience and create brand awareness.
You don’t have to name your podcast after your business, but you should include your company logo in the cover art for your podcast and talk about your business casually during the episodes. The theme of your podcast should also be based on the industry you serve and have relevant, inspirational, and educational topics for your audience.
Just keep in mind, these should NOT be episodes that are selling or advertising your business. During your introduction and outro, though, you should state your position and the company that you work with or own to generate credibility.
For example, your intro could be something like “Thanks for tuning into the Quota Crusher™ Podcast, I’m your host Mary Grothe, Former #1 B2B Sales Rep for a Fortune 1000 company and now CEO and Founder of Sales BQ® and House of Revenue™. I’m passionate about helping CEOs grow and scale their companies.”
This brief statement introduces who you are, establishes your credibility, and promotes the company the podcast represents. Once you start producing episodes, your audience will think about you and your company when they need services or products that align.
2. Establish Authority
With live in-person events being canceled for the foreseeable future, it can be hard to book speaking engagements and build authority within your industry. Podcasts are a great way to gain the ability to speak in front of an audience, and they are easier to produce and reach a wider variety of people.
Your podcast should be based on your expertise and provide valuable content to your listeners. The best ways to establish authority through your podcast are by discussing current trends and topics and establishing yourself as an expert in your field by sharing specific examples.
On your podcast, you should be giving away your insights freely and giving the listeners tips, sharing stories, and conducting interviews that provide valuable insight. Don’t hold back — share your secret sauce, as this is your chance to establish thought leadership. Podcasts are the place to provide all of this information and it will make your audience want to listen and learn more from you. After listening to all the information and value you have to share, they may even realize they need your services or product in their company, too.
Connect With Your Audience on a Personal Level
My favorite part about podcasting is building a personal connection with our audience. Creating a podcast for your brand allows you to have a face and voice to your company. It also becomes personalized and your audience feels like they really know who you are as a person and organization.
Pro Tip: a great way to create an even deeper connection with your audience is to ask them to submit questions and topics to the show that they want to hear about. Creating communication with your audience will produce loyal listeners and may even help you bring in leads and easily convert them into new customers.
This personalization and connection with your audience creates a competitive advantage that will continue to reap benefits as listeners gain trust and loyalty with your brand and spread the word about how great your podcast and company are.
4. Reach New Audiences and Busy People
Content strategies often include blogs, email campaigns, and videos. Adding podcasting to your content strategy hits a new audience and provides another way for your current audience to connect with you.
While there are many visual learners that love reading blogs and watching videos, auditory learners may be disinterested in these forms. However, podcasts are right up their alley. Also, many people are too busy to read a 1,000-word blog, and just want good content fast and in a more digestible fashion.
CEOs are busy people that are always running from one meeting to the next and fighting fires constantly. The chances of them reading a blog may be low. Podcasts, on the other hand, offer them an option to digest valuable content on their drive into work, while they are doing mindless admin work, cooking dinner, cleaning their house, or relaxing on the weekend. Creating a podcast will help you reach new audiences that you may not have had access to in the past. Give it a try and see what happens.
5. Grow Within Your Community and Meet Other Thought Leaders
An invaluable part about having a podcast is how we are able to grow within our community and meet other incredible thought leaders within our industry. Every other week on the Quota Crusher™ Podcast we interview a pioneer in the industry and learn about their best practices and techniques. We follow all of our guests on social media, subscribe to their channels, and utilize their incredible insight on a daily basis.
Instead of just loving the content they produce, we actually get to create a real relationship with these amazing thought leaders and build a network of people that help us grow. By having people guest on your podcast, you expose your podcast to their following and develop a larger audience. If you want to go one step further, you can also be a guest on other people’s podcasts and create a wider exposure for yourself, your podcast, and your organization. This is a great, free way to drive traffic to your content.
Creating a podcast for your business is an all-around great investment of your time. While it is highly likely that you will get a few leads from your podcast, the more valuable aspects are the community, trust, and authority you are able to establish with your audience. Your company no longer is a faceless, voiceless robot, but now a real person that cares and is highly knowledgeable about their industry and provides valuable content for the listeners. Join the podcast club, we promise you won’t regret it.
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