The popularity of podcasts is booming in recent times, and while many of them are for entertainment, they’re also becoming a valuable platform for business leaders. Across the board, the amount of Australians listening to podcasts increased from 27% in 2019 to 32% in 2020. We’re still a bit behind the global average of 41%, however, the figures are certainly on the rise.
Much in the same way that business owners and executives are likely to frequent LinkedIn more than Facebook, they’re also more likely to look for insightful podcasts rather than trawling YouTube. So, here’s 5 good reasons your business needs a podcast for marketing.
Become an authority in your field
Firstly, one of the main attractions to hosting a podcast is to become an authority in your chosen field. Podcasts are often more successful in the professional services industries like finance, accounting and consulting. However, that’s not to say you can’t be successful in any field. For example, if you’re in the tech industry, informative podcasts on tech matters helps to establish your reputation.
Listeners are always trying to find trusted professionals in any field, and by establishing yourself as a professional in your field, you can begin to target more high-profile clients.
Drive traffic to your website
It’s a simple one, but a podcast is a form of marketing. Therefore, you can use the platform to drive traffic to your website. In fact, you can use it to drive traffic to any channel you feel is appropriate. It might be a YouTube channel, your social media platforms and many more. At the end of the day, marketing is all about generating leads that you can turn into sales.
You can cleverly encourage listeners to engage with you on social media, for example, which opens up more opportunities to put your products and services in front of potential clients.
Attracting the right kind of clients
While driving traffic is good, it doesn’t mean much if the traffic isn’t the right kind. Ideally, you want customers who are highly motivated to buy. You also want profitable clients, and that’s where the true value of podcasts lies.
As we mentioned, podcast listeners are likely to be business owners and key decision makers. If you can build trust with the people who you consider to be ‘big clients’, you’ve already got your foot in the door to land an import sale or connection.
Build brand awareness
A podcast also gives you the chance to build brand awareness. Regular listeners become accustomed to your values, the way you do business, and even the way you think. By keeping your podcast content consistent, it helps give listeners a great indication of what your business is about, and how your brand’s values align with their own.
Form the basis of multiple content
Finally, podcasts are a great way to build multiple pieces of content. Each podcast episode you release can also be turned into other long-form content such as written articles or videos. From there, you can extract parts of the content for shorter, shareable blogs. You can even go further and take small pieces to be shared as tweets or quotes. So, from one podcast episode, you can reach customers through multiple channels, multiple times.
Check out our marketing podcast for some inspiration!