How Podcasting Can Grow Your Business

Podcasting has gotten to be one of the biggest sources of entertainment in the U.S., especially since the start of the pandemic. A lot of people turn to podcasts for nuanced conversations, to learn, to be amused, or to get a sense of connection to a larger community of people. 

If you aren’t already using podcasting to grow your business, you should be. The timing has never been better and there have never been more people listening tuning in and looking for new great content. 

Not sure if podcasting is for you? Here are some of the key ways podcasting can help your business grow, and why you should consider it. 

Podcasting Raises Brand Awareness

All businesses should be concerned about their brand awareness with their audience. Small businesses need to get attention and prove that they are a reliable brand to work with, larger audiences need to make sure their brand is still relevant and well-thought of. 

Podcasting can help with both. 

Putting out a high-quality, entertaining, and informative podcast tells your audience that you care about your product and your niche. It's also a great way of catching attention from people who've never heard of you but are interested in your field. 

Podcasts give you, the podcaster, a lot of control over the conversation. You can steer your audience toward your brand, talk about what makes you stand out, and show your core values and character all in one venue. 

Prove You Know What You’re Doing

A lot of consumers are hesitant about working with a new company because they don’t know if they can trust that they’re getting a good product or service. 

One of the easiest ways you can overcome that fear is by directing leads toward a podcast that shows what you know. Podcasts are also a great way to attract customers who are looking for expertise but haven't gotten around to brand shopping yet. 

All you need to do is be clear, competent, and willing to share valuable information. With those three things, you'll prove to your customers that you know what you're doing and why your company deserves their trust. 

Creating Relationships With Your Customers And Audience

Trust and awareness are great for getting conversions in the short term, but podcasts are great for fostering long-term relationships with your audience as well. These relationships help make sure you keep your customers and can help create an identity around your business and your brand. 

Whether you publish a new episode once a week or once a month, the consistency of a podcast helps nurture short-term customer relationships into long-term brand loyalty. 

Turn Consumer Interest Into Active Leads

Podcasts can also help your business tap into one of its most powerful potential markets, people who are already interested. A motivated lead is a lot better than a cold lead because you’re talking about consumers who are already looking for the solutions you offer. 

Once your consumers are looking you don’t need to explain how your product or service benefits them. All you need to prove is that you’re the right business for them. 

That's a lot easier and makes it simple to turn a lead into a conversion. 

Maintain Ongoing Relationships With Customers

A lot of consumers feel like companies are most motivated to win them over, but don’t care very much about maintaining those relationships and keeping them as customers. 

The truth is that regular customers provide security and stability to your business. Ignoring the customers that are already making you successful isn’t a very good strategy. 

By providing ongoing and consistent value in a podcast, you can tell your ongoing customers how much they mean to you. Don't drop the relationship once you've won a customer, podcasting lets you continue building those ties.