Why Your Business Needs a Podcast

| September 10, 2014 | Strategic Growth

Couple relaxing in bedroomLeading businesses understand the best marketing is media that offers value, opens minds, and changes the way people think. Blogging is a practice businesses commonly use to publish valuable media content that helps their communities. However, getting that information consumed is becoming increasingly challenging, even for the top blogs.

The solution is reaching people when they want to feed their minds, which happens to be when they are not engaged in work, such as while exercising, commuting or running errands. This happens to be when they are especially receptive to listening to podcasts on their mobile devices.

Podcasts are the new talk radio. In fact, next year you will start seeing the iOS (Apple) CarPlay feature in many new automobiles, just as you now have Sirius radio available today. Your business has the opportunity to catch the wave of what many believe is a huge marketing opportunity for businesses.

It turns out that audio content is uniquely capable of building a loyal audience for growing sales. Here are just a few insights into this phenomenon and how to get started podcasting.

#1 – Podcasting Develops Intimate Relationships

Even after just a few episodes, listeners feel like they know the podcast host and his or her guests personally. And why should they not, as they are literally right between their ears?

The bond made possible by podcasting may be why subscribers tend to be regular listeners. When people feel they have a familiar relationship, their trust is easily earned.

Converting interest to sales becomes a natural byproduct of those trusted relationships as they deepen over time.

#2 – Podcasting Increases the Value of Your Network

When the listeners of a podcast show meet, whether in person or online, a unique connection is made that is not unlike the one they have with the show host.

Thus, a podcast becomes a vehicle for making introductions that add value to the networks of the respective listeners, as well as the global podcast network ecosystem. Everybody wins – and the influence of the show increases.

#3 – Podcasting Builds Trust that Sells

Advertisers actively seek sponsorships with the top podcasters to tap into the influence the show has earned. One reason for this is they know podcast listeners are affluent.

Your business may decline to accept outside advertising in favor of promoting your own products and services. It turns out this means of self-promotion is generally accepted by loyal listeners that appreciate the value they receive from your podcast production.

In other words, podcasting builds trust that sells.

If your business is ready, check back for my next post, How to Get Started with Podcasting, to learn the essential hosting, media and technology components of a successful business podcast.

Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast. Jeff is a syndicated publisher and regular content contributor to leading business publications, with his own New Media and Small Business Marketing site ranking among the Top 100 Small Business blogs in the world. He helps small businesses adapt their traditional sales and marketing practices to a digital, social, and global world.

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