Businesses have always been quick to tap into new media, and podcasting is no different.
The best thing about podcasts is that they can adapt to almost any niche. No matter the industry, it can make excellent fodder for a podcast.
Starting a podcast could be the smartest business decision you make.
Here’s why podcasts make an incredible business tool, and what benefits they can offer.
Reach New Audiences
Reaching new customers is, of course, one of the chief objectives of any business—yet podcasts are often overlooked as a method of digital marketing.
Yet you can see how podcasts would expand your reach. They’re unlike most content around, which means that podcast audiences are often untapped by other methods.
For example, think of the average commuter who listens to podcasts to liven up their commute. That’s a specific audience niche that’s hard to capture with other marketing methods.
Never Disappear
When a customer isn’t engaging with your brand, you disappear from their minds. Traditional advertising can help to overcome that, but podcasting offers another way.
Unlike traditional ads, podcasting is something a customer can take with them—and voluntarily. So no matter what kind of downtime they’re having away from your brand, you can instead turn that into brand engagement. Whether your audience is driving, at the gym, or chilling on a park bench, you can ensure you’re right there with them.
Show Your Authority
Creating a strong brand image is often about combining two things: confidence and value.
Together, these create authority—proof that you know what you’re talking about. A podcast, like a blog, is an amazing way to show your brand’s authority in your space. When customers hear your expertise, they’re more likely to engage with your product and listen to what you have to say in the future.
Get it right, and you’ll even gain a memetic presence in your industry. You’ll hear people repeating thoughts and ideas from your podcast, all of which will trace back to you. It’s hard to find a better endorsement than that.
Boost Your Signal
Boosting your signal as a small business can be tough. A podcast offers the chance to lift your business up by engaging with other brands in your sphere—often larger ones with a wider audience. It’s a classic business marketing technique.
You don’t have to give competitors airtime, of course. Instead, look for voices that are adjacent to your niche without occupying it. You’ll both have a connection to your subject but can come at it from different angles, and you’ll both get a boost from working together.
Revenue Opportunities
Some of the revenue opportunities for podcasting are direct and immediate.
With a large enough audience, sponsored content and ads become viable ways to generate more revenue. That can recoup the start-up costs of your podcast and even become a permanent source of business revenue.
Podcast agencies could help you streamline the podcasting process, too, which allows you to capture the best possible ROI for podcasting.
Podcasting as a Business Tool
You can see by now why podcasting has a lot of potential as a business tool. The decision to start a podcast could be the next biggest business decision you make.
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