8 reasons podcasting can help your business

Podcasting is a great tool to help build trust in your business, and almost any industry can utilise podcasts to get their services and products in front of the right audience.

Connecting with your audience in this medium can be more engaging than traditional methods. They will listen to your conversations in what feels like real time and if relevant, they will share the discussion and engage with the expertise you are offering them.

Each podcasting app or host site houses a range of episodes on just about anything…from games, comedy, industry insights and property, to celebrities simply chatting about their day.

I have previously worked on podcasts for BBC Music and nothing engages a listener more than hearing advice and tips come straight from someone’s mouth that they respect and value the opinion of.

A business podcast idea could be as simple as a bakery sharing tasty recipes and discussing cooking and baking techniques, offering useful tips, insights, and interviews with bakers their target audience know and admire. This establishes the bakery as a key voice on everything baking related.

Podcasts can be useful in both consumer and trade PR strategies. Listeners usually subscribe to a series after one episode and regularly listen. As long as the audio series continues, your audience is quite likely to keep tuning in.

Here at Motive, we can help your business build a podcast and grow a listenership, by transforming your existing content and coming up with new ideas that work well in an audio medium.

Eight great reasons to start a business podcast:

1. Connection

Opening up to your potential listenership can help your business build relationships with other likeminded people and your customers, in turn selling your product or service. Clients love hearing from your experiences and might even want to be featured on an episode of the podcast so they can share their experiences using your business. This helps build a better rapport with the people you are working for.

2. Convenience

Podcasts were designed to be consumed on the go, meaning they are more convenient to catch than a traditional radio show and easier to digest than the typical blog post. In the age of the internet, information overload is a real risk. Communicating through audio leaves room for the speaker to convey the message in a highly interactive way which written content may not provide.

3. No need for screens

In a world where most people’s life revolves around staring at a screen, it’s nice to get away from the constant reading or watching of blog content on a computer screen. Wouldn’t it be easier to call me and have me tell you this information instead of reading this entire blog post?

4. Public speaking opportunities

Podcasts are a great way of offering internal development, especially for the members of the team who struggle with public speaking. Use the podcast as an opportunity to improve speaking skills when discussing your products and services.

5. Make money

If your podcast gets a large enough following, you can begin to monetise it. Advertisers might want to pay you a short on-air reading or other people in your network may want to pay to appear on your show. Connecting with your audience will also help them engage with your services or buy your products.

6. Traffic generation

Linking your site to your podcast description means people are more likely to click through and check out what you have on offer. Show notes in the form of a brief blog post can help recap each episode and allows you to build links to the things you reference.

7. Building authority

By making your content easy to digest and accessible, you will become memorable and people will call on you to be the go-to person or business to talk to when breaking news in your industry happens.

8. New ideas

Researching guests, topics and episode content will give you the chance to collate and see information you may not have noticed before. Encouraging people to get in touch with you about show content will also spark ideas from the hive mind at home.

Get in touch with us to see how we can help your business grow a podcast and listenership.

© MOTIVE