Although podcasting is not as popular as other types of social media content, there is clearly a recent spike in the number of podcast creators and listeners alike. Businesses are already using platforms such as Spotify to advertise their products as sponsors of podcasters with a large number of subscribers. But small businesses may not have a budget for sponsoring and thus their marketing efforts may be fruitless. The alternative is for small business owners to start podcasts themselves.
How To Make Your Podcast Popular
Once you get your equipment set up and an episode recorded, you will need to increase the popularity of your podcast for it to have any marketing value, You can get a headstart and get Spotify plays from some websites, which will significantly increase your chances of reaching a wide audience that will probably include your target audience.
Make sure the content of your podcast is engaging, interesting, and most importantly, relevant to your target audience. Remember that your listeners are the people you are hoping will come to visit your business and purchase the products and services you provide.
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Therefore, your content should be interesting to people whose business you want to attract.
Podcasts Can Help You Establish Your Expertise
No matter which field or industry you are in, podcasting is a great way to showcase your skills and knowledge. For example, if you are a cybersecurity consultant, talking about cybersecurity on your podcast will convince the listener of how extensively you know the subject. This builds trust, and the next time someone needs a consultant in your field, your listeners will think of you.
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Listeners Form A Personal Connection That Can Be Turned In Customer Loyalty
The best case scenario for any business is not only to attract a customer, but to keep that customer coming back. Because podcast listeners are often tuning in every week to their favorite podcasts, there is somewhat of a personal connection that the listener builds in their mind. If they ever turn from just a listener to a customer as well, there will probably be a fierce loyalty that the customer feels for your product.
You Can Use Your Podcast For Advertising Too
Not only is podcasting beneficial from an overall marketing point of view, but you can also use it as a means to openly advertise your products. Just remember that people will be tuning in to your podcast for the informational and engaging content and not for the promotional content. Therefore, keep the promotional content to a bare minimum. You can say a line or two about the services you provide, but do not get into the details.
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The podcast is more about interacting with your potential customers than it is about commercial advertising.
Podcasting Can Be A Source Of Innovation
Usually, podcasters host guests, and in turn they are hosted on other podcasts. By interacting and networking with colleagues in your field, and by discussing the subject of your industry, you will be inspired with innovative ideas. It is a well-known fact that discussion can be the muse that brings about creativity. You can use the knowledge of your peers to learn new things or see things in a different light.
Although podcasting is becoming more prevalent everyday, it is still a relatively new form of communication. In the end, podcasting is considered a low-cost setup that can bring in a tremendous amount of traffic for a small business. If you own or operate a small business, consider starting a podcast to get more innovative while increasing exposure and brand awareness to attract more consumers, generate income and drive profits.