Thinking Of Starting A Podcast? You Should, And Here’s Why!
by Ryan Ragland
Starting a Podcast for your Business?
Modern times have led to the implementation of various products of technology in businesses. With businesses’ marketing needs transforming every day because of changing customer requirements and market demands, these tools have turned out to be necessities to stay afloat in any highly competitive market. With the barrier of entry so low (seriously, anyone can start a business these days) every market is highly competitive.
Podcasting has garnered an immense popularity over the years. A podcast is a set of digital audio files that are available on the internet for downloading. A user can subscribe to the podcast to receive the digital files once they are uploaded.
Businesses nowadays are increasingly using podcasts to improve their prospecting efforts. It is a powerful marketing tool; one that allows you to demonstrate your expertise and build a loyal fan base of potential clients over an extended period of time. Podcasts have become the new talk radio on mobile devices. In fact, the increased usage of mobile phones has led to the explosive growth of podcasting. Let’s take a look at how podcasting can benefit your business.
The Benefits of Podcasting
Podcasting is a Great Alternative to Video.
It’s well known and established that video marketing is crucial for businesses. However, not everyone is comfortable on camera, and not everyone has the resources needed to film, edit, and publish a professional video. As a result, many businesses publish poor quality videos that ultimately hurt their brand’s image more than help it. Sure, you could hire a professional videography agency to record you delivering your messages, but the typical cost of these types of professional productions can sometimes far exceed the potential return on investment.
Couple that with the fact that most consumers, even though they are typically busy throughout the day dealing with work or family tasks, are still spending an average of 5 hours a week listening to podcasts. Many consumers report not having much time to watch and consume video or TV as much as they’d like or as they used to, so when they do, they watch for entertainment, not enrichment or knowledge. It’s why cat videos are so popular; people are busy and always plugged in, and when they have downtime, they want to unwind and be entertained.
Create a podcast stream that is relevant to your industry or demographic, and fill it with content that will enrich your audiences’ minds and solidify you as an expert in your industry. One day, when your listeners need what you’ve been talking about in their ears an hour a week over the last few months, who do you think they will call first? Your competitors? I think not.
Increased Traffic Generation
Using podcasts can help you reach out to new audiences for your business. Podcasts can help in building familiarity with a wide range of audiences, some of whom may not have even realized that they could benefit from your expert services. Listeners typically subscribe to podcasts that they enjoy and listen to them regularly. This allows you as the business owner to continuously drive traffic to your website. Highlight a new blog post you just published with a strong call to action to take the next step in becoming your client, share a special event you’re planning or attending, talk about a new deal your offering and send your listeners to a landing page with a special code to receive what your offering. Anything is better than nothing.
Additionally, your audience may recommend your podcast to others who may be interested in it, even if they have never heard of you or your business, thereby increasing your reach considerably.
Consider asking a few guests to join you on your podcast and share their story, or their experience doing business with you, and ask them to promote their episode. You’d be surprised how many people you know have an audience that can help you grow, all the while increasing their brand and reputation. Or, inversely, try contacting relevant podcasts and offering yourself and expertise to join them as a guest on their shows!
Play around with your formula and see what works. Create a format that works for you and have fun, but most importantly, track your success.
Helps in Building Better Relationships with your Audience and Potential Clients
Even though a Podcast is a one-sided medium, it helps solidify your position as a subject matter expert in your industry. Being recognized as an expert in your industry will help your audience come to know you and help you build an effective base for any future relationship you may develop with your listeners. It gives the feeling that they have already met with and spoken to you, they know who you are as a person and what your company offers. Most people listen to podcasts because they have something in common with the speaker, the brand the speaker is representing, or an interest in the subject matter being discussed. Showcasing your knowledge will go a long way to earning the trust of your audience.
Podcasts are Easy to Create
Starting a podcast is relatively easy and cheap to do. Sure, if you go down to the local electronics store with the intention of spending a ton of money, you can easily do so – but, for most small businesses’ podcasts, you can easily get started for a few hundred dollars. There are a ton of resources on what exactly you’ll need hardware and software wise, so we won’t get into it all, but at a minimum, you’ll need:
- A microphone or two. There are several on Amazon for under a couple hundred dollars. definitely, do your research on the one you’re thinking of buying before you do so. If money is no problem, check out the Shure SM7B for top-notch quality.
- A laptop with recording software. Again, there are options galore, but check out Audacity for Mac OS and Windows. It’s free and pretty easy to navigate. If you do have troubles trying to figure out how to use it, YouTube has a ton of videos on how to use it.
- A solid podcast file host. We prefer Blubrry, but LibSyn is great too.
This list is by no means comprehensive, but it should give you enough information to get started. once you have created your podcast, you can start promoting it to increase its exposure and reach out to a larger audience. To achieve the most exposure, we recommend making your podcast available on iTunes and Google Play Music at a minimum, and continuously add distribution channels as you can.
Ready? Set? Market!
You set up your makeshift podcast studio, you’ve recorded a few episodes and put them out on the web, and now all you have to do is sit back and watch the leads roll in, right?
Wrong. While a podcast is a smart and viable digital marketing asset, it’s not a magic pill that’s going to suddenly take your business to that next level, or save it all together. It is a part of a long-term and comprehensive strategy to increase your corporate profile and solidify your self as an expert in your industry. Consistency is key. It’s like planting seeds everytime you publish a new episode. It’s not going to sprout up overnight with enough of a harvest to feed your entire family, but in due time your efforts can yield much more than enough to feed a whole village.
If you’re looking to start podcasting for your business, give us a call or request a quote and let’s talk about your digital strategy and see how we can help accelerate your growth.
Ryan Ragland is the Managing Director of RedSix Digital, a Web Design and Digital Marketing Agency based in Las Vegas, Nevada. Ryan has spent several years creating custom websites and digital marketing strategies for businesses of all sizes in all industries around the globe. You can follow RedSix on Instagram @RedSixDigital or visit RedSixDigital.com
November 16, 2018
September 14, 2018
August 17, 2018