I knew podcasting was booming, but I had no idea how booming till I got into the industry and started learning how podcasting can benefit businesses by getting their name out to even more people.
Everyone from your next-door neighbor to the Senator of Texas (I’m looking at you Sen. Ted Cruz) is podcasting.
Every topic from Business to Cinematography is being discussed as if you are having a group coffee, except you can be working out, walking, or driving.
You get the picture, people are very into podcasting, and I don’t see much changing in the coming years.
Why are so many businesses starting podcasts?
- It’s Personal
‘It’s not personal, it’s business. It’s not personal, it’s business. ‘ Recite that to yourself every time you feel you‘re losing your nerve.” -You’ve Got Mail
Despite the quote, and how often people say that, most people actually long for business to be personal on some level.
With our current age, you can order a bouquet of roses online, and have it delivered to your spouse, or friend the next day without talking to anyone.
I think we would all agree that we enjoy the experience of gifting flowers to a friend much more, when we stop by that mom and pop floral shop on Main, and have a bouquet tailored to your taste by a person who cares. Perhaps they let you write your note yourself, and they hand deliver it with a smile. That’s personal.
As consumers, we are constantly being marketed to and at, non-stop all day. Chances are your target audience has seen your ads; chances are they need your product or service. But they have become desensitized to marketing.
We have beautiful websites, possibly a needed product or service, and fantastic customer service. But something is often lacking.
The clearest vision of a company should come from the company creator, the founders. They know why they created it, and for who.
On a podcast you hear real people talking about real things that you understand. Their family, goals, problems; you get a sense of their personality, and most importantly; their values.
Great podcasts make listening an experience and put you there in the room, nodding along and laughing. They are real, and that’s personal.
2. Builds Authority
“Experts were once amateurs who kept practicing.”-Amit Kalantri
You do not have to be an expert at something, to be allowed to speak on it or write about it. If you don’t claim to be an expert, and then lead people astray, people don’t have a problem.
When a business puts out a bunch of content on a particular field, or topic, they are influencing people. Now whether that is for the good or the bad, that depends on the company and their message.
But right or wrong, they are becoming an authority in that field. An industry expert is just someone who has worked in the industry for a while. But they are labeled “expert” because people are seeing content they put out consistently. They are the people being invited to speak at events and be guests on other podcasts.
A great example of marketing industry experts: Hustle & Flowchart
3. Generates Traffic
“The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” – John Russell
If you’re anything like me, I hate selling stuff. I don’t like the feeling of pushing something on someone, that’s just me.
When I first thought of businesses having podcasts (before I became a Podcast Producer, or even listened to podcasts), I thought of those endless infomercials, that just don’t stop. You know the ones, 2 AM, “only $19.99”…
Well I was pleasantly surprised to learn that is nothing like how most business podcasts are, at least not the successful ones.
The podcasts that are blowing up, offer valuable content daily, they are helping other business owners all over the nation and world, fix problems, at no cost to them. They are utilizing point 1 and 2, being friendly and giving insight and ideas, left and right.
But they make their name known, and their brand. Their outro (call to action) tells their consumers where to go for more information, whether on that topic or on that guest. That’s all they have to do. Everyday people, who love what they’re hearing and receiving, eventually look up this person; whether to see what they’re doing right, or even what they look like (personal again), and often buy their product or service then, or later.
The podcast funnels leads right to the website, and hopefully to your product or service. Voila, mission accomplished!