Why Your Business Needs a Podcast

If you’ve been thinking about starting a podcast for your business but haven’t done it yet, it’s not too late. Honestly, adding a podcast was one of the best marketing decisions I’ve made for the business, and I don’t want you to miss out on the opportunity it can present for your business, too. If you asked me, I’d tell you 100% your business needs a podcast if you need to be found by new people and need to nurture them. So basically, if you’re in business, a podcast can help you grow. 

Creating a podcast for your business is different from creating a podcast for fun. When you’re adding one to your marketing mix, you want to think about how it can help your business, and you want to be very strategic. A podcast can boost your online visibility because, honestly, podcast SEO is a lot easier than Google SEO, and it works a lot faster. You can start to rank for podcast keywords in 24 hours, whereas it can take months to rank on Google.

Podcasting Builds a Connection With Your Audience

Podcasting is also a great way to build a loyal audience. If you create content that’s helpful to your audience, addresses their questions, and helps them overcome the objections they have to working with you or buying your products, you can have your podcast help nurture them each week (or each time you release a new episode).

If you release a new episode each week, you stay top of mind and relevant to your audience. You’re there with them weekly, they’re listening to you, getting to know you, and building those all-important like, know, and trust factors.

It’s important to stay top of mind with our customers and potential customers. I have clients and students tell me they found the podcast and listened to it for 6-12 months before enrolling in a course, coaching program, or 1:1 coaching. They initially found me through the podcast apps when searching for something related to SEO or online marketing, and started listening and found that they liked my podcast more than others they found, and kept coming back every week for the next episode. Some tell me they listened each week, implemented what they learned, and started to see results from the content on the podcast, so they felt more comfortable investing money to work with me. They figured if they were getting this much from the free content, they’d get even more from the paid (and they’re right). It helps you to build trust and gives people a chance to see what your teaching style is like and if they like your personality and want to work with you.

A podcast is a long-term visibility tool

Social posts fade fast, but a podcast episode can be discovered weeks, months, or even years after you publish it. I get downloads to my old podcast episodes every single month. My old episode downloads represent 30-50% of my monthly download numbers, most months. Think about your social content. When was the last time that you got a comment on a post that’s 2 years old? It’s highly unlikely, but I see people downloading episodes from 2 years ago all the time. In fact, those first episodes on my show, most of their downloads came after the fact, not when they were first released. Some of the episodes only had about 10% of their total downloads in their first month of release. It’s crazy how long a podcast episode can drive visibility and help nurture your audience. It’s long-term results like your Google SEO, but easier and faster to get started with.

A podcast can help position you as an expert in your niche

When you consistently share valuable insights and solutions, you can become the go-to person in your space. A podcast gives you a platform to showcase your expertise in a way that’s both accessible and personal. If you either guest on other podcasts or have guests on your show, you can expand your reach as well because now you’re exposed to additional audiences that can benefit from your experience.

A podcast is part of your overall content marketing strategy

Your podcast isn’t yet another piece of content to create; it can be tied to everything else you do. I personally write my blog post first and then use it as the outline for my podcast, email list, and social or short form video (if I create either; they’re not a priority for my business).

One piece of content can fuel your entire strategy:

• Blog post
• Podcast episode
• Email
• Video
• Social posts

Instead of creating content for every platform from scratch, you can start with your podcast or blog post and repurpose it for all of the other channels you want to support. It’s not necessary to create tons of new content each week or month to succeed. I start with a blog post, record a podcast, and then send an email out each week, and that combo helps me stay visible (thanks to SEO) and nurture my audience and stay top of mind.

Final Thoughts on Why Your Business Needs a Podcast

Podcasting is an excellent marketing strategy to grow your business. If you use SEO on your show, you can be visible in the podcast apps so new listeners find you quickly and easily. Once people find your show, your content helps them like, know, and trust you. If you’re consistent with your show and focus on your ideal listener, it can be an amazing way to nurture your audience.

If you’ve been thinking about adding a podcast to your marketing mix for your business, I want to encourage you to do it. Creating a podcast was one of the best marketing decisions I’ve made, and I’d love to help you with yours. If you’re interested in working 1:1 to launch a podcast, I’d love to walk you through it in marketing coaching. If a self-study course is more your pace, Simple Podcast SEO will walk you through the process step-by-step, I’ve even included a bonus on podcasting best practices to help you with how to start your show and walk you through the super user-friendly tech stack that I use for my show. You can register here.