Podcasting is the next content marketing frontier and NOW is when you should start a podcast!
Almost everyone is starting their podcast. Your dentist, florist, the cupcake shop around the corner, your 8-year old nephew – they have all started a podcast this year.
Should your business jump on the trend? In a short answer, YES, definitely! Podcasting is one of the most effective and fastest-growing content marketing strategy. If you want to build trust, authority, and connection, you need to start your podcast now.
1. Your Customers are Listening to Podcasts
Who listens to podcasts? Are my potential customers listening to podcasts?
Approximately 150 million people in the US alone listen to podcasts at least once a month.
- 18-44 Year Olds Make Up 67% of the Podcast Audience
- 45% are more likely to have a college degree
- 68% are more likely to have a post-graduate degree
- 45% are more likely to have a net household income of over $250,000
- 52% are men and 48% are women
- 49% listen to podcasts at home, 22% also listen while driving, 11% listen while at work and 4% listen while on a public transport vehicle
- 94% are active on at least one social media platform
- 52% use Apple Podcasts, 19% Spotify, 4.6% Stitcher, and 21% use other platforms
Given these numbers, the chances of your business finding and connecting with the right audience in this medium is extremely high.
2. People Will Listen to (almost) Every Word You Say
The average podcast listener listens to 7 different shows in an average week and subscribes to 6 different shows. The best part – most of them listen to an entire episode or at least most of it. This is a crazy engagement rate, if not the best, among any consumption medium!
If you want to establish your authority in your field, if you have a message to share, a movement that you want to begin – podcasting is the way to go. Blogs and videos will always be there, but getting into the ears and hearts of your people is extremely valuable.
Once you establish the trust, people will get your services, purchase the products you recommend, and stand by your word.
3. Your Brand Authority will Explode
Customers only want to work with the best, someone who knows the industry, and someone who serves their best interest. Podcasting can help build up that trust. Sharing your knowledge, skills, and passion help establish you and your business as a leader in your industry.
Consistently creating podcast episodes will create the “know, like, trust” factor that every business craves for. Podcasting is a very intimate medium, and the more your audience connects with you, the more your brand will grow.
4. Podcasting is a Value-Filled Way to Connect and Engage with Your Audience
When you start a podcast, you create a library of information that is valuable for your audience. It is a way of sharing your expertise in a fun, engaging, and effective way. Being on a person’s earbuds on a regular basis would make you top of mind.
Podcast listeners are often extremely loyal to the hosts they follow, they are very active on social media, and they are more likely to make purchases recommended by the podcasts they listen to.
5. Podcasting is a Great Content Marketing Tool
Content is king and attention is the new currency. Creating a single podcast episode allows you to be in a lot of podcast directories – Apple Podcasts, Spotify, Stitcher, Google Podcasts, and more.
Each episode is also a great base for repurposing content. Every episode can be chopped up into bite sized content for Linkedin, Facebook, Instagram, Twitter, Youtube, and other platforms. You can use the transcript for your blog, create video format for the episode, create images, memes, and audio snippets.
One podcast episode adds a lot of relevancy and your content is marketing for you. Content Marketing is hard work, but you need to pay attention to how people are searching and discovering businesses and be there.
See Gary Vee’s Content Strategy for inspiration.
6. Your Public Speaking Skills and Confidence will Improve
Being on the microphone regularly will inevitably improve your public speaking skills and will help you develop a natural flow when speaking. This skill is essential for every business owner to effectively promote their business.
Are you ready to jump?
A lot of businesses have already started adding podcasting into their marketing strategies. Now is the time for you to get into podcasting for the growth of your company!
