The power of podcasting for business growth

Most people wouldn’t believe that the medium of podcasting is now 21 years old. It feels like something that’s just exploded onto the scene in the last few years, but it’s already an embedded part of many of our lives. However, most businesses are still not maximising the potential of podcasts for growth.

 

In the UK, 39% of adults listen to podcasts weekly. Think of all of those headphones and earbuds you see in the gym - there’s a good chance some of those people are listening to a podcast. Or that driver in the lane next to you on your commute, opting to listen to a podcast instead of commercial radio.

 

And the question smart business owners and leaders should ask is, where is our place in the podcast landscape? And how can we use this growing platform to build our brand and our business?

 

But how? Where should businesses start when it comes to the world of podcasting?

 

In my view, as a business owner, the quickest wins are available by offering your expertise as a podcast guest, something that CEOs around the world who would never previously have dreamed of doing, but are now doing regularly. 

 

Sitting for an hour or so chatting to a host about your field of expertise is an amazing use of your time, because it allows you to tap into an audience of hundreds, or maybe even thousands of people. Imagine a room full of even just 50 to 100 people choosing to listen to you talk for an hour, people who are already interested in the subject matter you’re talking about? That’s an enormous promotional opportunity, and many podcasts offer bigger audiences than that. Multiply that by appearing on a number of different podcasts, and soon you’re reaching considerable numbers of genuinely interested listeners.

 

Of course, many businesses will want to start their own branded business podcast. And that’s where the power of podcasting really stands out.

 

Business owners or marketing teams have three options to consider:

 

1 Public-facing, audio-only content

This has the lowest barrier to entry for all businesses. You don’t need to worry about lighting, cameras or complex post-production, and your podcast episodes will have a quick turnaround, meaning you can push out content frequently. Equally, if you opt to have guests speak, some may feel more comfortable not being on camera, with just the audio being used.

 

2 Public-facing audio and video content

While the production time and costs may be higher, having video as part of your recording opens up a whole world of marketing opportunities. From TikTok, Instagram Reels and YouTube shorts, you can push out clips from each episode, helping you reach an audience beyond what’s possible with an audio-only podcast.

 

It also allows potential clients to put a “face to the name” (or voice), making your business seem more approachable. And then there are the SEO benefits, particularly if your video content is on YouTube. A search for your business name will show potential clients your video content.

 

3 Employee-facing, audio-only content

This is content that’s published internally as part of your comms strategy. Data shows that internal podcasts achieve 3x higher engagement rates than traditional comms, and 73% of employees would rather listen than sit in another meeting. Why? Partly because the company leadership is humanised; they’re hearing, or watching, real people talk with passion and enthusiasm about your business. And when it comes to onboarding or offering training refreshers, sharing company culture and standards is simple and scalable.

 

And here’s an extra pro-tip - text transcripts. Producing a transcript of each episode will give you a gold mine of SEO-rich text that you can repurpose into content for your email marketing, blog content and LinkedIn posts.

 

 

Building a podcast strategy

Whatever way you approach entering the world of podcasts, having a clearly defined strategy from the outset is, of course, key. Do some solid research into the podcasts you’d like to appear as a guest on; how many episodes have they published? What’s the audio and video quality like? Do you need to travel to them, or can you join remotely?

 

When you’re starting your own podcast, decide from the outset whether it will be a traditional audio-only production or include video. Bring in outside help, if needed, to source the microphones, cameras, lights and recording equipment needed to ensure your podcast looks, and more importantly sounds, before you start. Consider recording in a professional podcast recording studio, if your location has one. Remember, your podcast will be your voice to your existing and potential client base. 

 

And finally, don’t forget that call to action. What do you want from your audience: to send an enquiry email? To sign up for a training course? To visit a landing page? Make sure that the call-to-action is clear and easy for the audience to act on.

 

Ultimately, smart businesses are not chasing short-term “viral views” anymore. Instead, they recognise that having a podcast gives them a robust marketing foundation, a platform to showcase their expertise, and share their culture and insights. If video is part of the production, then they have the opportunity to clip and share short video content to help hook and engage new listeners.

 

Podcasting isn’t just another new marketing trend. It’s been around for over two decades. And it’s your chance to build a loyal, engaged audience. Whether your goal is brand awareness, lead generation or strengthening company culture, the right podcast strategy puts your business in a position to be seen and heard. 

 

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Mark Hunter is the manager of The Podcast Studio Glasgow, Scotland’s most experienced podcast studio

 

Main image courtesy of iStockPhoto.com and Vladimir Vladimirov