There are numerous amounts of ways to promote your business, your message, and mission. One of the best ways to do that is through podcasting.
Although podcasting has been around since 2004, podcasts have been rising steadily over the last few years. According to Nielsen, U.S. podcast listeners have increased by 40% since the pandemic, with 51% saying they started listening to podcasts in the last couple of years.
But how does the rise of podcasting apply to business and how can it actually help YOU grow your brand?
The Benefits of Podcasting
Creating and growing a podcast takes time, but there are benefits you can reap with even a small audience.
Build your personal brand and create omnipresence
Having a podcast gives you the chance for your audience to find out more about you, your personal brand, and your business. It’s the chance to show them a side of you they may not see anywhere else.
If you utilize other marketing channels such as Instagram, Facebook, LinkedIn, TikTok or Twitter, you can not only invite current followers to listen to your podcast, but you give them the opportunity to share your podcast with others.
The same goes for your email list. Podcasts are an easy way to engage with your subscribers if you don’t currently engage often with your audience.
You can also invite the people in your network to join the show which they can promote to their own social media channels and email lists.
One of the best things about having a podcast is the amount of content you’ve now made accessible for your business.
Whether it’s clipping short audiograms, short videos for Reels, or quotes from a notable point made, you can have many content pieces from one podcast episode, so the time you spend creating content shortens.
A 2019 report by DiscoverPods found that 89.8% of podcast listeners believe that podcast ads are effective and that 86.5% actually listen to podcast ads. On top of that… they found 55.6% have made a purchase based on an ad.
Now you might think, “okay, but I don’t even have a podcast. How am I supposed to get ads?”
The great thing about podcasts is you don’t have to wait to start adding ads to your episodes. Why? Because you can create ads to promote your own products, services, or whatever it is you offer.
It can be done virtually anywhere
The great thing about podcasting is its ability to be recorded anywhere. As long as you have a microphone and a quiet environment, you can get an episode recorded.
Have you ever found yourself not recording a video because the lighting was off or you just didn’t want to show up on camera? That’s another added benefit of podcasting, you don’t have to use video if you don’t want to. If you decide to use video, you’re giving yourself an added bonus because you’ll be able to repurpose video clips across social media channels.
Podcasts give you the ability to present your knowledge to your audience in the position of an expert. The more you showcase yourself as an authority in your niche, you further gain the trust of your audience.
Why you don’t need a large audience
Whether it’s starting a social media channel, podcast, or another digital platform, you’re going to start with a smaller audience… But here’s why that’s not a problem.
You don’t need a large audience, you need a connected audience.
In fact, in a lot of ways, having a smaller audience has its benefits because you have the chance to connect to them on a deeper level.
The growth of your audience WILL happen as long as you’re putting in the effort, but it’s not absolutely necessary to start building authority, creating income, or growing your personal brand.
Are you thinking about starting a podcast? brandiD is offering a brand new service: Podcast Pro Websites!
Whether you’re looking to build your authority, grow your audience, and expand on your mission, a podcast can help you do that. With a Podcast Pro website, you’ll set yourself up for success with the support of website-building experts.
About The Author
Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.
Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.
And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.