I have been running my own podcast for the last 4.5 years, interviewing musicians around the world. I have learned a lot about running my own band in speaking with these musicians & have grown a lot from these conversations. Maybe you have you hit a plateau with the growth of your business or making new connections with other professionals in your field is becoming harder. Starting a podcast can breakdown those barriers & create a confidence in yourself that will lead you to the top of your field. But how & why would you do that? Allow me to convince you.
Easy and Inexpensive
Despite Podcasting being a fairy new medium, the barrier of entry keeps getting smaller. You could easily spend thousands of dollars to try your hand at podcasting or you could open the voice notes app on your cell phone & start talking. I am going to write another blog with some tips on how to record remote podcasts but if you are just planning on hosting the show solo or with a local friend, your phone will deliver a good quality product.
Alternatively you would be able to keep your start up costs to below $250 if you did not want to use your cell phone. Fortunately you likely already have most of what you need. A computer, if you have a Mac it comes pre-loaded with Garageband, there are other free Digital Audio Workstations (DAW) that you can download. (e.i Audacity). All you would need to buy is a Microphone & some headphones. A USB Microphone costs anywhere from $50 - $150 & headphones will run you at about the same price point.
Creates Brand Awareness
Having a clear & concise brand is crucial to your businesses long term success. If your target audience is not aware of who you are than how can you grow your business? An informative podcast that co-relates to your brand & it’s products will draw in your target audience making them more in-tune with your brand. For example Christine Lapierrie runs Leader in Motion, a business that “…helps professionals find and leverage their hidden potential.” She also hosts her podcast “Best Boss Ever.” Christine interviews different professionals/ leaders & they discuss some of their best (and worst) bosses over the course of their careers. Every episode has leadership take aways but it also showcases Christines approachability & knowledge in her field. She is promoting her business through the shared knowledge & experiences through her guests.
Helps You Build Cross-Industry Network Connections
This is your opportunity to speak to people with more knowledge & experience than you. People love talking about themselves. No matter the industry & no matter how big your platform is. At the very least coming on your show is a chance for the guest to “practice” speaking engagements. This also gives you the opportunity off air to have some one on one time to build a stronger connection with your guests. Building genuine relationships is so important & spending an hour with somebody will help you skip the awkward pleasantries that come with first time meetings. Finally guests with bigger followings will share their episodes & this gives an opportunity for you to peak the interest of their followers & convert them into them into your followers as well.
You’re Accessible 24/7
The best thing about podcasts is that most people listen when they are doing mundane tasks, exercising, on their commute etc. Unlike most other methods of media are scheduled consumption, podcasts are available at a listeners connivence, when they find your show they can start wherever they please.
Expand Your Search Potential
The searchability of your business is so important as the internet continues to be integrated into every aspect of our lives. Your podcast allows you to leverage the search capabilities on different platforms. Thinking ahead to the evolution of SEO is “Voice Search.” Voice activated assistance such as “Siri” as been around for the better part of a decade. Now most people have an Alexa or Google Home in their residence & they continue to evolve. Have you ever Googled a question & one of the top results is a Youtube video that links you to the direct section with the potential answer to your question? People want to skip the reading (ironic I know) and instead they want to be able to multitask. This is where we are headed & that is how your podcast is going to bring in new clients.
Gives You an Authoritative Presence in Your Industry
This is potentially the most important reason to start a podcast for your business. Being perceived as the authority in your field will lead to other opportunities such as speaking engagements or coaching/ consulting services. Much like writing a book or a blog, podcasting gives you the opportunity to consistently build your reputation & also show off your personality.
Strong Relationships With Your Customers
Podcasting gives you a unique opportunity to develop strong connections with your customers. The best thing about podcasting is that listeners start to feel that they really know you as a person resulting in brand loyalty. Through consistently providing valuable content you build a trust with your listeners & potential clients as you become a reliable voice in your industry.
Connect with Your Employees
Not only are podcasts great for connection with potential customers but they also give you the opportunity to showcase the quality work - life that you provide at your company. Especially in the growing remote work economy that we are experiencing in these times, it gives an opportunity to connect with employees across the globe, show your employees & listeners that your business is a business that cares.
Brings New Financial Opportunities
The wonderful thing about podcasting is that there are many different opportunities to monetize. Obviously if you are hosting a podcast related to your business, you are advertising your products & services. However as you continue to grow your show you may start to attract sponsorship opportunities or affiliate links that will pay you to be featured on the show.
Very Little Extra Effort Required
Finally, this is not a project that is going to require a lot of extra effort on your part. The content of your podcast is something that you are already an expert in. Your podcast is simply breaking down what you already know and expanding on it to bring in new clients & build relationships with existing customers. Repurpose some content that you have already created (Blog posts, books etc.) & record a podcast.
In conclusion, if you are looking for a new and exciting way to entice clients into your business try starting a podcast. You already know how important making connections is to the growth of your business & podcasting is a great way to strengthen those connections.
For any other questions on how to start a podcast or for editing/ mixing services please do not hesitate to contact me either through our contact page or at caleb@tonecapturemedia.com.