11 Ways Podcasts Can Help You Grow Your Business


Dear future/ up and coming podcasters, the podcasting platform is becoming more popular with every passing day, which is making many business owners and entrepreneurs question whether or not they should start a podcast as well. Could it be true? 

How can podcasts help business owners grow their business?

There are many reasons why business owners should start a podcast. Here are eleven different ways of how podcasts can benefit them:

  1. Audio seems to be Google’s next favorite content format
  2. Podcasts are currently trendy
  3. Podcasts are less competitive than YouTube 
  4. It is a content format that is easier to stay consistent with
  5. Podcasts help you spread brand awareness
  6. Having a podcast helps you build authority
  7. It aids in building and nurturing a good relationship with your audience
  8. Podcasts tend to have a high convertibility rate
  9. Podcasts help you improve your communication skills
  10. Podcasting creates great networking opportunities
  11. Podcasting allows you to have an extra stream of income

If you are interested in learning more about the eleven different ways and reasons why business owners should start creating and running podcasts, then stick around till the end of this blog post.

How can podcasts help business owners grow their business?

Digital marketing is currently one of the most important reasons why many businesses are thriving. YouTube, blogging, or having a social media account are all great tools that business owners can use to grow their businesses.

However, the popularity of podcasting has been rising for a while, and there are a lot of good reasons why this is the case. These reasons are the following:

  1. Audio seems to be Google’s next favorite content format
  2. Podcasts are currently trendy
  3. It is better to start a podcast rather than a YouTube channel 
  4. It is a content format that is easier to stay consistent with
  5. Podcasts help you spread brand awareness
  6. Having a podcast helps you build authority
  7. It aids in building and nurturing a good relationship with your audience
  8. Podcasts tend to have a high convertibility rate
  9. Podcasts help you improve your communication skills
  10. Podcasting creates great networking opportunities
  11. Podcasting allows you to have an extra stream of income

Without any further ado, let us dive into each of these reasons and explain why podcasting can play a crucial role in making your business bloom and flourish!

Reason number one: Audio seems to be Google’s next favorite content format

Gary Vaynerchuk, who is a Belarusian American entrepreneur, believes that this is the case! In fact, he has been so vocal about the importance and the future of audio content since 2017. With all of the changes that Google has been doing, Gary was one hundred percent correct!

Okay, but what are these changes that I am talking about. Well, here what the people at Google have stated recently:

“As part of our work to help podcasters build audiences and grow their businesses, we’ll soon add the ability for publishers to specify where you can listen to their podcasts, such as other apps or websites. This means you’ll be able to discover podcasts that may be exclusively available by purchase or subscription.” – Blog.google

Google is doing that through Google Podcasts, which have mentioned that they will be updating Google Assistant to enable them to search for and play podcasts for people who own and use these devices.

What’s mindblowing is how Gary Vee was able to kind of predict this. By the way, if you are an entrepreneur and you are running your own business, then you should subscribe to Gary Vee’s YouTube channel and podcast because he gives fantastic tips that every business owner is going to cherish

Gary Vee noticed how smart speakers were becoming accessible and how reliant people were growing to be on Siri and Alexa and came to the conclusion that audio content is going to be the next big thing in the near future. He is brilliant!

Reason number two: Podcasts are currently trendy

Okay, enough talking about Gary’s predictions and Google’s current plans, and let us talk about how trendy podcasting is these days.

More people are getting into audio content because it is honestly very convenient. Podcasts allow you to consume content, whether it is educational or entertaining, more conveniently. Yup, you have heard that right. Podcasts are actually easy to consume.

How?

Since podcasts are basically audio content, people can listen to them practically anywhere while doing anything.

Are you walking your dog? You can listen to a podcast while doing that. Are you working out at the gym? You can listen to a podcast while doing that. Are you going on a hike, taking a shower, cooking, literally anything? You can listen to a podcast while doing all of that.

People can not do these things while watching a YouTube video or while reading a blog post, which makes it more convenient for people to listen to podcasts rather than getting information by watching a YouTube video or by reading an article.

There is no denying that many people love to multitask, while others believe that this is unproductive.

However, listening to a podcast while doing something that does not require much focus-based attention, like running or walking a dog, is actually one of the few good multitasking combos to do. A bad combo would be studying for an exam while listening to a podcast.

With people being more interested in acquiring more knowledge these days, or those who are seeking something that is an alternative to listening to music and audiobooks, as well as what I have just mentioned in the last few paragraphs, there is no surprise that podcasts are trendy these days.

Reason number three: Podcasts are less competitive than YouTube

There’s no denying that both platforms are great for business, but each one of them has its own pros and cons. One important advantage of running a podcast rather than a YouTube channel is that it is less competitive.

Competition

If we are talking about competition, then we all know that this exists on both platforms. YouTube is considered to be a more competitive platform than podcasting platforms because YouTube has more users, aka, content creators than what podcasting platforms have.

You see, YouTube has over half a billion channels, while podcasting platforms have around six hundred and fifty thousand content creators. This means that you will have less competition for your niche on podcasting platforms than on YouTube.

Reason number four: It is a content format that is easier to stay consistent with

Creation

Creating a podcast and staying consistent is kind of a little bit easier if we compare it to creating a YouTube channel and staying consistent with it because you are going to use fewer skills and less equipment; thus, you are not going to spend as much time creating them.

Why?

For example, you do not have to worry about setting up light equipment and editing videos. You do not have to get ready to film a podcast, and the list goes on. Thus, you are going to spend less time working on every new episode that you would if you were filming and editing videos.

If you need help with choosing some pieces of equipment for your podcast, then feel free to check out my recommendations for podcasting equipment.

If you want to read more about pro’s of podcasting over YouTubing, then check out my Podcasts vs. Youtube: What’s the Difference blog post.

Podcasts vs. YouTube: What's the difference?
Podcasts vs. YouTube: What’s the difference?

Reason number five: Podcasts help you spread brand awareness

I am not going to talk about how podcasts can help you spread brand awareness. Instead, I am going to tell you about a real situation that happened to me.

The cover art of Happier with Gretchen Rubin

If you are not new to this website, then you know that Happier with Gretchin Rubin is one of my favorite podcasts ever. Although Gretchin always mentions that she is a writer at the beginning of every show, I never really searched for her books until I was hooked on the show.

She has mentioned her book a few times, but I have never really considered checking it out until I noticed how the podcast was actually doing what it claimed it would do, which is making my day a little happier thanks to the bite-sized advice that actually boosted my productivity and happiness.

When that happened, I was hooked. I wanted to learn more because it was evident that Gretchen turned out to be who she had always said to be” a writer who studies happiness”.

Through her podcast, she established her authority in that area because it was evident that she knew what she is talking about. First and foremost, she is a writer first and podcaster second. This means that I got introduced and interested enough to purchase her book because I loved her podcast.

Let us be honest, if Gretchin did not start the Happiness Project, I would not have ever discovered her or her work and became invested enough in learning about what she has to say to actually want to purchase her book.

I love buying books, but when it comes to purchasing non-fictional and self-help books, I become very picky.

So there it is, podcasting is such a powerful marketing tool that businesses are finally beginning to acknowledge and use, so why not you use it as well to grow your business.

Reason number six: Having a podcast helps you build authority

Following up on what I have just said about my introduction to Gretchen Rubin’s podcast, and thus her books, we can conclude the Gretchen managed to build authority when it comes to talking about things that could boost your productivity, and therefore make you happier.

That was not because I saw her book on the shelf on a bookstore, decided to purchase it, then actually read it.

Nope! It was because I tuned in every weekend mornings ( there were a lot of uploaded episodes when I discovered this podcast) and listened to the podcast while I was preparing and eating my breakfast.

Because I was listening to her show two to three times every week and because she was actually giving me good advice, a trust was formed.

This means that whenever Gretchen Rubin comes up with a product, whether it is a course or a book, I am actually confident that what she is offering me in exchange for money ( cause she already gives good advice for free) is indeed worth it.

And that is why Gretchen is very authoritative when it comes to productivity and happiness!

Reason number seven: It aids in building and nurturing a good relationship with your audience

Because Gretchen has established such a positive brand authority, and she is always engaging her audience by making a small segment of many episodes feature a question from the audience, she is always building and nurturing a good relationship with us, the audience.

This is a smart move on her side because once she has established good brand authority and she has built and nurtured a good relationship with her audience, her business is going to skyrocket.

Why?

Because all of that is going to boost her convertibility rate, of course. Let us talk about this in more detail in reason number eight.

Reason number eight: Podcasts tend to have a high convertibility rate

Because Gretchin Rubin has established brand authority and she has built and nurtured a good relationship with her audience, she has a higher convertibility rate when it comes to either selling her own books and products or via sponsorships.

This means that she is earning a higher income than what she would have earned if she had only stuck to just writing books and promoting them on social platforms like Twitter and Instagram.

The thing about podcasting is that it gives you more time to establish your authority; thus, you become more influential when it comes to convincing people to purchase your services or other services that are sponsoring your free content.

Reason number nine: Podcasts help you improve your communication skills

If you struggle with stuttering or you always use filler words when you have a conversation with someone or when you are leading a meeting, the best way for you to beat all of that is by practicing.

So if you have a podcast and you upload new episodes regularly, you will slowly but surely improve your communication and verbal skills.

Since you are either explaining new information or persuading your listeners to take any action on something in your episodes, you will begin to notice that your communications skills are beginning to improve in real life as well.

Reason number ten: Podcasting creates great networking opportunities

A great way of growing as a podcaster, which then allows your podcast itself to grow, is to network with other podcasters.

The more you see your fellow podcasters as peers, mentors, or friends and not just a golden ticket to get more podcast listens and downloads, the more you are going to grow and develop as a person and as a podcaster.

Think of networking as building friendships and connections. It does not necessarily mean that you have to be a guest on someone else’s post, though this could work as well.

You can simply build a relationship with other podcasters where you can help each other out in ways that the audience does not see, then later on work on certain projects together or become a guest and make another podcaster a guest on your show.

If you are interested in learning more about inviting someone to be a guest on your podcast, then I highly recommend that you check out my Do Podcast Guests Get Paid blog post.

Do Podcast Guests Get Paid?

I also discuss the power of networking in that post, so make sure that you read it if you are interested in learning more about it.

From my own experience, networking is such an important thing to do to build strong and reliable relationships with people whom you appreciate their content and work ethic.

It also tends to be more valuable when you focus on building genuine relationships, rather than just collaborating to gain a few more subscribers.

Reason number 11: Podcasting allows you to have an extra stream of income

Podcasting is not just a marketing tool that is going to drive more sales to your business because podcasts themselves, like we have previously mentioned, are monetizable.

Podcasts are monetized via sponsorships, and there some podcasters who make what is equivalent to a full-time job salary.

If you are interested in learning more about how you can get sponsorships for your podcast, then check out my How Do Podcasts Make Money blog post.

How do Podcasts make money

Other questions related to 11 Ways Podcasts Can Help You Grow Your Business

How to Grow Your Podcast Audience?

Podcasters are capable of growing their audiences in many different ways. Six of these methods are the following:

  1. By Appealing to their Audience
  2. By Asking their listeners to rate their podcasts and leave honest reviews
  3. By Improving the quality of their podcasts
  4. By Using Pat Flynn’s Ninja podcast marketing strategy
  5. By networking with other podcasters
  6. By utilizing the features that their podcast hosting site provides them with

If you are interested in learning more about these methods that are capable of helping you grow your podcast audience, then make sure that you check out my How to Grow Your Podcast Audience blog post.

Which platform should I start with, Podcasts or YouTube?

The answer to this depends on the reasons why you want to have and run content one of these platforms. If you are looking for something that is more convenient when it comes to staying consistent and you don’t have much time to spend on editing, then you should start and run a podcast. Of course, I a bit biased since this is a podcasting blog! 😀

If you want to learn more about why I believe you should start a podcast over starting a YouTube channel, then feel free to take a peek of my Podcasts Vs. YouTube: Which Platform to Start With blog post.

How to make your podcast unique?

The top four factors that you should focus on in order to make your podcast unique include the following:

  1. Having a good production quality
  2. Picking and sticking to a niche
  3. Having an effective podcast format that fits your show
  4. Your personality

To learn more about how you can make your podcast unique, check out my How to make your podcast unique blog post.

How to Start A Podcast for Free: A Step-by-Step Guide

There is a free podcasting app called Anchor FM that you can use to start your podcast for free. The Anchor app allows you to record, edit, and host your podcast for zero dollars. If you are not interested in using the Anchor app, then you can use Audacity to record your podcast for free and use PodBean’s free podcast hosting platform subscription.

In my How to Start A Podcast for Free: A Step-by-Step Guide blog post, I take you the process of starting a new podcast for free step by step. So if that is something that you are interested in, then make sure that bookmark and read this blog post.

That’s it for today’s post. You should now be aware of eleven different reasons, and ways podcasting is going to help you grow your business. To sum it up, the eleven reasons and ways that we have discussed today that are going to help you grow your business include the following:

  1. Audio seems to be Google’s next favorite content format
  2. Podcasts are currently trendy
  3. It is better to start a podcast rather than a YouTube channel 
  4. It is a content format that is easier to stay consistent with
  5. Podcasts help you spread brand awareness
  6. Having a podcast helps you build authority
  7. It aids in building and nurturing a good relationship with your audience
  8. Podcasts tend to have a high convertibility rate
  9. Podcasts help you improve your communication skills
  10. Podcasting creates great networking opportunities
  11. Podcasting allows you to have an extra stream of income

My Sources

Till next time,

Ayah

Ayah Assem

I am a creator and a consumer of many forms of artistic content. With podcasting leaving its mark and declaring its significance in the current content world, I have decided to learn everything related to how to create a podcast. Who knows, maybe in the near future I will start uploading and sharing my creative work in the audio format. Join me on my journey of understanding the podcasting world, as I will be sharing with you all of the information that I am going to learn. Feel free to share with me your podcasting journey at podcastingdiaries@gmail.com and keep an eye on all of the music, books, podcasts, movies, tv shows, and YouTube channels that I always reference.

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