Did you know there are currently around 2 million podcasts reported around the world. This is compared to just 850,000 podcasts reported back in January 2020. As you can see, podcasts have become increasingly more popular, especially during the pandemic when many people are working and going to school from home. If you own a business, keep reading to discover the top benefits of podcasts for your target audience.

What Is a Podcast?

A podcast is an audio show that can be listened to at any time and by anyone that has access to the audio file. People can access podcasts on their smartphones, tablets, and laptops. You can find a podcast on nearly any type of topic from parenting and healthy eating to web development and growing a small business. In an age where companies are constantly trying to get people to purchase a product or service, listening to a podcast can be a welcomed relief for today’s online users. 

Why Should You Invest in Podcast Marketing?

If you think podcasts are dead, think again! Over 68 million Americans listen to podcasts on a weekly basis, which will only continue to rise as people become more interested in audio consumption for receiving new information, entertainment, and finding new brands. Businesses have a unique opportunity to reach potential clients by investing in podcast marketing.

Top Benefits of Podcasts for Your Business

1. Personally Connect with Your Audience

Unlike other types of content marketing that you can edit before your audience views it, podcasts are all about being raw, authentic, and imperfect. This helps your audience connect with you on a personal level because you are human just like them. There is no edit or undo option on a podcast, which means people will be drawn to what you have to say. As a business owner, you can use this to your advantage by sharing your experiences and wisdom about being a small business owner, balancing work and family, or being a parent during a crazy time. This authenticity will attract new listeners to your podcasts, which may encourage them to also check out your website and drive site conversions.

2. Grow Your Brand

Podcasting is an effective way to grow your brand. Whether you are a new or older business, you can use podcasts to share your knowledge, expertise, and industry regarding your niche market. If you are a website business, you could do a podcast series discussing the benefits of having your own website. The series could include your top tips and recommendations for which platforms are best for beginners to use, such as WordPress.org or Squarespace. By communicating this expertise, your audience will view you as a trustworthy, professional brand. These listeners will tell their friends, family, and other business owners about your podcast. In turn, you will slowly and effectively grow your brand in a sustainable manner.

3. Reach New Potential Clients

In general, you will likely attract a new group of people when you start doing podcasts. This will give you an opportunity to share your products, services, and brand with new potential clients. If you publish your podcasts on a popular podcast hosting platform, this will give you additional exposure to an even wider audience. It’s also a good idea to share your podcasts on your website and social media platforms. Since podcasts are audio content, this makes them the perfect source of entertainment for people on the go – exercising, cooking, working, studying, driving, and more.

4. Increase Your Profits

Did you know you can boost your profits by doing podcast marketing? As you gain more followers, you can consider doing sponsored ads and paid interviews. This is an excellent way to scale your business and provide expert recommendations on quality products and services. For example, if you own a restaurant, perhaps you can advertise high-quality ingredients that you already use and love for your business. For your loyal customers, they will likely be overjoyed to know what ingredients that their favorite restaurant uses. 

As for paid interviews, your followers will enjoy getting to know you more through your stories and experiences. The interviews will also be published on other platforms and channels, which will give you even more exposure to a diverse audience. Even if not everyone is interested in your podcasts, they will likely know someone who will be. Indeed, these interviews and sponsored ads have numerous benefits for your business.

5. Improve your Site Traffic

It’s no surprise that podcast marketing can help increase your site traffic. If you choose to publish your podcasts on a podcast hosting platform, it’s recommended to include links back to your business website. Let followers know that they can find out more information related to a podcast, such as pictures, statistics, product links, and guest bios. This will encourage people to check out your site for more podcast content, as well as explore the rest of your site. 

6. Collaborate with Others

Podcasts are the perfect opportunity to collaborate with other people. This can include industry experts, business partners, clients, and even comedians. While it may seem odd to have a comedian on your podcast about healthy eating or real-estate, this is an effective way to entertain and surprise your followers. Once a month, you could do a big podcast with a few different guests from different backgrounds related to your niche. This could encourage your guests’ followers to come check out your podcast and become new followers. This may lead to new clients that purchase your products or services, sign up for your newsletters, and tell others about your brand.

As you can see, podcast marketing is an excellent, underrated form of content marketing that works. If you can invest in a quality mic and hosting platform, you will be well on your way to starting an awesome podcast series. We hope these benefits help you discover how beneficial podcasts are for your business. If you are looking for the perfect website partner, look no further than the WordPress experts at Awesome Website Guys based in Wilmington, North Carolina.