Maximizing the Power of Podcasting for Your Business

The power of podcasting is an opportunity you can maximize for your business.

Not that long ago, few people had even heard about podcasts. Now, podcasting is on the rise, and there are many ways you can ride that wave of opportunity to benefit your business.

Here are a few ways your business can benefit from podcasting:

Every month, 116 million people listen to a podcast, according to data collected by a 2021 study called The Infinite Dial. Smart Speakers such as Google Home and Amazon's Echo Dot have contributed to this, and smartphones have contributed to this number even more so. Weekly podcast listeners consume 8 podcasts per week. Wouldn't it be great to be among the content consumed by these podcast devotees? This high level of engagement provides a smart opportunity to connect with listeners as a way to promote your business.

To get a strong start on your podcast, you'll need to:

Set a goal.

You'll want to ask yourself a few questions. How do you want to impact others with your podcast? What is your message? Do you want to be set apart as a leader in your industry? Do you want to drive more traffic to your website and product/services? The goals you set will shape the content of your podcast. 

Decide on your niche.

Once you have set your goal, you'll have a better idea of what your niche will be. Due to the increase in popularity of podcasts, there are now thousands available for listening. You will need to stand out in the noise. The best way to achieve this is by deciding what niche you fit into -- who your target audience is. Once you've established your niche, you'll have an X on your map that marks the best podcast space to launch.

Create clever representation.

Deciding on a title and creating a logline or description is a very important part of maximizing the podcasting opportunity. As a consumer, it's satisfying to select a podcast based on its title and description, then find that the content is exactly what you hoped it would be. It's also very frustrating to select a podcast based on the same information, then find that the content is weak and salesy. It makes the consumer feel cheated, and will mark the company in the consumer's mind as a business only interested in profits. Make a promise with your title and description, and then provide content that keeps your promise. Not only does this make you easier to find by keyword searches, it also establishes instant trust with a listener, which likely will result in a new client.

Know your "voice" and remain true to it.

Trying to mimic the style and cadence of a super-popular podcast would be a mistake. Sure, there are marketing tricks to learn from a successful podcast, but being a copycat won't serve your business well. You want to stand out, after all. Plan the topics that you are able to talk about easily for at least 30 minutes. Record multiple episodes so that you can fire off the first episode with more in the chamber. Decide on the frequency of episode releases (weekly? bi-weekly? monthly?) that fits your schedule. Keep to your true "voice", which encompasses your message and style, and apply that to each episode topic. You'll have listeners coming back for more every time a new episode is released.

Use smart marketing.

Mitzi Jane Media has smart marketing down to an art. You would do well to learn from marketing companies such as MJM and apply them to your podcast, as well as your business, to get (and maintain) a strong online presence. It's too easy for your brand to become invisible in the online shuffle and noise. Marketing takes significant chunks of time, so if you are unable to make this commitment to marketing, hire a pro such as MJM to manage this for you. It's imperative to include links to your podcast on your website, blog, and various social media platforms. Place a link in your email signature and mention your podcast in your marketing emails. You can also cross-promote your podcast by buying ads that will appear on other podcasts that already have your target audience established. Any guests you have on your podcast can also help by including links to the episodes on their own website/blog/social media, or by making mention of it in their own podcasts

Ask for reviews.

During your podcast episodes, give your listeners an opportunity to help spread the word about your content by asking them to leave a positive review. Not all podcast apps have a space for reviewing podcasts, but many such as Apple Podcasts do. This bumps your podcast's visibility upward, which makes your brand more visible, as well. Positive reviews encourage other listeners to sample yours, which is an excellent way to grow your podcast audience.

If you're not ready to start a podcast of your own, there are other ways to use podcasting to benefit your business.

Buy ads.

Identify which podcasts your target audience is likely to listen to, and buy ads to be included on those shows. Your brand will get positive exposure without the hassle of starting a podcast before you're ready. You will establish yourself as a supporter of the podcasting industry, which will give your brand a contemporary edge. 

Offer to be a guest.

Being interviewed as a guest on a podcast that aligns with your brand's message is a great way to give your expertise without starting your own podcast. The audience will be made aware of who you are and what your business represents, and will allow you to make connections with listeners.

Explore the many unique ways that podcasting can promote your business, and you'll find an excellent way for your brand to stand out.

Happy Podcasting!

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