Podcasting is the practice of recording an episode or series and then distributing it as an audio file using RSS feeds to the subscribers. These recordings may be uploaded or streamed to channels like Spotify, Google Podcasts, or directly on your website.
Today, there are more than four million registered podcasts worldwide, ranging from relationship advice, news, celebrity gossip, movies, legal, book reviews, finance, how-to's, and kids' topics. According to Statistica, the number of podcast listeners is expected to hit the 100 million mark by 2024.
Whilst a podcast may not be as popular as other platforms like YouTube, website blogs, Facebook or Instagram, it’s an area of audience that can be overlooked. The reality is that some people like downloading audio files to their devices and listening at their own pace.
Here are 6 benefits of creating a podcast for your business:
1 Establish credibility —- Podcasting has a similar effect to blogs. It's a way to communicate your expertise and authority on a subject matter. You can share industry insights, advice, experiences, or insider tips. You can also answer questions submitted by your listeners to address their specific concerns.
2 Tear down the corporate veil — Podcasts present an opportunity to introduce the people behind your business. This allows businesses to tear do walls and stop customers looking at you as an entity. Instead, they will have a personal connection with each of the workers who just happen to work for a company they patronise.
3 Drive traffic — Podcasting will allow you to reach new audiences who may not have the time to read blogs or consume videos due to their busy schedules. However, they listen to audio tracks or news while driving, exercising, or running errands. You can also draw new customers from word-of-mouth, especially if you utilise other platforms like Facebook Shorts, YouTube, or TikTok to upload episode teasers.
4 Podcast allows room for self-reflection — Podcasting is fun, especially if your format is conversational, informal, and educational. Just like teachers who can learn new things while teaching a subject to their students; it’s also possible for you to look at your business in a new light.
5 Create a richer experience — Invite some customers to your episode and generate feedback regarding your product or service. This elevates their understanding and connection with your brand. In addition, you can ask your listeners for suggestions on who they would like to hear on your next episodes, which ensures a captive audience the next time round.
6 Encourage conversations — You can use an episode to touch on a controversial topic to promote a discussion rather than divisiveness. It's an excellent way to manage your reputation when addressing a concern that may turn away your customers. Rather than sweep the problem under the rug, you bring it to the light to reach a middle ground.
Podcasts are an excellent way for your target audience to digest information on the go. It's less disruptive, since they can continue their daily routines without stopping to watch a video, compared to when reading a blog. If you want to optimise your reach and engage your target market in ways that your competitors could not, then podcasting is the way to go.