Why Podcasting Might Be One of the Best ROI Marketing Channels in 2021 (and Beyond)

From Forbes

By Pia Silva

Those in the know, know that podcasting has been around for longer than most people think! Precursors to podcasting trace all the way back to “audioblogging” in the 1980s. The internet helped bring podcasting to prominence in the mid-2000s, but it seems that it is only recently that everyone and their grandmother has started listening to podcasts.

These days, you’ll find podcasts covering just about every subject, from true crime to entertainment—and of course, business. I’ve been doing my “Show Your Business Who’s Boss” podcast for a while now, and I’ve seen firsthand that this is easily one of the best ways for entrepreneurs to show off their know-how and their brand.

You can keep your fancy social media campaigns …

Podcasting could very well be your best way to generate real marketing ROI.

Podcasting Will Boost Your Network Like You Never Thought Possible

As you grow your audience, you’ll find that podcasting can become an incredible resource for expanding your network. I’ve had the opportunity to invite guests onto my own show, as well as appear as a guest speaker on several business-oriented podcasts.

These have given me the opportunity to meet and interact with several incredible entrepreneurs working in a wide range of business categories. And the thing is, I probably never would have had these opportunities if it wasn’t for podcasting.

Having a podcast gives me a valid reason to reach out to other entrepreneurs who I admire. These are people I might not have been able to meet otherwise, and they have given me valuable insights that I’ve been able to apply to my own business endeavors. I’m sure I’ve added some value when I’ve appeared as a guest on other podcasts, as well!

I recently spoke with Jake Jorgovan, founder of Content Allies, who is living proof of this concept. He explained, “When I launched my first company, I used a podcast as one of my primary growth channels. At one point I found that over 68% of our revenue was a result of the guests who I had invited on my podcasts. Some of them turned into customers. Others referred customers to us. Others invited me to speaking engagements that led to new customers. Using my podcast as a networking tool proved to be one of the single greatest drivers of revenue for my business.”

When someone discovers your podcast in this way, chances are, they’ll be interested in the rest of your content as well. You’ll gain new listeners and likely new clients.

Podcasting Helps You Build (and Maintain) a Loyal Audience

Podcasting is a great way to get your voice out there—to tell unique stories or put your spin on trending topics. When you share insightful information, you can gradually build your authority in your niche, as more and more people come to recognize you as an expert on the subject.

Just as important as having good content is ensuring that you’re pushing out new podcast episodes on a consistent basis. Consistent content is going to lead to an increase in popularity for you and your podcast. That increasing popularity means you’ll get a larger audience.

As you build a larger audience, you’ll cultivate what we like to call “brand fans.” The passionate, loyal followers who actively spread the word about you. These are the people that don’t just drive new listeners to your podcast—they help generate leads and clients.

Now, what is “consistent?” There’s no true right or wrong answer. While some podcasts get by with monthly episodes, others post multiple times a week. For most entrepreneurs, I’d say once a week or once every two weeks is a good starting point.

Regardless, once you decide on a publishing calendar, stick with it. When your audience knows when to expect your latest episode, they’ll be more likely to tune in and share your podcast with their friends.

Podcasting Is an Intimate, Attention-Grabbing Media Outlet

Even though you can’t see the people listening to your podcast, there is something about this medium that feels more intimate than any other form of content marketing.

Hearing someone’s voice is a personal experience. Listeners often feel like they personally know their favorite podcasters, even though they’ve never interacted in real life. Consistently hearing a real person’s voice can create a much stronger connection than reading words on a screen. That “personal” feeling is what makes podcast listeners intensely loyal to their favorite shows and brands.

The way you speak says so much about who you are as an entrepreneur. Whether you’re calm and reassuring or sassy and bombastic, this helps communicate your brand identity and will make you that much more approachable and appealing to your prospects.

The more often a listener hears your voice, the more likely they are to develop this strong connection that Jorgovan highlighted. As long as you continue to produce quality content, you’ll likely keep a listener’s attention for the long haul.

What Are You Waiting For? Grab a Mic!

One of the nice things about podcasting is that you don’t have to get a whole lot of fancy equipment like you would with a video blog. All you really need is a quality microphone and some basic recording and production software, and you can get started!

Tell interesting stories. Share unique insights. But most of all, be yourself. You’ll find that there are lots of people out there interested in what you have to say—and you’ll likely land some new clients in the process.

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