How Can Podcast Marketing Help Your Business?

Rohan Mathew

Updated on:

One type of a media platform that is currently taking the world by storm is the podcast. It can be compared to talk shows on the radio, but you get to listen to it from a smart phone,a  tablet, or a computer. As it can be downloaded, you can also listen to it wherever you are and whenever you like. 

Podcast episodes can be up to three hours long and published either on a daily, weekly, or monthly basis. They can also be presented as one or multi-person shows, covering a wide range of topics like comedy, sports, politics, science, and of course, business.

According to the latest statistics by Podcast Insights, as of October 2020, there are over 1,500,000 podcast shows in the world, with more than 34 million episodes already published. The same research shows that 75% of the US population is already familiar with the term “podcasting,” and 55% of the same sample has listened to at least one podcast episode. It also states that podcast listeners subscribe to an average of seven different shows per week and are more likely to follow businesses on social media. 

Click here – Jobs To Be Done Theory: How to Create Products Customers Actually Want

On the other hand, Spotify’s summary report shows that the company had more than 500,000 podcasts downloaded and played in over 75 countries and territories by the end of 2019. For more information on how to upload a podcast on Spotify, check this great tutorial.

With these statistics, it’s no wonder that a lot of businesses today are taking advantage of such a media platform to grow their customer base. Podcasting has become one of the most powerful marketing tools no matter what industry a business represents. It helps you build a solid customer base and grow your business.

Invest in business marketing and enterprise podcasting now and reap all the benefits later!

Don’t know where to start? Simply visit to speak with podcasting experts who can help you with every step of the journey!

Benefits of Podcast Marketing

So, what does podcasting bring to your business in particular?

It builds brand awareness

Brand awareness is the extent to which your target market is familiar with your products or services. Basically, the greater the number of people who know your brand, the higher your chances will be to generate more sales. There are different strategies you can implement to make your business known, and one of them is podcasting.

Podcasting allows you to showcase your products or services. At the same time, it also provides you with a platform where you can present your authentic voice, share about business culture and show off your unique personality. It is not only helpful when you are just starting out, but also when you are already established by helping you get more customers and building relationships with industry experts and even influencers. 

However, podcasting shouldn’t be just about telling your listeners to buy from you. You have to be creative as well and engage your audience’s interest. For instance, if your business sells cosmetics, you can also discuss various beauty tips with cosmetic experts as your guests. Make sure that your podcast’s content not only makes your brand known but also adds value to your listeners’ lives.

Click here – Bringing chic street art into your room with graffiti walls and hep window stickers 

It establishes your authority in the industry you are in

Being able to sell is a wonderful thing, but becoming an authority in your industry is another level of success that you should strive to achieve. Having a positive reputation will make customers choose your brand over others. So, how does podcasting fit into the picture? In essence, through the medium, you can share expert knowledge that your audience can use to solve their problems. 

Starting a podcast is an opportunity to share how you can help your audience, using the products or services that you offer. You can share your experiences and give expert advice that will somehow make their lives easier. Gradually, you will become the “go-to person” for their problems, eventually making you a trusted authority in your niche. 

It helps you forge an authentic connection with customers

Most people are allergic to direct advertising tactics. While some are swayed to patronize, others choose not to react to such overt promotions at all. On the other hand, podcasting can create a true connection with your customers over time that is based on value and trust.

Basically, a podcast is an intimate platform. It gives one sense that you are speaking personally to your listeners. And, according to the Digital News Report, people listen to podcasts for different reasons. Mostly, they do so to learn something new, receive updates, and be entertained. Regardless, podcasting can indeed be used to connect to your listeners on a personal level. 

It connects you to industry experts

As previously mentioned, podcasting not only allows you to reach customers but also connects you to industry experts. Life is all about making connections with the right people. If your name is associated with industry experts, people will recognize you to carry a similar value of trustworthiness as them. They may also recommend you to other big names in the industry or even include your name in their campaigns. This gives you and your business an extra boost of exposure.

One major way to connect with industry experts is to invite them as guests on your podcast episodes. Getting them to talk to your listeners for a few minutes will not only improve the quality of your content but also turn your listeners into paying customers.

Start with your own set of connections first. Then, ask them a favor to connect you to other industry experts. Another option is to attend business events, so you can start building industry connections that you can nurture over time. As your network grows, you can easily invite big names over to your podcast shows.

It creates a positive impact on your digital marketing campaigns

These days, it makes no sense to not use any digital marketing tactics for your business. Needless to say, digital marketing is a must, considering that almost everyone is connected to the Internet nowadays.

Podcasting is an ideal digital marketing resource for various reasons, and the most obvious is that it appeals to millennials. According to the Pew Research Center,  the population count of millennials in 2019 was 72.1 million. Now, targeting this demographic alone should give your business a huge advantage over competition in generating sales with this generation.

Although there are already a lot of podcasts airing today, there is still plenty of room for more. You simply need to be unique to set yourself apart from your competitors.

A podcast can also be easy to set up. For a start, you just need a decent mic, recording software, and podcasting platform, and you are good to go. There are also podcast consultants, like the ones you find at, who are more than willing to help support you as you find your way on this marketing platform.

How to Ensure a Successful Podcast Promotion

Now that you know how a podcast can benefit your business, you should be ready to start one! But before you do, you need to remember that it will not be an instant success. You still need to put in extra effort to lift it off the ground.

Hire a podcast consultant

With the rise of branded podcasts, it can be challenging to position yourself as a novice in your industry. But, don’t fret. Professional podcast consultants can help you become successful in podcasting! Just take a look at all the services provided by Smooth Sailing Business Growth ( This podcast marketing agency has been helping many fledgling businesses grow their podcasts and get more clients. 

There are many ways these consultants can help. For example, they can help you come up with a good name or choose a unique theme that will make your podcast stand out. Of course, they will make sure that your podcast is promoted on every marketing channel possible. 

Indeed, being an entrepreneur is not easy. But with the help of a podcast consultant, things can flow easier and you can feel supported in succeeding in your endeavors. What’s more, you will have more time for your most important task—running your business!

Come up with creative and valuable content

As in any kind of medium, quality is king. No one will want to listen to your podcast if your message is irrelevant or pointless. Here are some tips to ensure you produce great podcast content:

Understand your topic

Carefully analyze your industry to come up with creative topics. Having a thorough understanding of your niche creates a very good impression on your listeners. Therefore, they can be converted into new customers.

Know your listeners and focus on their needs

Your message should be beneficial to your listeners. You can get new ideas by engaging with them through your website, social media platforms, and your podcast show itself. Work on creating content that will keep your listeners tuned to your program.

Improve yourself

Having a great message is not enough. You also need to deliver your message clearly and effectively. It’s a good thing that there are podcast marketing services that can help you with this and put you on the right track.

Decide how often you want to publish podcasts

Podcast episodes can be published every day or every week. Some hosts also generate them semi-weekly or on a monthly basis. This all depends on the producers of the show. The most popular frequency format is a weekly podcast, as it is the easiest to maintain.

Ask established podcasters to have you as a guest

One easy way to promote your podcast is to be a guest on another podcast. However, pitching yourself as a guest may require hard work. Unless you personally know that podcast host, you’ll need to send him or her an email to introduce yourself and your work .

In your message, you need to demonstrate that you fully understand their podcast’s theme and then add in how you are interested in providing their audience more valuable insights. Your message should be concise and straight to the point.

Final Thoughts

Using a podcast marketing strategy to make your business stand out against the competition is an excellent approach. Today, many people around the world listen to podcasts, and targeting the right demographics will easily lead you to potential customers. Podcasting may even help you establish connections with industry experts. Invest in business marketing now and reap all the benefits later! Podcast marketing professionals are available to provide you with the top notch industry guidance and help you manifest your business dreams into reality. 

For more information that you can use for your business, browse our site! You will have access to a wealth of articles on various topics, including digital marketing, technology, health, and travel.