Podcasting has become big business since its inception in 2004. In 2020, the number of podcast listeners worldwide amounted to 332.2 million internet users. This number grew to 383.7 in 2021. I have been podcasting for 5 years. I talk to industry leaders about different aspects of running a business for my entrepreneurs and business owners podcast, The Transition Guy. It is a very important part of my marketing strategy. I like to learn along with my audience. Data shows that podcasting is becoming more powerful year on year.

Podcasts can be accessed anywhere by anyone:

It used to be the case that you could only listen to a podcast on your Apple device. That has changed and more platforms have opened up. You could be listening to a podcast on Facebook now. YouTube has become the great search engine of podcasts because two thirds of them now include videos. Radio stations produce their own podcasts and host them on their sites. Podcasting and its reach continues to develop and grow.

Podcasts are easy to make but hard to get right:

Content is king. Podcasts can deep dive into issues that normally are only touched on elsewhere. It gives your audience the chance to learn more about something that is important to them at no cost to them. It gives them a unique insight and access to industry leaders who can make a difference to them. It is also one of the few mediums that can’t be shut off. In the past businesses have built their entire business on Facebook, then Facebook took it down saying they have violated the rules. Youtube can take your content down in a heartbeat. With podcasts, the RSS Feed can go to a hundred places. It’s one of the few platforms as a content creator that you can say that you can actually control.

Podcasts help your visibility:

One of the biggest problems business owners have is obscurity. Tens of thousands of customers need your product or service. The problem is they don’t know you exist. A podcast is a powerful way to be visible either as a host or guest. People buy from those they know, like and trust. It is often more of a relationship than a transaction. Being a host can nurture your current audience and current leads. Being a guest can get you new exposure by tapping into other people’s audience. Customers want to buy from people they feel they know. Podcasting can help you access your audience and build real relationships and trust. They want to learn about the person behind the business and build a connection.

How do you get on a podcast:

Don’t just email them. Listen to the podcast you want to be on. Leave a rating and review. The host will see it. Comment and share on social media. Build a relationship. Then reach out to the host, not with a pitch but with a general human connection. Tell them how you can bring value to their listeners.

Choosing the right podcasts to be on:

Does the podcast have your ideal customers listening? Are they talking about the things that you have expertise in? And a great way to do that is look and often the host or excuse me, the guest is like the host or aspires to be like the host. Look at the website. Do they have show notes? Do they have backlinks? Are they putting it out there on the internet? That can be very powerful. Especially, if you’re looking at this as an SEO strategy. How many people are going to hear you? That doesn’t just mean the number of downloads but also how they promote it on social media? Is it the right social media? Do they promote it to an email list?

Brand affinity is important:

The podcast must be consistent with your brand. We are judged by the company we keep. When you Google somebody’s name, often their last video or the last podcast they appeared in, shows up. You do not want to be on a podcast that’s not consistent with your brand. For example: you’re going to close a big six-figure deal then somebody Googles your name, and you show up on some podcast that’s not consistent with your brand. That could kill a deal.

If you want more information on how to grow your audience, get in touch. Listen to my Transition Guy podcast here:

Remember failing to learn is learning to fail.

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