Publishing a business podcast is an efficient way to establish your thought leadership by sharing your knowledge with your listeners in a way that provides value.
Podcasting is a valuable business marketing tool that can increase your online and brand authority, drive traffic to your website, and ultimately, increase sales.
Consumers are savvy. They’re not receptive to traditional advertising hard sell. They’re seeking relevant, helpful information to guide them through their decision making process.
A podcast for your business is a way to help them on their journey. You can build trust and establish personal relationships that enhance your business’ brand trust.
If you’re not familiar with the ins and outs of a business podcast, let’s get the conversation started!
Define Your Target Audience - Your Consumers
The first step is to determine who you are trying to reach, your target market.
Chances are, if you already have a traditional or digital marketing strategy in place, you’ve already taken this step.
Next, ask questions and answer them in the way your customers would. Each of these questions will add another layer to be able to speak to your target audience.
By understanding who your target audience is and their needs, you can begin the process of creating content that is relevant to them.
Identify Podcast Content
Think about your business, your customers, and your target audience.
Focus on topics that will be of value to them.
It might be...
facts about your industry,
insights about your business,
introducing new products,
promoting your corporate philosophy or culture, or
even answering frequently asked questions.
Provide information that your customers are seeking, in an informative, educational, or entertaining way. Offer them a peek behind the brand by humanizing your business.
Tips For Creating Better Business Podcasts
While maintaining a pre-decided, constant publishing frequency of the podcast, you need to produce quality podcasts – ones that listeners will enjoy and benefit from. Professional sounding, quality podcasts capture the attention of listeners.
So let’s cover some tips on how to do this...
Create a Content Calendar
Creating quality podcasts is a process. You need to be consistent.
Set up an editorial calendar to organize your publishing and content schedule. A calendar keeps you on track.
It's About Quality, Not Quantity
Keep your podcasts focused. Consistent quality podcast content will get you noticed by the search engines and your listeners.
Give Your Listener Something to Do After Listening
The podcast is a great chance to convince the listener to take some kind of action step while you have their attention.
How about an email for more information? Register for the next webinar and save money with a podcast only code? Sign up for a newsletter that has exclusive content beyond the podcast?
Be creative, and be sure to include all your call to action links in your podcast episode show notes.
Engage With Your Listeners
One key point to podcasting is having the ability to engage with listeners. End your podcast by inviting listeners to comment.
Create a specific email address just for the podcast. Respond to emails quickly and professionally.
Don’t Sell Stuff
People don’t generally listen to a business podcast looking to be sold a product.
They’re there looking for help and advice.
The goal of a business podcast should be to do one of the following:
Solve some problem for listeners
Keep in mind what you think your listeners would want from the podcast.
You are your brand’s ambassador with your business podcast.
Creating consistent, high-quality podcast content is the best way to drive traffic to your website, engage with your listeners, and ultimately grow brand awareness.
With planning and a consistent approach, your business podcast will become a valuable component in your company’s overall digital marketing strategy.