How Starting a Podcast Can Benefit Small Businesses

Over the past 10 years, podcasts have skyrocketed into public awareness. And that rocket has picked up speed with each new celebrity-/entrepreneur-hosted show. The likes of Tim Ferriss, Joe Rogan, and Ben Shapiro have each grown their following because of successful podcasts.

Even people who don’t usually interact with digital media have heard of shows like This American Life, Serial, and Planet Money. There’s a show for every niche because there are always audiences waiting for content that aligns with their interests.

It’s clear that podcasting is here to stay. And as someone looking to start and grow a company, you can use a podcast to establish your brand, make important connections, and grow your audience.

Even better, podcasts appeal to a huge pool of customers who might just be more accessible than you’d expect.

Join The Conversation
You already know that social media is an effective way to interact with customers and build a personality for your brand. There’s already a conversation about your company, and a podcast provides another way to influence — or even inspire — that conversation.

By associating a name and a voice with a show, you are building a “face-to-face” relationship with listeners. (As a byproduct, being open and honest on a podcast can make you seem like a passionate professional in your field rather than a corporate spokesperson.)

It’s also an easy way to create new brand pieces. Whether that’s creating a podcast logo or finding the perfect background music, your show can be a way to add new layers to your company brand.

But the biggest byproduct of a podcast is that it establishes a new way to interact with customers. You can start new social media accounts dedicated to the show. And those could provide extra content, drive traffic to your company’s primary channels, or both.

You can also provide new resources for your customers. A podcast leverages a new platform, and that creates opportunities that might not be possible through a blog or newsletter.

Maybe you’ll organize interviews with other entrepreneurs, or chat with successful personalities from your industry. Maybe you’ll plan for special Q&A episodes to dive into customer questions. Or maybe you’ll discuss new trends in your industry and how they affect your business.

Either way, a podcast creates a long-form dialogue between you and your customers. And it puts you in a position to steer that conversation, or even start new conversations that could overflow into other channels.

Find Your Inspiration
Maybe the best example is the show “StartUp.” This podcast gave an autobiographical look at the creation of a company from start to finish. Host Alex Blumberg gave his listeners a seemingly uncensored look at the whole process, including his mistakes and oversights.

Blumberg didn’t just invite people along on his journey — he gave them an honest look at his personal life and his professional goals. Because of that, he built a dedicated following and established a customer base before his company secured investors or office space.

In a way, finding out how you can provide that same sort of insight is the most exciting aspect of starting a podcast. You can create lasting, authentic connections with people, and those people can become fans or even advocates for your business.

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