Six Ways Podcasting Benefits Your Business


Six Ways Podcasting Benefits Your Business

Podcasting is popular among professionals and the general public. Some individuals dedicate themselves to hosting shows full-time, but others use podcasting to enhance their business. Although, as consumers, we are naturally programmed to respond to visuals, the podcast industry has grown significantly.

Producing multilingual podcasts can push your episodes beyond the linguistic and cultural limits of the actual language and attract attention from the foreign market. It can also make your podcast more globally accessible. For example, The Washington Post launched a Spanish-language news podcast in 2019 called “El Washington Post.” From 2020 to 2021, downloads increased by 67%, and unique listeners increased by 48%. Colombia, Spain, Mexico, and Peru are the top countries for the show’s downloads outside the US. Of the 600,000-plus podcasts launched in 2021 and tagged a language, approximately 53%  tagged a non-English language. In 2020, less than half of the 900,000 new podcasts debuted were in non-English languages. After English, the top five most popular podcast languages were Spanish (18%), Portuguese (11%), Indonesian (7%), and German (3%).

According to Demand Sage, there are over 420 million podcast listeners globally. This also means that there are 2.4 million podcasts worldwide, estimated at approximately 66 million podcast episodes. Podcasting has become increasingly popular for businesses –  here are six ways that creating and hosting a podcast can benefit you. 

1. Building Authority and Credibility in Your Field

If you share your expertise openly, you gain the trust of your audience. That trust can become higher conversions – consumers want to engage with brands and businesses that are credible and knowledgeable. Regular podcasts can help establish you as an expert in your field, and podcasts can develop insight and trust.

Using podcasts gives you more time to completely cover critical topics within your niche and demonstrate the depth of your expertise and knowledge. You also can connect to a global audience with your voice – having your audience read your writing is one thing, but having the ability to connect with your voice is another. It lets your audience pick up on your mannerisms and personality and develop a deeper connection to you and your brand. 

2. Increasing Your Brand Awareness

Regular podcasts that are familiar and consistent help develop your brand to make it well-known. You can incorporate information about your services or products and relate it to the information in your podcast. Podcasts can serve as an advertisement for your business, and due to the personal nature of a podcast, it can also allow your listeners and potential customers to connect with your brand on a deeper level. 

You can connect with other professionals within your industry. This allows you to communicate with a new audience, and they can connect with you. They can use their platform to promote you and your business through their podcast episode, increasing your reach. Finally, you can repurpose their podcast episode into additional content, such as a blog post, and further promote your business. 

3. Putting Your Brand on Popular Platforms

The platform where you launch your podcast can affect your image and the speed at which you will gather a dedicated audience. Every effort you make to promote your show can allow you to grow your network and audience. You never know who could be tuning in – potential sponsors or podcasters. 

By posting your podcast on various platforms with the potential for a diverse audience, you can obtain more customers, partners, and inspiration for further projects!

4. Sharing Information Directly

Your podcast can be the most straightforward way to inform your audience of upcoming events you might be planning, new and existing products, or any other critical information you may want to share. 

Advertising and social media can attract attention but can be costly and often need to does not generate the desired results. Whether you have a commercial location or a home-based business, a podcast is relatively easy to produce. You need a computer to record the podcast and a high-quality microphone to pick up the audio. This customer-reach method is often more affordable than traditional advertising.

Once you have built a podcast audience, you can immediately share any information you want and persuade them to react directly to calls of action. 

5. Generating Additional Revenue and Opportunities

Advertising is the typical source of income for a podcast, and if your podcast is popular, this can be significant. Consider the added potential in that, according to statistics on Podcast Insights, 69% of consumers learn about and discover new products and services from podcasts.

Alongside ad revenue, you can have subscriptions, premium content, crowdfunding, paid events, and more. This can lead to higher visibility, more collaborations, satisfied customers, and boosted conversion rates.

6. Increasing Your Website Traffic and Content

By podcasting, you can mine the content in your episodes to use for blog copy in the form of simple articles, interviews, and more. Within these blog posts, you can embed your audio files and provide links to your podcast. 

Additionally, you can reverse this process by taking a blog post you’ve written that has driven a significant amount of traffic to your website. Because you have already proven that this specific post covers a topic that your audience is interested in, you now have the opportunity to bring this topic to a broader audience by featuring the content on your podcast. 

You can also refer your audience to your website for additional information by adding external links such as guest biographies, photographs, statistics, product links, etc. This benefits your business by increasing website traffic and enabling you to update your website more often. These actions are favorable within search engines and will help boost your website traffic.