7 Reasons Why Your Business Needs to Start A Podcast Now
“There are too many podcasts!“
Not true. If you’re trying to make a talk-about-whatever/hangout podcast, then maybe. It might be tough getting the name out there.
But for businesses, it’s a completely different market. An untapped market that could drastically improve your marketing efforts, increase trust, authority, and position as a top leader in your industry. Not to mention, it streamlines your social media efforts (more on this later).
You may be undecided about whether a podcast is right for your business or not. You ask yourself, “Will anyone even listen to it?” or “Isn’t the podcast market oversaturated at this point?” The answer to both is maybe, however, that doesn’t mean there isn’t room for your business’s podcast. Let me explain…
It’s no secret that content is what everyone is looking for right now. I don’t even want to waste either of our times by pulling stats proving the point. We all know. The problem is that creating content consistently while running your business is extremely hard.
You also realize that in today’s day in age, you need to connect with your audience. Audiences expect authenticity. That’s where your podcast comes into play. Here are the 7 reasons why your business needs to start a podcast in 2025.
#1. Your audience wants to hear from you.
Being able to authentically connect with your audience, clients, or customers is a very special thing. It’s also become a standard. Your audience, in some ways, expects it. So, to answer your question, if anyone will listen, yes.
Your audience wants to hear from you. They want to learn about you, your business, what drives you, and learn tips on how to maximize your product or service. The opportunities are truly endless in the different ways you can connect with your audience through a podcast.
With the amount of competition in most industries, a podcast creates a deeper connection with your audience than ads, sales funnels, copywriting, video sales letters, social media reels, or anything. All of the marketing efforts are pivotal for the overall success of the business (which is why we offer a free 1-hour strategy session to help all of these efforts work together).
A podcast is more or less the icing on the cake. When all the other channels are doing their job, each speaks to a different audience (cold, warm, hot). The podcast speaks to the warm audience. The visitors who have seen the ads, the gone through the website, watched or read the sales letters, maybe even some blog articles.
They want more information, they want to get to know the business better, and they want to make sure your solution is the right one. The podcast checks that final box.
This is especially important for businesses with high-ticket offers. Your podcast is a platform to dive into the deeper details of your offers. There are many ways to go about this kind of content. Client interviews work well, or elaborating on an FAQ is great.
There aren’t any rules to it, it’s just valuable to extend that insight for those who want it.
#2. Streamline your social media content.
As I mentioned earlier, content creation for your business is a game-changer. The good news, it doesn’t have to be difficult. Through a podcast, your social media content can easily be streamlined. There’s not much else you need to do.
Let’s say you do a podcast for an hour once a month. In that hour podcast, you could generate at least 3-4 clips that could then be spaced throughout the month. You then have a clip a week, essentially. Now imagine that math, and say you do a podcast twice a month or weekly.
If you started your podcast with a plan, you essentially have relevant content for your audience daily. All from just talking into a microphone about you and your business. It’s pretty great. Not to mention, if you use Opus, then there’s room to have a clip a day. It’s really about your audience and what they respond to or do not respond to.
Think about it, when you scroll through reels on Facebook, Instagram, or TikTok, how often do you see one that’s a clip from a podcast? For me, it’s a lot. Here’s the other thing: the fact that most of the time I never check out a full episode doesn’t matter. I’m helping their social platform and the algorithm for them. So every time they post new content, I’m way more likely to see it. In a roundabout way, I am watching their podcast, only through a different medium.
It’s not only about having good numbers on Apple, Spotify, or YouTube. Yes, those numbers are important to grow, and nice because they each have their monetization methods, but the reality is that so do the social media channels. At the end of the day, it’s all driving the overall brand, and for your business, this is huge.
The more your brand is out there and the more eyeballs it has, the better it is for your business. However, for business podcasts, it’s a bit more important to consider the eyeballs. For it to be effective, it has to be the right eyeballs and the audience that is your target. For some businesses, that pool is as large as an ocean; for others, a small pond.
In my opinion, business podcasts should be less concerned with numbers and more considered on effective communication and marketing through an educational perspective.
#3. Effortlessly promote your product/service.
This is a two-in-one reason because, for businesses, there are two ways to go about it. The first is that the episode is basically a promotion for your business. You’re educating your audience on your business, products, services, and providing industry insights. This is the point of the show and how it’s used as a marketing engine.
The second is that you can promote your specific product(s)/service(s) by doing ad reads. Almost every podcast has ad reads. Most of the time, they’re promoting other businesses’ products (which you can work up to), but why not promote your own? You can offer a discount for listeners, too.
In these ad reads, the sales pitch is more direct. Versus, the episodes are more of a subliminal sell. You’re not selling the entire episode; that would turn listeners off. Instead, you’re educating your audience, which in turn, sells them. Remember that you’re playing the long game.
Ad reads can be done however you want. You can do them at the beginning of the episode, in the middle, or the end. You can even do all three. There is no best way, and it all depends on the way the show is formatted.
Let’s say you have an offer with a well-structured website funnel. You do the episode, then end the episode with an ad read that directs them to the landing page. They visit the site, watch the video sales letter, or read the copy, and are primed to take action. They watched a whole episode and became educated buyers.
This takes a lot of the pressure off the sales funnel as well. Of course, the sales page has to be well built, and the sales message has to be on point, but the more educated the audience, the higher-quality the lead.
Most of the time, when marketing to your perfect audience, the biggest reason they don’t take action is that they weren’t properly educated on the offer.
#4. Highlight the uniqueness of your brand.
With the amount of competition in most industries, there’s no room for error when it comes to showcasing the individuality of your brand. Gone are the days of the one-size-fits-all businesses. There may be some, but they are few and far between.
There are many ways we help businesses with that. We create about us homepage videos that tell the brand’s story and showcase their products/services. We ghostwrite emails that establish the tone and voice of the brand. These are great, and I highly recommend you look into doing these if you’re not already.
But these only cover certain areas. In the digital landscape, it’s important to cover all the bases. Like I said earlier, the podcast is the icing on the cake.
When you have a podcast and talk anywhere from 15 minutes to an hour, your audience gets to hear directly from the source. It’s an extended period where you’re authentic and personable to your audience. This creates that relationship. The listeners become friends with the brand, and by listening, they feel like they know you.
This creates an immediate bond where they’re left with no reason not to work with you.
#5. Create trust with your audience.
One of the most important elements of branding is creating trust with your audience. Without it, you’re a grifter, snakeoil salesman, etc. Without trust, the chances of anyone doing business with you are slim to none.
This is why every part of your marketing has to be congruent with one another. The ads, the emails, the website and content within, the social media content, and every other form of outreach have to be transparent and consistent with your brand.
That’s what’s great about podcasting. It builds that immediate trust with your audience because you can’t run or hide without the audience knowing. It’s an easy way to unveil everything your brand is about and what you stand for. If your audience can watch or listen to you talk to them openly, they have no choice but to trust you. As they should.
Podcasting can be one of the most vulnerable forms of content creation, but that’s what makes it so effective. Think about the podcasts you listen to. Is there not a feeling of trust there? There has to be, otherwise you wouldn’t tune in to listen.
A podcast only solidifies your other marketing channels, giving them more credibility. It also makes you and your brand more credible. It’s the easiest and most effective way to do that. When you make high-quality content that looks good, sounds good, and delivers in its messaging, that only strengthens the credibility and trust.
If you have no idea where to begin with the production and want a high-quality production, schedule a free podcast strategy call, and we can help you get started. If you’re in the Phoenix area (Arizona), we have a full-service production offer where we come to you, bring all the gear, and produce the whole thing. All you have to do is sit behind the camera and microphone, then talk.
#6. Position yourself as the top expert in your industry.
Positioning yourself as the top expert in your industry is arguably the best reason for starting a podcast. In most of these sections, I’ve brought up how competitive most industries are.
Some competitors may have already started podcasts (which is fine because you’re still unique). But if you’re in an even remotely niche industry, getting started and first the table is huge.
When you’re actively creating high-value content and educating them with high-quality content, it immediately positions you at the top. Let’s say you have a big focus on social media clips.
Tons of business owners have started doing the “front-facing iPhone camera” videos where they drop some knowledge on a topic. Here’s the problem: it doesn’t suggest that they’re a top expert like a podcast does.
Even if you’re podcast doesn’t bring in a tremendous amount of views, posting podcast clips instead of the front-facing camera videos everyone else does implants success in people’s minds.
This sounds a little crazy, but most people assume success with podcasters. The higher the quality of the production, the more successful they appear to be to the audience.
Podcasts are associated with successful people when they are high value and high quality. By doing this, you’re immediately telling your audience, “Hey, I know what I’m talking about and I’m successful. Listen to me.”
I’m not suggesting this is right or wrong, but it’s just the reality of it. When you consistently put out high-quality content, distribute it across channels, and provide valuable information, you position yourself as the top expert. Whether it’s all perception or not.
#7. An additional revenue stream for your business.
Now, I can go in a lot of different directions with this section, but I’ll try to stay consistent. Your main goal isn’t to stop your business tasks just to make some advertising money.
Realistically speaking, it takes a while to get there. That’s not to say you won’t eventually — we just don’t want to spend a ton of time on that. Because that’s not what we’re talking about necessarily.
The main way it adds a stream of income isn’t another stream of income. For that, I’m sorry. But having a podcast for your business is an extremely effective marketing tool that will ultimately lead to more business. That’s been my premise here all along. So technically, it’s improving efforts on a stream of income.
A way a podcast can generate additional income (or create a new stream) is through sponsorships and or affiliate marketing. Basically, you can get paid to promote other products/services that would help your target market. You can reach out to other businesses serving your niche for an ad read.
You could even promote products you use. There are a lot of ways to maximize affiliate marketing. That’s not our specialty. We just want to provide some quick examples of some of the different ways you can get creative with a podcast.
Another way is through social media. Social platforms pay successful creators. YouTube, Facebook/Instagram, and TikTok all pay large sums of money to their successful creators.
By posting content consistently and repurposing it to these platforms, you can create an additional stream of income. The sky’s the limit with monetizing a podcast specific to your business.
Conclusion
If you’re still wondering if your business should start a podcast or not, the answer is yes. There is so much opportunity with them that there is no reason not to. Especially when it’s specific to your business. You’re not competing with the Joe Rogans of the world; you’re in your lane, speaking to an audience that needs your insight and information.
We do understand that the idea of starting a podcast on your own is difficult. Trying to figure out what equipment to use and how to use it, putting it all together, etc., which is why we offer a free podcast strategy call. We are a full-service podcast production option that takes the weight off your shoulders, so all you need to do is come in and talk into the microphone.
If not, and you have the confidence in doing it on your own, that’s fine too. We would still love to chat to help you get off the ground. We’ve also created a free guide, The Local Business Guide to Podcasting as a Marketing Engine, that you can download and get confidence as to why and how you can start a podcast.
If you’re in the Phoenix-Metro area, we’d love to hear about your podcast ideas and how we can help bring them to life.
