Last summer, I wrote an article about why I believe your business should create a podcast. With more experience in podcasting, I want to expand on the ideas I originally talked about because I’m even more convinced that podcasting is an important way to reach prospects and current customers.
So let’s jump into all the benefits:
1. New life for great content – A blog is pretty common for businesses today. The trouble is, new content pushes the older content out of the way. It’s still there and may still show up in search results, but it’s not working as hard as it can for you.
Breathe new life into that content by converting it to an audio or video podcast. Not only is the content being brought back for a well-deserved curtain call, it’s likely to reach a totally new audience if it’s on iTunes or some other similar free service.
2. Being in a different channel engages people in a different way – You learned long ago that people have preferred ways of taking in new information. Considering how much many of us depend on (and prefer) mobile devices these days, having your content in an audio or video format is important.
3. Millions of potential listeners/viewers – Yes, you have that potential with your written content, assuming you’re getting great traffic to your website or have a massive mailing list.
But when your content is on sites that see millions of visitors each day, like iTunes, wouldn’t it be a good idea for your content to be available when someone searches there on your ideal keywords? Don’t you want to be seen as an expert in your field when people are making buying decisions?
4. Stronger perception of your business – There’s a psychological angle to this point. If we know nothing else about a person, seeing that they have a book, speak to groups, or produce a regular podcast about their area of expertise gives a powerful impression.
The mind thinks, “This person must be experienced. Otherwise they wouldn’t be doing this.” Obviously, it won’t take long to figure out if the person is experienced or not. But you gain an initial edge that your competitors won’t have if they’re not marketing themselves beyond the ordinary.
5. Your personality shines through – People like to do business with people they know and trust. Yeah, you’ve heard that a million times, but it’s true. Unfortunately, we can’t meet everyone face-to-face. Even talking by phone to every possible prospect isn’t realistic. But hearing/seeing you talk about your passion goes a long way to building trust. Your podcast is a great way to get the sales conversation going.
6. Improved search engine results – If you just have a website and nothing else, how often will you show up in search results? Now, what if you’re spreading your content across multiple channels, including a podcast?
Each topic you talk about is another opportunity to show up in a search result. And each topic gives you the chance to promote it in other marketing channels, increasing your search engine results even more.
7. Connecting with experts in your field – One of the biggest joys with podcasting for me is being able to interview specialists in different areas where I don’t know as much. Not only do I learn along with my audience, but my guests usually promote the interview to their audience. That makes them look good to their audience, and brings me to the attention of people I might not otherwise be exposed to.
Another benefit is that these interview guests go on to be good friends of mine and potential business partners, enhancing both our businesses.
8. Stability – We’re in a time of uncertainty, especially in business. But the business world hates uncertainty. Especially if you provide a service, stability counts. You don’t want to hire someone who may disappear next month.
Having a good history of content in different channels like your blog and a podcast helps cast you as a stable business that people want to work with.
9. It’s free – Let me define free in this case. Preparing a podcast on a regular basis takes time and your time is valuable. And any equipment/software you use will cost money if you don’t already have it.
But being on iTunes or some other service that links to your podcast is often free. Don’t pass up free opportunities to get your message out. (My own venture into the podcasting world cost only about $40.)
10. You’re contributing value to your target audience – A podcast shouldn’t be a constant sales push. People will listen to your podcast when you’re giving them value. And when they are ready to buy, the business that’s been giving, giving, giving is going to get a serious look. Sure, plug what you do. But spend most of your time focusing on the needs and problems that your audience is looking to solve.
Podcasting is one of 21 channels I write about in my free book, Increase Sales & Build Deeper Connections. If podcasting isn’t for you, you’ll find something in that book that is.
If you’re having trouble figuring out the best way to spread your content, or you’re not confident you know how to come up with content on a regular basis, contact me for a free Content Breakout Analysis by phone. You are more than capable of coming up with great content, but you might just need an objective outsider to get your started and give you a few strategies for generating good ideas.
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