Your podcast is a fantastic marketing tool for your business. But you need to know what you’re doing to be able to create that mutualism.
On a recent episode of Should I Start a Podcast, I gathered a panel of experienced podcasters on Clubhouse to examine the best strategies for benefiting your business through your podcast. While we covered a wide array of topics, we all agreed that, like a romantic relationship, commitment and communication is key.
What’s the one thing your podcast does without fail? It connects you to other people. “Podcasting is all about relationships,” said Chris Dufey. You can form any number of relationships through your show–with your guests, your audience, your sponsors etc. These interactions matter, every time. And when people are invested in you, they want more. Like Omar Zenhom said, podcasting is a long term relationship. Building a foundation of trust will lead to a genuine interest in the business side of your show in the long run, and you will get leads to your product/idea.
“Keep the dialogue going,” said Anna Vocino. “Engage with the audience.” This is really important to pique the interest of your listeners. Your podcast is not a one-sided conversation, though it may seem like it if it’s just you on the mic. Your audience interacts and responds to what you have to say, so listen to them and keep them in the loop. They’ll keep coming back to you.
Your Personal Brand
What is your personal brand? In case you didn’t know it, you are the face and voice of your podcast. Along with other factors, you’re a huge reason people return to listen. It’s imperative that you are authentically yourself and that your business reflects that. “Put yourself out there,” said Anna. “You are the product.”
Did you start your podcast before or after you started your business? If you answered “before,” your product is less likely to be so closely tied to your reputation. But if you answered “after,” then your listeners will think of you when they investigate your business. It might be beneficial to start your business separately and gain some traction with marketing and clients outside of the podcast, then advertise it on your show when it’s earned some credibility. This will set you up for success when people check out the legitimacy of your business.
Leverage And Repurpose
Like the first draft of a college essay in a class you’ve never taken, your podcast will not be perfect at first. You’ll need to revise, revise, and revise some more before your show really takes on the pristine form you imagined before starting. “Focus on progress,” said Kate. “Leave people with something they can take away. Then they’ll come back for more.” And even when you are at a solid stage in your podcasting career, continue to leverage and rethink your show. There is always progress to be made.
Are you sure you’re passionate about podcasting? “Ask yourself honestly why you’re doing this,” said James Whittaker. If the goal is to promote your business, that’s fine. If the goal is to simply share stories, awesome. No matter the reason, make sure you genuinely want to do this. Examine your show frequently to ensure it aligns with your purpose and values.
“What do you really care about?” asked Darin Olien. This question seems simple, but it could open your eyes to what really matters in your podcast and your business. The bottom line is that if you don’t genuinely believe in what you’re selling, your audience will pick up on that. So follow your “North Star” to what you really want, and you will find a way to be successful. And your podcast will be an excellent display case for your business when you do it right.
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Author: Ronsley Vaz
Ronsley is the founder & chief day dreamer at AMPLIFY. He is an author, speaker & serial entrepreneur.
He has a Masters’ degree in Software Engineering and an MBA in Psychology and Leadership. He is known as the creator of We Are Podcast – the first Podcasting Conference in the Southern Hemisphere, and the host of The Bond Appetit Podcast and Should I Start a Podcast. He has an audience of over 3 million in 133 countries.