Podcasting for Beginners: Giving Your Business a Voice

There’s been explosive growth to podcast listeners over the past few years, and the popularity of podcasts is continuing to rise. To say that podcasts are “having a moment” would be an understatement, according to industry research data.

  • According to an Edison Research study, an estimated 67 million people listened in 2017, roughly 25% of the U.S. population over age 12, up 45% from 2015, and up 180% from 2009.
  • eMarketer forecasts that by 2022, 83.8 million people in the US will listen to at least one podcast per month, up from 73.0 million people in 2018.

Podcasting was once regarded as a self-indulgent hobby for individuals who liked to listen to the sound of their own voice. But in the current media landscape, producing one of these digital talk shows has proven to be an ultra-effective marketing tactic. Like blogs and social media, podcasts are an easy and effective way for people just like you to share their thoughts with the world, with the episodic audio series continuing to gain traction with listeners seeking both entertainment value and educational dialogue.

According to Entrepreneur, some experts have gone so far as to deem podcasting “the next marketing frontier.”

The trends fueling podcasting growth

If you are not you one of the smart marketers adopting podcasting as a full-fledged marketing tool, now is the time to cash in on podcasting.

  • It’s perfect for on-demand, content binge consumption, which users have become accustomed to from other media (like YouTube and on-demand streaming video, including Netflix and Amazon Prime video).
  • It’s perfect for customized, personal listening. You listen to what you want, when you want, wherever you want (even while commuting or working out).
  • It’s quicker and easier to access and download podcasts, with more and more new cars having internet connections. Plus apps on devices make it a cinch to access podcasts from @ handles on Twitter and hashtags on TV.
  • Growth in Alexa, Google and Siri voice recognition is also make accessing podcasts more satisfying and widespread.
  • Sales, lead and traffic revenue from podcasting is growing rapidly every year.

Reasons should you consider podcasting now

Podcasting has been around for a long time, but in the past few years it’s become really popular, and we are going to see a lot more podcast shows appearing in coming years. Here’s why…

  • It’s easier and less expensive than you ever thought possible. Starting a podcast may sounds complicated, but it requires a minimal up-front investment and is surprisingly easy to implement. It doesn’t require a lot of expensive equipment or a studio. You can do it from quiet space in your home or office with a laptop, a reliable microphone, recording software, and a set of headphones. · It’s an awesome way to make money. According to the Interactive Advertising Bureau, the podcasting industry’s revenue is projected to reach $659 million by 2020.
  • It’s a terrific brand building tool. If you’ve been struggling to build your brand, give podcasting a try. It’s an authentic approach to build stronger brand foundation among those who aren’t familiar with your organization, and bridge that gap for those who know you already.
  • It’s a fun and value-filled way to connect with your audience and build web traffic. Hosting a podcast can help you both find a new audience and keep it engaged over time. You can use these relationships to build a loyal following, which can lead to all sorts of revenue opportunities. You may even see a spike in your website’s traffic, as devoted listeners often seek out podcasts’ website for more content or information related to the broadcasts.
  • It showcases your personality. Successful podcasts are rarely scripted and only lightly edited. As such, the host’s personality has a chance to shine through in a seemingly unfiltered way, making it one of the quickest ways to build personal connections and trust between a host and an audience. Thus, it creates avid fans.
  • It helps you stay top-of-mind. When listeners subscribe to your podcast, they are opting in to hearing from you on a regular basis. Thus, you’ll be able to stay at the top of their minds and continue to develop trust and a personal connection that leads to an even deeper level of brand loyalty.
  • It conveys your message without listeners having to read thousands of words. This means you can deliver more content to your audience in 30 minutes in a way that’s much easier to consume than reading.

An overview on how to get started

It’s not that complicated when you break it down into these 10 easy steps on how to plan and start a podcast:

  1. Do your research by listening to a lot of podcasts. Choose from the estimated 660,000 podcasts in production, according to Podcast Insights.
  2. Select a podcast format style: a roundtable, or informal conversation among a group of people on a certain topic; an interview format where the focus is on one person; and a narrative podcast, which tells a story.
  3. Identify your niche and decide on a topic you can commit to.
  4. Define your show description and artwork for opt-ins.
  5. Set up and thoroughly test your basic equipment.
  6. Create a plan for your episodes…and outline each episode.
  7. Record your episodes.
  8. Edit and publish your episodes.
  9. Alert your audience to upcoming podcasts (via your website, email, Facebook, Twitter, etc.) and deliver a way for them to sign up.
  10. Launch and your podcast to your audience.

If you are nervous, overwhelmed or just too busy to do this entirely on your own, you might want to engage the help of an experienced marketing agency for any part or all of launching your podcast.

Ready, set, record

Podcasting is a relatively new media that is growing by leaps and bounds. Podcasters are influencers and their influence is growing daily. It’s time for you to get on board now and take advantage of this efficient and effective opportunity to make money, capture your audience and build loyalty.

Are you ready to get your podcast off the ground? Grab a mic and start recording.

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