The podcasting industry has exploded over the last 5 years, at the time of this writing there are over 750,000 podcasts in circulation. While that sounds like a large number, consider the number of websites, Facebook pages, Instagram accounts and YouTube channels that exist. Also, consider how many of those podcasts are active and consistently producing episodes. Next, consider how many of those podcasts are doing exactly what you’re doing, within your niche. A podcast has a barrier to entry that most people are not willing to pay, metaphorically speaking. It costs little to no time to create a Facebook, Instagram, Twitter or Snapchat account and that is where the opportunity lies. A podcast takes time and does require some financial investment (even if that’s just a USB microphone), which means if you can stomach that, and be consistent, you can break through. So why should individuals start a podcast?
Position yourself as an industry expert
A podcast is a great way to build your brand and showcase your expertise. Unlike any other medium, you can’t fake your expertise on a podcast. You can Google a creative insight for a Facebook/Instagram post, but when the recording light comes on, it’s just you, your personality and your knowledge. If you can hack it, this creates a major opportunity for you and your brand. Cover each specific topic within your niche, answer questions, bring on other experts and show people why you are worth listening to!
Network with colleagues/clients
If you wanted to do business with somebody 10 years ago, you had to email them or pick up the phone and convince that person why they should do business with you. Today, it’s a lot less intrusive to reach out to a potential client and ask them to appear on your podcast. In this golden age of content, everyone is looking for ways to expand their brand and tell their story. Inviting someone to be on your podcast creates a natural and exciting way to build a relationship with somebody. It also gives you a reason to follow up when that episode goes live. This doesn’t mean that you invite people on your podcast in order to pitch them, but it does give you a great foot in the door to build a relationship that could become mutually beneficial.
Use your podcast to create content on other mediums
If you only have time to do one thing, it should be a podcast. A podcast can become the distribution strategy for all of your other marketing initiatives. For example, let’s say you film a one-hour guest episode with another industry expert. You simply record that video (on Zoom or in person) and put out the video version on YouTube. You clip 1-minute highlights and quotes from the episode and share them on Instagram, Facebook, and Twitter. You turn the video into a 500-word blog post for your website. During the course of that video, you clip quotes that turn into testimonials, more social media content and other talking points. A podcast allows you to create content once, then use that content to distribute your information everywhere.
Build an audience through consistency
Podcasts are so effective because people feel like they are part of the show. If your show is consistent, you will begin to become part of your listeners weekly routine. Similar to our favorite television shows, people will begin associating your show with a certain time. Every week people will expect your show to drop on Monday at 3 pm. They will begin to associate your show with their Monday evening gym routine, their evening walk or their Tuesday morning commute.
Interact and build a community
One thing that makes a podcast so special is the sense of community around the show. Podcasts allow listeners to chime in on social media with questions, what they like, what they don’t like and what they want more of. Hosts that don’t ignore those requests can build a lifelong, viral community. There is no greater excitement for a podcast listener than to hear their name, question or comment on a podcast episode. When you begin to take requests, answer questions and engage with your audience, others will follow. This takes a lot of work, but it’s the best way to build a rabid fan base and community around your brand. Create a Facebook page, respond to questions on Instagram and Twitter, use voice notes to quickly respond to DMs and let listeners know their voice is heard.
Leverage your podcast to appear on other podcasts
Creating your own podcast allows you to showcase your expertise. It also shows other podcasters that you have valuable insights that make you a perfect candidate to appear on their show. One of the most effective ways to build your own audience is to appear on a similar niche show that already has its own audience! If you appear on that show, and the audience loves what you have to say, it gives them a reason to give your show a chance, especially when that host tells their audience about your show. Generate instant credibility, align with an established host and connect with a new audience within your niche!
Podcasting has allowed entrepreneurs, entertainers, and industry experts to scale their brand more effectively than just about any other platform. As difficult as it is to start a podcast, the opportunity is there for those that take the time to showcase their expertise, network within their industry and create a community around their show. Audio allows content creators to connect with their audience on a deeper level, which means more fans that care and greater impact on that community. Start your podcast today, and your future self will thank you!
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