Market Your BusinessMarketingSix Ways Podcasts Can Enhance your Marketing Strategy

Six Ways Podcasts Can Enhance your Marketing Strategy

You have already created your marketing strategy that includes plans for social media, Facebook ads, email campaigns, and website design. However, there might be one component you would like to include that you likely never thought of. Podcasts are increasingly becoming a reliable marketing tool for small business owners. It not only creates brand awareness, but it also provides a way for small business owners to create additional value by offering insights and tips to potential customers. Wondering how popular podcasts are nowadays? Take a look at these stats:

  • 50 percent of all homes are podcast fans, this translates to over 60 million homes.
  • 48 million people listen to podcasts every week.
  • 94 percent of podcast listeners are active on at least one social media platform.
  • 69 percent of listeners agreed that podcast ads made them aware of new products or services.

There is a massive market that business owners can overlook if they do not consider podcasting as a viable marketing tool. What are the additional benefits of podcasting? Read on for the upsides of investing in starting a podcast.

It Connects your Brand to the Needs of Customers

What better way to show customers your value then by explaining the ways your products or services can help them solve a problem they have. Podcasts give you ample time in assisting customers in connecting the dots between your brand, mission, and what their needs are. You can even address current industry trends and topics that relate to your brand.

Positions you as a Thought Leader

Being a thought leader is a highly sought-after position for many business owners. It allows customers to not only see you as someone selling them something but someone who can provide valuable advice. This makes customers more likely to listen to you and take a second look at the services you provide. It also builds trust and transparency.

Increase your Reach to New Audiences

Podcasts allow you to target audiences you may have never had the opportunity to reach otherwise. Listeners are likely to subscribe to your broadcasts and share episodes with friends which opens you up to even more potential constituents. Some listeners may never interact with your brand in another way, so podcasts can reach this audience who is known to be loyal to causes they care about.


Digital marketing budgets can add up quickly. From purchasing ads to designing a website, it can feel that marketing budgets can triple overnight. Podcasts are an affordable marketing option compared to these other alternatives. All that is needed is a computer, microphone, audio editing software (there are many free and reliable options), and good headphones. Again, a higher quality audio experience can become costly, but business owners can get by with moderately priced equipment.

Increase Web Traffic

In addition to pushing your website with social media, email, and video marketing podcasts provide an additional means of promoting your site. The goal is to get people to the source, and strategically referring to the place where customers can purchase your products or services is something a podcast can easily help with. If people find your content engaging and enticing, then it is more likely they will want to learn more about what you provide through your website.

A Great Way to Build Partnerships

Business owners are known to invest in inviting guest writers to contribute to blog posts. Owners can easily do the same thing regarding podcasts. It is easy to invite a potential partner to come in for an interview or to share their industry insights. This creates a way to cultivate more formal partnerships or alliances while offering variety to customers.

Final Thoughts

Podcasts may seem like something only “experts” do, but everyone has insights and advice to offer, especially business owners. The sheer volume of people who listen to podcasts should be a motivator to give it a serious look. A strategy that involves engaging content that provides value to listeners can easily convert them into long-term customers.

Chanell Turner
Chanell Turner
Chanell Turner is a contributing writer and investigative journalist for ASBN.

Related Articles