Does Your Small Business Need a Podcast?

These days more people rave about what podcast they’re listening to instead of talking about the latest release from their favorite musician. In fact, 50% of U.S. homes are tuning into podcasts, according to a 2017 report from Edison Research.

This trend will continue to grow thanks to smart speakers such as Amazon Echo and Google Home that make podcast listening easier than ever.

Does that mean small businesses should hop on the podcast bandwagon? Here are 3 points to consider.

Chances are Your Competition Doesn’t Have a Podcast (yet)

Standing out is the name of the marketing game. Podcasts provide an opportunity for business owners to share their expertise while reinforcing them as an authority in their field.

For example, wedding planner could share the hottest trends for summer weddings. Likewise, interviewing other entrepreneurs on podcasts makes a small business owner a knowledgeable resource and introduces both businesses to potential customers. For example, a real estate agent may interview a mortgage lender on how to get pre-qualified for a home loan.

Podcasts Create a Personal Connection with Customers

The best podcasts feel like a conversation between friends. Customers want to get to know the real person behind the business, not a slick packaged version. Being authentic builds their trust. Plus, guess who will be top of mind when someone asks clients for a recommendation.

Podcasts Will Take Up Some of Your Time

Podcasting requires an entrepreneur’s most precious resource: time. Aspiring podcast hosts will have to come up with topics, produce, edit, and upload (or pay for editing and uploading) new episodes regularly. Similar to an email newsletter or social media posts, consistency is key.

Small business owners also will need to invest time in promoting the latest episode through their website, social media pages, and other marketing tools. After all, if no one knows about the podcast, how can they listen to it?

To learn more about getting started with a podcast, check out free classes online such as this how-to series available on iTunes. Some public libraries have recording studios and offer podcasting classes. The Denver Public Library even has a Podcaster in Residence who holds office hours and teaches workshops.