Is Podcasting The Right Thing to do for Your Business?
According to the latest RAJAR report, 18% of UK adults listen to podcasts at least once a week.
That’s up from 14% in 2019.
1 in 5 people are frequent podcast listeners, basically. I’ll take that.
And the numbers will only be going up. Everyone’s discovering the joys and benefits of podcasts. A channel’s that’s super easy to use and convenient to access. Joel and I both listen to business podcasts in the car, for example. So we get out of the car more learned than when we got in. Well, that’s the theory, anyway…!
Get the podcast party started
The question is:
Do you want to get ahead of your competitors and launch a podcast now or join the party late?
Because owning a podcast will suit a business in pretty much every sector. Definitely if you’re B2B. If you’re prepared to record a weekly podcast for one year, my advice would be to go for it. I say a year because there’s not an immediate return. If you’re expecting to record one podcast and your phone to go into meltdown with enquiries, stop reading now. A podcast is about positioning.
You may be in an industry it wouldn’t suit. But, chances are, a podcast WOULD suit you.
I’ve already said one caveat – give it a year. That’s a great barrier to entry, something that will stop most of your competitors from doing one.
Practice makes perfect
The other caveat is that you need to have expertise to share and/or be comfortable on the mic. It’s similar to the pressure on business owners to shoot video.
Video is awesome. Probably the best media you can employ in your marketing. But, let’s be frank – if you’re not comfortable in front of the camera, you need to get comfortable. If you’re nervous in front of the camera, you’ll get lots of positivity and encouragement off your friends, but not off people who’d give you their money.
You have to instil confidence as well as knowledge. (Not a loudmouth know-it-all; there’s a difference.) People aren’t going to part with their cash if they don’t have confidence in a supplier. So if you feel you’re not fully prepared to pod, be prepared to practice.
Get to the point where you can record a pod for at least half an hour, sharing your insights or shooting the breeze without umming and erring. Record a couple of episodes but keep them out of the public domain and get constructive feedback off honest and successful businesspeople first.
When you have a few episodes approved and good to go, you can launch. It’s become quite popular to launch a new podcast with a few episodes already in the bank ready to binge.
Codebreak’s own podcast did nothing for six months. Six! Then it went crazy. We put a bit of ad budget behind it but not much. It is growing ORGANICALLY.
Would you have quit by month six? I know lots of business owners who would have done. They’re always on the lookout for the instant marketing fix. You need money for that.
Position yourself as an expert
If you get it right, a podcast will position you as an expert in your field. No point you knowing your stuff if no one else knows.
If you get it right, a podcast will show that you’re a forward-thinking business owner, not someone who only starts podding because everyone else is.
You don’t even need lots of fancy tech to record and publish a podcast. Although you will have to invest a bit and, yes, learn how to use it.
If you’d like to know how to make a podcast work for your business, book a free Discovery Call with Joel or I!
Stay safe, stay hungry.
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