Is podcasting the way to market your business in 2020?

BY CHRISTINA GWIRA

I love a good podcast. Podcasts help me when I’m working, writing or doing mundane tasks like folding laundry, cooking or hiding from the family on Christmas. When podcasting as we know it today first came onto the scene, it was touted as a way to spread one’s personal thoughts to the world. Podcasting has a very long history; it was something that had actually been in existence since the 1980’s. Apple brought podcasts to the forefront with the launch of iTunes in 2005. Podcasts were like a hybrid of microblogging and radio. They provided one with the opportunity for the world to hear one’s thoughts with very little need to invest in equipment

If you were a small business owner or personality, at the time, the best place to launch your podcast was on Soundcloud. With Soundcloud it was relatively easy to use; it’s easy to access for users and listeners and there was already an audience of people who were using the platform. If you were able to launch on Apple Podcasts, you were now in the big leagues. In more recent years however, there has been a shift in the number of small business owners who were now looking to use podcasting as a way to market and promote their business. In fact, some of the bigger gurus were touting it as the one marketing trend that would set businesses apart for the new decade.

I can see where the gurus are coming from. However, as with all types of new media, I believe that those who are first to market AND those who are the most consistent with a new media form will reap the benefits that come with it. I think the same can be said for podcasting. Having a show that posts sporadically isn’t going to do anything for your bottom line. Here are some things that you should bear in mind if you plan on adding podcasting to your marketing arsenal in 2020.

Be consistent
This goes without saying, but let me say it anyway: be consistent with your podcast. Set realistic goals for when your base will be able to get a new episode. If weekly is a lot for you, no worries; release bi-weekly. You can even go as far as creating a mini-podcast (or micropodcasting) which is also something new and exciting for the medium. A micropodcast is a podcast episode that is less than 20 minutes in length. Showing up consistently for your podcast will be a great benefit to helping you establish your brand and allow you to grow your business and base.

Do research
Before starting off on your podcast journey, take a look at some of the big players out there and also don’t forget to market horizontally. See if there are others in the community who are also podcasting and take cues from them. If you can, even go as far as to reach out to them for help.

Quality is important
I’ve neglected many a podcast because it sounded like someone was recording in an echo chamber. As an extension of the do research piece, ensure that your setup enables you to create a high-quality podcast production for your audience. The quality of your final product is a direct reflection of your business, especially if you’re planning on using podcasting as a way to market and promote your products and services.

Have fun, but don’t forget the call-to-action
Yes, it’s pretty cool to have your podcast, however, remember this is something that you’re using as a marketing tool, so, make sure you marketing yourself! If it’s putting your website link within your podcast description, or having an offer, ensure that you are putting out a call-to-action within each episode that will help draw clients, customers and money into your business. After all, studio space isn’t free… last time I checked.