How to Use Podcasts to Promote Your Business

Being interviewed as a guest on a podcast is a secret publicity tool that no one is talking about. Podcasts are growing in popularity each year and this presents a good outlet for founders to promote themselves online. This article will show you how to use podcasts to promote your business.

20% of U.S. adults ages 18 to 49 listen to podcasts at least once a month, according to a new report from comScore and audio network Wondery.

Since podcasts shows often have a very loyal following of listeners, you get the chance to showcase your company, your journey and your brand.

Podcasting is a less crowded channel than blogging or Youtube videos and provides deeper engagement.

Think about it. People can listen to podcasts while driving to work, while being stuck in traffic, working out or cooking dinner at home.

Unlike a blog, which requires your total attention in order to absorb the information, you can do something else while listening to a podcast like washing the dishes.

The Wondery / comScore report also found that nearly one in five Americans aged 18-49 listen to podcasts at least once a month and that compared to the average consumer, podcast listeners are more likely to have college or higher education and $100k+ household income.

Podcasts have a conversational nature about them. Many podcast hosts interview guests from a wide array of industries and backgrounds.

The interviews also bring the personal story of the guest to the forefront of the conversation. This makes podcasting a story telling medium and people can be inspired and connect easier to personal stories.

What Does This Mean for Your Business and Brand?

In a nutshell, you need to take advantage of this growing medium before it becomes oversaturated. Since podcast listeners are typically loyal followers of the podcast host, you as a business owner can find a way to do self-promotion to their engaged audience.

In addition, it provides an awesome networking opportunity. Think of it this way, your potential customers are most likely listening to podcasts. Why not get in front of them and let them know about what value your business is providing.

There are a number of ways to do this. If you want to get your story out there, find a podcast that focuses on a subject related to your business, product or service and either do one of two things:

  1. Get interviewed as a guest on a podcast
  2. Advertise your product or service on a podcast

Being a Guest on a Podcast

This probably is one of the most effective ways to get widespread exposure. There are many business, startup and entrepreneurial podcasts available with listeners who want to learn about how to run and manage a business.

If you are trying to reach the small business community, you can contact podcast owners in this niche and tell your story.

The other benefit of being featured as a guest on a podcast is that you have the potential to attract investors who may be listening to the show.

Podcasts are a great publicity tool, but you need to understand and be prepared to answer very detailed and sometimes personal questions about your business journey.

Advertise Your Product or Service on a Podcast

If you don’t want to be interviewed as a guest on a podcast episode, you can sponsor a podcast. Many podcasters have different types of payment arrangements with sponsors for their episodes.

The key to this strategy is to find out what types of audience certain podcasts have and then select the right podcast for your target market. Also, create a special offer for the listeners of a particular podcast to make it feel more personal.

The power of this approach is that it is very similar to influencer marketing. The listeners often have a very intimate and personal relationship with the host of the show. If this host personally recommends a product or service, they are more likely to look it up.

Many podcasters even create special signup and discount pages on their website for specific sponsors so that they can tell their audience where to go and find out more about the product.

How to Get Featured on a Podcast

At 360 Content Pro, we work with clients to research and pitch them to different podcasts around the globe. We also coach and prepare clients to be interviewed as a guest. Contact us for a free consultation to discuss how we can give your brand maximum exposure through podcasts and online publicity.


About the Author:

Alma Abreu is the founder of 360 Content Pro, a content and social media management company.

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