How A Podcast Can Boost Your Business Brand Awareness

The first step in attracting more clients for business owners is creating brand awareness for their products or services. Blogging rules the market of value-based content for small businesses hoping to burst onto the scene as a thought-leader or authority figure in their field.

Image Source: Unsplash

But how does podcasting fit into the equation? Podcasting offers a wide range of business opportunities, especially for growth, visibility, brand awareness and an uptick in engagement. How does a busy business owner or entrepreneur create a podcast worth listening to? By leveraging the podcast medium to attract new clients, boost sales, and become a must-listen podcast in your business niche. 

Blogging became all the rage nearly a decade ago, as anyone with a computer and a reliable internet connection could make a small website and fill it with words about anything. Teenagers got famous for their musings on poetry; world travelers shared photographs of their travels and became influencers for millions of others dreaming of their lifestyle. Businesses became enamored with the idea of growing their business organically online by simply creating and maintaining a dedicated blog.

Online marketers exploited the opportunity to create content that would appeal to a potential client or customer and started learning the basics of SEO to rank high on search engines. It led to an increase in company visibility, and in turn, sales, as more people went online each year. 

Blogging remains on the top of the list for entrepreneurs looking to burst into the scene and create a heightened level of brand awareness. More recently, however, podcasts have also allowed businesses to explode their revenue streams like never before. 

Brands, small businesses, and entrepreneurs are leveraging the power of podcasting to create brand awareness by: 

  • Starting a branded business podcast
  • Being featured on industry-leading podcasts
  • Sponsoring a niche podcast

Each one of these business objectives leverages podcasts differently. Let’s take a deeper dive.

Starting A Podcast

If you’re interested in engaging with your audience while promoting your products and improving your bottom line, starting a branded business podcast is a great way to go. It doesn’t matter whether you’re a new business owner, a budding entrepreneur, or an established business mogul. Starting a podcast has measurable benefits. 

Image Source: Unsplash

Few other mediums allow your brand voice, tone, and style to shine through quite like podcasting. Unlike the written word, which is often read silently by the consumer, podcasting allows colorful expressions and descriptions of business values, mission, and products to burst through the microphone. A business owner’s passion can be written beautifully on the screen but comes off completely different once you hear the emotion, passion, and dedication of that person vocally.

By podcasting, you run the show. You can talk about what you want when you want to. You can alternate between giving value-added content to your client and sharing your company’s unique stories. You can bring on industry leaders to talk about new and buzzworthy topics, trends, and products within your niche. 

With podcasting, you’re able to share your experiences and advice to become an authority in the space while showing the world how passionate you are about the subject. That passion, along with your stories and expertise, is what will help set you apart in your industry, resonate with your audience, and ultimately, increase revenue. 

Being A Guest On A Podcast

Being a guest on a podcast is very similar to providing a guest blog post. The benefits are that you can usually say a bit about your own business while giving your time and expertise to others. When you write a guest blog post, you are usually credited with a byline and a small snippet about your business or startup.

On a podcast, you volunteer your time and in return, can talk a bit about your business at the tail end of the recording. If your brand is already relatively well-known, the entire podcast may be tailored around your business, how you grew it, and what it takes to make it big.

Whatever the topic, podcasting is a great way to shamelessly self promote your business while doing it in a manner that doesn’t seem overly salesly. 

Being on a guest post also gives you:

  • Exposure to an engaged and highly-targeted audience that can immediately turn into web traffic.
  • Ability to expand your network. The ability to expand your network and connect with industry influencers and thought-leaders.
  • Ability to encourage more social followers.
  • An immediate web authority increase.
  • Build SEO backlinks to your website if you do it correctly. 

Guest podcasting gives you an immediate ability to become more well-liked, visible, and connect with a hyper-targeted audience. What’s the downside? There is none.

Sponsoring A Podcast

Perhaps you’re not quite ready for a podcast of your own or don’t have the time or effort necessary to create a professional podcast studio. Maybe you’re not well known enough to be a guest on a podcast that has tens of thousands of subscribers.

There’s a third option.

Financially sponsoring a podcast helps the creators of that podcast continue doing what they love doing while allowing you a 30-second or one-minute spot on the show.

Whether that be pre-roll, mid-roll, or end-roll, you are guaranteed a certain amount of time where the show hosts will read off nice things about your product or service. When sponsoring a podcast with a direct or secondary-level interest in your podcast, you’re able to reach that audience with a specific message tailored for them.

When researching which podcasts to sponsor, make sure you reach out to the producers to see if there’s a natural fit. Barbie dolls wouldn’t be the best thing to market in a podcast about death metal but could fit into a stay-at-home mom podcast.

Podcasting is a great way to create and build brand awareness, no matter where you are in your business journey. Whether you launch your own show, be a guest, or sponsor a show, you’ll be able to boost your brand awareness and visibility while doing it uniquely.

Are you missing out on an opportunity for business growth?

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Scroll to Top