Remember back when you discovered podcasts? 

It was like “What’s a Podcast?” combined with a raised eyebrow and a whackadoo look at whoever mentioned it. I remember equating it to some kind of alien pod- thing from a movie and being completely unable to understand why I would want to listen to one. 

Now 165 million people in the US, alone have listened to a podcast. 

*As of Jan 2020 via podcasthosting.org

Coaches, advisors, speakers, online entrepreneurs, service-based brands, sports figures, authors, product-based businesses, and even CPAs and physicians have podcasts now! 

Do you have a business? Or do you have topics you’re passionate about? Things you want to speak about that could positively impact people’s lives? 

Podcasting is THE best, easiest, cheapest way to reach a new audience, cultivate a loyal following, and share your message with the world. You don’t need expensive equipment, hosting prices are about $15 a month to get started, and you can record anywhere at any time. 

Podcasting is easy – just hit record!

What Makes Podcasts Popular?

People like to feel connected and, if you can’t physically be in front of your ideal customers or listeners every day (which is impossible), audio and video are the next best ways to build that connection. Audio is the second-best way to establish credibility and connection with an audience, with video being #1. 

Listening to podcasts creates a user-experience unlike any other. Listeners’ brains establish an intimate connection with your voice as you share your stories, teach them, make them think, and guide them to question their thought process. 

Plus, it’s a convenient way to consume information. Listening to a podcast is arguably much easier than reading a blog post or newspaper and is considerably more topic-specific than watching TV. 

If you hate feeling like you’re wasting time or like you could be doing something instead of cleaning the house or just sitting for an hour during your commute, you aren’t alone! People want to feel like they’re doing something… which is where podcasts come in. 

49% of podcast listeners tune in as entertainment (or a welcome distraction) while cleaning, cooking, or even lounging at home. Another 22% of listeners queue up their podcast app for their commute – so they can feel informed, encouraged, or entertained instead of bored while they drive or ride the train. 

Why Choose Podcasting?

Podcasting is a fantastic way to “get out there” and begin building an audience if you don’t already have one. If you do already have a hoard of raving fans, it’s an excellent repeat touchpoint. People who really like you, really like you and are always interested in yet another way they can connect. 

Subscribers to your blog also follow you on Instagram, and people who follow you on Instagram typically like and comment on your posts, and engaged IG followers are likely to buy your services or products. They are subconsciously always looking for the next step they can take with you, which could be becoming a subscriber to your show.

Podcasters with good content and professional sounding shows have immediate credibility with listeners, much more so that with “just a blog”. When your voice is in someone’s ear weekly, an innate connection is established. They know what it sounds like when you breathe, laugh, or pause thoughtfully. 

Listeners also quickly pick up on what makes you upset, excited, or angry, what you’re passionate about, and what your unique angle is. Think about how few people in your real life know all of this about you… this is the power of podcasting. 

But Aren’t There Are Already Too Many Podcasts?

There are 900,000+ podcast shows, and while this seems like a lot, it’s way less than the crowded web containing 1.2 billion web addresses. 

*As of Jan 2020 via netcraft.com and podcasthosting.org

The thing is, listeners search their podcast app in specific categories for specific keywords and use your cover art, show description, and episode titles as filters to decide whether or not they want to listen. Standing out in a certain category for the keyword they are searching for is easier than you think! 

Plus, most shows have “podfaded”, ended, or completely quit after just a few episodes. “Active” podcasts, which means those who have produced an episode within the past 90 days, are just 20-25% of that 900K figure. Meaning…

If you stay consistent and create at least a show or two every 90 days, you’ll automatically be in the top 25% of podcasts. 

In addition to that, if just 137 listeners download your episodes, your show will be among the top 50%. 

When you narrow it down to this and think about consistency with your message instead of competition with other podcasters, your goal of reaching “legit” status as a podcaster seems quite attainable, right?

But I Already Have A Website?

Sure, most businesses have a website these days, and I’d argue that’s still a MUST and likely always will be. People NEED a place where they can click around and leisurely explore who you are and what you have to offer. But the old “build it and they will come” motto from Field of Dreams is, sadly, untrue.  As of January 2020, there are 1,295,973,827 websites in the world with 380 new ones being added every minute.  

Even with the influx of low-cost hosting plans and visually appealing site builders like Wix and Squarespace (I use WordPress). Creating a website can be an intimidating endeavor to begin, and rightfully so. Data analytics, SEO, and widgets are just a few of the many complicated things about websites. Plus, a website is only a blog or a static page with pictures, maybe until you integrate an email subscriber option, a way for people to click and buy things, or register for your services somehow. 

If you’ve already got all of this together, FANTASTIC. Hang in there, as I mentioned above, I strongly agree that you need a website in addition to your podcast. Listeners want somewhere else they can potentially engage with you, learn more about who you are, and yes, even buy your products… and a website is the perfect place to do that!

But wouldn’t you rather attempt to stand out in a sea of 900K shows as opposed to 1.2 Billion websites? 

Uhm, yeah, sign me up.

Plus, podcasting establishes a much stronger connection with listeners before they ever discover your site. Think of your website as a way to further support your podcast audience, not the other way around. 

How Could Podcasting Help My Business?

Whether you’re an entrepreneur or an established professional, you have a service-based or a product-based business, you have an online offering or a physical location, or whether you’re a start-up or a long-standing well-known brand, podcasting is yet another way to reach your people. 

Current and past customers love to hear updates! They love to know that the same product or service they loved still exists. They really love to know how it’s positively impacted others’ lives and if you’ve created anything new lately. 

If your service or product helped them once, they might buy the upgraded version or latest and greatest creation this year. In fact, 61% of small businesses report that half their revenue comes from repeat customers!

*According to BIA/Kelsey/Manta research from 2014

New, potential customers – those who may have heard of you or who are “on the fence”- will check out your podcast as a way to get to know you. They want to see what you’re all about, if your vision aligns with theirs, and because they want to hear the latest news, wisdom, or insight about your company/service/product. 54% of listeners are likely to buy from a brand advertised on a podcast, which is significantly more than on any other platform. 

* According to The Podcast Consumer, April 2019

 It takes 6-8 “touches” before a prospect becomes a customer. So a weekly podcast where you discuss your latest offering during a short segment in the show could become one of those touchpoints.

And in the land of business, the ultimate goal is to make sales. So, instead of waiting months or years for your website, mailers, Google ads, and other conventional advertising to convert leads, consider that podcasting could shorten that lead time to just a few weeks. 

The beauty of podcasting is that people get to hear your voice, and whether you feature interviews, stories, or testimonials on your show, listeners’ connection with you grows with each episode produced. A growing connection increases the likelihood that listeners will not only click through the show notes link and browse your website, but that they will likely subscribe to your email list, and even purchase! 

How Can a Podcast Reach My Target Audience?

With 165 million Americans having listened to a podcast and 103 million being avid listeners, the likelihood of you reaching people is ….. Absolutely 100%

But you want to reach your ideal customer, your avatar. You want people who are: 

• A target age range 
• In a high-income bracket (so they can afford you)
• A certain social demographic, race, or gender
• At a specific life-stage that would make them need your product or service.

Well, podcast listeners are affluent, brand loyal, and educated with 67% of them being in the age range of 18-44 years old. Over 60% of listeners spend more time every single week listening to podcasts than they do watching TV. This is because most podcast consumers listen to about 7 shows per week. These individuals are 45% more likely to have a college degree and 45% more likely to have an income of over $250,000 per year. 

Think your ideal customer is in there? Probably.

Plus, 94% of podcast listeners are active on social media, which makes it likely they will share your show in their stories, follow you, engage on Instagram, like your Facebook business page, and much more. This means that one listener isn’t just a valuable asset toward a single purchase, but that that one, engaged, customer raving with excitement about your brand could attract more people just like them!

How Do I Create a Successful Show?

Once you’re over the hump of hesitation and you’ve decided to launch a podcast (Eeek! I’m so excited for you!), you’ll need to decide some basic concepts about your podcast. Consider what structure you want (interview-based, solo shows, story format), how long you think episodes should be, what type of listener you want to reach (your customer avatar), and what you want the general theme and subject matter to be about. 

This might take some brainstorming, but these basics are important! In fact, here’s a free download to walk you through each step. 

From there, one of the biggest issues is sound. You want any music used to be more catchy than annoying and the audio to sound professional, yet real. It’s really, really hard, maybe impossible, to record an entire episode without any flubs, uhms, or mistakes. 

Basically, your show needs editing. You’ll need someone to help get your show on all the major podcast players, including Apple Podcasts, clip and fade your music, overlay your intro and outro audio, and edit out weird pauses, misspoken words, and more. 

The number one reasons people stop listening to a show are:

• Poor audio quality. Consistent volume, pleasant sound, and easy to understand.
• Boring or negative. Show your personality, remain on topic, and give listeners a positive twist on things. People like to feel good or see the good in things.
• Too many ads or salesy. As a new podcaster, you likely won’t have sponsors (only the top 1% typically do) however, you can still earn income from your show. Just be sure to provide value first and create material that people will enjoy listening to, even if they never buy. 

Notice which one is at the top? THIS is why I became an editor. My goal is that all my podcasters have to do is hit record and send me the file… I take care of everything else! I coach clients through launch, help them navigate music selection, show notes creation, and cover art design, in addition to providing professional editing services for the best sound possible. 

Interested in talking about launching or editing?

Snag a free, Initial Consult call with me!

In Conclusion

The world of podcasting is bigger and more popular than ever and new listeners (and creators) are flooding to the podcast world daily. Now is the time to ride the wave!

Podcasting is a way to create an ongoing advertisement (without actually being an ad) while sharing information, improving people’s lives, and reaching a more expansive audience than you ever imagined. 

Professionals are launching podcasts to share their expertise, support their businesses, and build an audience. Service-based and product-based businesses alike are using podcasting as a visibility tool – to establish credibility, get their name “out there”, create a connection between listeners and their brand, and share stories that make their products or services more applicable in everyday people’s lives. 

Consider finding a quiet space and recording your “intro episode” today! (oh, and then let’s talk through how to get you launched!)