(By Traci Long DeForge) You’ve got podcasting questions, and _PBJ‘_s Traci Long DeForge is here to answer them. Traci is the founder of Produce Your Podcast.
I’m in a service-based business. Is podcasting a way I can get new customers? If you are a service-based business, coach, or consultant you may be wondering how to move past seeing clients one-on-one and expand your business model. Podcasts take your expertise out of the office and introduce you to a new audience geographically. Apple Podcasts and Google Podcasts serve as search engines so when publishing to these platforms you increase your chances of being discovered through organic search. This pathway of audience growth can enable you to add new revenue streams such as downloadable products on your website and host workshops, seminars, or webinars to serve these new customers.
How can I build my brand with a podcast? A well-crafted podcast can elevate you from the competition. It serves as the audio version of your brand by being an effective tool to build trust, loyalty, and consumer confidence. By hosting your own podcast, customers feel closer to you and your business. They learn more about the voice behind the business, and they want to do business with you. It opens up a line of communication between you and your target market. Use podcasting as a way to get feedback, speak directly to customer service issues, offer behind-the-scenes insights and build relationships with those who are doing business with you.
How can my customers find my podcast? The accessibility of podcasts is increasing along with the number of listeners. Podcast directories, networks such as iHeartMedia, Pandora, and Spotify are helpful for listeners to find new podcasts. A sound outreach plan should be in place to make sure your target market can find you when they are looking for podcasts in your business category.
Being a guest on other podcasts is one of the quickest ways for persons interested in your content to find out about you. Listeners can discover your show when you are a guest on other shows.
Integrate your podcast into your other marketing efforts. A podcast is not a standalone vehicle. Leverage your existing fans and followers by promoting your show in social media. Use Instagram to announce a new episode and post a graphic tile with a quote from the guest interviewed on the show. Audiograms have become popular for podcast promotion in social media as well. Use your email marketing to post a written excerpt of the show and link it back to the archived episode on your website.