Should you be using podcasting as a marketing tool?
When people hear I’m a podcast coach they want to know, ‘is it worth starting a podcast for my business?’.
The answer is: maybe. Timing is everything and it totally depends on where you are in your business development.
In this week’s episode, I cover when to start a podcast for your business – and when NOT to start a podcast for your business.
So, should you start a podcast for your business?
Here is question number one in figuring that out.
Are you actually a business?
I’m not being smug… okay, maybe a little bit but really, have you met me?
What I mean by that is, are you making money or are you still at the idea stage of your business? Do you have systems in place to deal with community engagement, leads, and sales? You want to be in business before you can start using podcasting as a marketing tool.
There are 3 key reasons this is important.
1. Podcasting takes time and/or $$. If you take on podcasting as a marketing tool, you are signing up for 4-5 hours per week of work (for a weekly podcast). Or, you will need to have support like a producer, editor, or show notes writer (which costs money). So, if you are not already in business – podcasting is going to take time and resources away from critical steps in building your business. Now, if you have a big team and money to burn, then go for it! Start your podcast as you build your business.
2. Podcasting is most effective when it’s intentional. There are a lot of brand-building benefits to podcasting – increase your visibility, your reach, your authority, your SEO and boost that know-like-and-trust factor as you grow your community. BUT, podcasting is most effective when you can use it to guide your listeners along a customer journey. What I mean is that you have something beyond the podcast to help them get the results they’re looking for. This usually means you have a place for them to transform from fan to lead to customer. If you don’t have your business ducks in a row, it’s pretty hard to be intentional with your podcast.
3. Podcasting isn’t instant coffee. You can’t just start and expect a jolt to your business. I remind people all the time that podcasting is a long game – usually a year before you see BIG benefits. So, if what you need is sales tomorrow, you need to advertise or network or run a promotional campaign – not start a podcast. Podcasting delivers amazing results for people if they stick with it. Yes, it helps with SEO – over time. Yes, it helps you generate leads, grow your community, and makes sales easier – over time. Now, there is one instant thing that comes with having a podcast – authority. Just having a podcast does look good (looks even better if the podcast sounds good) but the longer the show’s been around, the better that authority is. In other words, your authority grows over time.
So, is it worth starting a podcast for your business? Heck yeah – if you have a business. And, if you have the time and/or the resources to do it right. And, if you know what you want your podcast to DO for your business… then the answer is YES – it is worth starting a podcast as a marketing tool.
Okay – did you pass the test? Is it time for you to start a podcast for your business?