There are a lot of good reasons to podcast for your business but if you don’t know which one is behind YOUR podcast it won’t serve your listener, and that means it likely won’t serve your business either.
In other words, when you’re not clear on the reason you’re podcasting, you not likely to reap the podcasting benefits you were hoping for.
In this episode, I share 5 of the top reasons to podcast for your business. And, I explain how knowing your reason for podcasting should impact how you show up as a podcaster. Yes, it might mean changing a few things with your show to better support your main purpose for podcasting. And of course, when you do this, it serves your listener better and that means you’ll get the results you’re looking for.
Okay, let’s review those 5 reasons and what they mean for your podcast and your business.
Reason # 1 To Podcast for Your Business is to To Grow Your Community.
Podcasts are a great way to bring like-minded people together. If you’re a business owner or entrepreneur, using a podcast to build a community in your niche can serve you and your listener really well. You provide a space where they can connect with others (and you) like a Facebook Group or a community on another network like Mighty Networks, Substack, Slack, Skool, Discord, Whatsapp, or Kajabi. It could also be a community that you nurture through an email list.
Entrepreneurs getting behind this reason for podcasting are likely doing it because they have multiple offers at different times and it makes sense that they want continued and close contact with their audience. This might look like a course that opens and closes its doors or someone who does a lot of affiliate marketing. This reason for podcast also really works for entrepreneurs who need to build a lot of trust as having continuous and consistent contact helps to build that relationship.
Reason # 2 To Podcast for Your Business is To Generate Leads
A podcast can serve as a fantastic top-of-funnel. It’s awesome for discovery and SEO and, when done right, it can really help listeners get excited about dropping into the funnel. Depending on the kind of business you are in, it might look like the podcast driving listeners to your lead magnet, a discovery call or simply sending listeners to a page that will allow you to retarget them with ads.
This is an excellent reason to podcast for your business if you have a proven funnel and you want an alternative way to feed it. The obvious caveat here is that if this is your reason for podcasting, you better have a proven funnel!
Reason # 3 To Podcast for Your Business is To Build Authority
Do you want to be known as the go-to expert in your field? Or, maybe you want people to see that you’re the real deal? Having a podcast adds a lot of credibility – and having a good podcast that showcases your expertise can be a game-changer for establishing yourself in your niche.
This reason for having a podcast really serves coaches, course creators, service providers, thought-leaders, and innovators. It works really well for anyone with a higher price-point product or service but it’s also really great for anyone trying to sell a book or build their speaking business.
Reason # 4 To Podcast for Your Business is To Make Sales
Yes, it is possible to sell directly from your podcast! I gotta warn you though, it can be a very slippery slope. There is a fine line between showing up and serving your listener (which makes them feel good about you) and duping them into an infomercial. Proceed with caution on this one.
This reason for podcasting serves entrepreneurs who sell a solution for an urgent issue. It can also work well for a lower price point product that doesn’t require a lot of trust or loyalty. For some podcasters having a podcast that leads straight to their product or service works really well.
Reason # 5 To Podcast for Your Business is As a New Revenue Stream
This reason for having a podcast is often not so much about using the podcast as a marketing tool for your business, it’s more about having a podcast as a business. In other words, this shifts you from having a podcast FOR your business to having a podcast AS a business. You are selling your audience instead of selling to your audience.
Still, some entrepreneurs can pull it off. What this usually looks like is growing your audience to a significant enough size that it becomes attractive to sponsors and/or advertisers.
Listen to episode #173 for more: https://podcastperformancecoach.com/173-how-to-make-money-from-podcasting/
So, which one of these 5 reasons is the reason behind your podcast?
No, you did not read that wrong. I said which ONE. I know you’re thinking, I’ll take them all please but I’m going to need you to step back from the buffet because your plate is too small and if you pile all of that good stuff on, you’re going to end up with a big mess of yuck.
In other words, when you try to do it all, you confuse your listener and render your podcast less effective. Your listener wants you to take care of them. They want a clear path. They want to understand and commit to the arrangement you are making with them when they decide to listen and subscribe. They don’t want to be subjected to a bait-and-switch with your podcast.
When you are clear on your reason for podcasting, you can show up more consistently and effectively. Your reason for podcasting is going to help you determine your podcast style, frequency, format and content. And when that is clear, your listeners will show up and subscribe for all the right reasons.
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