Whether you’re a business owner, a speaker, a coach, or a non-profit leader, a strong online presence is absolutely essential for business success.
After all, 97% of consumers use the internet to find businesses. If you don’t have a strong online presence that’s easy to find, represents your brand well, and clearly explains your product or service, you’re missing out on potential customers.
And while many people think of their online presence in terms of social media, building a strong digital brand is so much more than that. Your online presence could include everything from your website, to a YouTube channel, to Google Reviews, to press. And yes, even podcasts.
In this article, we’ll unpack 4 of the key ways podcasting will help you grow your online presence. If you’d like to check out the Podcircle Podcast episode we recorded on the same topic, you can watch that here:
1. Build Trust by Putting a Face to Your Brand
Who would you rather buy from? A business led by someone you’ve gotten to know over social media (or whose podcast you listen to every week), or a business run by total strangers?
When given the choice, most people will opt to purchase goods and services from the brands they already know, like, and trust.
Podcasting gives you an unprecedented opportunity to consistently show up and nurture a relationship with your ideal customer. The more they listen to your show, the more they’ll feel like they’re getting to know you and your brand. And when it comes time to make a purchase, they’ll be much more likely to choose you than some random company they’re only vaguely familiar with.
We’ve seen the power of this strategy firsthand while putting out our own show, the Podcircle Podcast. By publishing valuable insights each week, we’re able to position ourselves as experts and educate about our services. This not only creates value and builds trust with existing customers, but it also gives new prospects the chance to take an up close and personal look at what we have to offer.
The same can be true for you in your specific niche.
2. Supercharge Your Marketing
If you’ve read our blogs or listened to our podcast, then it probably won’t surprise you to hear that we think podcasting is one of the best possible ways to build a consistent content machine.
Podcasting gives you so much more than just one audio episode. By strategically leveraging your podcast content you can create an incredibly valuable bank of content, including:
Full-length video podcast episodes on YouTube and Spotify
Full-length audio Episodes on Apple and Google Podcasts
Short form video for YouTube Shorts, Instagram Reels, and TikTok
Newsletters for email and LinkedIn
Search Engine Optimized blog posts
Long and short form LinkedIn posts
Not to mention, posting your podcast episodes across all the major platforms provides another channel for people to find your business when searching for the product or service you offer. And if you write your episode titles and show notes with SEO in mind, you may even start to see your brand ranking higher in Google results.
3. Tap into Your Guests’ Platforms
If you want to expand your sphere of influence outside of your existing customer base, consider bringing guests on your podcast who can help you reach a wider audience.
Look for guests who not only have a significant reach and a loyal following, but also are willing and ready to promote their episode. This could include sharing the podcast in an email newsletter or posting about it on their personal and/ or business profile social media channels.
If they have a podcast of their own, you may have a chance to cross-promote by appearing on an episode of their show.
Just make sure to make it as easy as possible for your guests to promote your podcast by sending over a few video clips, graphics, and maybe even a suggested social media caption.
4. Hone Your Message
Hosting a podcast gives you an incredible opportunity to dial in your messaging around your brand and the products or services you provide.
The sheer volume of content you put out means you’ll gain a lot of practice talking about what you do. And because your listeners are probably in your ideal target audience — if they’re not, check out this episode to learn what to do about that — you can use the platform as a place to test out new messaging or positioning.
Here are a few questions to ask yourself when trying to hone your messaging:
Which podcast ads are performing best? What are the specific phrases or value propositions in those ads that might be resonating with listeners?
What are my sticky statements, or the things I find myself saying over and over again on the podcast?
What tone am I using on the podcast? Does it feel true to me and to the brand? How does it resonate with listeners?
Which episodes or topics get the most listens?
Which episodes or topics get the most engagement (website conversions, social media DMs, emails, etc.)
Invest in Tomorrow’s Growth, Today
There’s no denying the fact that podcasts require a large investment of time and energy. But we’ve seen over and over again just how much that investment can pay off, as long as you’re strategic about using your podcast to help achieve your business goals.
If you’re weighing the pros and cons of starting a podcast, there’s no time like the present to get started. And you don’t have to do it all on your own. Our team at Podcircle is here to deliver high quality podcast services so you can promote your products and services without sacrificing too much of your valuable time.
If you’re already hosting a podcast but are ready to start outsourcing your editing, production, or marketing — or you want to add a new element like video — we can help with that, too.
Schedule your free consultation here to learn about the different ways we can work together.
