Why Podcasting is a Must Have Marketing Strategy for Business Owners

by Aurea McGarry
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have strategies. In recent years, podcasting has become an increasingly popular way to reach and engage with audiences. In fact, according to recent statistics, 62% of the population 12 years old and above have listened to a podcast, and 52% of podcast subscribers have listened to an entire episode. This means that podcasting provides an uninterrupted opportunity to connect with your audience and share your message, which is a must have now more than ever in this world of TikTok and Reels.

What makes podcasting a must have marketing strategy

It’s not just about the stats – podcasting is also a serious business strategy that can help you grow your business and income. Over 80 million Americans are weekly podcast listeners, and during the COVID-19 pandemic, more Americans listened to podcasts every single week than have a Netflix account. This is because podcasts are convenient and allow listeners to multitask while they consume content, whether they’re working out, running errands, or driving.

How can you use podcast marketing as a strategy to grow your business? 

First, it’s important to understand the most popular genres and shows.

In 2022 the top 10 podcasts include:

1. The Joe Rogan Experience

2. Crime Junkie

3. The Daily

4. This American Life

5. My Favorite Murder

6. Stuff You Should Know

7. The Ben Shapiro Show

8. Call Her Daddy

9. Morbid

10. The Office Ladies

The most popular podcast genres of 2022

1. Comedy

2. News

3. True crime

4. Sports

5. Health and fitness

6. Religion and faith

7. Politics

8. Self-help

9. Investigative journalism

10. Finances

By identifying the type of content that resonates with your target audience, you can create a podcast that speaks to their interests and needs.

How to use podcasting as a business strategy.

It’s also important to be consistent with your podcast. The best time to release new episodes is Tuesday through Thursday, and most people listen between 10 am and 2 pm in their respective time zones. By being consistent, you’ll build a loyal audience that looks forward to hearing from you on a regular basis.

In addition to creating a podcast, you can also leverage the power of podcast marketing by appearing as a guest on other people’s shows. This can help you reach a new audience and establish yourself as a thought leader in your industry.

The Do’s and Don’ts of Podcasting: Why Some Succeed and Others Fail

Podcasting has become an increasingly popular way for people to consume content and stay informed. However, despite its popularity, many people are failing at podcasting. In the last 20 months, the number of active shows has decreased by over 100,000. One reason is that many people get excited about starting a podcast but fail to develop a strategy or have the necessary expertise. 

To succeed in podcasting, it is important to be prepared for the journey. Podcasting can be difficult; unless you are prepared, it can be easy to burn out or give up. One of the most common reasons people quit podcasting is because they don’t have a clear “why,” so when it stops being fun and gets difficult, they throw in the towel. 

Why do people listen to podcasts? Here are the top 3 reasons:

1. To spark their creativity – The podcast audience is always looking for more ideas and learning something new. 

2. To feel connected to a community – Podcast listeners want to feel related to people with the same interests or problems.

3. To learn something new – Podcast listeners seek out knowledge. 

Top 3 reasons people stop listening to a podcast

1. Inconsistency – Podcast listeners look at the episode releases, and if they see that it’s all over the place, they will stop listening. This is why it’s important to be consistent and focused in your messaging.

2. Irrelevancy – Podcast listeners will turn off a podcast that is irrelevant or has episodes that are too long, boring, or difficult to follow.

3. Not delivering on promises – Podcast listeners will also stop listening to podcasts that do not deliver what they promise. 

Podcasting can be a great way to connect with an audience and share your expertise. However, it’s important to be prepared for the journey and to have a clear strategy. By understanding why people listen to podcasts and why they turn them off, you can create a podcast that resonates with your audience and keeps them engaged. Remember to be consistent in your messaging and to deliver on your promises consistently. With these tips in mind, you can create a successful podcast that becomes your business’s next best marketing strategy. 

Afraid of public speaking? Podcasting is still a possible option!

Here are 9 ways to get over your fear of speaking so you can become an outstanding podcast guest:

1. Know your topic and zone of genius.

It’s your story and your wheelhouse. The better you know your talking points, the less afraid you will be to talk about them on the air.

2. Be prepared and organized.

Preparation cures fear, because the more organized you are, the less nervous you’ll be. Use an outline on a small card to stay on track. If possible, visit the place where you’ll be speaking and review available equipment before your presentation.

3. Practice visualizing your success in advance.

Imagine how your life will change by having 10 or 20 new clients eagerly buy from you each and every month. With you solving the specific pain they have and having dozens of new testimonials all over the internet from happy customers who met you because they heard you on a podcast, This can be life-changing and career-changing.

4. Practice certainly makes us better, if not perfect!

We all get better the more we do something. Choose to be on a podcast daily, weekly, monthly, quarterly, or yearly. But who do you think will get better at their presentations? The business owner who goes on a podcast a few times a year? Or the one who goes on a few times every week?

5. Challenge specific fears.

Identify what you are most afraid of happening on the air or in the show, and hit the nail on the head. Practice the worst-case scenarios in advance, and you will fear them no more.

6. Just breathe, pray, and/or meditate.

This is extremely calming and helps you feel the fear and hand it off in your prayers or breaths. You choose what works for you in this arena.

7. Focus on the topic at hand, not on your audience.

This is YOUR time; don’t worry about who’s in the audience or who’s listening to and criticizing you. Podcast listeners are a pleasant bunch who WANT to learn from you and benefit from your knowledge. Show up, and you will GO UP! Your audience is waiting.

8. Don’t fear a moment of silence.

If you lose track of what you’re saying or start to feel nervous and your mind goes blank, it is ok; the hosts will bring you back. It’s our job as hosts to keep the conversation flowing, and those of us who are professional and skilled at what we do, hosting, have your back. Lean on us and go on podcasts that have very experienced and talented hosts while you are new at being a show guest. Breathe and pray more.

9. Get support from great coaches

There are people who know a lot about public speaking, podcasting, and appearing on TV. If you need my help, feel free to get it touch with me, as this is my passion: helping entrepreneurs share their voice and problem-solving services with their communities with confidence and to get them big results. Podcasting is popular, and it is one of the best ways in 2023 to get YOUR message and voice heard. 

Conclusion: Podcasting is a must have! 

Overall, podcast marketing is a powerful marketing strategy that can help you reach and engage with your audience in a meaningful way. By understanding the most popular podcast genres and shows, being consistent with your content, and appearing as a guest on other podcasts, you can use podcasting to grow your business and income. So if you’re not already using podcasting in your business strategy and marketing plan, now is the time to start.

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