6 Reasons to Consider Using Podcasts to Grow Your Business – And How to Do It

6 Reasons to Consider Using Podcasts to Grow Your Business - And How to Do It

When most businesses launch, they usually have a strategy in mind – go the traditional awareness way and then, leverage social media.

Whenever they’ve exhausted all options and ask me what next to do though, I find out that many of them are yet to explore the sheer opportunities provided by podcasts. This is a very shocking development for many reasons.

For one, 49% of Americans (aged 12 and above) admit to knowing what a podcast is, and no less than 33% of them have listened to at least one before. The numbers get more interesting when you find out that some 65% of listeners have purchased something promoted on a podcast than elsewhere.

It is thus a wonder why marketers who spent a paltry $90 million in podcasts ads as at 2014 are now projected to spend more than $400 million by next year (2019).

But then, even if these podcasts are recording such amazing numbers, how do they help your business?

1. Higher Engagement Rates

The thing with other forms of marketing (website, Facebook, twitter, etc.) is that you have to always get in front of your audience with new content. That is not the same with podcasting as you can keep them engaged without their visiting your site at all.

Anytime you drop a new podcast, it is automatically downloaded to the consumer’s favorite device. Given that the average American spends 25% of their total audio time on podcasts too, that means better results for you.

2. Low Entry Barriers

Podcasting is one of those forms of outreach that you can start with little to no experience. People out there are podcasting just for the fun of it, and businesses are getting in on the trend too.

Software and hardware requirements are equally not overwhelming. You can even scale up as you go higher in your business.

If you still want things done professionally, you won’t have to break the bank. You can find a handful of good Phoenix sound mixers to help you take your podcast from an amateurish level to that professional audio output level you desire – in no time, and at not much cost.

3. Brand awareness

If I haven’t already mentioned this, podcasting is one of the most natural ways to drive quality organic traffic to your website. With the amount of engagement the platform brings, there is no doubt about it being one of the unique ways through which you can spread your brand awareness further.

Podcasts can also be shared on different distribution platforms. This allows you put your podcast onto more visible sharing platforms. From here, all roads lead to a greater brand visibility.

4. Passive Consumption

4 Passive Consumption

Have you ever thought about how busy your audience might be? Not all of them, but quite a handful of them?

These ones might not have the time or patience to browse through your website content or social media updates, but they can always consume your podcasts passively. That opens up a new market for you with such people, allowing you to break into their own space.

5. Highly Effective

All of these benefits of podcasts would mean nothing if they didn’t hold any promise for your business. That is why it is important to reiterate how 63% of podcast listeners claimed to have bought something that was advertised to them.

It is also important to note that up to 88% of all those who are subscribed to your podcasts will listen to everything you have to say. By everything, I mean every episode too.

I might be wrong, but tell me any other platform currently offering such an engagement rate.

6. Audience Availability

Every business needs an audience to survive.

On the iTunes podcasting section alone, there are more than 1 billion total subscribers within your reach. Castbox and Podcast Republic might not be as large, but they offer you some 5 million subscribers too. Yet another platform is Podbean which brings on board an addition 1 million subscriber market.

Considering how even the top three social media networks can’t add up to give you such numbers, it is not rocket science why podcasting should be atop your business marketing agenda.

Getting started with podcasting

Like I said earlier, getting into podcasting for your business is not capital intensive at all. However, I suggest getting it done right, even if it means bringing professionals into the loop.

The best place to start would be by looking around your neighborhood for such professionals.

There are a couple of great Phoenix podcast recording studios that you can book sessions with to get your audio content out there. These studios not only offer you state-of -the-art equipment to make your content delivery better, but guidance and direction too.

You would also want to look for a great sound mixer to ensure everything you say is as crisp as possible. Fact is, a sound mixer should come as part of the deal when you’ve landed a great recording studio already.


The numbers are there. The platform is there. The tools are there.

Now that you know just how important podcasts can be to your business, why wait? If you ask me, the best time to have started podcasting is yesterday.

The market is still fresh – break in and scale your brand better!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

5 Reasons a Podcast Will Help Your Business Marketing Strategy

5 Reasons a Podcast Will Help Your Business Marketing Strategy

Staying relevant in modern advertising means finding a way to reach people that doesn’t always follow traditional marketing. New options such as podcasts can give businesses the opportunity to communicate with their target audience and let them know why their product matters. Staying ahead of competition means telling a story about how your product stands apart from the others and podcasts offer a way for businesses to do that.

Podcasts usually don’t include regular commercial breaks as there are on the radio so their advertising messages often become part of the program. This can make the message about the product seem more natural and authentic in a way that listeners are more likely to respond to. In addition to your regular written and visual content, podcasts can be a great kind of audio content to include in your marketing strategy.

These are some of the reasons podcasts can help your business.

1. They are Easy for People to Consume

Audio content is one of the most accessible types of advertising content for potential customers. Instead of having to read lengthy text or keep their attention on a video, podcasts deliver the information quickly and easily. Users don’t have to shift their focus away from what they were doing to pay attention exclusively to your content.

People can easily listen to podcasts while they are driving, exercising, or working without it taking their attention away from those activities. Even though they are easy to access and consume, podcasts can also be highly engaging. Audio content can often be a welcome break from the monotony of other types of content that people are constantly bombarded with online.

2. They are Inexpensive and Simple to Create

There are not a lot of steps involved in making a podcast and the equipment required for making one is reasonably priced. All you need for a podcast is a good quality microphone and headphones and editing software that will allow you to record and produce the content. The editing software is often free online and simple to use even for people with no experience.

Making a podcast can also be much less time-consuming than other types of written or visual content. All you need to do is record yourself speaking naturally. You might prepare some talking points before hand but podcasts are typically not scripted. After recording you can do some minimal editing and your podcast is ready to be put online.

3. They Help You Stand Out from Competition

Because podcasts are a relatively new form of advertising, you can benefit from having less competition. You can create your own podcast for a niche audience and depending on the topic, you may not have to worry too much about competing for listeners. It can help you stand out from your competitors because you offer something that none of them do.

4. They Increase Traffic

One of the main reasons businesses should get involved in podcasts is that they offer a way to reach out to new audiences and build up a bigger fanbase. With a podcast there will be a wider range of audience that becomes familiar with your brand and your products. You are exposing your brand to potentially thousands of listeners for free essentially.

You can quickly start to acquire more customers through podcasts and bring more traffic to your site because at the end of each episode you can include call to action or CTA. You can tell listeners the link to your landing page, email subscriber or any other tool that you think will be the most helpful in bringing in new customers. Each time you include a CTA you will see more traffic on your site and more email subscribers from interested listeners.

5. They Help Build a Relationship with Your Audience

Not only will podcasts bring in more customers, they can help create loyal followers that care about your brand. Audio content tends to be more personal and when people hear you speak they will get to know your personality and your genuine passion about what you do. As you discuss relevant topics people will feel more of a connection than they might with other types of written or video content.

Listening to your voice makes it easier for followers to like and trust you because they feel like they know you better. That trust that you develop can improve your brand image and help people become more in tune with your company. People will naturally feel more drawn to your business and will be interested in what you are doing.

Podcasts can act as a great supplement to your existing marketing strategy to start building up an audience of listeners that learn to care about you and your brand. With simple audio equipment you can start talking to potential customers and seeing the positive results.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

5 Things Nerdist Industries Can Teach You About Marketing Your Business

What began 4 years ago as a blog by Chris Hardwick has transformed into the giant that is known as Nerdist Industries. The site is pretty much a one-stop-shop for nerds on all things pop culture. In recent news, Legendary Entertainment has acquired Nerdist (read more about that here.) So, just exactly how did one comedian’s idea blossom into an acquisition of a major production company? This is no small feat and certainly not an overnight success. Find out how Nerdist has become so successful and what your business can learn:


1) Find a niche and go for it: Even within the “nerd culture”, there are different types of people and interests. Things usually associated with the word “nerd” include video games, computers and technology. But in fact, Nerdist has expanded on that limited mindset to also include: movies, music, food, comedy and even sex/health.

If you look at it compared to marketing, it’s the same way. Marketing is a very general term and there are so many different areas to expand on: traditional, email, newsletters, viral, direct mail, print, online, etc. Being a generalist is helpful but being a specialist can make your business stand out.

2) Appreciate your fans/customers: Nerdist provides free content via podcasts, articles and video clips. In a world where everything has a price tag, it’s nice to see something made with passion be put out for free for fans to consume. It’s also not surprising to see the hosts/comedians also respond to fans by comments or through Tweets. This personal touch makes fans feel more connected to the community and more likely to attend live shows.

Nowadays, social media provides a channel for companies to showcase the human side of their business. Personal interaction is crucial for repeat customers and to help establish a trustworthy reputation. As for giving things away, the Freemium model works well for many businesses, especially when it comes to digital goods.

3) Enlist the help of your friends: What makes Nerdist podcasts so great? When comedians invite their friends, of course! These conversations provide an inside look into the industry on a personal level that can’t be found anywhere else. And not to sound superficial, but it all ties back to promoting yourself but not at an in-your-face kind of way. After all, this is a business and there is money to be made. For example, in Doug Benson’s dining podcast, each episode focuses on a local eatery such as the Grilled Cheese Truck and the Let’s Be Frank hot dog cart. This is a great form of promotion that is interesting and relevant to foodies and comedy fans alike.

Cross promotion is a great way to gain exposure in a different audience… especially if it’s closely related. As a small business owner, there’s great opportunity when you combine efforts with friends or other local businesses. Bringing on others will help with networking in the industry and it will also force your business put out better services/products.

4) Make your branding memorable: Part of what makes Nerdist so recognizable is its consistent branding. Even though there are over 20 different podcasts, each of them still feels like they belong to the Nerdist family. Part of finding your individual voice in the crowd also means personalizing it, even if it is with a sign off catch phrase like “Enjoy your burrito” or “Keep it crispy”.

Does your business have a consistent look and feel? Branding is an important part of effective reputation management and building a credible repertoire. Whether you’re a small business or a large company, it’s important that consumers find your brand and logo memorable so that they keep you in mind for their future business needs.

5) Work hard and don’t lose sight of the big picture: Not just any comedian (or anyone, for that matter) can create a unique business model as Nerdist. Many people even question how Nerdist can even monetize the free content that they’re putting out but believe it, they are making it happen. This passion and desire for hard work didn’t just come from anywhere. After all, Chris could have been a washed-up former MTV host turned alcoholic if he didn’t turn his personal and professional life around.

There is no quick short cut to success and Nerdist is a perfect example of that. If you want your business to run like a well-oiled machine, the only way to do it is to get down and dirty and do it yourself. But no matter how much effort you put into things, remember to never lose sight of your integrity and remember why you’re in business in the first place!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.