How to Successfully Use a Podcast for Business Growth

Written for EO by Luis Congdon, online marketing specialist, consultant and writer.

In this era of smartphones, smart cars, and smart homes, it’s time that our content got smarter too. Our content needs to be more intelligent—and more tailored to your potential customers, wherever they are. That’s precisely why organizations use email, social, video and, now, podcast content in their marketing efforts.

Podcasts are a growing trend in content marketing. When podcasting becomes a part of your business strategy to reach more leads and acquire more clients, your company enters a medium that’s quickly becoming very popular with industry leaders. Podcasting brings your brand and your services to an engaged and growing audience.

If you log into iTunes, Google Play, Spotify or Pandora, you’ll find leaders like Tony Robbins, Grant Cardone and Gary Vaynerchuk. You’ll also see large corporations like General Motors, Slack, eBay and Netflix have podcasts—and there’s a reason. There’s money in it: There’s an audience that is statistically on average upper middle-class. This means the people who listen to podcasts have expendable income and can afford to buy your services.

So what do you need to know about this growing trend that business and entrepreneurial leaders are taking part in?

1. Become Omnipresent

To successfully use a podcast for business growth, begin with the end in mind. Your goal is to promote your services and to establish your brand in multiple media landscapes. You want potential clients to see you everywhere—in social media videos, blogs, emails and podcast platforms like Google Play and iTunes.

How do you accomplish this omnipresence? One simple way is to record one podcast episode and break it up into shorter episodes and videos to post on various platforms. You can also transfer quotes and information from the episode into graphics that are posted to Instagram. Or transcribe key details from the podcast into a blog.

2. Sell Your Services and Your Products Now

In the podcasting world, seeking long-term sponsors is a common method for making the podcast financially feasible. Getting a sponsor means someone else paying you and it demands that you advertise someone else’s services to your audience.

The problem with this equation is multi-fold. First, it requires you have a large enough audience for the sponsor to agree to work with you. It also necessitates that you ask your listeners to buy products from someone else. This fixation on acquiring sponsors has left many great podcasts financially defunct.

Remember: As a business, you have a wellspring of potential capital waiting to be tapped. Instead of seeking sponsors and companies to pay you for a commercial spot, advertise yourself and your services from day one. This way, you remain independent and position yourself for capitalizing on podcasting from day one. It may take time, but this approach is a smart investment in your business growth.

Remember: As a business, you have a wellspring of potential capital waiting to be tapped. Instead of seeking sponsors and companies to pay you for a commercial spot, advertise yourself and your services from day one. This way, you remain independent and position yourself for capitalizing on podcasting from day one. It may take time, but this approach is a smart investment in your business growth.

If you listen to any established and popular podcast, you’ll notice that many have commercials at the beginning, middle and end of the episodes.

This formula is proven to work—just consider television and radio shows. Use this structure and plug-in commercial spots about you and your services. You can use this method to direct listeners to learn more about your company and help drive more traffic to your services.

Additionally, try offering a free and relevant giveaway. After running hundreds of tests, doing nearly 1,000 interviews, and coaching hundreds of podcasters, I’ve learned that offering a giveaway helps inspire listeners to take action. For example, a short commercial at the beginning of your show can offer your audience a free report, a free guide, or a complimentary session or consultation.

Your goal is to drive podcast listeners to engage with you online, which allows them to learn more about your services and you to collect data about them. You’ll be able to fine-tune your podcast efforts as a marketing tool once you can track engagement and audience demographics.

3. Use Interviews to Increase Listenership and Marketplace Position

In business, your reputation is everything. Plus, as an entrepreneur, you benefit from growing your network. Tackle both of these goals with interviews.

Reach out to appropriate leaders and experts for interviews. The right individuals will help you establish an association of prominence, allow you to shine as a connected and insightful resource and let you grow your connections. You’ll also benefit from tapping into your interview subject’s audience.

When I do interviews, I make sure to post it on social media and on my ThrivingLaunch website.

When I announced that I’ve interviewed or will be interviewing people like; Gary Vaynerchuk, Tony Robbins, Jack Canfield or any of the Inc. 500 and Fortune 500 companies who have come on my show – it gives me social proof and content to share with my audience. And the cherry on top – every interview connects me to thought leaders, decision makers, and influencers who can become allies (and people I can also help in their missions, which makes it a win-win).

As you launch your podcast, follow these tips to get started on the right foot. If you follow these methods, you’ll find yourself growing your network, reaching more potential customers, and becoming omnipresent.

Luis Congdon is a digital marketing strategist and consultant. Along with his partner Kamala Chambers, he offers podcast production and marketing services. To learn more about Luis, go to his website: ThrivingLaunch.com.