How to promote your business through a podcast

To market your business, you need to be visible. Your customers need to know about you in order to hire you, and that means being present in various channels so that as many people as possible come across your content. Many companies build their brand through text or video-based content, but not as many are aware that it is also possible to release purely audio-based content. That's why today we're going to take a closer look at how you can use a podcast to market your business and build your professional brand.

Why make a podcast?

Increased visibility and credibility

By hosting or participating in a podcast, you can increase your visibility within your industry. When listeners hear you sharing your expertise, you come across as an authority in the field, which increases your credibility. You want others to see you as a reliable source of information so that customers think of you when they need to hire someone in your industry!

Direct communication with your target audience

Your podcast gives you a unique opportunity to communicate directly with your target audience. You can engage your listeners by talking about topics that are relevant to them, answering their questions, and creating a personal connection. This builds a stronger relationship and loyalty with your customers.

Marketing products and services

The podcast provides a natural platform for marketing your products and services. By talking about how you solve specific problems, listeners gain insight into how you work. This can lead to increased sales and interest in your offerings.

Customer education

By talking about industry trends, uses for your products, and other related topics, you can use the podcast to educate your target audience. This can help build awareness and trust in your company as a source of knowledge. The more listeners learn about the areas you talk about, the more they will understand the value of hiring you.

Social sharing and growth

Listeners often share episodes they like with their friends and colleagues. This can help increase your podcast's popularity and reach new listeners organically.

How do I get started?

Planning

As with any other marketing and branding, you'll get the best results if you start by making a plan for your podcast. Who do you want to reach? What kind of topics do you want to talk about? How long should the episodes be and how often should they be released? Make a practical plan and create a list of potential topics, and you'll soon be ready to get started.

Technology and editing

Once the planning is done, it's time to look at your technical equipment. To record, you'll need a microphone, computer, headphones, and a quiet space to sit. You'll also want to look into editing software to cut the audio file. To make your podcast as good as possible, you'll want both good sound quality and careful editing. This may mean removing unnecessary background noise or cutting down the content itself. It is usually best to have short, concise episodes rather than long, talkative ones.

Distribution

Once you have your first episodes recorded, you are finally ready to release them! Publish them through any service you choose, such as Spotify, and then promote the episode on your social media channels. This could be on your website or on your company's social media. Engage with your listeners by responding to their comments and addressing their questions in future episodes.

What if I want help creating a podcast?

If recording your own podcast sounds difficult, you can always contact us at Relativt. We have our own company podcast called Sånt man säger (Things People Say) and we also help our customers who want to start their own podcast. If you want to hear us tell you more, you can listen to the episode “How do I start a company podcast?” or email us directly at hej@relativt.se!