In a digital age, where competition for consumers' attention is fiercer than ever, businesses must continually explore innovative ways of marketing. A strategy that has gained immense popularity and proven to be highly effective is podcasting. Podcasting offers a unique opportunity for businesses to connect with their target audience in a more personal and engaging way.

Recently I attended a compelling seminar hosted by Sound Media at the annual Doncaster Business Showcase where they explored how businesses can utilise podcasting most effectively to boost the success of your business.

1. Establishing thought leadership: Hosting a podcast allows you to showcase your expertise and knowledge in your industry. By sharing valuable insights and providing practical advice you can gain the audience’s trust in your business.
2. Building relationships with your audience: Unlike other marketing methods podcasts provide a platform for authentic conversations and purposeful content. It allows you to be creative and exciting and therefore engaging. By engaging meaningfully with your audience, you can create a stronger connection with your listeners.
3. Expanding your reach: Podcasting enables you to efficiently and cost effectively reach a broader audience with millions of listeners worldwide giving you the opportunity to introduce your business to new demographics.
4. Connecting with a target audience: You can easily target your audience to listeners who are genuinely interested. Podcasting allows the listener a choice. Those who choose to tune in to your podcast are specifically interested in what you have to offer.
5. Theatre of the mind: Podcasting allows the listener to build their own picture and use their imagination which is rarely enabled in media anymore.

 It is evident that podcasting can be a great way of promoting your business and furthering its success but where do you start in your podcasting journey?

Sound Media’s top tips:

Decide whether each podcast is to be

Topic led – focusing on knowledge, experience and answering questions, or

Guest led – inspirational covering your guest’s journey, career and obstacles

• Preparation - to really make an impact it is important that you fully understand what it is that you want to achieve. Take some time to consider what your aim is and who is your target audience. It is usually helpful to consider the first six podcasts so that your content is focused
• Content is key - the conversations in the podcast need to be relevant, exciting and informative. Inviting guests to join your conversation is highly appealing to listeners and also brings extra insights and experience
• Quality - podcasting does not need to be expensive. The sound quality does need to be good but expensive equipment is not vital for a great podcast
• Title - there are thousands of podcasts available to listeners, so the search function is heavily used.  It is vital that your podcast is titled well to be both appealing but also easily found.

 Diversifying your marketing activities to attract new clients and employees is a big move. Podcasting can be a powerful tool and when used correctly can play an important role in the success of a business.

 Remembering to take legal advice before you start something new is also a powerful tool. As you gain new clients or employees you need to make sure your contracts are up to scratch and don’t leave your business open to new risks.

Our business services team will make sure you are protected from risks whenever you do something new. Get in touch on 01302 320621 or email sarah.naylor@switalskis.com