Menu
Your small business needs a podcast. Why? Because in today’s competitive market, standing out is more challenging than ever. Podcasts offer a unique, personal way to connect with your audience, build authority, and grow your brand.
This article outlines 12 reasons why starting a podcast could be the game-changer your small business needs - from boosting brand visibility to fostering stronger connections with your audience.
Here’s 12 reasons why having a podcast content strategy might make sense for your small business.
Podcasting is still on a growth trajectory worldwide. By the end of 2024, the number of people listening to podcasts is expected to reach 504.9 million, an increase of 8.7% compared to 2023. On top of that, the industry is worth over 23 billion dollars as of 2023, but its growth is projected to increase to over 100 billion before 2030.
People worldwide are listening to podcasts, even Gen Zers, who are discovering podcasting more than twice the rate of other ages and leading the way in podcast consumption.
Regardless of your niche, target audience, or industry, there is a space for you and your business in an industry that is not only growing but often less competitive and crowded than other marketing mediums.
Establishing authority in your industry can help your business gain trust and recognition. Podcasts allow you to do this by consistently sharing your expertise in a direct, personal format. The conversational nature of podcasts allows you to connect with your audience in a way that written content alone can't, making your expertise more relatable and engaging.
An example of this is Azets UK, a leading accounting and business advisory service provider, who launched the Bang the Drum podcast in partnership with Cue Podcasts. By offering practical advice tailored to SME owners, Azets UK effectively positioned itself as an authority in business growth and management. This podcast showcases their deep knowledge in these areas and reinforces their role as trusted advisors to small and medium-sized businesses.
As a business, creating content is key, but constantly figuring out what to post can be exhausting. That’s where podcasts come in - they’re like content goldmines. One episode can be turned into a blog post, social media clips, or even a video. This means you can reach different people on different platforms without reinventing the wheel every time. It’s a smart way to keep your brand active across channels while saving you time and energy.
9 Ways to Repurpose Your Branded Podcast Content (Examples)
Everything in your business starts and ends with your audience, and podcasting offers a unique way to connect with them. Podcasts allow listeners to engage with content in a personal and intimate setting, often when they are most focused - like commuting or exercising. Research shows podcast listeners develop a deeper connection with hosts, as the consistent, conversational format creates a sense of familiarity and trust.
A strong example is the PeopleFirst Podcast, by Brook Street Recruitment, produced in collaboration with Cue Podcasts. This podcast has a specific target audience - Gen Z and Millennial workers - offering targeted tips and advice for their specific needs. This allowed Brook Street Recruitment to position itself as a company that truly understands and values its audience’s needs - thus building a strong connection with listeners and potential clients.
Podcasts do more than just broadcast your expertise - they also create valuable networking opportunities. Inviting industry experts, thought leaders, and influencers as guests makes your podcast a platform for collaboration. These connections can lead to partnerships, new business ventures, and a broader reach within your industry.
Engaging with guests on your podcast not only expands your professional network but also introduces your brand to new audiences through the influence of your guests.
The initial equipment and editing software investment is small, and the ongoing costs are relatively low. Yet, a podcast's reach can be pretty significant. In other words, you can reach a lot of people without the hefty price tag. This makes podcasting a great solution for small businesses looking to maximize their marketing budget while making a significant impact.
For businesses that might not have the time or the expertise, many white-label podcasting companies, like Cue Podcasts, can help you with all the technical and creative work - such as recording, editing, hosting, and marketing. All you need to do is sit back and reap the benefits.
Podcasts have a knack for building solid communities because of their personal touch. When listeners feel connected to the host and the stories being shared, they naturally evolve from casual listeners to loyal fans and potential customers. Over time, these fans come together, forming tight-knit communities like the ones you see in the True Crime podcast world. These communities thrive on shared interests and strong connections.
For a brand, having this kind of community is gold. These aren’t just fans - they’re your brand’s biggest supporters. They’ll talk about your brand, recommend it to others, and even stand up for it online. This kind of word-of-mouth promotion is incredibly powerful because it’s fueled by genuine loyalty. When engaged and enthusiastic, your community becomes the best ambassadors, naturally helping grow your brand.
Podcasts allow businesses to engage with their audience more intimately and sustainably. With 464 million podcast listeners globally and many tuning in weekly (for several hours), your brand can consistently be in front of potential customers.
Podcasts help people understand who you are as a brand and what you stand for as a business. They help people get to know you on a deeper level. Ultimately, podcasts help your brand become part of listeners’ routines, building familiarity and trust.
Podcasts aren’t just for sharing ideas - they also can drive traffic to your website by turning listeners into visitors. When you mention your website during episodes - whether to offer exclusive content, promote a product, or provide additional information - you give your audience a reason to visit.
These are highly engaged listeners who are already interested in what you’re saying, making them more likely to take action. This not only boosts your site traffic but also brings in users who are primed to explore and convert.
When you publish episode transcripts, detailed show notes, or related blog posts, you create additional text-based content that search engines can crawl, helping your site rank higher for relevant keywords.
Podcasts can also often attract backlinks when other sites or blogs reference your episodes. By adding a link back to your site, you strengthen your website's authority in search engines. This combination of fresh content and quality backlinks can improve search engine rankings, driving more organic traffic to your site, which is always good.
10 Best Practices for Optimising Your Podcast SEO
When you tackle topics your audience cares about, like their challenges or interests, your podcast becomes more than just entertainment - it becomes something they rely on. By offering advice, insights, or stories that speak to your audience, you’re giving listeners real value, which helps build trust and makes your brand a go-to resource in your field.
A great example is SkinMed's Aesthetics & Biz podcast, which shares insights into the cosmetic surgery industry. By offering expert advice and behind-the-scenes stories, SkinMed provides listeners valuable content that positions the brand as a trusted resource.
Last but certainly not least, unlike traditional marketing methods, podcasts allow you to showcase your brand’s personality, values, and unique perspective. By offering content specific to your brand’s voice and expertise, you can carve out a niche that’s distinctly yours.
In a world where consumers are bombarded with ads and generic content, a well-crafted podcast can be a breath of fresh air. It allows you to dive deeper into topics that matter to your audience, tell stories, and connect with listeners on a more personal level. This form of communication sets you apart from competitors and helps build a loyal audience that appreciates the distinct voice and value your brand brings to the table.
There are many different ways small businesses can utilise podcasts to achieve their business goals. We’ve listed 3 below:
By sponsoring popular podcasts that align with your brand’s values and audience, you can reach a highly targeted group of already engaged listeners. This approach allows you to subtly introduce your business while benefiting from the credibility and trust the podcast host has built with their audience.
Podcast Advertising: What, Why, & How to Get Started + Tips
Podcast tours involve appearing as a guest on various podcasts relevant to your industry. By sharing your expertise, stories, and insights on these platforms, you can introduce your business to new audiences and establish yourself as an authority in your field. It’s a great way to build brand awareness and connect with potential customers who may not have discovered you otherwise.
How to Be a Good Podcast Guest (That Listeners Remember)
Creating a branded podcast is perhaps the most direct way to use this medium for your business. A branded podcast is a show centered around your brand or the industry you’re in. It allows you to control the narrative, share your brand’s story, and engage with your audience. Whether you’re discussing industry trends, providing educational content, or sharing customer success stories, a branded podcast can help solidify your brand’s identity and create a loyal community around it.
13 of the Best Branded Podcasts to Take Inspiration From
Starting a podcast for your small business can be a great way to connect with your audience. There are two main ways to get started. You can take the DIY approach, which involves identifying your target audience, choosing a name, designing artwork, and planning your content.
Tip: If you want a detailed walkthrough on launching a branded podcast, check out our ultimate guide here.
Alternatively, if you’ve got a bigger production budget to work with, you can enlist the help of a podcast production company, like Cue Podcasts. We offer a full range of services to help you create a professional podcast that aligns with your business goals, handling everything from concept development to production and promotion, so you can focus on running your business.
Check out some of our recent work below:
To discover more about our process and how we can help your business, get in touch using the form here.
In a world where standing out can feel impossible, podcasts offer a fresh and engaging way to connect with your audience, build brand authority, and foster a loyal community. Whether you’re just dipping your toes into podcasting or ready to dive in with professional help, the potential benefits are too significant to ignore.
Start exploring the world of podcasting today, and watch as your business finds its unique voice in this dynamic medium.
Join our carefully curated newsletter packed with insights, tips and resources to help shape and share your stories.
