Main Content

Back to Blog List

The UPS Store Small Business blog
  • 14 June 2021
  • Jelani Markus

Using A Podcast to Promote Your Small Business In 2021

Podcasts are everywhere. Everyone seems to be listening to them and everyone seems to be making them. Morning commutes and afternoon walks are more commonly scored, not by the latest top 40 hits, but by informational and entertaining podcasts covering a variety of topics–including small businesses. Creating a business podcast with a dedicated audience hungry for the information you deliver could be a wonderful way to grow your bottom line. If you’re interested to learn more about creating podcasts in general or starting a business podcast of your own, read on.

man listening to podcast

Why are podcasts great for small business owners?

The audience you can reach. Podcasts are so ever-present because they are both broad and specific. The niche nature of podcasts means you will likely reach an audience that wants to hear what you have to say. This is an excellent benefit if you want your podcast to entertain your audience as well as promote your business.

It’s passive and attractive. People are on the go. Many don’t have as many opportunities to sit down and read something as often as they’d like. However, podcasts provide a solution for those looking for information they can consume almost anywhere. With a barrier to entry being as simple as owning a smartphone, more and more people choose podcasts as a go-to form of entertainment. Bringing the fans of your small business something they are looking for can build a strong following.

The return on investment (ROI) can’t be beaten. Advertising on an existing podcast can be expensive depending on the audience size of the podcast. But, creating your own podcast that works as a promotion and community-building tool can be relatively inexpensive. In most cases, you’re investing in a microphone, audio editing software for your computer (which is often free), and your time.

How can you use podcasts to promote your business?

Push, push, push your product or service.
Don’t forget the central reason you started recording a podcast in the first place. Whatever product or service your business is built around, weave them into the conversation, find subjects related to the problems your product or service solves, and build a dialogue around them. Remember, a podcast is a selling tool.

You can create trust. When someone hears your voice, you can become more real, more relatable. It’s human nature. We connect to the tone, inflection, and cadence of a person’s speech much more than their written words. The result is a more perceived honesty, which is great for a small business owner.

Podcasts can double as blog posts. Right now, you could have a website with an existing blog, and many of your customers could be big fans of your business as well as your blog. However, many may have little time to dedicate to reading your blog despite how interested they are in the content you provide. This is where podcasts come in. You can easily create blogs from business podcast transcripts or use the written words in a blog as a script for a podcast. You write the rules.

What should you do with your podcast?

Find your lane and stay in it. Podcasts are usually more successful when they don’t try to be all things to all people. As a small business owner, you know the service you provide well. You know the type of customer looking for that service. Expand that thought process to your business podcast. When you work within your niche, you are better equipped for success and growth.

Use what works elsewhere. If you already have a blog with successful articles, you have fertile ground to build a podcast. As mentioned before, recreating blog articles can be great podcast content. The addition of voices, interviews, and music cues can add a significant value to the information you’re sharing.

Change things up by bringing in experts. Interviews create interests and insight. Having a different perspective and voice to listen to can help your podcast become a more interesting listen. Plus, it’s not as difficult as you may think to get people to spend time chatting with you. Just ask and see what happens. A “no” is often as bad as it can get.

Promote your business by promoting your podcast. Your podcast won’t earn listeners off the strength of its content and charming host alone. You will also need to promote it. Use all the social channels you have available to spread the word. Even if you think your audience is already aware, share the information.

Stay consistent. A dependable business podcast keeps a schedule. Be sure to avoid posting erratically. Your listeners will eventually look forward to new content from you and expect it by a certain time—every week if possible is ideal. Do your best to stay accountable. If something prevents a post from coming on time, leave a message of some sort to explain the circumstances (if you’re comfortable), and the next time your listeners can look forward to a new episode.

Find a sponsor. Yes, your business podcast is mainly a tool to promote your business. That doesn’t mean it shouldn’t be monetized if your audience grows enough and interests spark. However, you should be cognizant of what potential sponsors are all about. You don’t want to have a brand promoted on your podcast that is antithetical to your message or worse, a competitor.

Make a statement. Each podcast episode is an opportunity to clearly state a call to action. You want your audience to do more than just listen to the next episode. You want them to learn more about your services and hopefully make a purchase. Say as much during your podcast here and there. Remember: a good call to action should be unobtrusive and clear.

My first podcast is recorded and edited. Now what? You can upload your finished podcast to sites such as SoundCloud, which gives you a few hours of free uploading space. You can also try Buzzsprout, which is ideal for podcast beginners and always coming out with new updates, and Podbean, with attractive pricing and plans. And for people who take podcasting seriously, consider Transistor, a platform that easily integrates with the popular music and podcast player Spotify.

If you want your voice to be heard, a podcast can be a powerful tool to use. Every day, more podcasts are created and more fandoms are established. Building a strong connection between your small business and a popular podcast that you’ve created can make all the difference in your future growth and success.

Back to Blog List