4 Methods to Leverage Podcasting to Develop Your Enterprise

Once I first launched my podcast, The Fractional C-Suite Retreat, I had no concept what would come from it. The precise course of of constructing a podcast is surprisingly simple. The three key substances: a pc to document the podcast, a very good microphone to seize your voice, and a software program program to edit your audio. (Some say a fourth requirement is a horny voice … but when I made it, so are you able to.) 

The toughest a part of podcasting? It’s nothing associated to sound engineering or fancy advertising methods. It’s the flexibility to seek out that bedrock concept that ties all of it collectively. 

A singular angle is crucial — and with the fast progress of podcasts as a media type constructed for communities, going area of interest and particular is essential. Nevertheless, crucial factor I’ve discovered all through my podcasting expertise: figuring out a objective for the podcast you wish to launch.

Podcasting is an train in longevity. Figuring out an enormous mission or objective — the rationale why you began this factor within the first place — will propel you ahead on the times you are feeling too busy or too low on power. Most probably your objective lies within the viewers you attempt to encourage or the sensation you get if you end up deep in dialogue with a visitor. Monetary positive aspects will come, however lead era and financial ROI can’t be the first motivators (cash alone is rarely a sustainable driver for something, I’ve discovered).

The outcomes and influence a podcast creates far outweigh the challenges. The advantages are so vital that I imagine each entrepreneur, chief or fractional skilled ought to think about incorporating a podcast into their enterprise mannequin. The explanations are simple. 

Branding and advertising 

Once I first began my podcast in November 2021, I knew I needed it to assist the newest enterprise I used to be constructing (yorCMO: a fractional CMO firm). I used to be shortly getting fascinated with the fractional mannequin of labor — and I needed a platform to share my pleasure for it whereas talking on to the viewers my enterprise was focusing on.

A podcast is a advertising channel – and it may be a key a part of a strategic advertising combine. However there was one small distinction:

The podcast wasn’t a Fb advert being unfold throughout the web by a faceless company model. The podcast was me: my voice, my ideas, the varieties of friends I felt enthusiastic about chatting with. It was my model. 

What got here out was: The Fractional C-Suite Retreat podcast

The idea is straightforward: a present meant for an government viewers to take heed to whereas unwinding and studying about varied points affecting the C-suite. I had all the time beloved (nonetheless do) studying, listening to a podcast or writing over a cigar in my yard after a protracted day. I figured different busy leaders would possibly already be doing the identical factor I did, they usually would possibly wish to take part my cigar-fueled audio retreat.

Whereas branding the podcast, I used to be capable of model my firm and myself on the identical time to my listeners. Speaking about shared experiences with my friends makes listeners affiliate sure emotions with me and, by extension, the corporate I based. The podcast started to behave as a supporting pillar of my company model’s advertising and my very own private model’s advertising.

What’s extra: a gradual circulate of episodes began to gas content material for social media accounts.  

From a branding perspective, a podcast could be invaluable: it could create beneficial on-line engagement in your model(s) whereas providing you with advertising content material in your different channels.

Viewers connection and authoritative presence

The title of the podcasting sport? Creating private connection in in the present day’s disconnected world. 

Podcasting establishes a extra direct connection to your viewers. Whereas blogs and posts on social media are used to attach together with your viewers, podcasting has a singular place within the social media panorama. Your viewers hears your voice and mannerisms in ways in which texts can not compete with.

Do podcasts for a protracted sufficient time, and you’ll have an viewers who merely loves listening to your (and your friends’) ideas. In case your voice is an genuine one, and for those who maintain again from the temptation to make the whole lot “excellent,” your viewers will see you as an authoritative determine in your core matter; they’ll get to know you, and really feel you perceive them; and inadvertently they’ll develop a way of belief. 

The objective isn’t to be a “thought chief”; it’s to be an unfiltered, fascinating, dependable lighthouse standing out in a crowded sea of voices guiding your viewers dwelling. Be the lighthouse!

New avenues for on-line presence

Whether or not in your company model or in your personal brand (or each, if they’re interconnected), a podcast is a great option to attain audiences outdoors of your speedy business or community.

Podcasting helps your corporation attain an viewers disconnected from however adjoining to all of your different advertising channels. Conventional advertising rhetoric tells us to be on “each” social media platform — however as a rule we find yourself specializing in one platform above the remainder (doubtless a wiser technique). Mostly, it’s the one the place the most important focus of our target market is discovered. 

Podcasting is, in some methods, natively disconnected from a singular social media platform – which suggests it creates alternatives to succeed in individuals you have got by no means met, recognized about, or marketed to.

In accordance with the Infinite Dial 2023 survey by Edison Analysis on digital media shopper habits in america, 42% of the US inhabitants listens to podcasts month-to-month. In 2012, this proportion was solely 14%.

It’s a rapidly-growing section — one that’s diversifying when it comes to enchantment. The identical survey notes that podcast listeners’ demographics (gender, ethnicity, and age) are diversifying simply as quickly. The curiosity in podcasts just isn’t solely an American phenomenon: Latin America and Asia Pacific, for instance, have seen exceptional progress.

The purpose: podcasting creates new avenues for brand new publicity to new audiences — and regardless of what looks as if a “crowded” podcasting market, in some methods it’s nonetheless in its infancy as a channel to succeed in and encourage audiences.

Constructing a discovered group 

Nothing beats trustworthy mental conversations.

A primary (and understated) good thing about podcasting: Attending to have conversations with sensible, fascinating individuals. I’ve had many fantastic friends of assorted backgrounds on my podcast, from whom I discovered a lot about completely different aspects of enterprise. One week I’m speaking to a world-class professional about modern-day advertising; one other week on firm tradition; the subsequent about the way forward for work.

Past ideas associated to my core matter (government enterprise management points), I’ve discovered a lot about psychology, philosophy, well being, strategic pondering, relationship-building, and rather more. The friends I’ve had on my podcast repeatedly remind me and my viewers that irrespective of how skilled you could be in your area of experience, there are all the time new issues to be taught.

Furthermore, the easy act of internet hosting friends on a weekly podcast builds a way of group: I’ve expanded my community and audiences exponentially; constructed actual relationships I’ll maintain onto; and have acquired messages on how I’ve impressed others to realize their objectives. Even when a podcast is by default a one-way dialog, a group will get created the place individuals can change, be taught and develop. It’s exceptional, actually.

Whether or not you’re a seasoned entrepreneur or a C-level chief, I imagine podcasting can assist your corporation develop.

My suggestion: Give it a strive. Begin with a mission and objective— and who is aware of the place the podcasting journey can take you from there? 

Contributed to EO by Joseph Frost, an EO Nebraska member, who’s a decentralized entrepreneur, college professor of entrepreneurship, public speaker, and a four-time founder. He’s the founding father of Guided Outsourcing, a people-centric outsourcing enterprise, and YorCMO, the primary decentralized management advertising system. Joe has written about causes to decentralize your leadership team, methods to lead globally distributed teams and the way technology empowers distributed teams to build culture.

For extra insights and inspiration from in the present day’s main entrepreneurs, try EO on Inc. and extra articles from the EO weblog.