When most people think of ways to market their business online, a podcast usually isn't the first thing that comes to mind. While it is not a replacement for more traditional promotional methods, a podcast can be a valuable tool to educate and connect with your target audience.

One of the main advantages of a podcast is that it is a medium that can be enjoyed in a number of ways, including being something playing in the background while someone is driving, cleaning their home, or doing another task that doesn't require their full attention. Because it doesn't require active engagement, you can reach these potential clients at a time that is convenient for them.

Providing more information

Another advantage of podcasts is that the long-form nature of some allows you to provide more information and nuance than you may be able to in a short social media post. While studies show that people read faster than they listen, on average people retain the same amount of information whether it is heard or read.

In a world where we are constantly surrounded by media on the internet, television, or radio, many people have learned to simply "tune out" advertisements. Since a podcast is not an advertisement per se, it gives you the opportunity to talk about your company's goals philosophy, or industry in a general and more authentic way. This lets you  educate your target audience in a way to which they may be more receptive.

Podcasting also establishes you as an authority in the subject matter that you cover. You may choose to focus on tech, entrepreneurship, real estate, or something else. A podcast, especially one where you invite on other credible sources in your industry to join you, shows that audience can trust to gain accurate information and informative insights.

For those who think that podcasting is too expensive or complicated, there is good news. Podcasting can be as  simple or as advanced as you wish. Start off with investing in good audio recording equipment. Podcast Insights offers some suggestions here.and then you can make your production as simple or elaborate as you like. Choose topics of interest to discuss, whether is the podcast will feature just you or include guests.

Be sure when you record that you have a quiet space that doesn't echo too much in order to provide the best sound quality possible. If you're adding video to your podcast also be sure that your background and stick to clothing that isn't distracting.

As the ways we advertise and market our businesses continues to evolve, podcasting is a great choice to build a following, establish credibility, and connect with an audience of potential clients in a more authentic way, which is one of the main goals of the businesses I have started.