Why You Should Start A Podcast

Why You Should Start A Podcast

Remember back when you discovered your first podcast? 

I specifically remember asking “What’s a Podcast?” combined with a raised eyebrow and a wackadoo look at whoever mentioned it. No joke, I likened the name it to some kind of alien pod- thing from a movie and was completely unable to understand why I would want to listen to one. 

And here I am performing audio cleanup and consulting for podcasters as a self-employed #bossmom. Oh, how things change.

These days, over 165 million people in the US, alone have listened to a podcast. 

*As of Jan 2020 via podcasthosting.org

Coaches, advisors, speakers, online entrepreneurs, service-based brands, sports figures, authors, product-based businesses, and even CPAs and physicians have podcasts now! 

Whether you have a business of your own or simply topics that you’re passionate about sharing, creating your own show could be the key. “Normal people” (just like you and I) start a podcast every day and begin sharing information, solutions, and even laughter-infusing audio content.

Podcasting is THE best, easiest, cheapest way to reach a new audience, cultivate a loyal following, and share your message with the world. You don’t need expensive recording equipment, excellent editing software exists for free, a podcast hosting account is about $15 a month to get started, and you can record anywhere at any time. 

If you feel like I’m making it sound too easy, that’s because it is. You can make it more or less complicated (time and money-wise) by creating a video version, hiring a podcast editor or manager, and by choosing to schedule interviews or partner with a co-host.

Podcasting really is surprisingly easy – just hit record! (and send me your audio so we can get that baby launched!)

What Makes Podcast Episodes Popular?

People like to feel connected and, if you can’t physically be in front of your ideal customers or target audience every day (which is impossible), audio and video are the next best ways to build that connection. Audio is the second-best way to establish credibility and connection with an audience, with video being #1. 

Listening to podcasts creates a user experience unlike any other. Listeners’ brains establish an intimate connection with your voice as you share your stories, teach them, make them think, and guide them to question their thought processes. 

Just think, when you start a podcast, you’re putting your voice and your message onto a highly accessible, searchable platform (RSS feed) where you’re talking directly to your potential audience inside their earbud.

When people hear your voice deep inside their ear each week or each month, it’s natural for them to feel like they know you – like maybe you’re best friends even. This is also why producing good quality audio is key – there’s nothing that will make someone yank their earbuds out faster than bad audio.

Why Podcast Listenership Continues to Rise Year-After-Year

Beyond the connection factor, listening to podcast episodes is one of the most convenient ways to consume information. Listening to a podcast is arguably much easier than reading a blog post or newspaper and is considerably more topic-specific than watching TV. 

If you hate feeling like you’re wasting time or like you could be doing something instead of cleaning the house or just sitting for an hour during your commute, you aren’t alone! People want to feel like they’re doing something… which is where podcasts come in. 

Check out this graphic for more details, thanks to the geniuses at podcastinsights.com

49% of podcast listeners tune in as entertainment (or a welcome distraction) while cleaning, cooking, or even lounging at home. Another 22% of listeners queue up their podcast app for their commute – so they can feel informed, encouraged, or entertained instead of bored while they drive or ride the train. 

In fact, all of the above is how I personally became a podcast listener nearly 10 years ago. We were in debt up to our eyeballs, had a tiny baby and one more on the way, and were supporting my mom through her nasty divorce. To say life was stressful is an understatement!

I began listening to financial podcasts on my way to and from work plus while I did mindless chores at home. Needless to say, I quickly embraced those podcasters as my friends and followed the advice on their shows leading us to debt freedom in just 3 1/2 years! Now, go ahead and try to tell me podcasting doesn’t change peoples’ lives!

Okay, back to the great platform of podcasting and how you can move from a complete beginner to an experienced podcaster by starting a podcast today – BoomShackalacka!

So, now you’re asking…

Why Should I Start A Podcast?

If you’re a total newbie and just thinking about becoming a podcast host, podcasting is a fantastic way to “get out there” and begin building an audience. No matter the format – solo show, co-hosted, interview show, or storytelling – people listen from around the globe. New podcast episodes are searched for and discovered daily through the SEO technology media hosts are implementing right now.

This means that your content, when given the best episode name and description and provided at a better audio quality than most, can be easily found in podcast directories all over the world, taking you from Zero to having a successful podcast in just a few months.

Podcasting As Your Next Long-Term Marketing Channel

This can also be the case if you already have a hoard of raving fans. Maybe your existing website, business, or personal Instagram has blown up and, well, podcasting would be a great tool for you to use as a repeat touchpoint. People who really like you, really like you and are always interested in yet another way they can connect. 

Subscribers to your blog also follow you on Instagram, and people who follow you on Instagram typically like and comment on your posts, and engaged IG followers are likely to buy your services or products. They are subconsciously always looking for the next step they can take with you, which could be becoming a subscriber to your show.

Long story short, podcasting is yet another platform where you can share information, market your products or services, spread awareness, or entertain your audience by creating long-lasting (each new episode exists forever until you take it down) audio content using nothing but a USB microphone and your computer.

Podcasters with good content and professional sounding shows have immediate credibility with listeners, much more so than with “just a blog.” When your voice is in someone’s ear weekly, their entire attention is focused on just you for that 30 minutes or that hour, and through that repetitive connection, an intimate relationship is established. They know what it sounds like when you breathe, laugh, or pause thoughtfully. 

Listeners also quickly pick up on what makes you upset, excited, or angry, what you’re passionate about, and what your unique angle is. Think about how few people in your real life know all of this about you… this is the power of podcasting. 

But Aren’t There Are Already Too Many Podcasts Out There?

There are 2 million podcast shows*, and while this seems like a lot, it’s way less than the crowded web containing 1.2 billion web addresses. 

*As of Jan 2020 via netcraft.com and podcasthosting.org

The thing is, podcast fans search their podcast app (likely Spotify since it’s in the lead with 25% listenership or Apple Podcasts with 20% of podcast listeners*) every day for a particular topic using specific keywords and use your cover art, show description, and episode titles as filters to decide whether or not they want to listen to your episodes. Standing out in a certain category for the keyword they are searching for is easier than you think! 

* As of Oct 14, 2021 via statista.com

Plus, most shows have “podfaded”, ended, or completely quit after just a few episodes. “Active” podcasts, which means those who have produced an episode within the past 90 days, are just 20-25% of that 2 mil figure. Meaning there are only 500K active shows on Apple Podcasts*, which also means…

If you stay consistent and create at least a show or two every 90 days,

you’ll automatically be in the top 25% of podcasts in the world. 

In addition to that, if just 137 listeners download your episodes,

your show will be among the top 50% of podcasts in the world. 

*As of Dec 2021 via thepodcasthost.com

When you narrow it down to this and think about consistency with your message instead of competition with other podcasts, your goal of reaching “legit” status as a podcaster seems quite attainable, right?

But I Already Have A Website. Should I Really Start My Own Podcast Too?

Sure, most businesses have a website these days, and I’d argue that’s still a MUST and likely always will be. People NEED a place where they can click around and leisurely explore who you are and what you have to offer. But the old “build it and they will come” motto from Field of Dreams is, sadly, untrue.  As of January 2020, there were 1,295,973,827 websites in the world with 380 new ones being added every minute. I don’t even want to check the numbers for 2022.

Even with the influx of low-cost hosting plans and visually appealing site builders like  Wix and Squarespace (I use WordPress), creating a website can be an intimidating endeavor to begin, and rightfully so. Data analytics, SEO, and widgets are just a few of the many complicated things about websites. Plus, most websites are only a blog or a static page with pictures, until you integrate an email subscriber option, a way for people to click and buy things, or buttons where visitors can register for your services somehow. 

If you’ve already got all of this together, FANTASTIC. Hang in there, as I mentioned above, I strongly agree that you need a website in addition to your podcast. Listeners want somewhere else they can potentially engage with you, learn more about who you are, and yes, even buy your products… and a website is the perfect place to do that!

But wouldn’t you rather attempt to stand out in a sea of 900K shows as opposed to 1.2 Billion websites? 

Uhm, yeah, sign me up.

Plus, podcasting establishes a much stronger connection with listeners before they ever discover your site. Think of your website as a way to further support your podcast audience, not the other way around. 

Do I Need A Website For My Podcast?

I knew you were going to ask that! What did I tell you about making things complicated?

lol, it’s okay – you asked a valid question and the answer is both, yes and no.

No, you don’t NEED your own website in order to start a podcast. It’s my instinct to argue that you’re just procrastinating and letting another silly thing push your dreams and ultimate desires to the backburner – again. #amIright

Alternatively, I’d like to answer a very clear yes, because having a podcast website can give your fans:

1. an additional way to connect with you beyond just your podcast content
2. an increased likelihood of discovering your audio content (’cause SEO power) instead of other podcasts

The good news is many podcast hosting service providers now offer a podcast website as a free feature when you choose them as your media host. There are usually a few options to customize the colors, layout, and font styles on the site and some even allow you to connect and feature your YouTube Channel.

If you’re interested in a more robust option that was created specifically for podcasts, checkout the cool stuff the folks at Podpage.com have to offer. You can build this out on your own to support your show or, as part of the podcast management support services I offer, I can take care of it for you – it’s totally up to you!

Meanwhile, if you own and operate a small business or a side-gig you hope to turn into a business, I’d argue that you can simply use your podcasts hosts’ free website option to share out your show and that the only other thing you need is a way to book appointments or make sales. Whether you decide to use Insta, Facebook, or an appointment booking service like Acquity or Square Appointments to accomplish this that’s fine.

When your message reaches millions and gets to the point where you can begin earning an income, that’s when I’d look into building a full-blown website with all the bells and whistles. However, if you’re already there or insist on building one from the get-go, let’s talk! I can guide you through some questions to help decide what pages you need and connect you with a designer who can make your vision come to life.

How Podcasting Can Boost Your Business

Whether you

1) are an entrepreneur or an established professional,

2) have a service-based or a product-based business,

3) have an online offering or a physical location, or

4) are a start-up or a long-standing well-known brand,

podcasting is yet another way to reach and establish a strong connection with your people. In short, it doesn’t matter the type of business, what you’re selling, if you’re selling, the industry, category, or anything else. When used properly, audio files produced via podcast directory can be a game-changer.

Current and past customers love to hear updates! They love to know that the same product or service they loved still exists. It’s easy for them to get excited about a story sharing how it has positively impacted others’ lives and if you’ve created anything new lately. Podcast interviews, episodes featuring other podcasters, testimonials about your products, and even episodes sharing how your service or product is being used in a creative or different way are all options for keeping your audience engaged and your business top-of-mind.

If your service or product helped them once, they might buy the upgraded version or latest and greatest creation this year. In fact, 61% of small businesses report that half their revenue comes from repeat customers!

*According to BIA/Kelsey/Manta research from 2014

New, potential customers – those who may have heard of you or who are “on the fence”- will check out your podcast as a way to get to know you. They want to see what you’re all about, if your vision aligns with theirs, and because they want to hear the latest news, wisdom, or insight about your company/service/product. 54% of listeners are likely to buy from a brand advertised on a podcast, which is significantly more than on any other platform. 

* According to The Podcast Consumer, April 2019

It takes 6-8 “touches” before a prospect becomes a customer. So a weekly podcast where you discuss your latest offering during a short segment in the show could become one of those touchpoints. And in the land of business, the ultimate goal is to make sales. So, instead of waiting months or years for your website, mailers, Google ads, and other conventional advertising to convert leads, consider that podcasting could shorten that lead time to just a few weeks. 

The beauty of podcasting is that people get to hear your voice, and whether you feature interviews, stories, or testimonials on your show, listeners’ connection with you grows with each episode produced. A growing connection increases the likelihood that listeners will not only click through the show notes link and browse your website, but that they will likely subscribe to your email list, and even purchase! 

What’s more? If they listen to your show and subsequently buy your product or service, they’re more likely to remain engaged and use the product or service to its full potential. Translation: your podcast listeners are more likely to become and remain faithful followers because they’re more likely to get results because of your podcast.

Now, what happens when customers are overjoyed at the results they’ve achieved from your business?

They give you the greatest compliment of all – They share your show, your website and all about your amazing, life-changing, products and services with their friends!

And now, let’s take this a step further. Imagine you were the friend.

Whose advice do you typically follow? That of a Facebook ad from a targeted algorithm or that of a trusted friend whose results are tangible?

Answer: the friend … Boom!

How a Targeted Podcast Episode Can Engage a New Audience

With 165 million Americans having listened to a podcast and 103 million being avid listeners, the likelihood of you reaching people is… Absolutely 100%

But you want to reach your ideal customer, your avatar. You want people who are: 

• A target age range 
• In a high-income bracket (so they can afford you)
• A certain social demographic, race, or gender
• At a specific life stage that would make them need your product or service

Well, podcast listeners are affluent, brand loyal, and educated with 67% of them being in the age range of 18-44 years old. Over 60% of listeners spend more time every single week listening to podcasts than they do watching TV. This is because most podcast consumers listen to about 7 shows per week. These individuals are 45% more likely to have a college degree and 45% more likely to have an income of over $250,000 per year. 

Think your ideal customer is in there? Probably.

Plus, 94% of podcast listeners are active on social media, which makes it likely they will share your show in their stories, follow you, engage on Instagram, like your Facebook business page, and much more. This means that one listener isn’t just a valuable asset toward a single purchase, but that that one, engaged, customer raving with excitement about your brand could attract more people just like them!

How Do I Create a Successful Show?

Once you’re over the hump of hesitation and you’ve decided to launch a podcast (Eeek! I’m so excited for you!), you’ll need to decide on some basic concepts about your podcast. Consider what structure you want (interview-based, multiple hosts, co-host, solo show, story format), how long you think episodes should be, what type of listener you want to reach, whether you want to harness the power of a YouTube channel, how to create cover art, and what you want the general theme and subject matter to be about. 

This might take some brainstorming, but these basics are important! In fact, here’s a free download to guide you easily through each step. 

From there, one of the biggest issues is sound. You want any intro music used to be more catchy than annoying and the audio to sound professional, yet real. It’s really, really hard, maybe impossible, to record an entire episode without any flubs, uhms, or mistakes. Plus, you might be a little nervous recording your first episode – for some reason, being behind the mic can feel intimidating!

Basically, your show needs editing. Trust me, nobody wants to hear the sound your spit makes in your mouth as you talk (yes, I can hear that!) and no one wants your show to take 5 extra minutes of their time because of all the unnecessary ums, pauses, likes, you knows, and partially formed and repeated sentences.

You’ll either need a crash course in how to use some editing software and how to EQ, level, clip and fade your music, overlay your intro and outro audio, and edit out weird pauses, misspoken words and get your show on all the major podcast players, including Apple Podcasts OR you’ll need someone to take that off your plate. 

The number one reasons people stop listening to a show are:

• Poor audio quality

They expect consistent volume, pleasant sound, and that your spoken words are easy to understand.

• Boring or negative slant

Show your personality, remain on topic, and give listeners a positive twist on things. People like to feel good or see the good in things.

• Too many ads or salesy

As a new podcaster, you likely won’t have sponsors (only the top 1% typically do) however, you can still earn income from your show. Just be sure to provide value first and create material that people will enjoy listening to, even if they never buy. 

Notice which one is at the top? THIS is why I became an editor. My goal is that all my podcasters have to do to start a podcast is hit record and send me the file… I take care of everything else!

I coach podcast hosts through creating high-quality audio beginning with the first episode, help them navigate podcast music selection, write searchable show notes for each episode, and assist with cover art design, in addition to providing professional editing services for the best sound possible. 

Interested in talking about launching or editing?

Snag a free, Initial Consult call with me!

How Starting A Podcast Can Boost Your Visibility

The world of podcasting is bigger and more popular than ever and new episodes are flooding to the podcast world daily. Now is the time to ride the wave!

Podcasting is a way to create an ongoing advertisement (without actually being an ad) for your own products and services while sharing information, improving people’s lives, and reaching a more expansive audience than you ever imagined. 

Professionals are launching podcasts to share their expertise, support their businesses, and build an audience. Service-based and product-based businesses alike are using podcasting as a visibility tool – to establish credibility, reach new listeners, get their name “out there”, create connections between listeners and their brand, and share stories that make their products or services more applicable in everyday people’s lives. 

I’m telling you, now is the time.

Consider finding a quiet space and recording your “intro episode” today! (oh, and then let’s talk through how to get you launched!)

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