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When designing your marketing strategy, many digital marketers turn to major platforms like Instagram, Facebook, Twitter, and LinkedIn; however, one option that is often overlooked by companies is podcasting. According to Ofcom’s Media Nations 2019 report, “7.1 million people in the UK now listen to podcasts each week.” That’s an increase of 24% over the past year. Podcasting is a way to grow your business, and here’s why. 

Control Over Your Brand’s Message
A podcast is an owned channel, which means you have control over your brand’s messaging. You’re not relying on paid sponsorships or advertising. It keeps your company relevant and gets consumers’ attention. Once you have their attention, you can position your brand strategically and distinguish yourself from the competition. 

Provides the Human Element
Podcasting is a form of content marketing that provides a direct connection to the audience. Because it feels like a one-on-one conversation with your listeners, it fosters a strong relationship. By regularly engaging with your clients, audience, guests, and customers through podcasting, you build a community around your brand, which is loyal to your company. The customer loyalty you create is directly beneficial to your business, and the community aspect has the indirect benefit of attracting other consumers to your brand. Through podcasting, you can get to know your customers on a more personal level. By interviewing them and interacting with them on your show, you’ll be able to connect to their story and understand their customer journey in a way that makes them more than just a data point or statistic.

Increasing Credibility & Authority
Podcasting is a way to increase your credibility and authority in consumers’ eyes. It gives you a chance to demonstrate your expertise in your industry. It can even lead to new opportunities such as collaborations, speaking gigs, and partnerships. Consumers are much more likely to buy from someone they view as an expert than someone they don’t know.

Podcasts can expand your opportunities for networking with others in your industry. By doing interviews and guest appearances on other podcasts and inviting them on your podcast, you are creating connections.

Brand Awareness
Having a website or blog and being active on social media are great ways to build brand awareness, but it never hurts to have one more avenue for reaching new audiences. With podcasts, you don’t have to go out of your way to seek new audiences; you can let them find you. Podcasts are easily accessible worldwide; your audience can listen for free; all they need is a computer or mobile device. 

If you haven’t considered creating a company podcast before, now’s your chance! Open yourself up to the possibilities that exist with podcasting, and you may just be surprised by the results.