Why should you start a podcast for your business? Podcasts are in the homes of over 50% of US population, and over 70% of the US population is familiar with podcasting, which makes it the perfect tool for both company-branded podcasts and private internal content. Its accessibility reaches both public audiences for sake of branding, and internal employees looking for internal communications solutions. Here are ten reasons why you should start a podcast for your business.
- Company branded podcasts help with public branding.
- Company branded podcasts help create a more personalized experience for your audience.
- Company branded podcasts allow you to advertise/cross-promote your services in your content.
- Podcast advertising pays well.
- Company branded podcasts help with your company’s SEO.
- Private internal podcasts are a mobile form of communication for employees on-the-go.
- Private internal podcasts spread stories of employees doing good, highlighting employees going above and beyond.
- Private internal podcasts formalize and standardize employee training across a large company.
- Private internal podcasts allow you to share content you’ve already made (newsletters, notices on employee intranet, etc).
- Private internal podcasts better organize your employee documents (organize specific podcasts for sales, marketing, etc)
Company Branded Podcasts
1. Company branded podcasts helps with public branding
Your brand, and your public image at large, is one of the most important things – if not the most important thing – that your business will put its resources into. Any impact to your brand’s portrayal can impact your sales, deals, resources, and growth. By deciding to start a podcast for your business, you’re giving your brand a new direction to grow in the public eye. You’re also showing that you’re paying attention to communication trends, and offering a form of media that is quickly growing and openly desired by audiences around the world.
2. Company branded podcasts help create a more personalized experience for your audience
In today’s social media landscape, you’re more likely to get attention on social media by being playful, yet honest with your audience. In a world of Wendy’s waifus and Sunny D depression-posting, your audience will find it incredibly refreshing that you’re operating something as open as a podcast.
Many listeners also cite the fact that podcasts offer a more personal and engaging experience. In making the choice to start a podcast for your business, you’re creating a new avenue through which users can engage with you, increasing the likelihood of their use of your product or service.
3. Company branded podcasts allow you to advertise/cross-promote your services in your content
With your own branded public podcast, you’re creating a new space to promote your services and products to your audience in a way that usual promotion methods cannot reach. Studies show that an audience that is engaged by a brand spends 60% more than an audience that isn’t. Our previous article on podcast advertising further highlights just how effective podcast advertising can be. Your podcast is a built-in way to go into detail about your goods and services. Coupled with the above personalized experience for your audience, you’re more likely to generate sales and leads.
It will also give you a platform through which you can promote your partners, who in turn can offer their own promotion for you. Cross-promotion is a great way to reach out to other audiences and get them educated on your business, and by having a podcast an available space, you can offer it to any business partners you do promotions with.
4. Podcast advertising pays well
As stated in the above article on podcast advertising, many services are pushing more and more advertising into the hands of podcasters. In fact, one business doubled their sales with just one host-read ad because it appealed to the audience so much. Keeping this in mind, you can allow other businesses to buy ad space in your podcast, which then creates a new source of revenue for your business. This can then in turn be put into the podcasting budget, or put towards other company growth.
5. Company branded podcasts help with SEO
Public facing company podcasts can also be SEO optimized for both directories and SERP. Much like the impact of your brand, your SEO is another important aspect to keep track of. Your social media and your own website offer places for SEO to work for you, and your podcast can do the same. By deciding to start a podcast for your business, you can leverage it (especially in your episode description and transcriptions) to do a lot to positively impact your SEO and help your company grow.
Private Internal Podcasts
6. Private internal podcasts are a mobile form of communication for employees on-the-go
Even if your employees are working from home, they’re bound to be on the move. The reality of “working from home” is that breaks are often necessary and necessarily often, thanks to distractions and obligations from children to pets to laundry to the simple desire to not be seated at one’s desk. Podcasting for internal communications offers your employees a flexible way of working while doing other tasks such as changing diapers, loading the dishwasher, or just jogging up and down the block to get that some Vitamin D.
For employees that are back on track to traveling and commuting, podcasts also keep them in the same loop as their desk-bound counterparts in a way that makes them feel included and in-the-know. Thanks to the portability and internet-free nature of podcast listening, your traveling and commuting employees can still hear office updates, department highlights, and company news without getting cut off by an unstable internet connection.
Using a solution like the Podbean Pro app, you can also ensure that your podcasts are fully protected and available to your users to access them via your company’s integrated SSO login or authorized email/password.
7. Private internal podcasts spread stories of employees doing good, highlighting employees going above and beyond
Vimal Parker of Slalom highlights in her interview with Podbean that they dedicated an entire podcast channel that highlights employee stories. This not only rewards the employee for a job well done, it can inspire other employees to do the same. You can reward and motivate your employees at the same time by highlighting the good that’s done within the company. Parker even goes on to state that some of these episodes are highlighted for new hires as they join the company, which goes even further to motivate new employees, and gives them an immediate start to feeling pride in their work and their place of business. By choosing to start a podcast for your business, you can highlight your employees going above and beyond while encouraging others to follow in their footsteps.
8. Private internal podcasts formalize and standardize employee training across a large company
It is a fact that training your employees correctly is impossible if you’ve got ten different employees training in ten different ways. By choosing to start a podcast for your company as a resource for employee training, you’re creating a standardized way of providing information to your new employees. This in turn will ensure that everyone is learning the proper procedure for things around your company, which leads to a more standardized and positive experience for your customers.
9. Private internal podcasts allow you to share content you’ve already made (newsletters, notices on employee intranet, etc)
Your company will already have content shared internally by way of newsletters, notices on the employee intranet, emails, and the like. However, it can be hard to know if your employees have seen the newsletters or emails, and then you’re left wondering if your employees are getting the important info being shared with them. By choosing to start a podcast for your business for communications, you will have the ability to track employee engagement and see who’s interacting with what, for how long, and if they’re skipping anything.
10. Private internal podcasts better organize your employee documents (organize specific podcasts for sales, marketing, etc)
Organization is the key to success! If your employees are getting deluged with information that isn’t meant for them thanks to long emails, large newsletters, or a wall of text that is the employee intranet, they might not be paying attention and they may miss crucial information meant for them and their department. By choosing to start a podcast for your business, you can isolate what is meant for sales, marketing, and other departments and ensure that your employees only have to focus on the information meant for them and their department.
11. Overall . . . it’s fun!
There’s a reason so many people are into podcasting! It’s a great communications tool for both public and private use, and is so accessible it can be done from your mobile device.
Curious about getting your business podcast started? Check out our site to learn more about our enterprise solutions and get connected with an account executive!
Podbean also makes it easy to start a podcast. Click this link here to start a podcast in minutes!