When it comes to podcasting and business, the question isn’t “if” but “when,” with statistics indicating significant benefits and consistent projected growth for podcasting.

In the US alone, marketers present some $1.33 billion on podcasts in 2021 and this amount is expected to surpass $2 billion by 2025. Around 62% of consumers in the U.S. have listened to a podcast, which is a powerful reason for businesses to consider creating podcasts as part of their marketing efforts.

Read on to discover why you can’t go wrong with a podcast, and how to find a niche that will engage and inspire your audience and grow your target market exponentially.

 Creating Your Own Branded Podcast

When creating your podcast, start by laying its foundations well. Invest in marketing research to identify your niche, study what your competitors are offering, and choose one or more unique features that will make your podcast stand out. Start by studying case studies of successful small business podcasts.

For instance, the podcast The Best One Yet, which offers business news content, stands out by discussing current business affairs lightheartedly, appealing to those looking for a fun side to key business topics. The a16z Podcast, meanwhile, which specializes in the tech industry, offers in-depth discussions with technology experts, who enlighten audiences on new trends and directions that the tech industry is going in.

When defining the features that will make your podcast stand out, consider the podcasts that provide value to your professional life and analyze the factors you most appreciate. Remember that time is precious, and your audience will not be interested in generic content they can access from a myriad of other creators.

Embracing Audiovisual Appeal

Ensure your podcast is slick from start to finish. If you will be offering your content in video and audio, every aspect of your content should have a professionally edited feel.

Choose a color scheme that matches your company logo and creates the right mood for your podcast. Choose fonts that convey your tone, personality, and vision. Incorporate elements that can lend your podcast authority, artistry, or entertainment value, including images and effects. A catchy tune for your intros and outros is a key way to capture your audience, so prioritizing and testing the suitability of your chosen music is vital.

There is a wide range of free podcast music tunes available online, and many works have been created by professional musicians or composers. Take your search beyond the obvious though, checking out libraries by independent artists, many of whom are immensely talented and in need of support. Search for Creative Commons Music for podcasts to discover the extent of top-quality free music available. 

Test Your Product Out

Whatever you publish online cannot be retracted, so invest in testing your podcast’s success before release. Start by recording a sample episode and sharing it with existing clients and target listeners to gauge its success.

Experiment with a small but dynamic list of formats and styles, including interviews, solo talks, informational talks, sector-related entertainment, and similar. Test all of these with as wide an audience as possible, as they will give you a clear indication of the road you should be heading on.

Give your listeners a chance to comment, ask questions, and give honest feedback. Provide a questionnaire with questions to identify areas for improvement. Once you have published your podcast, use tools and platforms like Podtrac or Chartable to receive detailed, comprehensive analytics and insights that will help you make informed decisions.

Optimize Your Discoverability

Once you publish your podcast, optimize your SEO and discoverability by using pertinent keywords, titles, tags, descriptions, and categories. Ensure that your podcast is available on various platforms, including Spotify, Google Podcasts, and Apple Podcasts. Work alongside other podcasts and creators to promote your content and increase traffic. Share your podcasts on all your social media channels, using highlights and snippets to pique your audience’s curiosity.

Podcasting has grown from a trend into a powerful tool that is leveraged by savvy businesses to increase their client base. To ensure your podcast hits the mark, investigate in research and testing. Prioritize content without forgetting creative audiovisual details. Finally, utilize the power of SEO to enhance your discoverability and reach, working alongside other creators to reach a wider audience.