Driving Leads to Your Small Business Using a Podcast: Step by Step

Among the 22 percent of U.S. podcast fans enjoying episodes on a weekly basis, the average listener subscribes to six of the 700,000 currently active shows. Avid listeners love podcasts because they’re easy to download and consume while driving, working out or taking care of chores. For companies, podcasting is an inexpensive way to reach more consumers and generate fresh leads.

With more than 29 million episodes available in over 100 languages, it can be a challenge to make a new podcast one of the top choices for your target market. But if you know how to grab your audience’s attention, using podcasts for business development has the potential to drive traffic that translates into increased sales and more long-term customer relationships.

Getting Started with Business Podcasts

You can be as simple or as fancy as you want with your podcast. But the more you invest in creating a high-quality production filled with relevant information, the better your chances of gaining a loyal following and seeing an increase in leads.

The first step is to choose your concept and style based on the needs of current customers. Use sales data and information from your CRM platform to find patterns in how people search, shop and make inquiries. Once you have a handle on what’s important to your audience, you’re ready to plan and launch your podcast.

What Do You Need to Get Your Podcast Up & Running?

  • Equipment – A condenser microphone with a pop filter provides superior sound and minimizes problems with background noise. You can purchase one alone or as part of a podcasting kit. A mixer is useful for adjusting audio levels for balanced output across recording channels.
  • Software – For a budget-friendly way to record, edit and finalize episodes, try Audacity or GarageBand, both of which are free. If you want more options, look into professional programs like Adobe Audition.
  • Title and Image – Choose a simple, straightforward title that conveys the subject of your podcast. Pair it with a branded image to grab attention in search results.
  • Iconic Intro and Outro – Record opening and concluding blurbs to introduce listeners to the basic concept of your podcast and wrap up each episode in style.
  • Media Host – This is where you upload your episodes to make them available through popular podcast platforms. You’ll need to pay a monthly fee for the storage space, but it keeps your audio files separate from your business website to preserve your bandwidth.
  • Visibility – Submit your podcast to iTunes and Google Play, and invite current customers to listen, rate and review. More five-star feedback increases your chances of being featured in prominent places like iTunes’ “New and Noteworthy” section.

At the outset, podcasts can seem like a significant expense for your small business. But if you have wisdom or insight that your audience would find valuable, then the investment is well worth it. A revolving line of credit can help you to tackle this project with the right equipment and production value to land more leads the right way.

Podcast Lead Generation Methods and Strategies

To turn your podcast from just another offering among thousands into a unique show with a loyal following, you need to differentiate yourself with strategic lead generation ideas.

Establish Your Style

How will you provide information to your listeners? Interview podcasts are some of the most popular, but you can also provide current news relevant to your niche, offer tips to help customers solve common problems or host Q&A segments where listeners can call or email with their most pressing questions.

Offer Something Fresh

Whatever format you choose, make sure it’s not exactly the same as what everyone else in your industry is doing. Listen to a few episodes of similar podcasts on iTunes to find out what’s already being covered, and determine what gaps you can fill to attract and retain listeners.

Be Prominent in Search

Add appropriate keywords and metadata to each episode prior to uploading. Use keyword research tools and your website’s search analytics to determine what your target audience is searching for, and include the most relevant terms for maximum visibility.

Use Compelling Calls-To-Action

Choose one pertinent CTA for each episode, and include it naturally throughout the content. Repeating the CTA ensures it gets heard by listeners who don’t stick around until the very end. Plus, you also reinforce the message of your offer and the desired response. Don’t forget to mention your website address and social media profiles during episodes, as well.

Provide Value

Let your audience know what they’ll get from the resource, product or service you promote in each episode. Will it help them solve a problem? Improve their lives? Simplify a tough task? Conveying a sense of value gives potential leads a reason to respond to your offer.

Simplify Your Opt-In

Remember, most of your audience is probably multitasking while listening to your podcast. Make sure it’s as easy as possible for them to follow your CTA by providing a straightforward landing page with a minimum number of form fields. For largely mobile audiences, consider getting a simple number and text code for opt-ins.

Power Your Podcast with a Digital Marketing Program

Employing other platforms to get the word out about your podcast can maximize the lead generating power of each episode. A multi-channel approach is one of the most powerful lead generation strategies in digital marketing. With 94 percent of podcast listeners active on at least one social media channel, you have a good chance of reaching more customers if you expand your strategy to include your social profiles along with:

  • Email marketing
  • Offline promotions
  • Blog posts
  • Retargeted pay-per-click advertising

With help from a National Business Capital and Services digital marketing advisor, you can get your podcast in front of potential customers on the most relevant platforms to maintain visibility and attract high-quality leads with each new episode. As your podcast grows in popularity, your advisor can help fine-tune your strategy to target the audience segments most likely to go from being casual listeners to lifelong customers.

A Revolving Line of Credit Can Strengthen Your Voice

Adding a podcast to your marketing mix can be an impactful way to strengthen your brand and share valuable information, but it won’t be cheap. In addition to purchasing new equipment, you’ll also have to consider other costs, like:

  • Renting a recording studio to provide a high-quality sound
  • Hiring an employee or a team of employees to find guests and develop content
  • Technical production services

Applying for a true revolving line of credit will give you the freedom to handle these costs and any more that come up as you progress in your podcast. Unlike typical loans, you’ll only be charged interest based on the amount you draw. Once you pay off the loan, you can continue utilizing the available funds to finance expenses along the way!

Speak with a Business Financing Advisor about how to kickstart your podcast with a revolving line of credit today!

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About the Author, Lauren Coppolone
Lauren Coppolone is the Marketing Coordinator at National Business Capital & Services. She enjoys keeping the marketing team organized and on track! Lauren is proud to work for a company that provides resources to small businesses to help them achieve success.