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Beginners Guide to Podcasting: 3 Ways You Can Use Podcasting to Promote and Grow Your Business

Home studio podcast interior. Microphone, laptop and on air lamp on the table, close-up

We’ve all heard about the exponential growth of podcasting. In 2019, nearly 275 million people listened to podcasts.  There are currently over 460 million podcast listeners with more than 75 million unique podcast listeners each month according to Edison Research.  That’s a lot of people that you could be connecting with to promote your business!

Podcasts are a great way to deliver content to your customers and potential customers while also sending traffic to your website.  Because podcasts connect with listeners in a more personal way than other media it is a great way to get customers excited about your brand.

Although podcasts have been around for a while (the first podcast was released in February of 2004) it is growing in popularity as a means of communication for businesses as more and more people use them to get information on the go.  You can engage your current customers directly by asking them questions and getting their opinions.  But perhaps more importantly, it is an effective way to reach a new audience and engage with new customers.  Podcasting is an excellent marketing strategy for businesses of all sizes. It is the perfect marketing strategy for any company that wants to create high-quality content in a more personalized manner.

Here are 3 Ways You Can Use Podcasting to Promote and Grow Your Business:

1. To Build Brand Authority

When it comes to building a successful business, establishing brand authority is crucial. Brand authority is the level of trust and credibility that your brand has in the eyes of your audience. The more authority your brand has, the more likely people are to trust and purchase from you.

Podcasting is an excellent way to build authority and credibility by showing that you walk-the-walk while you talk-the-talk. You can establish yourself as an expert in your field by providing quality, informative content regularly. By showing that you know what you’re talking about people are more likely to trust your opinion and advice, leading to more business growth opportunities.

Moreover, podcasting allows you to engage with your audience in a more personal way. Listeners often feel a deeper connection with the hosts of their favorite shows because they hear their voices, personalities, and stories. Podcasts can also help you get feedback from your audience and show that you care about their needs.  As a result, businesses that produce podcasts can create a loyal fan base of listeners who are more likely to trust and recommend their brand. 

Podcasting is an effective way to build brand authority, establish credibility and trust with your audience, and grow your business. By producing high-quality content that resonates with your audience, you can establish yourself as an expert in your field and create a loyal fan base that can help take your business to the next level.

2. To Grow Your Network and Create Community

Growing a dedicated audience of listeners is one of the biggest benefits of podcasting for businesses. Unlike other forms of marketing, podcasting allows you to create a loyal following of listeners who tune in to your show regularly and engage with your brand.

It’s important to create high-quality, engaging content that resonates with your audience. This means understanding who your audience is, what topics they’re interested in, and what type of content they prefer. By producing content that speaks directly to their needs and interests, you can create a connection with your listeners and build a community of fans who are eager to tune in to each episode.

Podcasting can also help you build your network by connecting with other experts in your field. By appearing as a guest on other shows or being interviewed by them, you can broaden your reach and increase your visibility. This can help you attract new clients, connect with other professionals, and grow your business.

3. To Generate New Customers

Podcasting is a great way to generate new customers and grow your business. You can reach a wider audience and build relationships with potential customers by creating engaging content.  Focus on who you want to reach and serve them with information they will find helpful or interesting.  People who listen to your podcast will get to know you and your business. Take advantage of this by building relationships with your listeners. Respond to comments and questions, offer exclusive deals, or content for podcast subscribers, and create a community around your show.  Engaged listeners are more likely to share their experience with your show and help your message get to potential customers and clients who might not otherwise be aware of your business.

A podcast can be a powerful marketing tool for your business. Creating and distributing content targeted to your audience can grow that audience and build relationships with current and potential customers.  Podcasts are relatively easy and inexpensive to produce, and they area a flexible way to  deliver your marketing message in a way that connects directly with your audience. You can use podcasts to promote your products or services, share industry news and insights, or tell your brand story.

Podcasting can help you stand out in a crowded market.  It can be difficult to get noticed with so many businesses fighting for attention. But by creating a podcast that showcases your expertise and personality, you can differentiate yourself from the competition and establish yourself as a thought leader in your industry.


Podcasting is a powerful and cost-effective tool for businesses looking to build their brand authority, grow their network and create community, and generate new customers. By creating content that resonates with your target market, you can build a dedicated audience of listeners who are eager to hear from you and share your message. Through guest appearances, you can also leverage podcasting to reach new audiences and establish yourself as a thought leader in your industry.

The All INdiana Podcast Network is a great place to find quality shows about everything from News, Sports and Weather to Gardening, Fitness, Health, and more.  Find your new favorite podcast at

If you’re thinking about starting your own podcast, the All INdiana Podcast Network can help you create, produce, and distribute your podcast! Email us today for more information.