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How To Use Podcasting In Business To Build Lasting Trust

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How to Use Podcasting In Business As A Marketing Channel that Builds Trust

Social media marketing is NOT for everyone, but yet as online business owners we spend hours and hours slaving over short-form content creation. In the meantime, there are other marketing channels that are so underused and undervalued – one of them being podcasting. Podcasting in business is a powerful way to build trust, showcase expertise, and generate leads. But how exactly can you leverage a podcast to fuel your business growth and create that freedom lifestyle you’re dreaming of?

Podcasting isn’t just about sharing great conversations – it’s about strategically building relationships with your audience, and it can work for any type of business. In my opinion, service businesses in particular can benefit from the use of podcasting.

What’s incredible about podcasting is that you start seeing credibility benefits right from launch day. Just launching a podcast and doing it well is already a credibility boost right away.

The gravitas of the word “podcast” in business gets people thinking, “they have a podcast now, cool, okay let me check it out.” As a result, it becomes an instant relationship builder.

When Should You Use Podcasting in Business?

Not sure if podcasting is right for your business? Podcasting can be used for many types of businesses, but it works particularly well for businesses where trust is essential for closing deals. For example:

  • Consultants (Marketing, Financial, Business, etc.) – can share practical advice.

  • Coaches & Mentors – can showcase what you know and how you approach clients’ problems.

  • Personal brands – can share your personal stories and opinions to build thought leadership.

  • E-Commerce – to educate your customer on products and interview users.

  • Educators – can create mini lessons and action plans.

Essentially, as a rule of thumb, businesses that require a lot of trust from the people you work with could definitely benefit from podcasting in business.

Your podcast can also serve as the middle of your marketing funnel – warming up customers who may have discovered you elsewhere and nurturing them toward buying from you.

Not got a business yet, but already liking the sound of starting a podcast for your business? Find out which online business model is best for you so you can begin your podcasting in business journey? Take my free “Find Your Freedom Model” quiz to get clarity on your path forward!

Creating a Strategic Podcast That Converts For Your Business

The biggest mistake people make when podcasting in business is launching without a strategy. Your podcast needs to align well with your business goals to get results. 

How do you align your podcast with your business goals?

  1. To ensure your podcast becomes a conversion machine, start by targeting the exact same audience as your offer, product, or service. If your goal is to actually have a positive return on investment for your podcast, then you need to talk to exactly the same target audience that your offer is for.
  2. Next, identify your central message. Every episode should convey key information that your ideal client needs to understand before working with you.
  3. Then, integrate your podcast with your overall marketing. Your podcast shouldn’t exist in isolation. Make sure it connects seamlessly with your other marketing channels and leads listeners toward your offers. And don’t forget to promote your podcast on your other marketing platforms too.

A podcast is a great tool to drop in information about your products or offers while building trust with your audience at the same time.

How Important Is Production Quality vs. Content Quality When Podcasting In Business?

Many new podcasters get hung up on production quality, wondering if they need a professional studio and equipment to compete. The truth is, while production quality matters, it’s not the most crucial element.

Different levels of production make sense for different businesses:

  • For major media productions: If your podcast is your product and you’re aiming for millions of listeners, high-end studio recording may be worth it.

  • For business owners seeking new clients: Remote recordings are completely fine (and far more practical) – just grab yourself a mic and a good quality camera and you’re good to go.

I’ve been podcasting in my business on and off since 2022 fully remotely and personally, I record my podcast, The Remote CEO Life on Riverside FM – I’d highly recommend this platform for remote recordings.

Remember, if your goal with podcasting in business is to generate new clients and sell your services, you don’t need millions of listeners. You might only need a few hundred – or even dozens – because you just need to reach the right people with the right message.

What matters more than studio-quality sound is:

    • Strategic content that speaks directly to your ideal clients

    • Consistency in publishing

    • Accessible audio quality (not necessarily perfect, but clear and easy to listen to)

Check out this episode of The Remote CEO Life to hear me talk about this in more detail

How Do You Monetize Your Podcast?

While many podcasters dream of sponsorships and believe this is the best way to make big money from a podcast, the reality is that the most profitable way to monetize your podcast as a business owner is by selling your own products, offers, and services.

Using your podcast as a middle-funnel marketing channel is one of the easiest and most long-term ways to actually make money from your podcast.

Something I personally made the mistake of was thinking that my podcast was going to be a top-of-funnel marketing channel. Unless you have huge budgets to advertise your podcast, are making it onto top podcast lists, already have a big audience, or get a lot of referrals – it’s unlikely that your podcast will attract a large number of new people. However, it is a great place to warm your audience up, build a connection with them, and turn them into loyal followers of your brand – which naturally leads to conversions.

Adopting this approach over the sponsorship model allows your podcast to become a collection of evergreen middle-funnel marketing assets for your business. Each episode can continue working for you indefinitely, warming up potential clients and nurturing them toward your products and offers.

If you want to use podcasting to make money online? First, take my quiz to discover which business model aligns with your freedom goals so you can start using your podcast to promote it!

Getting People to Listen to Your Podcast

Creating amazing content is only half the battle – you also need people to listen to your show. Contrary to what many assume, most listeners won’t discover your podcast organically through podcast apps.

Here are a few ways to get your podcast found:

  • Optimize for SEO with strategic titles and descriptions (and thumbnails if you plan to put this on YouTube)

  • Feature it prominently on your website, fully SEO optimized

  • Include it in your email marketing strategy

  • Post about it whenever a new episode drops on social media

  • Add a link to it in your social media bios

  • Share it when it goes live on LinkedIn

  • List the show across multiple podcasting platforms

  • Guest on other podcasts to reach listeners who are already engaged

  • Ask your guests to share their episodes

  • Run ads if you have a budget for it

Personally, for The Remote CEO Life, my listeners come from YouTube Shorts, Instagram Stories, and LinkedIn shares.

Remember, as I mentioned earlier, your podcast is typically a middle-funnel marketing tool. Most people will find you through other channels first, then discover your podcast as a way to go deeper with your content.

Setting Your Podcast Up for Success

The first thing to note is that consistency is key when podcasting in business. If you tell your audience you’ll show up weekly or biweekly, following through on that promise builds trust in itself.

Here are some tips for maintaining consistency:

  • Batch record episodes when you have time and energy

  • Work ahead of your publishing schedule

  • Plan for busy seasons in your business

  • Start with a realistic frequency (biweekly is fine if weekly feels overwhelming)

The cool thing about podcasting is that you can work ahead and schedule the episodes whenever you want to release them.

Before launching your podcast, make sure you have clarity on:

  • Your business offer and ideal customers

  • Your core messaging and what you want to be known for

  • How your podcast fits into your overall marketing strategy

Once you know these elements, every episode you create becomes a strategic asset rather than just content.

I cover all of the business strategy side of things in my signature programme The Freedom Model Method – where I teach you how to start an online business online that actually works for your lifestyle. 

Start Podcasting In Business as a Freedom-Building Tool

Creating a strategic, consistent podcast allows you to build deep trust with your audience while working in a way that supports your freedom lifestyle.

Whether you’re recording from home with your dog, batch creating content to free up travel time, or using your podcast to attract high-quality clients, this marketing channel offers incredible flexibility.

Your podcast can be more than just content – it can be the marketing channel that helps you create your own version of freedom while building a sustainable, profitable business.

Ready to get started with your own trust-building podcast in business? 

First, get clarity on your business model by taking my quiz or watching my free masterclass to discover which type of online business aligns with your skills and lifestyle goals.

Then you’ll be perfectly positioned to create a podcast that truly converts and starts making you money online.

Sophie Biggerstaff Online Business Mentoring for Entrepreneurs
meet the writer

I'm Sophie

Online business coach, podcast host, mental health advocate, speaker, founder of TINAH, community builder, full-time digital nomad, and general trailblazing, rule breaker…

I tried to live a “normal” life: I spent 11+ years working my way up in the fashion industry, working for brands like Ralph Lauren and Burberry. I had the apartment in the city, I lived for going out at the weekends, spent money on designer bags and holidays – until I realized this lifestyle DID NOT FULFIL ME – I was waking up with anxiety every day – surviving, but definitely not thriving.

So I quit. I left my 9-to-5 behind to start an online business that supported the lifestyle I actually wanted. Now that looks like slow mornings, daily beach walks, co-working with like-minded entrepreneurs, yoga, meditation, and lots of social connections.

Since 2020, I’ve built multiple online business offers – from online business coaching and consulting to online courses, digital products, and a mental health marketplace – all while travelling the world and living life, and earning money on my own terms.

Now… I’m on a mission to help more people break free from lives that don’t feel good for them and create more freedom through starting and growing an online business.

GET TO KNOW ME BETTER

free stuff you might like:

Weekly episodes of the remote ceo life podcast by sophie biggerstaff
free masterclass fine your freedom model sophie biggerstaff

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