- Mindset, Online Business
How Podcasting in Business Builds Lasting Trust
- By itssophiebiggerstaff.com
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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.
& what’s incredible about podcasting is that you start seeing credibility benefits right from launch day. Just launching a podcast and doing it well, that’s 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”. 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 – showcase what you know/how you approach clients’ problems
- Personal brands establishing thought leadership – share your personal stories/opinions
- Educators – create mini lessons & action plans
Essentially, as a rule of thumb businesses that requires a lot of trust from the people you work with, could definitely benefit from podcasting in business.
Your podcast can 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
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.
Here’s how to ensure your podcast becomes a conversion machine:
- Target the exact same audience as your offer/product/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.
- Identify your central message Every episode should convey key information that your ideal client needs to understand before working with you.
- Integrate it 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. & don’t forget to promote your podcast on your other marketing channels!
Production Quality vs. Content Quality
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 more practical – just grab yourself a mic and a good quality camera and you’re good to go.
I personally record my podcast, The Remote CEO on Riverside FM and highly recommend it for remote recordings.
Remember: If your goal with podcasting in business is to generate new clients, and you want to sell your services, you don’t need millions of listeners. You need a few hundred, maybe even dozens is fine 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)
How to Actually Monetize Your Podcast
While many podcasters dream of sponsorships, the reality is that the most profitable way to monetize your podcast as a business owner is by selling your own products.
Using your podcast as a marketing channel is one of the easiest and most long-term ways to actually make money from your podcast.
This approach allows your podcast to become a collection of evergreen assets for your business. Each episode can continue working for you indefinitely, warming up potential clients and nurturing them toward your offers.
Want to create a podcast for YOUR perfect online business? First, take my quiz to discover which business model aligns with your freedom goals!
Getting People to Actually Listen to Your Podcast
Creating amazing content is only half the battle – you also need people to find and listen to your show. Contrary to what many assume, most listeners won’t discover your podcast organically through podcast apps.
Here are a few things you need to do to allow your podcast to be found:
- Optimize for SEO with strategic titles and descriptions (and thumbnails if you plan to put this on YouTube)
- Market your podcast everywhere:
- Feature it prominently on your website
- Include it in your email welcome sequence
- Mention it in your social media bios
- Talk about it on LinkedIn and other platforms
- Guest on other podcasts to reach existing podcast listeners
Remember that 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.
Consistency Is Key for Building Trust when Podcasting In Business
When podcasting in business is being used as a trust-building tool, consistency matters.
If you tell your audience you’ll show up weekly or biweekly, following through on that promise itself builds trust. 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.
Setting Your Podcast Up for Success
Before launching your podcast, make sure you have clarity on:
- Your business offer and ideal customers
- Your core messaging & what you want to be known for
- How does your podcast fit into your overall marketing strategy
Once you know these elements, every episode you create becomes a strategic asset rather than just content.
I can teach you how to do all 3 of the above in my course Online Business B8sics – where I teach you the 8 foundational elements of starting a business online. Let’s create your offer and identify your target customer together so we can get you podcasting in business. To say thanks for reading this post you can use the code COMMUNITY for 25% off at checkout.
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!
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