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If a business cannot keep up with new marketing trends, it will be challenging to cater to the
general public’s fast-paced lifestyle changes. To promote a business, advertising and marketing
teams need to meticulously plan and strategize ways to sell the products and services. It is costly and there is still a chance of having more expenditures than profits. However, a few years ago, the sudden popularity of podcasts became the ultimate game-changer in the corporate world.

Podcasting is an audio broadcasting method where the hosts or creators discuss a particular topic
or interest. Currently, it is steadily competing against primary digital advertising approaches.
More and more people are getting into it, so there is a very high chance of reaching a wider
audience. Businesses invest their money on podcasts because of this very reason.

However, competition is still tight since most businesses use the same tactic. Aside from that,
people can simply tune in to other forms of content. If that is the case, then how can a business
podcast improve? Here are some tips for enhancing yours:

1. Talk About New Things

Podcast statistics reveal that no one is down to listen about the same thing repeatedly. In the art
of podcasting, it is essential to create new topics. There are three primary reasons behind this.
First, it’s to generate unique and quality content. Business podcasts must provide a wide array of
perspectives to generate attention.

The second reason is to maintain the interest of your listeners. New content means that there are
more things to look forward to. Listeners tend to crave more once they get hooked to a particular
topic, and so the podcast must deliver. And lastly, talking about new things reflects that the
business has more to offer. It represents confidence over a specific product or a service. This
helps you establish authority and credibility in the niche.


2. Grow Your Number Of Followers

Just like any other channel, podcasting also requires a significant audience. If a podcast has
many followers, there are more mentions, leading to a domino effect of social interaction. The
business’ content will be carried across all these, which in turn would become indirect
promotion. To grow followers, you also need to do a lot of self-promotion. In other words, you
must also integrate your podcast on your website and social media profiles.

3. Tailor Your Podcast Based On Your Target Audience

No matter how great your content is, if it does not sit well with the age group you’re targeting,
then there is a high chance that your podcast would flop. Age groups are very particular with the
topics they latch on to. This is precisely why a business podcast must be tailored from the
profiles and interests of its target audience.

Topics may range from light-hearted ones to intellectual discussions. Of course, the issues must
also be somehow relevant to your niche. It would be odd to talk about something unrelated to the
products and services offered by the business. A good way to do this is to invite guests or

personalities who are popular among your target audience. They can speak about the features of
the business or simply plug your brand into their podcast for a wider reach.

4. Engage Beyond The Podcast

To establish trust, businesses must form a bond with their potential clients or customers.
Engagement requires a level of professional intimacy. Hence, don’t limit your discussions to the
podcast platform itself. Integrate and streamline your discussions on other platforms like social
media, YouTube, and email.

This way, you can encourage an exchange of ideas between you and the audience, and even
amongst the audience themselves. This would give you more room for new topic ideas, future
transactions, and even promotions. Most of all, it can help your podcast gain new listeners too!

5. Stay On Brand

Above all, the podcast must reflect the business itself. Allow the podcast to be the voice of your
brand. In other words, you must make sure that it follows your branding by using the right words
and tone. This helps make your podcast more recognizable and memorable for listeners.

Final Word

Podcasting is very effective, but take note that other businesses are most likely doing the same
thing. Hence, you need to come up with a unique approach. To enhance your strategy, you need
to gain interest, engagement, and followers. Stay ahead of the game and take advantage of the
particular interests and needs of your target market to create a more effective strategy for your

About the author
Alice Metzger
Editor-in-chief, Blogger, TikToker