What Your Business Needs to Know About Podcasting

What Your Business Needs to Know About Podcasting

If you think podcasting is for techies, think again.

Apple started offering support for podcasts in iTunes in 2005, but as social media became more mainstream, it appeared that video would rule the world. It did, and to a large measure still does.

What then has caused the huge resurgence in podcasts?

You have it close by. It’s called the smartphone. There are billions in service now, with more than 2 million smartphones activated worldwide every day.

However, this is about more than just mobile connectivity. Podcasting is proving to be invaluable for making meaningful connections that translate into profitable outcomes.

Continue reading to learn why.

Podcast Listeners are Affluent

Last May I was in New York City promoting my book at Book Expo America for a few days. There is a lot to love about New York, but for me it’s running in Central Park.

Jeff Korhan - New Media and Small Business Marketing


Author Jeff Korhan signing copies of Built-In Social in the Wiley booth at 2013 Book Expo America

My normal run is 3 miles or so, but I got caught up in the energy of this playground that overlooks the city and all of its culture and history. So, I started running the entire 7 mile loop. The result was an injury that prevented me from running for the better part of a year.

My therapy was walking, an activity that’s quite boring if you are used to running. I listened to music to pass the time, but soon became weary of it, as well as the negativity of the daily news. That’s when I discovered the magic of podcasting.

It’s amazing how quickly you get cozy with the host and his or her guests. And why should you not, they are literally right between your ears!

You learn their habits and quirks, which quickly leads to a feeling of personally knowing, and ultimately trusting them too. Isn’t that the goal of your sales and marketing?

It gets better. Podcast listeners are more affluent, and therefore, likely to be your customers. This is why advertisers clamor for coveted 15-second advertising spots on the top podcasts to reach niche audiences.

Who do you suppose gets first choice at those promotional spots on every podcast? That’s right, companies just like yours that are building their own podcast audience.

Podcasts Are the New Talk Radio

More than 60% of all podcast subscribers listen while commuting. This is one reason most podcast shows are about 30 minutes long. It’s the length of the average commute.

This has not been lost on automobile manufacturers. They will soon be profiting from podcasts by incorporating the Stitcher Radio podcast platform into vehicles, just as they have done with Sirius Radio. So, if you get bored with Howard Stern you can listen to me!

One thing I’ve learned since launching This Old New Business podcast is that there are more than a few folks that need help listening and subscribing to podcasts. So, I created this video tutorial for doing both on your computer or mobile device.

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Will you help us get the work out about our new podcast? Here’s a ready-made tweet that will make that super easy.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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