Does Your Marketing Plan Ignore 100 Million Active Podcast Listeners?

Aug 2020

Podcasting for business

If you’re a business owner, you already know that you can’t afford to ignore digital marketing in a comprehensive marketing plan. No matter what industry you’re in, digital is king as mobile has overwhelmingly become our most common access point for the web. 

While many businesses already have their marketing initiatives spread over multiple digital platforms, one of the fastest-growing channels is being seriously underutilized by most business owners in 2020. After sitting on the sidelines of content for years, podcasting is moving onto center stage with 100 million active listeners monthly and growing in the United States! If the challenges of finding a fresh audience of qualified and untapped prospects keep you up at night, podcasting may just be the missing piece of your marketing puzzle. Here are a few of the benefits of podcasting:


It Boosts Your Traffic Generation Game

The purpose of many marketing tools is traffic and lead generation, and podcasting is no exception. Not only does it amplify your opportunity to reach new audiences (who may not be active on ‘traditional’ social media channels), but it is an authentic relationship generator. Podcasts create transparent, personal conversations that resonate with your audience because at the root, they are open-dialogue conversations. Pro-tip: keep your listeners moving along your content funnel by always linking to relevant content on your other channels or website in the podcast show notes!


It Allows Easy Access to Your Audience

People can listen to podcasts anytime, anywhere- and let’s face it, your prospects are busier and harder to reach than ever. Bluetooth-enabled vehicles, smartphones and other technology have made podcasts a favorite of people on the go. It seems contradictory to those of us who preach pictures, videos, gifs, live streams and other visual content as king, but with smartphones being the main access point for social media users, a savvy business owner can use podcasts to access their target audience while driving, at the gym or at almost any other location! Even schools are beginning to incorporate podcasts into their curriculum! One huge bonus for podcasters? 80% of people listen to most or all of each episode.


It Integrates Smoothly with Other Initiatives

We know you’re all about saving time, and podcasts can be great content generation machines for your other marketing initiatives. You can easily repurpose your podcast content for blogs (or vice versa)! The dialogue podcasts creates with your audience will help you gauge what your audience is interested in, what they’re talking about and what questions they have, helping you to create the most valuable content for your audience and keeping them coming back for more.


It Won’t Break the Bank

To start a podcast all you need is a microphone and editing software. With the growth of vlogging and podcasting, there are a multitude of high quality, affordable options for microphones. And while editing software sounds expensive, there are free options like GarageBand (Mac) and Audacity (Windows) to get you going. Content marketing costs 62% less than traditional marketing, and when done strategically with quality content, it generates about 3 times as many leads.


No matter what your product or service is, someone out there is looking for it or looking for advice from a subject matter expert. How-to guides, industry myth-busting, tips and tricks, or educational content can be useful to your potential customers in any industry.

There’s no one-size-fits-all tactic in digital marketing, but podcasting is on the rise. Do you want to be a leader, or chase down an oversaturated market when it’s too late?


49% of companies report that increasing customer acquisition is their primary objective. 

Looking to generate more leads, traffic and engagement?

At KWSM, we develop carefully crafted lead generation strategies and campaigns that convert strangers into potential customers.

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