Storytelling Is Your Secret Weapon and How Podcasting Can Help You Leverage it
I’m going to be honest right up front. I love podcasts. I’ve been listening to them for around eight years and I’ve created and hosted two of my own.
It took me a while to figure out why I connect with podcasting so much but now I know.
You see, ever since I was a little girl I’ve loved stories. I didn’t mind if the tale was an old Hans Christian Andersen fable or one of my Dad’s yarns about odds and ends I’d picked up around the house. There was always something about listening to a story that made me feel part of a bigger world.
Of course, as an adult I understand that the connection we develop with stories goes back to the very dawn of time when our ancestors would pass down our history from generation to generation around the fire. Stories are the thread that bind us and our societies together.
As Small Business owners, we are constantly looking for ways to share our message and our stories with our clients. For years, we’ve done this by attending networking events and talking 1:1 with people and maybe writing the odd blog or article for our website. While these are still valuable methods of sharing our business stories, there is nothing quite like speaking directly into the ears of the people we want to influence.
Enter the Small Business owner’s storytelling hero… Podcasting. Just as our ancestors gathered around the fire, modern day podcasting allows you to metaphorically gather your audience in a targeted and personalised way. From your lips to their ears.
Done well, podcasting fosters true engagement with your clients. It will increase the profile of your business and build your authority and credibility within your industry. I can’t think of another medium that allows you and your business to build such a personal relationship with your clients. They get to know your values and beliefs, and understand how your experience and expertise can be of value. Best of all, they can do all this at the time and place that suits them.
Listening to podcasts is on the rise. Last year alone, over 21 million hours of podcasts were consumed each and every day in the USA. This number was up 18% over the previous year’s figures. Australia numbers are also on the rise with an estimated 2.9 million people listening to a podcast in the last 12 months. With the increase of internet connected cars, I’ve seen estimates suggesting the Australian numbers will soon approach 1 in 2 people listening to podcasts on a regular basis.
To underscore the seriousness of this podcasting caper, understand that last year the President of the United States of America travelled to comedian Matt Maron’s garage to appear on his podcast, WTF. Think about that for a moment… the American President visited a comedian’s garage… for a podcast. I just couldn’t shake the image of dozens of men in black talking into their sleeves, looking up and down the streets of this suburb, wondering what was going on behind each of the closed doors. But I digress. That one podcast episode featuring the President has been downloaded over 1 million times.
So here’s the bit where we pull it all together and tie it up with a bow.
If you are a business owner who can see the value of stronger connections with customers, then please consider how easily your own podcast will let you share your stories with your audience. Your podcast will slot nicely into your sales and marketing funnel. It will raise your profile, it will build your credibility and it will grow your audience and community.
As a Small Business owner, can you really ask for more than that?
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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