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Leverage Your Secret Weapon, Your Story, With the Power of a Podcast

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Leverage Your Secret Weapon, Your Story, With the Power of a Podcast

I’m going to be honest, right up front, I love podcasts.

I’ve been listening to them for around nine years, and I’ve created and hosted my own. It took me a while to figure out why I connect with podcasting so much but now I know.

Storytelling.

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 binds 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 one on one 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.

The power of a podcast.

Listening to podcasts is on the rise. According to Edison’s Research in 2017, there are more Australian’s (72%) than American’s aware of the term podcasting and are an affluent, well-educated consumer. The split of podcast listenership between male (56%) and female (44%) is relatively equal, which is great news for any business owner looking to engage their market.

For those of us who are podcast listeners, we will consume around five podcasts on average per week with over 80% of listeners consuming the entire show. Again, from a marketing perspective, that kind of attention on your brand equates to serious interest.

To underscore the seriousness of this podcasting caper, understand that in 2016 the President of the United States of America travelled to comedian Marc 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 by July 2016 had 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?

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