Join Africa's fastest growing career community!


How to leverage on podcasts to grow your business

With the growing trend and more people joining the wagon, it is a high time you leverage on podcasts for your business growth.

Article Preview Image

With the growing trend and more people joining the wagon, it is a high time you leverage on podcasts for your business growth.

Photo credit: The Teens Network Daytime Show Studios

Podcasts are rapidly growing in popularity over the recent past. In fact, over 100 million Americans said that they listen to at least one podcast monthly. Clearly, that is where huge crowds are. And, as a business, those are numbers that you shouldn’t ignore if you want to grow awareness for your brand.

If you are new to podcasts, you could be wondering how a few minutes of audio can help grow your business. Well, look no further. Here are a few ways that you can take advantage of podcasts to elevate your business to the next level.

1. Host your own podcast

If done right, launching your own podcast positions your business for growth in the following ways. 

  • They allow you to reach a wider audience than you already have- This means that you get to present your brand to new prospects resulting in increased sales.

  • Talking about a topic in your expertise creates a picture of authority and credibility in the industry- Your audience trusts your brand more when they know that you are knowledgeable in that niche.

  • They allow you to connect with your customers deeper- Most people tend to give business to brands that they feel connected to.

While it may seem expensive, creating a podcast costs less than you think. For starters, you can record a podcast with only a microphone, computer, and internet connection. If you want to invite a guest to your podcast, you both can stay at home and record a podcast remotely. In addition, finding the best site where you can host your podcast for free or within your budget is easy, which leaves with only the tasks of deciding on a topic and starting recording.

For you to see results, however, ensure that you take your time researching the best topics so you are able to present facts and valuable content to your audience. This is also necessary if you want to connect with your audience. That shouldn’t worry you however, I found this expert guide where he explains how to connect with a broader audience that prefers audio, which can be a good place for you to start. If you are wondering how to decide for the right length of your podcast, just put into consideration how often you will be publishing and the preferences of your audience.

2. Advertise on podcasts                                         

With over 50% of podcast listeners saying that they are highly likely to purchase a product they have heard on a podcast, podcast advertising is clearly by far one of the most effective digital marketing strategies.

And, while it seems like a strategy preserved for the big brands, there is a podcast for any brand and budget. The upside of advertising on podcasts is that it allows you to take advantage of the following the host has already established. This audience already connects with the host, so they are more likely to trust his or her recommendations.

However, you need to carefully choose the right podcast that will guarantee you return for your money, podcast sponsoring platforms like podcorn can help you find the right one. For starters, ensure that you go for a podcast that engages in topics related to your niche. This will enable you to meet your target market easily. In addition, consider the credibility of the host. Listening to different podcasts in your niche can point you to a host that connects to the audience better.

3.  Appear as a guest

Just like in podcast advertising, appearing as a guest on a podcast allows leveraging an already established audience. Moreover, just like in hosting your own podcast, it allows you the privilege to talk about your niche from a point of authority and expertise.

There are two ways to approach this. One, you can wait for podcast hosts to find you. However, you must position yourself to be noticed. For instance, if you have an authoritative podcast, chances are that other hosts might reach out to you to appear on their podcasts. Participating in industry events also makes you visible to potential hosts.

Two, you can take the bull by its horns and reach out to potential podcasts. Look out for podcasts in your niche that give information that appeals to your target market.


Most people view podcasts as a source of entertainment and fun. However, they are educative, allowing them to pass important information across a huge following. If you haven’t already considered them for your business, you are losing out a great deal. With the growing trend and more people joining the wagon, it is a high time you leverage them for your business growth.

Any podcasts you think we should listen to? Share with us in the comment section below. 

Written by

Kelvin Mokaya

Give a like!


Sign in to read comments and engage with the Fuzu community.

Login or Create a Free Account