6 Reasons Podcasts are Good Marketing Tools

Nowadays, there are various digital marketing strategies and tools that a business can use. However, the most underutilized one is podcasts, which is also an effective method for brands to reach a targeted audience. Podcasts can help target audiences and provide a good return on investment. Plus, it creates value for listeners since they’re educational and informative. 

The latest blogging metrics have found that 75% of the U.S. population have heard about podcasting. If you’re still having second thoughts about using podcasts as a marketing tool, below are some reasons why you should start considering them:

1. It’s a Great Way to Build a Community

One of the best things about using a podcast as a marketing tool is that it helps you create a loyal audience that can share the content with everyone else. With this in mind, podcasts can be effective in cultivating community through meaningful dialogue. 

What you have to do is to grab the microphone and speak. With this, you can be assured that it’ll help you create transparency and your podcasts will look authentic. To make your podcasts more varied, invite guests and ask your listeners for feedback or suggestions. In this way, you can initiate conversation and make your podcast more engaging.

2. It Strengthens your Brand

No matter what type of business you operate, podcasts may come in handy to strengthen your brand. Addressing your listeners directly creates trust. Your audience will feel as if they are talking to a brand with a real person behind it, and not just some company with an automated bot. 

Even if your listeners are not yet paying customers, your brand will still enter their consciousness as they hear about it in your podcast. Thereby, increasing brand recognition and awareness.

3. Podcasts have SEO Benefits

When you’re sponsoring a podcast, links to your website as well as products and services are typically included in the show’s notes. These notes are often published on their official pages. In turn, this drives traffic to your business and can be a cost-effective way to improve your SEO efforts. It’s advantageous since a podcast is also considered as evergreen content, which means it can attract organic traffic and retain relevance for months or years to come.

4. It’s a Unique Platform

For many businesses, it’s challenging to pick a platform to build an online presence on. Even if some businesses try to amplify their presence on Facebook and Instagram, others are missing out on the niche that may be built on iTunes and Spotify.

To own your niche and showcase your expertise, you have to provide a consistent supply of quality content. A great way to do it is by collaborating with others who have expertise that complements yours. Podcasts enable you to book such folks as your guests and engage in conversations where they can share their knowledge while highlighting your products and services.

While marketing on Instagram and YouTube is also an effective way to promote your brand, they can’t cover complexities and in-depth topics like a podcast can. There are several people who might not prefer videos because they cannot devote their undivided attention. Podcasts, on the other hand, is a great platform to reach people on the go.

5. Podcasts are Affordable and Easy to Produce

Creating podcasts doesn’t involve many steps. You don’t even need to invest in expensive equipment to get started. The only things you need to create a successful podcast are headphones and a good quality microphone. More often than not, the editing software for podcasts is free. 

Once you’re done with your podcasts, you must upload them on a streaming platform and try to increase exposure by promoting them on your pages. Depending on your preferences, you can also send podcasts to customers via email. 

6. Your Customers can Listen to You Anywhere

As mentioned previously, a podcast is a great way for you to reach target customers who are always on the go. Listeners can basically listen to a podcast anytime and anywhere they want. They can even download it ahead and listen for later. Whether traveling by car, jogging, or on public transport, your customer can listen to a podcast. 


Podcasts can be an effective marketing tool to leverage your business. They don’t only divert traffic to your websites and social media platforms, but they also help you garner audiences. All in all, a podcast isn’t only for marketing as it can be used to educate or connect with your customers better while enabling you to establish a community.

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