Podcasting has become one of the most powerful marketing tools available for businesses in every niche.

Not only does podcasting give you yet another medium to grow your audience, it can also help you gain credibility and authority in your niche, intimately connect with your listeners, and deliver targeted, on-demand content worldwide.

What do all of these things combined mean for you as a business owner? Increased brand visibility on every level.

I launched my own podcast in September 2012 called EntrepreneurOnFire, and within just one year I had grown an audience of loyal listeners and raving fans to the tune of over 400,000 downloads a month in over 145 countries. Today, we’re at over 800,000 downloads a month, with a Best of iTunes 2013 award to boot!

If you’re looking to increase brand visibility for your already-existing business, then the sky is the limit with a podcast in your marketing mix. Here are four ways a podcast can help increase brand visibility.


1. Grow your audience

Podcasts are incredibly accessible. They’re free, and they give you an immense reach.

Imagine being able to expose your brand to a targeted audience no matter where they are or what they’re doing. Audio podcasts are not only syndicated worldwide, they also don’t require that the listener to say “no” to something else to be able to say “yes” to listening to your podcast.

2. Gain credibility in your niche

Building authority in your area of expertise is important. With all the noise out there, it’s easy for people to find the information they’re looking for without having to look very far.

With a podcast, you and your brand are granted instant credibility because you’re providing valuable information to your audience that they’re looking for via a medium they love.

3. Intimately connect with your listeners

When people can hear your voice, a different kind of trust is established. They aren’t just reading words on a page – they’re listening to the passion and personality that come through in your voice, and they’re actually getting to know you better every single time they listen.

With a podcast, you have a special opportunity to get your brand out there by literally talking to people about it in your own voice.


Image credit: iamclarence.com

4. Delivering targeted, on-demand content

Ever wonder what a foolproof marketing strategy looks like that only puts your content in front of those who truly care about what you’re providing? Enter: podcasting.

Podcasting is all about delivering content that matters to your listeners straight to their headphones so they can listen anytime, anywhere.

Podcasting gives you the opportunity to increase your brand visibility in multiple ways. With a bigger audience, credibility in your niche, an intimate connection with your listeners, and the ability to give your customers exactly what they’re looking for when they’re looking for it, the sky is the limit for your brand visibility.

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This guest post was written by Kate Erickson, Content Creator and Community Manager of EntrepreneurOnFire.