Podcasts have come a long way from being a niche medium to now becoming an important tool for branding and marketing. In fact, according to Edison Research, 64% of Americans have listened to a podcast, and 42% tune in monthly. Attention spans are shrinking by the day, and podcasts offer a unique opportunity to engage audiences with long-form, meaningful content without getting bored.
So, Is a podcast just a marketing tool, or can it actually make money for your business? The truth is, it can be both—but only if you approach it strategically. In this blog, we’ll break down how to decide if podcasting is right for your business, how to use it effectively, and whether monetization is a realistic goal.
Before you think of starting a podcast, you must be very sure of what it is that you want to address with this podcast of yours. Think of it: Why do I want to start a podcast? Your answer will shape everything from the format to the content and even how you measure success.
Here are some common goals businesses have for starting a podcast:
1. Build Brand Awareness
This one goes without saying, if you want to establish yourself as a thought leader in your industry, then a podcast can help you reach a wider audience and position your brand as an authority.
2. Drive Customer EngagementPodcasts are a great way to foster a sense of community. When you create content that really clicks with your audience, you can build deeper connections with your customers and build a loyal and genuine community.
3. Generate Leads
If your goal is to attract potential customers, then a podcast can be a subtle yet effective tool to generate leads for your business. When you offer valuable insights to your customers, then it doesn’t feel like you are selling them anything, you can just drive conversions over time.
4. Monetize
Some businesses turn their podcasts into independent revenue streams through sponsorships, ads, or premium content as it is a very feasible way to make additional money. However, for this to work, you have to have a loyal and sizable audience too.
People, especially your target audience, don’t like being sold to. But they love stories – no exaggeration, we swear! Podcasts can give you the chance to tell your brand’s story in a way that feels authentic and engaging for your customers to pay attention to.
HubSpot’s Marketing Against the Grain podcast is one such example – it is packed with expert insights on growth strategies, but it really doesn’t feel like a sales pitch or that they are sucking money out of you. Instead, it positions HubSpot as a trusted resource in the marketing world.
Infact, 81% of podcast listeners say they pay more attention to podcast ads than other forms of advertising. And do you know why that is? That’s because podcasts feel personal. When you’re speaking directly to your audience, they’re more likely to listen—and remember.
Podcasts are a great way to generate leads for your business – Podcasts reach nearly 40% of all business decision makers on a weekly basis, even more on a monthly basis. That’s a lot of potential leads tuning in.
The best way to address your audience’s pain points is through a podcast. When you provide solutions to them, you build trust which in turn leads to conversions.
But is a podcast all that easy? Not at all.
Even the most well-produced podcast will flop if your audience cannot relate to it. Before you start, ask yourself:
Time Commitment: Recording, editing, and promoting can take 5-10+ hours per episode.
Production Quality: Poor audio quality can drive listeners away. Invest in decent equipment and editing software.
Guest Sourcing: If your show relies on interviews, securing high-quality guests can be time-consuming.
Once your podcast is live, the real work begins. Here’s how to make the most of it:
Integrate with Existing Channels
Optimize for SEO
Use keywords in your episode titles, descriptions, and show notes to improve discoverability.
Turn Listeners into Leads
Include clear calls-to-action (CTAs) directing listeners to your website or offers and provide exclusive resources (e.g., e-books, templates) to build your email list.
Build Partnerships
Collaborate with influencers or complementary brands to expand your reach.
“Podcasting is a powerful brand-building tool first. Monetization comes when you’ve built trust and consistency.” — Jordan Harbinger, Host of The Jordan Harbinger Show
Podcasting can be a game-changer for your business, you can use it to tell your brand’s story, generate leads, or make money, the key to success is providing consistent value to your listeners. How to launch it, when to launch it is all easy, but how to sustain it is the real question, make sure you do that well.
Rest assured, we can help you with recording, studio, and everything else at GoReccie. So, is podcasting right for your business? If you’re willing to put in the time and effort, the answer is a big yes.
