Written by Monique Marshall (CEO/Founder of Black to Business, Cohort 9)
Podcasting has become a major player in the business world, and it's no surprise, given the growing number of podcast listeners globally. As of February 2023, there are 464.7 million podcast listeners worldwide, with over 2 million active shows and 48 million episodes. Roughly 78% of the US population is familiar with podcasting, and the industry is currently valued at $2 billion, with projections that it will be worth $4 billion in 2024.
With about 62% of listeners considering new products and services from hearing about them through podcast advertising, podcasting is a valuable tool for entrepreneurs looking to grow their businesses.
Back in 2016, when I first started The Black To Business Podcast, I was on a tight budget with no working capital to speak of. Like many entrepreneurs, I had limited resources but was determined to make a difference. I decided to keep things simple and start with what I had: less than $100 in equipment.
Podcasting was not as popular then as it is today, but I was curious about the business success journey of other Black industry experts. I wanted to amplify their voices and showcase their stories to inspire others. Being camera-shy, I decided that podcasting was the way to go since all I needed was my voice.
Despite the lack of resources, I dove in and started recording. Over time, my podcast gained traction and allowed me to increase my social capital. It enabled me to showcase my expertise as an industry leader in the entrepreneurial space. But perhaps most importantly, I've been able to amplify the voices and businesses of Black industry experts who often don't receive media coverage and exposure.
Through the Black To Business Podcast, I've achieved success despite starting with very little. It's an example of the impact that can be made by starting simple. Often, as entrepreneurs, we overcomplicate things, thinking we need more resources to get started. But starting simple with what we have can be just as effective.
Not only have I used podcasting to grow my business, but I've also worked with four (4) NYC public high schools to teach over 85 students introductory podcasting courses. By sharing my knowledge and expertise, Black To Business has been able to give back to the community and help inspire the next generation of entrepreneurs.
As an example of how impactful podcasting can be for growing a business, The Black To Business Podcast has been featured on various platforms such as Apple Podcast's Black History Month Collection Secure the Bag, 21Ninety's 10 Podcasts Every Black Woman Entrepreneur Needs To Check Out, and the 2022 #AmplifyBlackVoices Black Podcast list powered by Wondery Media. Let's just say podcasting is good for business!
As someone who has been podcasting for over seven years, I've learned a few things about how to use podcasts to grow a business.
Here are my top tips for ways you too, can do the same:
Share industry insights: As an expert in your field, you can use your podcast to share your knowledge and insights with your audience. This can help you establish yourself as a thought leader and build credibility with potential customers.
Highlight your products or services: Use your podcast to talk about your products or services and how they can help solve common problems or meet the needs of your audience. This can help raise awareness of your offerings and generate interest from potential customers.
Interview guests: Invite experts or other business owners in your industry to be guests on your podcast. This can help you reach new audiences and provide valuable insights and perspectives to your listeners.
Offer exclusive content: Consider offering exclusive content to your podcast listeners, such as special discounts, early access to new products, or behind-the-scenes looks at your business. This can help you build a loyal following and keep your listeners engaged.
Use it for networking: Attend podcasting events and use your podcast as a way to network with other business owners and industry professionals. You can also use your podcast to invite guests to participate in events or collaborations.
To sum up, podcasting is a powerful tool if you're looking to grow your business. As evidenced by my own experience with the Black To Business Podcast, starting simple with what you have can be very effective in achieving success.
By sharing industry insights, highlighting products and services, interviewing guests, offering exclusive content, and using it for networking, you too can use podcasts to grow your business. And by giving back to the community and inspiring the next generation of entrepreneurs, you can use your podcast to make a positive impact on the world around you.
So if you're an entrepreneur looking to grow your business, consider adding podcasting to your marketing strategy - it might just be the boost your business needs to succeed.
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