How to Effectively Promote Your Brand with Podcasting

Written by on 16th January 2019

We all know that sharing is caring. In business, however, there isn’t too much sharing because people are trying to make profits and not give things away for free.

When it comes to brand promotion, this is a narrow-minded mindset. Of course, we all work in order to make money. Still, sharing some valuable advice without taking money for it can generate more leads. This is where podcasting comes on stage. It’s an inexpensive and time-saving strategy to spread the news about your business and help other people improve their business.

Thorough pre-launch preparations

When you’re thinking about launching a special podcast section on your website, it’s crucial to properly prepare the launch.

First and foremost, bear in mind that this is going to be another form of your content. Therefore, think about the relevance of the things you’re going to include in your podcasts. Bear in mind that those materials should offer new value to the listeners. That’s why it’s recommended not to brag about your company but to enrich the podcasts with some useful tips and experiences.

Furthermore, don’t launch the podcast section until you’ve created several podcasts. When people visit your website, you want them to stay on it as long as possible. Preparing several podcast episodes in advance will keep them connected with both your website and your business.

To top it all off, it’s important to create a slot for the podcast section on your website. If you had a website made from scratch, talk to its designers to implement this part of the website.

In case you have a WP website, you can use some of these podcast-implementing tools to make it work.

Get to know your audience

Clearly, the content you’re going to include in your podcasts needs to display your business in a positive light. Still, that’s not the only criterion you should fulfill in order to create a string of appealing podcasts.

What’s important to do is get familiar with your audience and make your podcasts meet their needs. For instance, if your website is about cars, the podcasts should provide the listeners with valuable tips regarding that matter. Even though you might have a vast knowledge of other things, don’t include them in your podcasts if they aren’t relevant to the target audience.

Apart from that, make sure to feel the listeners’ pulse once you’ve launched the podcast section. Encourage them to give you their feedback on the materials in question.

Also, ask them to share their own considerations with you, so that you can prepare new podcasts that will answer their questions.

Finally, if you decide to start podcasting on mobile app stores, ask the listeners to rate the podcasts and leave their comments.

In that case, it’s useful to first try some popular podcast apps as a user, so as to see which one(s) would fit your podcast needs.

Spread the word via online channels

One of the greatest things about podcasts is that they can reach a wide number of listeners. Still, this won’t happen overnight and you need to invest some effort to spread the word about your very own audio materials.

For starters, set the number of channels where you’re going to place your podcasts.

The usual order of things is to dedicate one section of your website to these features. You can enable the comment section below each podcast in order to get instant feedback. Also, this will have beneficial effects on the online rankings of your website.

Furthermore, you should post each and every podcast to your social media accounts and pages. If you target a wide range of customers, go for all the major social media. However, if you’re aiming at a younger population, Instagram should be your top pick so make sure to learn how to use Instagram to promote your podcasts.

What’s more, if you’re creating business podcasts, LinkedIn should be your strongest ally in conquering the audience of business professionals. The infographic on Social Media Today will help you understand the power of LinkedIn podcasts and teach you how to use this network to promote your business via podcasts.

Joint audio and visual effort

Each and every podcast you make should have some sort of a cover. This feature might seem only like an ornament since it’s the audio part that counts. However, attractive and relevant podcast covers can nudge the indecisive potential listeners to click on the play button. For instance, would you rather listen to a cooking podcast with an image of a tasty meal or one without it?

Speaking of images, you can turn your original photos into podcast covers in some niches, such as cooking, cars, etc.

If you have enough time, you can look for some attractive free covers that would fit well with your topic.

As opposed to that, if you want to make your cover look more artistic, you can contact a web design agency to see if your ideas would suit the podcast in question.

Last, but not least, adding a YouTube video to the audio part of your podcast could also attract new listeners. What’s great about this option is the fact that you can add as many images and covers as you want to such a video. However, make sure that they are important for the topic. Also, don’t overdo with business promotion or ads in that podcast video. If the podcast is done properly, there won’t be any need for additional ads.


If you share your experience with your audience, they will appreciate both your expertise and your effort. Eventually, this can generate more leads and revenues than paid ads or other marketing features.

Even if you’re still at the beginning of your business quest, choose a relevant topic from your niche, learn about it and put together a valuable podcast.

Finally, broadcast the podcasts you create across several online channels to make sure that you cover as wide an audience as possible. This will result in more listeners, comments, and shares, which should all have a beneficial effect on your business promotion.,

Author Byline: Liam Collins is a tech pundit and Web enthusiast working at He spends most of his time reading and writing about the current affairs in the world of information technology. When he isn’t working, he likes going for long bike rides and walks in nature.