How To Reach a Wider Audience with your Podcast

Podcasts. If you’re not already on the bandwagon, you’re likely hearing a lot about them and for good reason. Podcasts are one of the fastest-growing content mediums today, offering a powerful platform to share your message, grow your audience, and establish your authority in your industry.

For women and LGBTQ+ entrepreneurs, podcasts offer a unique opportunity to reach people who might resonate with your values, your journey, and your vision. Whether you’re hosting your own podcast, appearing as a guest on someone else’s, or using podcasting as a content strategy to boost your business, there’s a lot of potential in this space.

In this blog, we’ll break down why podcasts are such a powerful tool for business growth, how they help you connect with your community, and why you should consider using them in your marketing strategy.

Why Podcasts Are a Game-Changer for Your Business

Podcasts Are Intimate. Listening to a podcast is a deeply personal experience. Unlike videos or blog posts, podcasts are usually consumed with headphones or in the background, allowing listeners to feel like they’re in the room with you. This intimacy allows you to speak directly to your audience in a way that feels authentic and genuine.

Podcasts Help You Establish Authority. Whether you’re a coach, service provider, or product creator, podcasts are an incredible way to showcase your expertise. Being invited as a guest on a well-established podcast or hosting your own shows your audience that you’re a thought leader in your niche. It’s an opportunity to share valuable insights, advice, and stories that position you as someone who knows their stuff.

Podcasts Expand Your Reach. Podcasting has exploded in popularity. In 2023, over 100 million people in the U.S. alone listened to podcasts. That number is growing every year (Podcast Insights, 2023). By tapping into the podcasting world, you’re opening your business up to a whole new audience, including people who might not have found you through traditional marketing channels like social media or email.

Podcasts Build Trust. Trust is the foundation of any successful business, and podcasts are one of the best ways to build that trust with your audience. As a woman or LGBTQ+ entrepreneur, your story and your voice can resonate deeply with listeners who share similar experiences. By speaking openly about your business journey, challenges, and successes, you foster a deeper connection with your community.

Podcasts Are Evergreen Content. One of the greatest things about podcasts is that they’re evergreen. Once an episode is published, it’s available for listeners to discover at any time. This means your content can continue to work for you long after it’s released. As you gain more listeners over time, older episodes can be revisited, giving your business lasting visibility (Entrepreneur).

How to Use Podcasts to Grow Your Business

1. Start Your Own Podcast

Starting your own podcast allows you to control the narrative around your brand and message. As the host, you can share your expertise, highlight your products and services, and create a platform for other like-minded entrepreneurs. By creating regular, valuable content, you’ll naturally build an engaged audience who trusts you and your business.

Topics you can cover could include:

• Behind-the-scenes insights into your entrepreneurial journey

• Interviews with other entrepreneurs or industry experts

• Advice on running a business as a woman or LGBTQ+ founder

• Discussions on topics like marketing, finances, or leadership

Pro Tip: If starting a podcast feels daunting, you can always begin by creating mini-podcasts or audio blog posts to get the ball rolling.

2. Guest Appearances on Established Podcasts

If you’re not quite ready to host your own podcast, guesting on existing shows is an excellent way to expand your reach. Look for podcasts that align with your niche and values, and pitch yourself as a guest. This gives you access to an established audience who may be interested in your business.

When guesting on podcasts, focus on:

• Sharing your unique story

• Offering value through actionable advice or insights

• Highlighting your products or services in a non-salesy, organic way

• Engaging with the host’s audience on social media after the episode airs

3. Repurpose Podcast Content Across Channels

Once you’ve recorded a podcast episode (whether it’s your own or a guest appearance), you can repurpose that content in multiple ways. Share it on your website, social media, and even in your email newsletter. You can also transcribe the episode and turn it into a blog post, creating even more SEO-friendly content that helps you get found by your audience.

Pro Tip: Create “quote graphics” from your podcast content to share on social media. This increases visibility and gives your audience bite-sized pieces of valuable information to share.

4. Collaborate with Other Entrepreneurs

One of the best ways to grow your audience through podcasts is by collaborating with other entrepreneurs, especially those who have similar values and cater to a similar audience. Hosting joint episodes or cross-promoting each other’s podcasts can lead to mutual growth and increased exposure. Consider doing podcast swaps or creating a mini-series with another entrepreneur in your space.

Final Thoughts

Podcasts are an incredible tool for reaching a wider audience, building trust, and establishing your brand’s authority in your industry. Whether you’re a seasoned entrepreneur or just starting out, podcasting offers endless opportunities for growth. And as a woman or LGBTQ+ entrepreneur, you have a unique story and perspective that deserves to be heard. Podcasts give you a platform to share that story, connect with like-minded individuals, and make a lasting impact on your community.

Want to learn more about starting or continuing a podcast? Reach out for a free consultation with our podcast team today!