The Power of Podcasting: Why the Smartest Entrepreneurs Are Doubling Down

Marketing has changed. The rules of attention and trust have shifted. Are you adapting?

We all feel it! The buying cycle has become longer and more convoluted. It's no longer a predictable straight line but a series of loops involving various platforms, influences, and market factors.

Trust is at an all-time low. If you don't believe me, read through the comments on your paid ads.

Not only are the world's economies squeezing our prospects into hyperawareness where they are mindful of where every dollar goes, they are also tired of being duped by great marketing that doesn't match the service promise on the other side of handing over their credit card details.

It's a perfect storm that leads small business owners to think, WHAT NOW?

We all have to take the stairs by making some great organic content. Long-form (but I'll get into that later.)

Organic content marketing is undeniably a slow process, BUT it's focused on a massive long-term payoff. Paid ads are faster and more measurable, providing immediate eyeballs (exposure & attention) on our offers, but they are increasingly becoming costly and less effective.

We need both. Here's why?

After being totally swept away by an ad, informed consumers still need more convincing before they will take out their credit card. That's where the organic long-form content comes into play. Your prospective client expects to take a deeper dive into the ad promises.

Ever wonder why your favourite celebrity, movie star, or multi-millionaire entrepreneur now has a podcast?

The currency is now ATTENTION + TRUST.

It's not enough to be recognisable There has to be a connection. Trust.

It takes time to build trust. And if famous people are making the time (when they're not trying to save the world) to create long-form content, who are you NOT TO?

Read the seasons 📖.

It's time for intentional marketing that draws attention and builds trust.

This is why you should start a podcast NOW.

Attract the 'right audience'

Scrollers on social media are looking to be entertained and edutained by whatever delights their algorithm has curated for them to keep flicking through. They're not looking for a specific interest discussed at length.

The intention of a podcast listener is solution window shopping. A fancy thumbnail with a clickbait title didn't draw them in.

Where you would have 30 seconds to make your point, you could have a 20-minute listener. Nothing against short-form content; it's proven its superiority in getting eyeballs. TikTok vs YouTube Shorts. Meta (Instagram + Facebook) Reels vs TikTok.  If the goal is attention, the battle is won in short-form video content.

If it's awareness and credibility, long-form content stands unrivaled.

That's the MOST obvious reason to have a podcast in your marketing strategy, but there's more.

ACCESS: Network with a targeted group

🎯 From a strategic viewpoint, Whom do you need access to?

Whether that's a specific client profile, for example, you want to get more Executive Suite clients. A podcast gives you a reason to reach out to these high-level guests or potential clients, partners, or investors you normally wouldn't have access to.

Instead of cold pitching a CEO, invite them to an interview on your podcast [that is branded to attract that profile of people who are building personal brands to grow their businesses].

⭐This flips the dynamic - you serve your way to access.

DISTRIBUTION & INFLUENCE: Tap into your guest's network

🎯The guest will share the podcast with their network, creating more credibility for you and your business with people who match your guest profile.

You're no longer a random person on the internet reaching out. They've seen you with someone they know - exposing you to new prospective clients and opportunities.

Proximity works like an 'unspoken referral'.

⭐ Make it easy for your guests to share the episodes by providing them with pre-written posts or clips.

Even if you're new to podcasting, being the interviewer positions you as an authority.

BUILD A BRAND: Create more leverage for your business ventures

🎯 Elevate your presence and reach by creating what business strategist Kelly Roach calls a "legacy body of work".

There's an opportunity to think bigger than just marketing your small business with a podcast. What's your mission? What's the contribution that you were born to make? What does your name stand for?

The reality of entrepreneurship is that what you are currently doing is not likely what you will be doing in 3 or 5 or 10 years. This is an uncomfortable truth. Business failure, pivots, exits, happen. What often remains intact despite seasons of change is the core of what you set out to do. It will take many forms, but the message and mission will probably be consistent.

⭐ Podcasting can be fulfilling work with a bigger mission that opens you up to more possibilities.

We remember thought leaders who speak, not just those who post on social media.

Let Your Voice Lead: The Podcasting Guide For Christian Coaches & Consultants

Buy Now

MEDIA ASSETS: Sell Around The Clock & Globe

🎯 Sell your Thought Leadership and promote your business by joining the social conversation.

Patrick Bet-David businessman and podcaster, has done this exceptionally well with PBD Podcast & Valuetainment .Granted, his success didn't happen overnight. However, he has strategically created a media house that garners attention, remains relevant by leading social conversations, has skyrocketed his personal brand, and is a visible flag in the ground for his businesses.

For strategically thinking through the steps of building a podcast that becomes a media house, I highly recommend Patrick Bet-David's book, Your Next Five Moves: Master The Art Of Business Strategy. It's not about podcasting per se, but the concept can be applied to crafting a podcast strategy.

⭐From the very 1st episode, use your pre-roll and mid-roll to advertise your business and offers.

A podcast isn't just a show - it's a content production machine for your business. Each episode becomes multi-use content: snippets for social, blog posts, YouTube videos, and email marketing material.

#EntrepreneurshipThoughts

Blessings,

Priscilla

P.S. If you love what we're serving here at the Faith & Biz Blog, please subscribe for more & share with your biz bestie. Have more conversations around these principles and ideas to bring more inspiration to your entrepreneurship journeys. 

P.S.S. If you're still not sure how to get the most out of your content without spending all your time working on it, here's a simple framework that will help