Podcasts are becoming a favored means of engagement for numerous entrepreneurs. They serve as an effective tool for educating audiences on various topics and delivering market news. Additionally, podcasts offer an excellent avenue for engaging with clients and audiences, providing a platform for them to share their knowledge, expertise, and opinions.
We inquired from entrepreneurs, podcasters, and business owners about their utilization of podcasts for business.
#1- To emerge as a thought leader
At DotInfinity, we focus on enhancing employee productivity by blending Human-Centered Design with AI and DeepTech solutions. Cask & Convos has become a crucial platform for driving thought-provoking discussions around these topics, not just showcasing technology, but highlighting the humans behind it. It’s more than just a podcast—it’s a space where leaders can engage in honest conversations about the challenges and opportunities in tech. This has not only established us as thought leaders but also created a powerful pipeline for generating leads and partnerships.
Thanks to Sharbani Dhar, DotInfinity!
#2- To establish trust with my audience
As the host of the Rachel Beth Jewellery Podcast Show, I use my podcast to connect with current and potential clients by sharing insights into the jewelry industry, design trends, and the stories behind bespoke pieces I create. It allows me to establish trust and build deeper relationships with my audience by offering educational content on topics like lab-grown vs natural diamonds, engagement ring shopping tips, and the importance of craftsmanship. My podcast is an extension of my brand, helping to position Rachel Beth Jewellery as an expert resource.
Thanks to Rachel Lake, Rachel Beth Jewellery!
#3- To share knowledge
Our podcast is about making equipment appraisals less intimidating. We dive into topics that help our listeners understand what goes into an appraisal and why it matters, without getting too technical. It’s become a way for us to share knowledge and connect with people in a more relaxed setting. We’ve had industry experts come on and talk about trends, which has been a great way to stay relevant without feeling like we’re constantly pushing our services.
Thanks to Tracie Crites, HEAVY Equipment Appraisal!
#4- To connect with people and build a community
We use podcasts to connect with people and build a community around them. We talk about the history of different parks, the stories behind some of the maps, and the memories people have shared with us. We’ve had some great guests, from park employees to longtime visitors, and those stories make the whole experience more personal. It’s wonderful to see how people get into the conversations and then go explore the site to find maps that mean something to them.
Thanks to Rhett Crites, Theme Park Brochures!
#5- To showcase eCommerce growth stories
I use my podcast to showcase eCommerce growth stories, which is instrumental for my business. Sharing these stories helps build credibility and attracts potential clients. Through interviews with industry experts, I gather valuable insights and strategies that I can incorporate into Omniconvert. The podcast also serves as a networking tool, connecting me with influential figures in the eCommerce space. It's a platform for discussing our innovations, which piques the interest of listeners. This engagement not only boosts our brand visibility but also drives traffic to our website.
Thanks to Valentin Radu, Omniconvert!
#6- To converse with industry leaders and clients
We’ve used podcasts to dive deeper into conversations with industry leaders and clients in a way that video sometimes can’t. It’s less formal and gives us space to talk about the behind-the-scenes aspects of what we do, whether it’s challenges in video marketing or trends we’re seeing across different industries. What makes podcasts so valuable is the way they let us build trust and engage with our audience on a more personal level. People can listen while they’re commuting or working out, so it’s like we’re having a conversation with them during their day, which feels more natural than just another ad.
Thanks to Spencer Romenco, Growth Spurt!
#7- To enhance my visibility to a broad audience
I wanted to create a podcast that merges my two passions: the creative industry and career development. This inspired me to launch the podcast Inside Entertainment Industry Careers. With each new episode, I issue a global press release showcasing my guest and turn the podcast transcript into a blog post, along with a career article that outlines how to break into the industry relevant to the discussed career. This dual strategy establishes my expertise in the field. It enhances my visibility to a broad audience and drives more traffic to my career coaching website.
Thanks to Emily Maguire, Reflections Career Coaching!
#8- To make yoga therapy safe, practical, and accessible
We created the Breathing Deeply Yoga Therapy and Meditation podcast as a place to answer our students’ questions and share information about yoga therapy and meditation. This helps nurture potential leads by providing people who are interested in becoming yoga therapists with valuable insights into various practices, treatments, conditions, and more. It’s a great way to spotlight our students and the impressive work they’re doing in our training program. Our mission is to make yoga therapy safe, practical, and accessible to a wider audience, and our podcast helps us do that.
Thanks to Anna Passalacqua, Breathing Deeply Yoga Therapy!
#9- To inspire my audience
I use my podcast, Speaking with Confidence with Cat Matson, to educate and inspire my audience and to generate and nurture leads. On the education side of things, I use short, ‘mini-lesson' episodes to teach speaking techniques, from managing nerves and overcoming imposter syndrome, to job interviews and hosting online meetings. On the inspiration side of things, I interview public servants, business owners, and other humble leaders about how they use ‘speaking' as a way to increase their influence and impact in their world.
Thanks to Cat Matson, Impactful Presenters!
#10- To build a network with high-profile people
The value of having hosted a podcast consistently for my career and executive coaching business is that I have had access to some high-profile or well-networked/connected guests who share deep expertise and experience. Sometimes they generously offer introductions for me to other guests or people who need my services. I find that podcast hosting is a great way to build my network with people who may have been more difficult to access otherwise, and it has led to opportunities such as podcast guest spots and other visibility for coaching and speaking opportunities.
Thanks to Tammy Gooler Loeb
#11- To provide learning and growth opportunities
My podcast supports my business goals to provide learning and growth opportunities. This allows them to get great value from me and at the same time, keep up-to-date on current digital trends. This allows me to showcase my knowledge on a specific topic, that I have the expertise they are looking for. This allows them to purchase my course or whatever I am promoting with confidence. I have also used my podcast to spotlight over 50 female entrepreneurs, many are first-time guests on a podcast. This is part of my bigger business mission to support fellow females in their business.
Thanks to Sarah Thomson, Online Social Butterfly!
#12- To connect with my audience personally
I use podcasts to connect with my audience in a more personal way, focusing on topics like marketing trends, SEO strategies, and adapting to changes in social media. Each episode is built around real-world examples, where I break down how businesses can tackle specific challenges—like improving their online visibility or optimizing their ad spend. I bring in guest experts who have practical experience, such as a PPC specialist who recently helped a brand double its ROI or a social media manager who shares tips on building authentic engagement.
Thanks to Mushfiq Sarker, LaGrande Marketing!
#13- To build trust by sharing genuine stories
I use podcasts to share customer testimonials, and it’s honestly one of my favorite ways to get real feedback out there. It’s not scripted or fancy. We talked about the problem they had, why they reached out to us, how things went from their perspective, and what surprised them about working with us. This helps potential customers get a feel for what working with us is actually like, way more than a written review could. Plus, it’s a great way to build trust, since people can hear the genuine stories straight from the source.
Thanks to Daniel Vasilevski, Bright Force Electrical!
#14- To share expert knowledge and lessons
The purpose of the podcast “The Media Chatroom” is to highlight the work that Good Talent Media does for our for-purpose clients including Neighbourhood Houses Victoria, Fantastic Framing, and Wallara. We also discuss trends within our clients' sector, challenges, and what they have planned for the future. We also bring industry experts onto the podcast to tap into their knowledge, for them to share what they have learned throughout their career with our audience, and to have interesting and insightful conversations in terms of the future of PR, the role of media, etc.
Thanks to Tony Nicholls, Good Talent Media!
#15- To share business stories and learnings
The Art Of Business explores the intricacies of owning and running a business – geared towards aspiring artists, established artists, and small businesses too. It helps in building a virtual community by interviewing a mix of up-and-coming artists and established artists that I have worked with to give them a platform, for them to share their learnings and insights with the audience. The podcast is an opportunity to share business stories and learnings across all areas of the business journey from start-up to scale!
Thanks to Avi Efrat, Fantastic Framing!
#16- To discuss common problems of the industry
We invite solution providers who work for the same industry in segments as we do, they talk about common problems that they solve for the same target audience as we work for. Thus creating interesting contact for our target audience. The second way that we use our podcast is we inviting guests from our target audience and talk to them about how they have accomplished their results, and what challenges they're facing in the process, we build relationships with them, aiming to at some point earn their business.
Thanks to Sasha Berson, Grow Law Firm!