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Stats and Facts About Business Podcasting That Will Blow Your Mind

Michael Reynolds

Posted by Michael Reynolds on 4/5/16 9:30 AM


Podcasts are one of the fastest-growing forms of media, and businesses are finally hopping on the bandwagon. In fact, we at SpinWeb put out a podcast of our weekly inbound marketing and sales strategy internet radio show, SpinRadio. There are tons of reasons why you should consider joining the podcast movement—here are a few of them. 

Podcasting is Having a Moment

The number of people who say they've listened to a podcast within the last month has tripled since 2008. 

Most radio shows podcast their episodes, but non-professionals are definitely making their presence known as well. All this content is finding an audience—according to Edison Research:

49% of Americans over the age of 12 are aware of podcasting

33% say they’ve listened to a podcast before

1 in 5 Americans make podcasts a priority in their busy schedules

This number has doubled since 2006, and there’s every indication that the number will continue to climb. 


Podcast Ads are Effective

Unlike commercials on television, listeners don’t seem to be annoyed by commercial breaks in podcasts. The data suggests that hearing your friendly podcaster recommend a product is more effective than traditional advertising. A Midroll survey of podcast listeners found that:

63% of listeners actually purchased something the host had promoted.

Part of the appeal is the informality of the podcast ad—podcast hosts don’t have the FCC restricting their speech the way that television or radio stations do.  

Also, according to that Edison Research report,

Podcasts reach an equal number of men and women

Popular with the much-desired 18-54 age group.

There are so many awesome options available to get your message out there with a podcast (see the graphic below). Advertising nirvana=achieved.   


Podcasts Subscribers are Invested

One of the beauty of podcasts is the fact that your listeners can subscribe, and automatically receive content. No more constant efforts to get your message to the audience—your audience is getting the message without any extra effort on their part.

88% of podcast listeners that subscribe to your podcast will listen to every episode.

Can you think of another form of marketing that gets those results? Podcasts are great way to reach the nonreaders in your customer base, whether they’re not reading due to preference or the busy nature of the average person’s lifestyle. You can listen in the car, at the gym, at your desk—the podcast world is your oyster.

Podcasting + Marketing= Best Friends Forever

A podcast is a simple way to connect with your customers. It allows them an opportunity to get to know (and hopefully like) you, and it gives you a chance to cross-promote your blog or website.

You can also exhibit your expertise without looking like a know-it-all. If you’re struggling to come up with a topic, just look to the questions you get from your customers, and take the time to answer it in depth. If you’re not comfortable talking to yourself, grab a coworker and draft him or her to be your cohost. Or, contact an expert on the topic you’re addressing, and conduct an interview.

Podcasting is Easy

You don’t have to be a technological genius to produce a podcast.

The number of podcasts produced every year almost doubled between 2012 and 2014

One of the reasons for this is because almost anyone can do it and there are very few technological barriers in your way.

The beauty of podcasts is that you can find your audience by embracing the things that make you and your product special. Find your niche and snuggle in, and your listeners will join you there. You just need a smartphone or a computer and an ability to talk. You can spend a lot of money on an audio setup, or you can just use your phone and earbuds.

Platforms such as Garage Band or Audacity are very user-friendly, and even the most technophobic of you will find it easy. 


Anecdotal Evidence

Maybe all of the statistics and research aren't sufficient to convince you that podcasting CAN benefit your business; that's okay, we've got some great anecdotal evidence, too!

SpinWeb's podcast has been around for over a year, and we've been really happy with the results. We're connecting with other industry leaders, engaging with our audience on a deeper and more meaningful level.

We're excited to see that our audience growth–slow but steady up to this point–has had a recent explosion with our inclusion of big-name guests!

Here's a nice tangible bit of ROI for you: Abby and I landed a major speaking gig recently, thanks in large part to our work on SpinRadio. The ripple effects of that speaking opportunity will continue to make waves as we connect with new prospects and colleagues in the industry.


So tell us, what is holding you back from starting a podcast? 

SpinRadio - The Weekly Radio Show - click here to listen to episodes

Topics: Podcast

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