TZL 1470

RANDY WILBURN, from page 1

■ 41 percent of millennials listen to podcasts weekly.

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■ 66 percent of podcast listeners have a college degree and an average income of $75,000 annually. ■ The biggest increase in podcast listenership in the past year has come from those in the 12-34 age group. Need more convincing? Here are five specific benefits of creating a podcast for your firm: 1. Increased exposure. One of the primary benefits of creating a podcast for your business is increased exposure. A podcast is a digital audio file that can be downloaded from the internet and played on various devices, including smartphones, tablets, and computers. By creating a podcast, you can reach a wider audience than you would with other marketing methods, such as print, web, or television advertising. 2. Improved SEO. Another benefit of creating a podcast for your business is improved SEO. SEO, or search engine optimization, refers to optimizing a website to rank higher in search engine results pages. Creating a podcast can help improve your website’s SEO as it will give you another avenue through which people can find your site. In a future article, I’ll walk you through ways this can be done. 3. Cost-effective. Another advantage of podcasts is that they are relatively affordable to produce. In most cases, all you need is a microphone and some recording software. If you already have these items, your time will be the only cost. 4. Build trust and credibility. When people listen to a podcast, they typically do so because they trust the host’s opinion. By creating a podcast for your business, you will be able to build trust and credibility with potential and current customers. 5. Connect with your audience. Finally, creating a podcast for your business will allow you to connect with your audience more personally than other marketing methods. When people listen to a podcast, they feel like they are having a conversation with the host. This personal connection can help build strong relationships with your listeners. Consider how you’re telling your brand’s story. If you’re relying on a static website and a couple of webinars from 2018, it may be time to rethink what you’re doing and how incorporating a podcast into your marketing and branding toolbox may not be a bad idea. Zweig Group’s advisory group is now offering podcast strategy services, and I’m happy to say that I am leading this effort. Let me know if you want to learn more or just want to talk through a few ideas. We would be happy to assist you in extending your brand through podcasting. Randy Wilburn is a podcast strategy advisor at Zweig Group. Contact him at rwilburn@ zweiggroup.com.

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THE ZWEIG LETTER JANUARY 2, 2023, ISSUE 1470

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