Boosting Your Sales With a Podcast: Why and How

Phil Hobden, UK Product Lead at Silverfin, considers the benefits of using a podcast to boost your sales, and he offers his thoughts on how to go about it.

Creating a podcast for sales isn’t just a trendy move—it’s a smart, strategic one. If you’re wondering why you should dive into the world of podcasting and how to do it effectively, you’re in the right place. (I have, after all, launched numerous podcasts with tens of thousands of downloads! So, you are in safe hands…)

Let’s break it down.

WHY CREATE A PODCAST FOR SALES?

• Builds Authority and Trust
  A podcast is a fantastic platform to share your knowledge and expertise. When potential customers hear you discussing industry trends, sharing valuable insights, and interviewing experts, they start to see you as a credible source. This trust can be a significant factor in their decision to buy from you.
  
  
• Reaches a Wider Audience
  Not everyone has the time or inclination to read blogs or watch videos. Podcasts are perfect for multitaskers—they can listen while commuting, exercising, or doing household chores. I listen when running or at the gym! This flexibility helps you tap into a broader audience, including those who might not otherwise engage with your content.
  
  
• Enhances Brand Personality
  A podcast gives your brand a voice and a personality. It’s an opportunity to showcase who you are, your values, and your unique approach. This personal connection can turn casual listeners into loyal customers. It can also lead to other opportunities, such as speaking at events or online!
  
  
• Generates Leads and Drives Sales
  By offering valuable content, you can gently guide listeners through your sales funnel. Mentioning your products or services in an organic, non-salesy way during episodes can spark interest. You can also use podcast-specific offers or discounts to measure engagement and conversions directly from your podcast.

So, you have the ‘why’ now let me give you some tips on the ‘how’....

TIPS FOR CREATING A SUCCESSFUL SALES PODCAST

• Know Your Audience
  Understanding your target listeners is crucial. What are their challenges? What solutions are they looking for? Tailor your content to meet their needs and interests. The more relevant your podcast, the more engaged your audience will be. Check industry trends and see what your peers are discussing on LinkedIn. And no, don’t make it JUST about #AI!
  
  
• Plan Your Content
  Consistency is key. Create a content calendar to plan your episodes ahead of time. This helps maintain a regular posting schedule, keeping your audience engaged and anticipating your next episode. You want to aim for at least once a month—same day, same time each month (I usually post on a Wednesday at 6am).
  
  
• Engage with Your Audience
  Encourage listener interaction. Ask for feedback, answer questions, and feature listener stories or queries in your episodes. This interaction can build a sense of community and loyalty around your podcast. Do the same when you are promoting it online.
  
  
• Invest in Quality
  Good audio quality is essential. Invest in a decent microphone and editing software. Poor sound can be a deal-breaker, no matter how great your content is. A polished, professional-sounding podcast enhances your brand’s image. Top tip: if you are an Apple user, their GarageBand software is hard to beat. For microphones, look at the Blue Yeti line.
  
  
• Promote Your Podcast
  Use your existing channels to promote your podcast. Share episodes on social media, include them in your email newsletters, and embed them on your website. Another great tip: collaborate with other podcasters or influencers to expand your reach or get guests who you know have a large audience.

In short, creating a podcast can significantly boost your sales strategy. It’s a powerful tool to build authority, reach a broader audience, drive more sales, and grow your personal brand! Start planning your podcast today, and watch your sales soar.

By Phil Hobden, UK Product Lead at Silverfin