Every Small Business Needs a Podcast. Even If No One Listens.

Every small business needs a podcast. Even if no one listens.

Having helped business owners create podcasts over the last few years, one of the most important realizations they've all made is this: it doesn't matter who listens. The amplifier for your business, the reason to record, is that it gives you an excuse to email people.

Here are five real benefits of having a podcast. Surprise: they have nothing to do with download numbers.

1. A Reason to Stay in Touch

It's critical you stay in touch with clients and prospects to keep front of mind as things happen you can help with. A podcast is a friendly way to add value and a reason to email with a call to action.

2. Authority Reinforcement

Having a podcast about "Pennsylvania Wedding Flowers" reinforces you as the expert in your field. It's another check in the column that reassures potential clients you're their go-to person.

3. A Better Way to Build Relationships

Being able to develop your sphere of influence in a meaningful way is time-consuming. Inviting someone to be a guest on your podcast is far more likely to start a relationship than simply connecting on LinkedIn.

4. A Content Engine

Podcasts create a lot of organic content you can use elsewhere. If you're looking for social media content, blog posts, or newsletter ideas, an hour talking to a guest can create a month's worth of great content.

5. Extended Reach

Having a show allows you to reach beyond the people who currently know you. Guests share their episodes, and you have the opportunity to be on other podcasts. Combine that with a book or guide that listeners can easily request, and you have a powerful list-building strategy.

Too many businesses dismiss a podcast because they worry about subscribers and download numbers. Instead, understand a podcast's job in your business. It's not to become Joe Rogan. It's to have a reason to regularly connect with clients, prospects, and people who will willingly help you increase your reach.

Even if no one listens to the show.