Episode 119
The Podcast & Business Show
December 15, 2017 · Mike Murphy
EP119: THE PODCAST & BUSINESS SHOW Podcasting is on the rise and today I am going to give you 5 reasons why your business should consider launching a podcast in 2018. Episode Summary: Today's show will benefit anyone who has a business but will be especially helpful for brick and mortar and more traditional small businesses who are looking for ways to increase local business and sales and to ramp up their online presence.
Episode Summary: Five reasons a business — especially a local, brick-and-mortar one — should consider launching a podcast in 2018, covering advertising, authority-building, client relationships, content marketing, and revenue.
What You’ll Learn
- 5 reasons a business should consider launching a podcast: advertising, authority, community, content marketing, revenue
- Why podcasting is intimate and trust-building in a way most other marketing isn’t
- Real podcast concept ideas for realtors and coffee shops
- How to turn one podcast episode into a full content-marketing workflow
Who this episode is for: any business, but especially local ones — realtors, mortgage brokers, financial consultants, restaurants and cafes, pet stores, grocery markets, plumbers, electricians, landscapers, painters, designers, house cleaners, and beyond.
Preface: Podcasting Is Hard Work
Articles make it sound easy, but running an ongoing podcast is real work — more than pressing record on an iPhone and hitting upload, and more than a $50 USB microphone and a $15 hosting account. Once a podcast starts, “what’s the next episode about” tends to live in the back of your mind 24/7 — real time management is required, on top of preparation, planning, tech skills, and social media engagement. Running a business is already hard work but worth it; podcasting is the same trade.
Innovation matters more than ever for small and local businesses, and podcasting is one genuinely powerful way to connect with clients, stand out from competitors, and become the recognized authority in a space.
The Secret to Podcasting
People start listening because a topic interests them or someone recommends it. They keep coming back because of the host, and because the show is useful, entertaining, or improves their life in some way. Podcasting is intimate — listeners feel like they know the host, even without ever meeting, because the host shows up consistently and delivers.
The core rule: consistency is everything. Listeners build routines — commutes, workouts, mornings — around a show’s release schedule. Break that consistency, or let quality slip, and the trust built up gets violated fast. As in the restaurant business: you’re only as good as your last meal.
A podcast for local businesses can build trust with clients and the community if it is consistent (schedule) and over-delivers on content (value).
1. Advertising & Sales
Podcasting flips the old model of blasting zip codes with marketing materials and hoping the numbers work out. It meets customers where they already are — mobile devices — and audio content is uniquely suited to multitasking in a way most other formats aren’t.
Case study: realtors. Most realtor marketing is oversized flyers with outdated headshots and busy typography, plus website and magazine ads that rarely move the needle — done because “that’s how the industry does it,” not because it works. A podcast is a genuine differentiator: become the local real-estate expert, build a network that trusts you, and answer the questions every buyer and seller actually has.
Sample ideas: a short daily update (weather, local events, family activities, a favorite lunch spot); a weekly real estate show covering mortgage rates, market news, home-selling tips, interviews with brokers and local business owners. Result: your name comes up first whenever someone asks for a realtor recommendation.
2. Authority Building
Podcasting about a topic you know deeply positions you as the industry expert — and that recognition tends to open doors: speaking opportunities, collaborations, and more.
Case study: coffee shops. Competing against 3 Starbucks and 2 Dunkin’ locations on pure product is a losing game — but a weekly podcast about the story of the shop, the craft of roasting, the art of latte pours, and the different bean varieties builds something competitors with better real estate can’t easily copy. Live broadcasts from inside the shop, interviews with regulars, and spotlighting the community that gathers there all reinforce it. Result: the shop becomes the trusted, knowledgeable local choice, not just the closest one.
3. Client Relations & Community Building
Podcasting turns clients into genuine fans. It’s a direct, one-to-one feeling medium, and pairing it with something like a Facebook Group can build real community around the business.
Sample idea: a weekly giveaway, a client-of-the-month segment, or an episode built entirely around answering the questions that come in most often by phone, email, or social media — proof the business is actually listening. Result: loyal clients who spread the word.
4. Content Marketing
Content makes a business relevant to search and to voice assistants — Google rewards active, engaged businesses with better visibility, and most people find services today through a quick mobile search or a voice query.
The workflow: record a podcast episode, distribute it through Apple Podcasts and other directories, convert the audio to text for blog posts, Medium articles, and Facebook, share the episode and show notes on LinkedIn, and post a teaser clip with relevant hashtags on Instagram. One episode becomes a full content-marketing cycle. Result: better SEO and discoverability.
5. Income (Revenue Generator)
Starting a podcast purely to make money isn’t a great strategy — trust and audience take time to build, and a podcast that’s obviously just a sales pitch won’t hold listeners. But once trust exists, real revenue paths open up:
- Sponsorships — vendors paying for a mention once there’s a decent-sized audience.
- Affiliates — Amazon Associates or direct partner programs; recommending products naturally (dog grooming supplies for a pet business, say) while earning commission at no extra cost to the listener.
- Direct sales — using the podcast as a platform to promote your own products, promotions, or services directly to an audience that already trusts you.
Conclusion
Podcasting isn’t the right fit for every business, and it’s genuinely hard work — but for businesses ready to invest in their online presence and stand out from the pack, it’s one of the most effective tools available. It builds trust, establishes authority, and can generate revenue directly or indirectly. Technology keeps moving, local businesses keep getting harder to sustain on foot traffic alone, and meeting customers where they actually spend their time — in their ears — is no longer optional.