With subscriptions continuing to grow exponentially, listeners are searching for and finding podcasts in all sorts of niches, with information of interest tailored specifically for them. So maybe it’s time for you to start one? We look at the benefits and pitfalls of podcasting.
The Infinite Dial 2021 Report found that online audio now reaches nearly three quarters (74%) of Australians each month, up from 67% in 2020.
Podcast listening has surged, with 37% confirming they have listened to at least one podcast in the past month, up from 25% the previous year. Weekly podcast listeners now number 5.6 million Australians and on average they listen to five podcasts per week.
Driving this growth is our increasing uptake of Smart Speakers. Over a quarter of the population now owns one, a 53% increase on last year, and these owners have an appetite for entertaining and educational content.
So there is no doubt that the popularity of podcasts is growing; it’s a platform that’s shaking up traditional media and it’s here to stay. The question is: why should you jump on board?
Aesthetic Practitioners and podcasting
There are many advantages to starting a podcast of your own, including sharing your expertise and knowledge, gaining new audiences and greater intimacy among them. As well, statistics indicate that subscribers are more loyal and there is less competition than in the social media arena.
An essential element of any successful aesthetic practice is patient trust. In today’s highly competitive industry – and in a digital era where we are increasingly consuming information online – content marketing has become an integral part of aesthetics marketing to build trustworthiness and awareness.
‘On the Internet today, it’s all about earning trust, and there’s no better way to earn trust from people than with your voice and the “real you”,’ says Pat Flynn, author, motivational speaker and founder of SuperPassiveIncome.com. ‘As a podcaster, you’re going to broadcast your message to thousands, maybe even millions of people. But to the listener, it’s just you and them. Podcasting is the best way to scale intimacy.’
The details
If you’re looking to share entertaining and informative content, build your brand or help cement your authority on a particular topic, starting a podcast is worthwhile… if you’re willing to put in the work.
To showcase your expertise and build your online authority, you need to produce consistently high quality content. One way to do this is to collaborate with people whose expertise complements your own. ‘By inviting guests on your podcast, it allows you to engage in authentic, candid conversations with them where they share their knowledge while you also highlight yours,’ says Jack Kosakowski, CEO at Creation Agency.
You’ll also need to make a time commitment to researching guests, setting up blocks of time to conduct the interviews or chats, recording the conversations and promoting your podcasts across multiple platforms (the main players being Apple podcast, Spotify and Soundcloud).
But be warned: it’s only worth doing a podcast if you’re ready to have thoughtful, engaging conversations. ‘If your material is superficial or boring or if you just haven’t done your homework about the guest, you won’t come across well. You’ll miss out on the benefits a great show can bring says Kosakowski.
5 Reasons to start a podcast
If you’re on the fence about starting a podcast, here are five reasons you should consider it.
1. It’s not too difficult
Starting a podcast sounds like a complicated venture, but it requires minimal up-front investment and is relatively easy to implement. A quick search online can help you find microphone reviews, develop introductory music, and tips on the recording process.
Numerous online guides break down all the steps to getting your own show up and running. One of our favourites is “How to Start a Podcast STEP-BY-STEP | 2022 Complete Tutorial” on smartpassiveincome.com.
2. You get to produce long-form content
Instagram Reels, Tik-Toks, Tweets, blog posts, news articles, and videos provide audience’s with bursts of short-form information and play a vital role in creating continued touch points between businesses and their audiences. But where these are limited to a few seconds of video, a few hundred words, or 140 characters, a podcast allows you to go deep into your content.
3. You can support partners
The most common format for a podcast is an interview. As the host, bringing guests on to interview allows you not only to expand the information you’re providing to your audience by utilising your guest’s knowledge but also to support industry partners.
By asking someone to be a guest, you’re giving them access to your audience, potentially helping your guest grow their reach. Likewise, if your guests promote the episode to their followers, you also tap into their audience. Both you and your guests can benefit from the added exposure, and by thinking of them as a guest you may also deepen your professional relationship with them.
4. You build a deeper connection with your audience
Successful podcasts are rarely scripted and only lightly edited. In this way, you give your audience some insight into the real you and this is one of the quickest ways to build personal connections and trust with your audience.
5. It provides a repeat touch point for your audience
When listeners subscribe to your podcast, they are opting in to hear from you on a regular basis. To maintain your audience, the key is consistency in the type of content and how often you post. By doing so, you will stay at the top of their minds and develop a deeper trust and loyalty.
There are many benefits to starting a podcast. If you have the content to support it and time to dedicate toward recording and promoting your content, a podcast can go a long way toward growing your relationship with existing and potential patients. AMP
How to become an expert interviewer
Choose the right guests – When your curiosity about another person is genuine, it’s much easier to ask interesting and insightful questions.
Do your homework – Your guest’s accomplishments are impressive, but for listeners it is much more interesting to learn about who they are as a person, rather than aesthetic practitioner. Look for something that’s unusual or interesting about them – this is usually where the bones of a great story lies.
Listen first, ask questions later – People are like onions; they have many layers. The job of an interviewer is to keep peeling back layers. But remember, this has to be approached as a conversation, not an interrogation! It also stands to reason that if you ask boring questions, you’ll get boring content.
