Business Marketing

10 Reasons Why Launching A Podcast Series In Business Improves Brand Marketing Appeal

In 2021, according to a study by Edison Research and Triton Digital, 57% of Americans have listened to a podcast, which has increased from 55% in 2020 and 51% in 2019. So, if your company and leadership team are still on the fence about whether or not to launch a series in the growing podcast market, now is the time to reconsider while the opportunity is growing and still hot.

Below, 10 Forbes Business Development Council members share their top reasons why new and seasoned business development executives should pay attention to this uptick in the industry.

1. You Will Target Niche Audiences

Podcasts target niche audiences that your business aligns with, and listeners tend to be more engaged. With the longer format, there’s a unique opportunity to go deeper into your background, passions, expertise and business. Podcasts allowed us to build momentum on new ideas and create trust with our audiences, leading customers to feel more confident in our conversion intelligence solutions. – Tamara Grominsky, Unbounce

2. You Will Build Your Brand Organically

I have been running the largest independent security community in the United States since 2013. I find the power of podcasting to be tremendous. It provides a true long tail reach, allowing people to consume knowledge whenever and wherever they are. Customers want to find, not to be found. Make yourself available by creating fresh, timely, insightful and impactful content through podcasting. – David Raviv, findings

3. You Can Enable Mobile Listening And Learning On The Go

Podcasts are such an effective way to learn and hear from the best in the industry, especially when you are on the move or traveling. Some of my favorite ones are Masters of Scale, HBR Ideacast and The Ziglar Show. Podcasting, as it becomes a part of our organization’s sales enablement curriculum, automatically contributes to both the top line and bottom line in an indirect way. – Hitesh Wadhwa, Tech Mahindra

4. You Will Avoid Using An Advertising Approach

Podcasts are an excellent method of getting your message out to your target audience without sounding like you’re advertising. Our company uses podcasts because the conversational flow helps us add a more humanistic approach to spreading the word—and podcasts give you priceless value as word-of-mouth marketing. – Brandon Batchelor, ReadyCloud Suite

5. You Can Reach A Broader Audience Base

Podcasts are a great way to reach a broad audience. You can engage with a completely new platform and audience and share your message and story in a completely organic and natural manner. Podcasts are a great non-salesy way to talk about your brand, service or product. – Karolina Hobson, Radd Interactive


Forbes Business Development Council is an invitation-only community for sales and biz dev executives. Do I qualify?


6. You Can Share Your Expertise And Knowledge

Podcasts are one of the most effective tools to tell about your expertise. It promotes your image as a specialist and the company as a whole in a natural way. As all podcasts have their program and usually provide a clear structure, the information you share over the platform is concise, topical and rich with relevant issues. This format is respectful to the listeners because it gives them useful take-away information while respecting their time. – Leonid Kozlov, RocketData

7. You Will Create Demand And Accessibility

You can listen to it during a walk or while hitting the gym, and that’s the beauty of it. Podcasts are a great way of creating demand for any organization. In fact, video podcasts take the engagement experience a notch higher. We are starting to try a few formats. – Sayantan Dasgupta, Gramener

8. You Can Become An Influencer Among Customers

Podcasts are such a high-growth medium and companies, not creating them, are missing out on a key opportunity. Whether it’s a podcast on the industry, being a knowledge expert on a topic or speaking about a product, visibility and branding are key. It is a medium that allows companies to have a personal influence through speaking. Each company should see itself as an influencer. – Javed Laher, Mediaocean

9. You Can Create Theme-Oriented Business Conversations

Podcasts are a value-added upgrade over traditional radio. I would say they’re the ideal platform to reach people who enjoy a flexible and highly mobile lifestyle. Podcasts are low involvement, accessible, theme-oriented and addictive. Subscribe and download options make lead management easier while promoting your business expertise. No consumer-oriented business can afford to ignore them. – Wajid Mirza, Arthur Lawrence

10. Your Target Listeners Will Get To Know, Like And Trust You

Podcasts carry a level of authority that cannot be achieved through owned media such as a company blog. There is an inferred recommendation by the podcast host which shortcuts the buyer’s journey in terms of research. Additionally, when your target audience hears your voice rather than reads your words, the process of getting to know, like and trust you is accelerated. – Russ Stephens, Association of Professional Builders