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Podcasts have gained popularity in the past few years. As of 2021, there were over two million podcasts in existence. These podcasts account for more than 48 million episodes. What is shocking is that just four years ago, in 2018, there were only around 500,000 active podcasts.
So why has the amount of podcasts skyrocketed in the past few years and what impact can podcasting have on your business?
Be Viewed as a Thought Leader
Research shows that 35.4% of people listen to podcasts while they are at work. This number is only increasing with time. Between 2018 and 2019, those who listened at work almost doubled. With the large variety of podcasts available to these listeners, it can seem futile to add podcasting to your marketing strategy. However, according to a study in 2018, 67% of listeners claim that podcasts positively impact their intellectual growth. Professionals are turning to podcasts to broaden their education around hyperspecific topics.
By launching your own podcast, you project authority to your audience by being their main source of knowledge surrounding a topic. As a Certified Exit Planning Advisor (CEPA) you or your firm can begin a podcast about holistic value growth, business succession success stories, or personal financial planning. The opportunities to educate your potential clients are endless when you control the narrative being shared.
Grow Your Network
According to a recent study by Edison Research and Triton Digital, The Infinite Dial, 57% of Americans have listened to a podcast. Additionally, from 2020 to 2021, the percentage of Americans ages 55 or older who listen to podcasts monthly increased by 18%. Currently, more than one-quarter of all consumers over 55 years of age in the United States are listening to podcasts each month. This means that the Baby Boomer business owner clients you are looking to attract can be reached through a podcast ad or interview.
Creating your own podcast seems like a daunting task. Start by trying to be a featured guest on prominent industry podcasts. Features on already established podcasts can drive new leads to your sales funnel. It can also increase your firm’s awareness with an entirely new section of your target market at little to no cost.
As the featured guest on a podcast, you are synonymous with the prestige of the podcast. Your name and brand will be highlighted alongside the podcast in social posts, email campaigns, and on webpages. This not only expands your reach in a new market but provides you with educated leads from a trusted referral source.
A Few of Our Favorite Podcasts
Over the years, our CEO and President, Chris and Scott Snider, have been featured guests on a large number of business and exit planning podcasts. We have curated a playlist with some of their interviews over the years.
Take a listen to some exit planning, leadership development, and business growth strategies in these podcasts.
What are some of your favorite podcasts? Let us know and we will give them a listen!
