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Did you know that over 6 million people in the UK listened to a podcast last year?

Nearly 40% of podcast listeners are under the age of 35.

And were you aware that more men (63%) than women (37%) listen to podcasts?

Listening to podcasts is similar to reading blogs – you can access up-to-date information about subjects you are interested in, for free, at a time that suits you – but with the added advantage that you can consume content when you’re doing something else, such as commuting to work or working out at the gym.

“Why would a professional services firm want to start a podcast?”

More and more people are listening to podcasts, but should your professional services firm jump on the bandwagon and start producing weekly or monthly content? What message are you trying to serve? Does it align with your firm’s business and marketing objectives?

Making noise without a clear understanding of ‘why’, is a waste of time. But properly considered and planned content could help you reach potential new clients looking for the services you offer (lead generation) or help raise your profile as a thought leader in your area of expertise (brand awareness).

Podcasting and recruitment

Students may find listening to podcasts an easier way to learn, compared to traditional methods which involve much reading. Over time, your company will become known to the next generation of potential recruits and be more attractive to them, when you come to advertise in the future.

“But why would someone want to listen to ME?”

You have a lot of knowledge!  Your podcast could:

  • Answer Frequently Asked Questions.
  • Explain complex/technical content in a more accessible way.
  • Provide useful updates when legislation or working practices change.
  • Incorporate guest podcasters to increase your reach and interest.

Consider using PowerPoint slides or eye-catching graphics to highlight key points, particularly if you are going to share the podcast via your website. Combining sound and graphics turns a sound file (mp3) into a video file (mp4).

“It’s just another marketing thing I don’t have time for”

In addition to your website, leaflets, blog and social media, podcasts might seem like an unnecessary burden.  But just as you would with other marketing collateral, repurpose your content. A podcast could easily become a blog post or series of social media posts.  Plus, if you have been reluctant to get your face on camera and join the video trend, podcasting could be a more comfortable platform: you can say all the same things and demonstrate your expertise, and listeners will get more of a sense of you as a person than they would from reading an article.

“Is it expensive?”

These days, mobile phones have decent microphones and you can record a podcast easily. For those who want a more professional sound, think about investing in a separate microphone (£50-100 should buy a good quality one) and make the recording somewhere quiet and free from echo and background noise. Rather than your noisy, open plan office, try a bedroom, for example!

Podcasts need to be ‘hosted’ on a particular platform so that listeners can find and download your content.  Most platforms charge a fee for hosting your content, depending on features such as number of hours uploaded per month, number of downloads, or indefinite hosting. Free hosting is available on some platforms, with limited features.

If time is the one thing you can’t afford to spend, consider outsourcing elements of marketing or podcasting to an agency or freelance professional. Cal Partners is an award-winning marketing, digital marketing and business development agency based in Newcastle upon Tyne. Not only do we come up with client winning strategies, we deliver them too.

About the author

Alison O'Neill

Account Manager, Alison, is a former Forensic Scientist who moved into professional services marketing in 2008 and is a Chartered Marketer and Member of the Chartered Institute of Marketing (MCIM).

Marketing for Professional Services

Cal Partners

The go-to strategic marketing partner for ambitious professional services