Podcast Marketing for Local Businesses: Build Authority With Audio

December 22, 2023·Nataliia· 11 min read All posts

Podcast marketing for local businesses has exploded in popularity over the past few years. But what does this mean for you? If you're a coffee shop owner trying to attract new customers or a pet groomer looking to build your brand, you might be wondering: "Can podcast marketing really help me?"

75%↑

Businesses using podcast marketing

According to recent surveys, business owners are increasingly turning to podcast marketing.

50%↓

Local businesses with a podcast

Local businesses are more likely to have a podcast than ever before.

25%→

Small businesses using podcast marketing for lead gen

A quarter of small businesses use podcast marketing to generate leads.

10%↑

Businesses seeing a significant increase in sales

10% of businesses see a significant increase in sales as a result of podcast marketing.

If you're still on the fence, let's dive into some hard numbers. Podcast marketing for local businesses can be a game-changer, but it requires a solid strategy. Here are some key statistics to keep in mind:

Creating a Podcast for Your Local Business

Creating a podcast can seem daunting, but it doesn't have to be. With the right equipment and a clear plan, you can start producing high-quality content in no time. Here are some tips to get you started:

Invest in a good microphone: A good microphone will make all the difference in the quality of your audio.
Keep it simple: Don't try to create a 2-hour podcast episode. Keep your episodes short and sweet.
Be consistent: Consistency is key when it comes to podcasting. Try to release new episodes on a regular basis.

Types of Content for Local Business Podcasts

Interview-styleBest

40%

Storytelling

30%

Educational

20%

Promotional

10%

Source: DataLatte's podcast marketing survey

Most local business podcasts use a mix of formats, but interview-style podcasts are the most popular. This is because they're easy to create and can be a great way to build relationships with other business owners in your community.

Using Podcasts for Lead Generation

Once you have a podcast up and running, it's time to start thinking about lead generation. Here are some tips to get you started:

Make sure to include a clear call-to-action in each episode: Whether it's a link to your website or a phone number, make sure listeners know how to get in touch with you.
Use a lead magnet: A lead magnet is something of value that you can offer in exchange for a listener's contact information.
Follow up with listeners: Make sure to follow up with listeners after each episode to build relationships and encourage them to take action.

Pro Tip

Use a podcast analytics tool to track your listenership and engagement. This will help you understand what's working and what's not, so you can adjust your strategy accordingly.

Building Authority with Podcasting

Podcasting can be a powerful way to build authority and establish your business as a thought leader in your industry. Here are some tips to get you started:

Be authentic: Don't try to be someone you're not. Be authentic and genuine in your podcasting style.
Be consistent: Consistency is key when it comes to building authority. Make sure to release new episodes on a regular basis.
Be engaging: Make sure to engage with your listeners and build relationships with other business owners in your community.

Real Example

The Coffee Academy in San Francisco uses podcasting to build authority and establish their business as a thought leader in the coffee industry. Each episode features an interview with a prominent coffee expert, and listeners can download a free coffee-making guide in exchange for their contact information.

Common Podcasting Mistakes

While podcasting can be a powerful marketing tool, there are some common mistakes to avoid:

Don't try to create a 2-hour podcast episode. Keep it short and sweet.
Don't neglect to include a clear call-to-action in each episode.
Don't forget to follow up with listeners after each episode.

Watch Out

Don't try to fake it. If you're not comfortable with podcasting, don't do it. It's better to focus on other marketing strategies that you're more comfortable with.

Frequently Asked Questions

Q: How do I get started with podcasting for my local business? A: Start by investing in a good microphone and creating a clear plan for your podcast. Make sure to keep it simple and consistent.

Q: What types of content should I include in my podcast? A: Use a mix of formats, including interview-style, storytelling, educational, and promotional content.

Q: How do I use my podcast for lead generation? A: Make sure to include a clear call-to-action in each episode and use a lead magnet to encourage listeners to get in touch with you.

Q: Can podcasting really help me build authority in my industry? A: Yes, podcasting can be a powerful way to build authority and establish your business as a thought leader in your industry.

Q: How do I track my listenership and engagement? A: Use a podcast analytics tool to track your listenership and engagement.

Q: Can I outsource my podcasting to an agency? A: Yes, you can outsource your podcasting to an agency. However, make sure to do your research and choose an agency that has experience working with local businesses.

DataLatte Take

At DataLatte, we specialize in podcast marketing for local businesses. If you're interested in learning more about how podcasting can help your business, contact us for a free consultation.

If you're interested in learning more about how podcast marketing can help your local business, contact us today for a free consultation. We'd love to help you get started on your podcasting journey.

Frequently Asked Questions

Q: How many episodes do I need to record before I see any results?

You need 10 to 12 episodes before you can decide if it's working. Not three. Not five. The first few episodes will be bad — your audio will be uneven, you'll ramble, you'll say "um" too much. That's normal. By episode 8, you'll find your rhythm. If after 12 episodes you have under 100 total downloads and zero customer mentions, something is wrong with your topic or your distribution, not the format.

Q: Do I need to spend money on equipment?

No. A $50 microphone from Amazon (the FIFINE USB mic works fine) and a quiet room is enough. Do not buy a $300 mixer or a $400 microphone until you have 20 episodes under your belt and a clear reason to upgrade. The content matters more than the sound quality. Local customers will forgive bad audio if you're giving them useful information. They won't forgive boring content.

Q: How do I get people to actually listen?

You don't. You get them to find it in their feed. The majority of podcast listening happens on apps like Apple Podcasts and Spotify. Make sure you're listed there (your hosting platform will do this automatically). Then promote every episode in your email list, on your Instagram, on your Google Business Profile, and on a sign in your physical location. If you're not promoting to people who already know you, nobody new will find it.

Q: What if I don't have time to edit audio?

Outsource it. A basic edit for a 20-minute episode costs $30 to $60 on sites like Podcastle or through a freelance editor on Upwork. That includes removing pauses, coughs, and long silences. If you can't afford that, record episodes that are 10 to 12 minutes long and edit them yourself in Audacity (free) or GarageBand (free on Mac). Long episodes with bad edits hurt your reputation more than short episodes with decent edits.

Q: Can I just talk about my own business the whole time?

You can. You shouldn't. If every episode is about your services and how great you are, listeners will unsubscribe after two episodes. Aim for 80% value (tips, insights, stories) and 20% promotion. Your podcast should feel like a helpful neighbor, not a salesperson at the door.

Q: Does podcasting help with Google rankings?

Yes, indirectly. Each episode creates a show notes page on your website with text, keywords, and links. Over 30 episodes, that's 30 new pages of content your Google Business Profile can point to. Several local businesses I've worked with saw their "near me" search rankings improve after they consistently published podcast episodes with local keywords. But don't start a podcast just for SEO. Start it because you have useful things to say to your customers.

I've run enough campaigns at global agencies to know that most small business marketing advice is theoretical. Someone sitting in New York writes a list of "best practices" they've never actually tested on a real coffee shop in Austin or a real salon in Portland.

The uncomfortable truth is that podcast marketing works for local businesses when you treat it like a relationship tool, not a broadcast channel. The businesses that succeed are the ones who interview their customers, promote their neighbors, and give away their best ideas for free. The ones who fail are the ones who buy expensive microphones and wait for the downloads to magically appear.

If you want me to take a look at your current content strategy — podcast or not — and tell you what's actually working and what's killing your time, I'll give you the honest version. No fluff, no "it depends," no generic advice from someone who has never run a local business.

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Nataliia

Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.

About Nataliia