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It happens to all of us – we listen to a kickass podcast episode from another company and we have a revelation …

Why am I not doing this ?!

Was made there (so much so that we have 2 podcasts). Podcasts are a great – really, really great – way to reach your customers, show off your expertise, and create more content that builds a relationship between your customers and your business.

We are all for podcasts, but that doesn't mean that every company needs one. Some industries are perfect for podcasts, while others can be a big mistake.

Before you invest time and money to create the ultimate podcast studio and reach your audience, ask yourself these 5 questions.

# 1: Will your podcast help you reach more customers?

Just like with any type of content you want to create, you want to make sure your customers want it at all. While a large majority of consumers are interested in listening to podcasts, the question arises: are they interested in a podcast of yours?

If you feel that this is the case, then it is a green light to proceed to the next question. If you are already wondering if this is the case, it does not mean that you cannot create a podcast. You may just have to get creative with the traditional model.

For example, Macy's could host a podcast in which they have a famous fashionista interview with other famous people in the fashion industry. While their consumers won't be overly excited for a podcast in the back end of Macy's business model, they will definitely be interested in hearing from fashion leaders. Don't be afraid to get creative!

# 2: Can you show your expertise on a podcast?

For most companies, the answer to this question is yes, but for a few it may be a little more difficult. We are not experts in mosaic painting, but it could be difficult to demonstrate your expertise as an artist in words (but we are definitely open to being proven wrong here 😊).

To make sure a podcast is right for your business, you want to find out how to showcase your expertise in each episode. For example, this could be interviewing experts, talking about industry issues alone, or even explaining how you did something that others in your niche also want to do. These are all ways to show your expertise.

# 3: Can you tie your podcast back to your product?

At the end of the podcasting day, your podcast must serve a purpose. This purpose is most likely to raise awareness of your products. When you want to create a podcast, you have to think about the end goal. If you want to increase sales, what does your podcast need to do so that it fits your product perfectly?

For example, at DigitalMarketer we have the Perpetual Traffic Podcast and the DigitalMarketer Podcast, which talk about marketing strategies and interview experts. These topics are a perfect match for our member courses and workshops as well as our annual live event. So it makes sense to have them.

# 4: Can you commit to sticking to it and being consistent?

Sporadic podcast uploads do not lead to a large number of subscribers. Just like with other content media (blogs, videos, social media posts, etc.), you cannot click Publish every few weeks. You need a schedule to show people that you are consistent, and they can expect to hear from you every day, every week, two weeks, etc.

Tell your subscribers, listeners, and everyone else the days they can expect your latest episode and create an editorial calendar. Create a podcast schedule and stick to it!

# 5: what would be the best possible ROI from your podcast, and can you do it with less investment?

And the most important question of all: is podcasting worthwhile for your company? This is a difficult metric to measure because podcasting is generally quite difficult to determine conversions. However, you can look at the amount of time and money it takes to start and manage your podcast and ask yourself, "Can we use that money elsewhere and get a better return on our investment?"

For example, suppose you're ready to spend $ 1,000 on your podcast, but you'll never run social media ads. A business owner might wonder whether to hold back the podcast and put his $ 1,000 in social media ads to get a clear ROI. Once their ads are converted, they can decide if now is a better time to start a podcast.

Podcasting can achieve a high ROI for your company, especially in the first phases of the customer value journey. However, this does not mean that (currently!) Is the best step for all companies.

Use these 5 questions to choose or not to choose whether you want to start your podcast.