Many solo PR pros get the majority of their business from referrals. However, business development is essential to sustaining a healthy business that continues to give you freedom to serve the clients you choose to serve. There are so many avenues to developing business from networking to speaking to inbound marketing. Communication pros can choose the areas that fit their style and needs and optimize it for consistent business development.

Solo PR pros are increasingly adding podcasts to their media outreach, but podcasts can also be a useful tool to develop business. Starting a podcast can be an effective way to reach your target audience and demonstrate thought leadership. Below are several reasons communication pros should consider adding “podcaster” to their resume.  

1. Introduction to potential clients. Podcasts open an entirely new marketing channel for you – a direct channel straight to your target audience. Podcasting is a way to reach potential clients that may not follow you on social or read your blogs.

2. Build a regular audience and a sustained client base. Keep yourself top-of-mind with consistent communication with your listeners, and the next time they need communications support, who will come to mind first?

3. Become a trusted expert resource. By giving your listeners valuable information every week/month, you build trust with them. People prefer to do business with experts, and a podcast allows you to demonstrate that you are an expert at your craft.

4. Get to know your potential clients personally through discussion. By posting your podcast with a simple blog, your listeners can discuss topics that are of interest to them with you. These discussions lead to trust and can turn into paying clients.

5. Take it next level with a video podcast. Adding the power of video can create deeper connections with your target audience. As a bonus, it is also a good way to show off your presentation skills if you are seeking speaking engagements or other media opportunities.

6.  Reinforce your brand and build long-term business. Your brand is your relationship with clients. Reinforce a positive relationship by offering free advice and discussion and you will always have people seeking your services.

7. Build traffic to your website. Posting and promoting a podcast is just one more way to get visitors to your site, surfing your listings.

8. Make more contacts. Not all of your listeners will become clients but that does not diminish the value of having them as contact. You can gain powerful industry authority by being a vocal expert with your podcast. And some of those contacts can become referrers.

9. Stand out. How many other communication pros that serve your target audience are using podcasts? Be an early adopter and you will stand head-and-shoulders above the rest.

10.  Reach clients outside of your local market.  Your podcast has broad reach and gives you access to potential clients that live outside of your region. If you are looking to grow or expand your business, this can be a great tool to employ.

Podcasts, like all business development tactics does require you to consistently put in the work. If you like having conversations and sharing information, this may be the perfect tool to add to your efforts.  You have a lot of knowledge and expertise that can benefit those in your market. They want to hear you – so start podcasting!

We’d love to hear from you. Do you have a podcast? What has been your experience? What tips would you give to your fellow solo PR pros? Share in the comments below or on social media and remember to tag #solopr!