Why Maine Businesses Should Start Podcasting for Marketing & Growth

Podcasting isn’t just a trend, it’s a powerful marketing tool that more businesses are starting to embrace. With 67% of Americans tuning into podcasts and nearly half listening monthly, the potential reach is massive. Elizabeth breaks down why now is the time for businesses—especially in Maine—to jump on the podcasting wave before they fall behind.

💡 What You’ll Learn:
- How Maine businesses can use podcasting to stand out in their industry
- Why podcast listeners are more engaged than social media followers
- How to repurpose podcast content into blogs, social posts, and video clips
- Why waiting too long to start a business podcast means missing peak opportunity

Sutherland Weston Marketing Communications, Maine's Premier Marketing and Public Relations Company, presents The Briefcase—quick, insightful conversations delivering actionable tips for business & marketing success.

Got questions for our team? Connect with us at SutherlandWeston.com!

Episode Transcript

(00:00):
If you are getting into podcastingin Maine now, you're going to be on
the upswing of when more and moreMainers are tuning in to listen.
This is the Briefcase from SutherlandWeston Marketing Communications.
Quick conversations from everydayobservations, delivering practical
marketing ideas you can carry with you.

(00:22):
I'm Elizabeth Sutherland.
I'm president and.
CEO at Sutherland Weston MarketingCommunications, and we are
busting out our podcast division.
Yes.
Do you know why?
Why?
Because in 20 24, 67 percent ofAmericans listened to a podcast,
and 47% listened monthly.
Those are huge numbers ofuntapped audience members.

(00:43):
Why the explosion inpopularity do you think?
Podcasting has been growing inpopularity over the last decade, and
with listeners engaging in commutes,workouts, daily routines, because it's
easier than ever to get to a podcast.
The hands free, but yet immersiveexperience that podcasts provide is

(01:05):
something that's very attractive.
And the on-demand nature makes itvery appealing when you want it
rather than when it's delivered.
You know, there are four key reasonswhy podcasting works as a marketing
tool, and one of them is that itcreates a deeper, more personal
connection with your audience.
The format of a podcast just likethis one, can be conversational

(01:27):
and can bring you in in a level ofintimacy that you don't get from
a lot of other marketing channels.
What's another thingthat podcasting is doing?
It's really allowing you to expand theawareness of your brand, your business.
You know, there's an entirely newaudience segment that may be available
to you because your podcast can be foundglobally on Apple Podcasts on Spotify.

(01:51):
On Google's podcast service,you can be found anywhere.
So the world is your oyster.
And these are all apps on electronicdevices we already have in our hands.
Exactly.
And podcast listeners are really loyal.
They are settling in for a 30, 40 minuteepisode where they're paying attention.
Unlike on social media where.

(02:13):
The doom scrolling takes placepretty regularly, so someone may
see your poster or ad, but are theygonna stick with it long enough to
actually remember what you're saying?
That's three great reasons tostart embracing podcasting.
What's the fourth number fouris actually the very best
thing I think about podcasts.
Is that that entire episode of yourpodcast, that 30 minute, 40 minute episode

(02:35):
can be repurposed into multiple content.
You can write a blog post, you canhave social media clips, you can
add it to your email newsletter.
You can even create videosnippets if you want.
Those pieces all add toyour total marketing mix.
What's gonna happen to thebusiness or the organization that
doesn't get on the podcast wagon?

(02:56):
I'm a big believer in makingsure that you're not at the
tail end of the bell curve.
You know what they call the tailend of the bell curve, the laggards.
Doesn't that just sound likesomething you don't want to be?
The key really is you want yourbusiness to peak at the right time.
So if you are getting into podcastingin Maine now, you're going to be

(03:17):
on the upswing of when more andmore Mainers are tuning in to.
Listen, you have been listeningto the Briefcase from Sutherland
Weston Marketing Communications.
Got a question for theSutherland Weston team.
Email us @sutherlandweston.com.