Molly Moran opened her wine business, Table Wine, in 2015 after working in the restaurant and wine retail business for several years. Her goal was to create a space for people to learn about food and wine while gathering with others. With this goal in mind, she created the Table Wine podcast in October 2021 alongside her former staff member Andy Stoiber.

“Podcasting forces you to zero in on what makes your brand unique,” said Molly. “You’re putting yourself out there and have to stand out amongst the crowd.” Molly shared how creating a podcast has expanded her business and helped her hone in on her brand during the June Social Media Breakfast online event. An event replay is available on the SMBMad Facebook page.

Molly said podcasting helps you fine-tune your message as a business owner and extend your reach beyond your current customers.

Fine-tune your message

Podcasting offers your business a unique way to cover a variety of topics within your niche. However, be cautious about straying from your business’ mission. “It is really common to think your business or nonprofit is going to do one thing, then you end up saying yes to opportunities as they come up because you are eager to grow your brand,” Molly said. Molly suggested taking the opportunity to listen to other podcasts and research what you do or do not enjoy as a listener. Be open to sharing who you are as a person and business owner to build a personal connection with your listeners. Determine what topics you are most interested in sharing and what podcasting style works best for you. Most importantly, as you build your audience and receive feedback, fine-tune your messaging to meet those who are listening to you. Molly said, “Be open to something going wrong, learn from the process and stay curious about those interested in you and your brand.”

Extend your reach

You don’t need to be an expert to excel as a podcaster. Being comfortable with opening up about yourself and position yourself as a curious learner in your field. Doing so allows listeners to further connect with what you are sharing while building a strong relationship with you as a host. “It is important not to just be a part of the noise but rather to make your podcast count for yourself and for others,” Molly said. “You have the opportunity to expand your brand by turning people who are listening into people who are shopping or using your services.” Hosting guests is one of the strongest ways to extend your reach.
“If they promote you, their followers may start listening and suddenly you’ve grown your base,” Molly said. “My direct sales in my store have definitely increased based on podcast episodes. I don’t go after sales on my podcast, but there certainly is a strong correlation.”

Boost your creativity

Podcasting is a true creative endeavor. Regardless of the niche or role you’re in, podcasting allows you to creatively connect with your audience. “Something to keep in mind before you set out on this journey is that it needs to light your fire,” Molly said. Podcasting gives you new avenues to explore your interests while gaining insights into what your customers want. Additionally, it serves a dual purpose when it comes to social media content creation.

Examples of content derived from each episode:

• Posts announcing a new episode, featured guest or topic area
• A behind the scenes look into the episode before or after it goes live
• Episode teasers into what is featured on the episode
• Infographics summarizing information shared within the episode

“Podcasting is a natural extension of your brand,” Molly said. “Regardless of what you do for a living, there is a way to make a podcast if you are interested.”

Nonprofit spotlight

BadgerBots Robotics creates exciting STEM (science, technology, engineering, and math) learning opportunities for kids in an open, collaborative environment. Its roots are in robotics—the organization provides work space and mentors for multiple high school FIRST robotics teams. The organization also runs FIRST LEGO League, a robotics competition for ages 9–14, for the entire state of Wisconsin. BadgerBots also offers weekly classes and workshops on tech topics during the school year, as well as week-long camps during winter break, spring break, and summertime.
Find them online at badgerbots.org or connect on social media: Facebook: BadgerBOTS, Instagram: @badgerbots_robotics and LinkedIn: badgerbots-robotics.

Thanks to SMBMad volunteer  Cassie Sonnentag for writing this month’s event recap.