In his posting, The Real Reason to Podcast on the MarketingProfs blog, John Jantsch of Duct Tape Marketing notes that in the small business market, podcasting is either underestimated or misunderstood (or is that "misunderestimated"?).
Acknowledging that "nobody really gets the true value of podcasting as a marketing tool for the typical small business," he suggests the single most important reason to have a podcast for a small business: you can use your podcast as an excuse to call up an influential leader and request an interview for a podcast show. No one can resist an offer to be interviewed for a radio-like show.
This is so simple, yet so brilliant. Your business gets that introduction you've wanted, listeners get to hear an expert speak and your brand is given more consideration as a thought leader.