Building a Referral Magnet
It's not very natural for customers of a business to know the buying signals of their friends and family. They have their own stuff in their life they are thinking about.
A podcast is a great way to give them something to forward to other people when they listen to something they feel would be useful.
What is natural is people wanting to help other people. Your job as a business owner is to make it easier for them to do that.