In today’s digital age, businesses must constantly seek creative and engaging ways to connect with their target audience and stand out from the competition. Podcasts are a powerful tool that can help you achieve these goals and more. Here are just a few reasons why starting a podcast for your business is a smart move:

1. Build Brand Awareness and Authority: Podcasts allow you to showcase your expertise in your industry, share valuable insights, and establish yourself as a thought leader. Regularly creating high-quality content positions you as a trusted resource, increasing brand awareness and recognition among potential customers.

2. Connect with Your Audience on a Deeper Level: Unlike written content or social media posts, podcasts offer a more personal and intimate connection with your audience. The human voice builds trust and fosters relationships, enabling you to engage with your listeners on a deeper level and foster stronger loyalty.

3. Generate Leads and Drive Sales: Podcasts can be a powerful lead generation tool. By providing valuable information and insights, you can attract potential customers interested in your brand and offerings. Calls to action within your episodes can direct listeners to your website, landing pages, or even directly convert them into paying customers.

4. Expand Your Reach and Target New Audiences: Podcasts are accessible to a global audience, allowing you to connect with potential customers beyond your local market. They are also a great way to target specific demographics or niche interests, helping you reach the right people with your message.

A home office Podcast setup, with headphones resting on a microphone and an iMac in the background.

5. Improve SEO and Online Visibility: Podcasts contribute to your overall online presence and SEO strategy. Transcripts of your episodes can be indexed by search engines, while mentions on social media and other platforms can drive traffic to your website.

6. Cost-Effective Marketing Tool: Compared to traditional marketing methods, podcasting can be a relatively cost-effective way to reach your target audience. While initial equipment investments may be needed, content creation and distribution can be done efficiently and affordably.

7. Flexible and Creative Format: Podcasts offer a versatile format that allows you to express your brand personality and creativity. You can choose from various interview formats, solo episodes, storytelling approaches, or even combine them to keep your content engaging and unique.

8. Build Community and Network: Podcasting allows you to connect with other industry experts, thought leaders, and even potential collaborators. Interviews, guest appearances, and cross-promotion with other podcasts can expand your network and reach new audiences.

9. Trackable Results and Data-Driven Decisions: Most podcast hosting platforms offer analytics tools that provide insights into your audience demographics, listening habits, and episode performance. This data allows you to measure the success of your podcast and make informed decisions about future content and optimization strategies.

Starting a podcast for your business requires planning, effort, and creativity, but the potential rewards are significant. By harnessing the power of audio storytelling and connecting with your audience on a personal level, you can build brand awareness, generate leads, and ultimately achieve your business goals.sharemore_vert

When you start a podcast, it allows you to show your expertise to your audience in a fun and captivating way.

This can help you to influence your clients and encourage them to purchase your product or service. Once you’ve gotten their attention, your listeners may even recommend your podcast to their friends and colleagues.

Starting a podcast can sound both simple and complicated at the same time, but once it’s broken down into steps, it is doable for businesses of all sizes. In this blog, we’re going to cover the 9 steps you need to take to start your own podcast.

What Are Podcasts?

Podcasts are a type of content marketing that includes a pre-recorded audio show and is available online.

Similar to a radio show segment, podcasts are built into episodes and seasons. On the other hand, they differ from radio shows because anyone can start a podcast, even if they don’t have a ton of funding or knowledge on where to begin.

Podcasts are typically uploaded to the host business’ website, but they can also be released on streaming platforms such as Spotify, Apple Music, or even YouTube. This means that when you start a podcast, you are creating a new channel to find customers and audiences who are searching on these platforms.

Why Should You Start a Podcast?

If you’re still trying to decide if a podcast is right for your business, think about how a podcast can benefit you. Podcasts allow you to speak directly to your audience in a way that no other platform does.

Many social media platforms feel impersonal and disconnected from the people behind the brand. With a podcast, your voice and personality will be front and center.

Podcasts have seen an exponential boom recently, as more and more people are choosing to tune in.

Since most people have been stuck at home during the pandemic, podcast listening has become more common than ever. And even for those who do still go into the office, many are tuning in during their commute!

In addition, by beginning a podcast, you can jump onto the voice marketing trend, which has begun to take over marketing campaigns. Typically through smart speakers, such as the Google Home or Amazon Alexa, this type of marketing relies on using the voices of both the brand and the customer to create a new relationship that has never been possible before.

Not only will a podcast give your voice more meaning to your audience, but it will also boost your organic reach through the increasingly popular platform.

A bar chart showing where podcasts are most listened to throughout Europe. Spain is at the top of the list, and the Netherlands are at the bottom.

1. Choose Your Topic

If you take a look at any music streaming service, you’ll find podcasts that cover nearly every topic imaginable. From PR Week’s business podcast to “Office Ladies” By Angela and Pam from the US Office, listeners will always be able to find a podcast that they want to listen to.

With this in mind, the first step to starting a podcast is to decide what it will be about. This can be a bit tricky, because your topic needs to be broad enough to make multiple episodes, or even seasons, but narrow enough to draw in an audience with interest in your specific topic.

The goal is to find a topic that is somewhere in the middle. If you can find a niche where you’re the expert and you can easily discuss it for an hour, you’ll be set. Just make sure you keep your podcast easy enough for beginners to understand, while still showcasing your knowledge on the topic.

Selecting the right topic is the foundation of a successful business podcast. It lays the groundwork for attracting your ideal audience, engaging their interests, and establishing your position as a thought leader. Let’s dive deeper into this crucial step by exploring ideal podcast formats for business, researching your audience, and identifying a unique angle:

1. Ideal Podcast Formats for Business:

  • Interview: Interview industry experts, thought leaders, or even customers to offer diverse perspectives, tap into existing connections, and leverage the guest’s audience.
  • Solo: Share your expertise and insights directly, ideal for solopreneurs or brands with a strong individual voice.
  • Panel Discussion: Gather a group of experts for lively debates, diverse viewpoints, and wider audience reach.
  • Storytelling: Use compelling narratives to showcase your brand values, share case studies, or connect with your audience on an emotional level.
  • Educational: Deliver valuable lessons, how-to guides, or industry deep dives to establish yourself as a learning resource.
  • News & Trends: Cover industry news, analyze trends, and offer expert commentary to stay relevant and attract current events enthusiasts.

2. Researching Your Audience:

  • Who are you trying to reach? Define your ideal customer or listener persona, including demographics, interests, and pain points.
  • What are their listening habits? Understand their preferred podcast formats, genres, and platforms.
  • What content do they crave? Analyze existing podcasts in your niche and identify what resonates with your target audience.
  • Conduct surveys or interviews: Seek direct feedback from your target audience to understand their interests and preferences.

3. Identifying a Unique Angle:

  • What sets you apart? Analyze your brand voice, expertise, and values to identify unique selling points.
  • Fill a content gap: Identify underserved topics or perspectives within your niche.
  • Offer a fresh take: Put your own spin on existing topics by injecting your personality, experiences, or data-driven insights.
  • Combine formats or elements: Experiment with incorporating different formats within your episodes or combining themes in unique ways.

Additional Tips:

  • Choose a topic you’re passionate about: Your enthusiasm will translate to your audience and ensure long-term commitment.
  • Consider your production resources: Match your topic to your available time, budget, and equipment.
  • Be flexible and adaptable: Be prepared to adjust your topic as you learn more about your audience and market trends.

By carefully considering these aspects, you can identify the perfect podcast topic that resonates with your ideal audience, showcases your brand story, and positions you for success in the business podcasting landscape. Remember, your topic is your north star, guiding you throughout the podcasting journey.

2. Decide on a Name

When picking out a name for your podcast, it is important for it to be easily recognisable and relate back to your topic. You can be straightforward with your title, or be creative and punny, as long as your listeners will be able to find your podcast.

While it may sound like a good idea to include your brand’s name into your podcast title. However, typically unless you already have a large audience and lots of recognition, this may work against you.

3. How Long Should Your Podcast Be?

How long to make your podcast will depend on both how much you can say on the topic and how long your listeners will tune in for. If your episodes are too short, you may not get enough interesting information in. If your podcast is too long, however, you may lose the interest of your listeners.

The average podcast lasts anywhere from 20 to 45 minutes. This timeframe is coincidentally the same as an average commute, which is when many professionals tune in to podcasts.

When you start your podcast, don’t be afraid to test out different lengths and see what works best for you. Make sure you can fill the time easily and not be left needing to stall or cram information into your timeframe.

A man reading a script off of his phone into a microphone. The mic is connected to his Macbook.

4. How Often Should You Release New Episodes?

As with the length of your podcast, the frequency will also be decided by your audience’s interest and your ability to speak about your topic.

No matter how often you plan on posting your podcast, having a consistent schedule is key. Keeping a schedule will help you not feel overwhelmed by recording, producing, and posting episodes. It will also help your listeners to know when to check in for a new episode and always stay up to date on your podcast.

The best way to start your schedule is to record a few episodes before you even launch your podcast. This way, you can get used to producing content and learn how long it takes you to record and edit.

5. Getting the Right Equipment

Even though starting a podcast may seem daunting, you actually don’t need any super high-quality, expensive equipment!

All that you need to create a podcast is a phone or laptop, some recording and editing software, and a microphone. If you have these three things, you’re ready to go!

Regarding editing software, Apple users are one step ahead. Apple’s products come with GarageBand preinstalled, which is very user-friendly and can be used to trim and edit your audio.

For those who prefer Windows, there are many free and paid software applications that you can choose from to edit your podcast.

An infographic showing the most popular genres of podcasts. The most popular is comedy.

6. Consider Featuring Guests

While hosting a podcast doesn’t have to include interviews or guests, they are a great way to add a little excitement to your episodes.

If you do decide to host a guest on your podcast, you need to make sure they can bring something to the table for your topic. Try finding friends or colleagues who are also in your industry and ask them about their experience and knowledge.

By having guests on your podcast, you are increasing your use of B2B marketing and establishing relationships within your industry. One of the goals of B2B marketing is to demonstrate your expertise to potential customers and to establish yourself as an industry leader. By starting a podcast, you can reach these goals.

Interviews and special guests are a great way to fill in time on your podcast. By having another person on set with you, it can create natural conversation, introduce new opinions, and increase your audience.

Another goal of B2B marketing is to aggregate your audience with the audience of the companies you have formed relationships. When you have someone else on your podcast, make sure they promote the episode to their followers and customers. This is an easy way to grow your reach to new levels.

7. Recording the Intro

A podcast intro is usually a short voiceover with music in the background. The voiceover will introduce the podcast, the hosts, and any guests at the beginning of the episode.

Having a short and sweet intro can add a bit of personality to your podcast. It is important for your intro to be fun and captivating since it is the first thing listeners will hear when tuning in.

Similarly, an outro is also important. Outros should thank your listeners for tuning into your podcast and also direct them to your website.

Your outro is ultimately where the return on investment comes from for podcasts. It is important to make it easy and convenient for listeners to go from listening to your podcast into your marketing funnel. To do this, make sure to have a strong call to action and sell them on the benefits of visiting your site.

A great example of how to direct listeners to your website is:

“Thank you for listening to our podcast on content marketing. To learn more about this topic, check out the link to our blog in the description. If you are interested in bettering your brand’s content marketing strategy, contact ProfileTree today.”

If you need a bit of inspiration for your intro or outro, take a listen to a few popular podcasts and see how they do it!

Two women sitting on the floor of a living room speaking into microphones to record a podcast.

8. Design Your Podcast’s Cover Art

Cover art is the first thing listeners will see when they find your podcast. It is important for your cover art to accurately portray what your podcast is about, and entice listeners to tune in.

Podcast artwork should include your logo, easy-to-read fonts, and high quality graphics. If you are struggling to design your cover art, you can find stock images on platforms such as Unsplash and Canva, which you can use.

Your cover art should normally be 1400 x 1400 pixels minimum and either a JPG or PNG file. Make sure to double-check the distribution platform you are using for their requirements.

9. Finally, Upload and Promote Your Podcast!

Before you upload your first episode, generate some excitement by posting previews on social media and notifying your network via email. This will help you build an audience and make your launch successful.

When you are ready to post your first podcast, make sure to ask your listeners to subscribe and provide reviews and feedback for you to work off of. Be open to suggestions and critiques from your audience, and don’t be afraid to alter your content to suit their needs.

If you are starting an informational podcast, it is a good idea to also write a blog post to go with each episode. By doing this, you can promote the blog from your podcast and also embed the podcast into the blog.

Promoting the podcast with the corresponding blog is beneficial for your SEO because it helps keep viewers on your page for longer, and will help your podcast show up in organic search results.

By hosting a podcast, you can highlight your expertise in your field and reach out to brand-new audiences. This can help you gain trust and validation with your audience and be a fun and enjoyable medium to promote your brand.

Defining Goals and Target Metrics: Measuring Your Podcast’s Success

Before jumping into content creation, clearly define your business podcast’s goals and target metrics. This allows you to track progress, measure success, and make data-driven decisions to optimize your efforts. Here’s what to consider:

1. Align your podcast goals with your overall business objectives:

  • Brand awareness: Increase website traffic, social media engagement, or brand mentions.
  • Lead generation: Capture email leads, drive website conversions, or increase sales inquiries.
  • Thought leadership: Establish your brand as an industry authority, attract speaking engagements, or build partnerships.
  • Customer engagement: Foster brand loyalty, build deeper customer relationships, or gather valuable feedback.

2. Set SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound. For example, increase website traffic by 20% within 6 months through podcast promotion.

3. Choose relevant target metrics:

  • Downloads and listens: Track overall reach and audience engagement.
  • Subscriber growth: Measure audience loyalty and repeat listenership.
  • Click-through rates (CTRs): Analyze the effectiveness of calls to action within your episodes.
  • Lead generation rates: Track how many listeners convert into leads or customers.
  • Social media engagement: Measure audience interaction on social media platforms promoting your podcast.
  • Website traffic: Analyze website visits attributed to your podcast promotion.

4. Utilize analytics tools: Most podcast hosting platforms and other marketing tools offer analytics dashboards to track these metrics.

Choosing a Name and Domain/Website:

A memorable and relevant name is crucial for podcast recognition and branding. Here’s how to choose a great name and secure your online presence:

1. Brainstorming:

  • Consider keywords relevant to your topic and target audience.
  • Keep it short, catchy, and easy to pronounce.
  • Check for domain availability and trademark conflicts.
  • Ensure the name reflects your brand identity and personality.

2. Choosing a Domain/Website:

  • Ideally, match your podcast name with your domain name for consistency.
  • Popular TLDs (Top-Level Domains) like .com or .org are fine, but consider niche-specific options like .fm or .audio.
  • Choose a reliable web hosting provider and register your domain.
  • Build a simple website for your podcast with episode listings, contact information, and subscription options.

Frequently Asked Questions (FAQ)

1. What equipment do I need to start a podcast?

You can start with basic equipment like a USB microphone, headphones, and recording software. As you progress, you can invest in higher-quality gear for improved audio quality.

2. How often should I release new episodes?

Consistency is key. Aim for a regular release schedule, whether it’s weekly, bi-weekly, or monthly, and stick to it to keep your audience engaged.

3. How can I monetize my podcast?

Several options exist, including advertising, sponsorships, premium content subscriptions, selling merchandise, or affiliate marketing. Choose methods that align with your values and audience preferences.

4. How do I find guests for my podcast?

Network within your industry, reach out to relevant experts, and leverage social media connections to identify potential guests who offer valuable insights.

5. What if I don’t have a large audience yet?

Focus on creating high-quality content, engaging with your listeners, and actively promoting your podcast across various channels. Building an audience takes time and dedication, so be patient and consistent.

Conclusion: Launch Your Podcast Journey with Confidence

Starting a business podcast can be an exciting and rewarding venture. By following the steps outlined in this comprehensive guide, you can navigate the process with confidence, from choosing your topic and recording your first episode to promoting your podcast and engaging your audience.

Remember, the key ingredients are passion, planning, and persistence. So, equip yourself with these valuable tools, embrace the learning process, and get ready to share your voice and expertise with the world through the power of podcasting!

To learn more about promoting your brand, contact ProfileTree today.

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