Starting Your Own Business Podcast: The How and the Why

It sometimes seems like everyone has a podcast! At least, when you begin to research the value of creating a podcast to support your business, it can feel that way. This is why starting your own business podcast is more powerful than ever.

There are several good reasons for this. Podcasting allows you to talk to a host of fascinating individuals who can contribute to your thought leadership. From a personal perspective, it’s also fun to meet these inspiring figures and pick their brains on various aspects of business and creativity.

It’s a fantastic way to pull in new followers too, since you’re creating original content of real value. And it can be highly cost-effective, requiring minimal start-up expenditure, whilst generating lots of monetizable content. It’s no surprise therefore that this is a popular brand extension strategy.

For those thinking about starting their own business podcast, I’ve put together this short list of helpful do’s and don’ts (based on personal experience, believe me!)

It’s not just about grabbing a mic and chattering away (though that can be fun too); taking this creative step could catapult your business to new heights.

Why Start a Business Podcast, Anyway?

Before we jump into the how, let’s talk about the why.

According to an insightful piece by Jony Studios, podcasts aren’t just audio files floating in the digital universe; they are powerful tools for business growth. They help you establish authority, connect with your audience on a more personal level, and, let’s be honest, give you a reason to talk about what you love.

And as highlighted by We Edit Podcasts, they can significantly boost your networking opportunities. You get to rub elbows with industry experts, potential collaborators, and even competitors. Starting a podcast could open new doors, create opportunities for shared projects, or help position you as a thought leader within your field.

It will keep you sharp too, leading you to read fascinating articles and books, research business leaders, and keep on top of technological developments within your field.

Let’s assume that you’re starting your own business podcast for all the above excellent reasons. What do you need to do to make this ambition a reality?

Below, I give my brief step-by-step guide.

Step-by-Step: Starting Your Own Business Podcast

1. Conceptualize Your Podcast: Before you start dreaming about becoming the next podcast guru, get the basics right. What’s your podcast about? Who’s your target audience?

Profitable Podcast suggests finding a niche that aligns with your business and interests. Remember, specificity is key. Try to find an angle or an approach (or both) that isn’t available elsewhere. Make sure you give it a clear but catchy title too.

• Gear Up: You don’t need a fancy studio, but decent equipment is non-negotiable. A good microphone and headphones are a great start. Maybe throw in a pop filter for that extra professional touch.This device reduces those awkward mouth noises and makes your audio clearer and easier to edit.

If you record with a guest, you’ll need all the above for them too. If you record remotely via Zoom, Microsoft Teams, or some other video or audio platform, make sure your guest uses a plug-in microphone and headphones when recording.

• Plan Your Content: Map out your first few episodes. Consistency is king in the podcast world, so have a schedule and stick to it. If you go too long without an episode, your regular listenership may begin to drift away. Do allow sufficient time for editing and promotion too.

• Learn to be a better Presenter: While some people are immediately natural “on the air,” for others it’s a learning curve. Practice, take advice, and listen to your own voice. Be honest with yourself and try to lose those bad habits (such as too many “ums” and “ahs”).

Interview industry experts, discuss hot topics, and share your business journey – always with confidence and energy. It may take a few episodes before you feel natural talking into a microphone but try to address your listeners like you would an intelligent friend.

• Recording & Editing: Now, let’s get technical (but not too much). Record in a quiet space. As for editing, you can either be a brave soul and do it yourself or outsource it to pros like We Edit Podcasts.

Here’s a handy hint for editing. If you’re reading a scripted section, or you simply stumble over your words and want to repeat them, just pause, snap your fingers near the microphone, pause again, and continue. Your editor will see these finger snaps as spikes in the audio waveform and will be able to find the edit points.

• Publish & Promote: Choose a podcast hosting platform and publish your podcast. Then, shout it from the digital rooftops – social media, email newsletters, your business website, and even through word-of-mouth.

Try to ensure that your podcast is available on some of the top distribution platforms such as Acast, Podbean, Buzzsprout, and others. Remember social media too – you can clip excerpts for Instagram reels, or have your episodes transcribed, or transformed into blog articles. Make the most of your hard-earned content.

• Engage Your Audience: Interact with your listeners. Encourage feedback, questions, and suggestions for future episodes. Podcasting is a two-way street.

There’s a parasocial aspect to podcasting. This means that regular listeners, and subscribers (if you offer paid subscriber-only content) form a bond of virtual friendship with the podcast host. This can be a little unsettling at times, but it can also provide you with a base of followers who can act as brand ambassadors.

The Do’s and Don’ts of Business Podcasting

Here are some more detailed pointers for how to conduct a high-performing podcast for your business. And yes, I’ve learned some of these the hard way!

DO:

• Consider a charismatic co-host. Two voices are always better than one, allowing for a free-flowing, fun, and natural-sounding conversation. Don’t underestimate the power of good banter!
• Keep it relatively brief. Don’t try to emulate Joe Rogan, with rambling, three-hour episodes. 20 to 30 minutes is probably ideal, which allows you to go in-depth on a topic without boring your audience or asking for too much of their valuable time.
• Mix up your topics and formats: Both in terms of subject matter and the format of your episodes, introduce as much variety as you can to keep it fresh.
• Schedule unique guests: Try not to go for the same guests listeners will hear elsewhere. While it’s good to program the occasional “superstar” interview, it’s great to highlight lesser-known professionals who can surprise and inspire your audience.
• Get good sound: I can’t stress this highly enough. There’s nothing that makes a podcast sound more amateurish than bad sound with fluctuating volume levels, hiss, vocal pops, and distracting background noise. Investing in good audio technology, both in recording and post-production, will lift your podcast to the next level of professionalism.

DON’T:

• Ramble: It can be tempting to “wing it,” particularly when you are extremely busy. However, writing a basic outline, with a list of topics, and questions for your guests, will ensure the episode remains structured, and on track.
• Jump to video too soon: Another temptation is to get cocky and try to extend the podcast into the video realm. While this can be successful, it’s considerably harder to pull off, since you need lighting, styling, sets, graphics, video editing, a different distribution platform, and more. Only take this step when you feel confident and if you think the visual element is vital to communicating your brand.
• Go too niche: While it’s good to have a unique angle, or take, if you get too specific, you may run out of ideas and begin repeating yourself. Don’t be afraid to widen the conversation and invite challenging guests who will stretch the parameters of your podcast.

Whatever you do, when starting your own business podcast, make sure you enjoy it. Let your instinct about what would be fun lead you to topics, guests, and approaches that your listeners will also enjoy.

But Wait, There’s More!

Starting your own business podcast is just the beginning. To keep the momentum, engage with your audience, collaborate with other podcasters, and keep your content fresh and relevant.

Remember, a podcast is a powerful extension of your brand’s voice. Use it wisely and watch your business grow.

Ready to Tune In?

As you embark on this exciting journey, don’t forget to check out our very own podcast Anti-Agency: Stories of Doing Business Differently. It’s filled with insights, tips, and a few laughs, all tailored to help you navigate the dynamic world of small business and brand building.

So, what are you waiting for? Grab that mic, hit record, and let the world hear what you and your business have to say. Happy podcasting!