Running a business isn’t easy. To be successful, you need the right strategy and a plan to make it happen.

Adding a podcast is an easy, fun, and effective content strategy. When streamlined and delegated, it can be a quick way to gain loyal followers for your business, and help you develop customer relationships.

Let’s break down what you’ll need to do to start a business podcast.

Steps to Starting a Business Podcast

In our last podcasting blog in this series, we talked about why you need a podcast for your business and the benefits of podcasting. In this blog, we’ll dive into 7 actionable steps you can take today to start a business podcast.

What type of Podcast do you want?

There are several ways to set up a format for a business podcast. Some common formats include single-hosted shows, co-hosted shows, and interview shows.

• A single host show is when you (the host) speak directly to the audience.
• With a co-hosted show, you collaborate with another host and you both share responsibility for dictating the conversation.
• In an interview show, you invite guests onto your platform to share insight and open up a dialogue with them. You can do this solo or with other presenters as well.

There are advantages to each type of podcast. You’ll have a lot more control over a single host show, but a lot more risk as well. An interview show will only be successful with the right guests. Consider your options and resources before locking into a single type of show.

What is the style of your podcast?

When you’re speaking to your audience, how do you want them to feel? If someone who listens was asked to describe your podcast using adjectives, what would they say?

These questions can be easily answered with a quick review of the successful podcasts out there.

Before answering these questions for your podcast, make sure you know who your target audience is. You’ll want to speak in a way that will pique their attention. Be authentic with your message. Remember that no one, even business professionals, want to feel like they're being lectured or advertised to.

Tip: Stay on topic with your podcast. Create an outline of topics and segments so you can control the flow of conversation but without relying on a script. It’ll keep your podcast genuine and on point.

How long will each episode be?

The average podcast can last anywhere from 20-45 minutes, however, podcasts can be as short as 5 minutes to as long as 4 hours!

To determine what length works best for your business, keep in mind the needs of your audience. Where is your audience listening? Why are they listening, and how are they listening?

Are they listening while commuting to work? Are they seeking quick, bite-sized bits of information to consume in between tasks? Are they listening on a phone, tablet, computer, or smart device?

Your podcast needs to work for your audience and your topic. Once you determine their needs, you should be able to plan the length of an average episode.

Tip: Try different lengths out to find what works for your audience. You’ll know when you see how long they listen!

How frequently will you deliver shows?

To build a consistent following, a best practice is to record and publish at least one episode per week. This builds a consistent rhythm of content that your audience will appreciate.

However, to reduce burnout or stress from starting a new business podcast, it’s a good idea to start slow. See how much work goes into creating a podcast. Determine what pace you can maintain in your podcasting.

In the end, do what works for you and your audience. Remember to prioritize quality over quantity while keeping a steady and reliable pace of new content.

Tip: Before launching, record 3 episodes so you are ahead of the game. That way you can get into the swing of things and set a schedule with your audience. You can then increase the frequency of shows without the stress of unrealistic deadlines.

What equipment is needed?

You don't need a professional studio with fancy equipment to record a podcast. All that's required to begin a business podcast is a laptop or tablet, audio recording and editing software, and a quality microphone.

Audio platforms like Garage Band, iMovie, and Window Movie Maker are free to use and easy to start within preparing and editing the podcast.

For recording, headphones with built-in microphones, such as apple earphones, are a good idea. You can move to a more sophisticated podcast microphone later.

If you are co-hosting or interviewing people, you can use free software like Zoom. This way you record the audio/video and upload it into the audio editors no matter where the person you are interviewing is located.

Where is the podcast hosted?

In theory, you’d think you could post your podcast directly to iTunes or Spotify. That’s not actually how it works.

To upload to iTunes or Spotify, you first need to create an account with a hosting platform. These platforms will store your audio files and connect them directly to directories like iTunes & Spotify. The platform will also provide viewing statistics for your show.

There are many hosting platforms out there. Anchor is one that is not only free, but also mobile-friendly.

How to launch & promote the new podcast?

Launching a podcast can be an exciting time for your business and your content strategy.

To generate buzz on launch day, declare the launch in advance to your business network. Post it to social media. This will help you build an audience before you launch and generate some excitement.

With 3 episodes ready to launch ahead of time (like we discussed earlier) you can even use teaser content to show your potential audience what your podcast will cover. To improve your chances of being noticed and possibly featured by iTunes or Spotify, encourage new listeners to subscribe to your podcast and leave a review.

After the launch, get the most out of your content by reusing and redistributing your podcast content on your blog and social media channels. You can even ask your listeners directly about their opinions to better your content moving forward.

Stop Waiting and Make Your Podcast Happen!

The objective of starting a business podcast is to connect with listeners and build a community over time. People will invest their time to listen to what you have to say, so make it worth their while and you will be rewarded.

Contact the team at GO2 Partners if you have questions or want help in planning or promoting your podcast. We’re here to help.