How To Start A Business Podcast?
by Ryan Ragland
How To Start A Business Podcast
If you’re looking to find out how to start a business podcast, you’re on the right page! Starting a business podcast is a great way to connect with people and build your presence in your niche. With businesses’ marketing needs transforming every day because of changing customer requirements and market demands, thinking outside of the box and positioning your self as a thought leader is critical to stay afloat in any highly competitive market. With the barrier of entry so low (seriously, anyone can start a business these days) every market is highly competitive.
Podcasting has garnered immense popularity over the years. A podcast is a set of digital audio files that are available on the internet for downloading or streaming on the go. A user can subscribe to the podcast to receive the digital files automatically once they are uploaded.
These days, business are increasingly using podcasts to improve their market positioning. It is a powerful marketing tool; one that allows you to demonstrate your expertise and build a loyal fan base of potential clients over time. Podcasts have become the new talk radio on mobile devices. Let’s take a look at how podcasting can benefit your business.
The Benefits of Podcasting
Podcasting is a Great Alternative to Video
It’s well known and established that video marketing is crucial for businesses. However, not everyone is comfortable on camera, and not everyone has the resources needed to film, edit, and publish a professional video. As a result, many businesses publish poor quality videos that ultimately hurt their brand’s image more than help it. Sure, you could hire a professional videography agency to record you delivering your messages, but the typical cost of these types of professional productions can sometimes far exceed the potential return on investment.
Couple that with the fact that most consumers, even though they are typically busy throughout the day dealing with work or family tasks, are still spending an average of 5 hours a week listening to podcasts. Many consumers report not having much time to watch and consume video or TV as much as they’d like or as they used to, so when they do, they watch for entertainment, not the enrichment of knowledge. It’s why cat videos are so popular; people are busy and always plugged in, and when they have downtime, they want to unwind and be entertained.
Create a podcast stream that is relevant to your industry or demographic, and fill it with content that will enrich your audiences’ minds and solidify you as an expert in your industry. One day, when your listeners need what you’ve been talking about in their ears an hour a week over the last few months, who do you think they will call first? Your competitors? I think not.
Increased Traffic Generation
Using podcasts can help you reach out to new audiences for your business. Podcasts can help in building familiarity with a wide range of audiences, some of whom may not have even realized that they could benefit from your expert services. Listeners typically subscribe to podcasts that they enjoy and listen to them regularly. This allows you as the business owner to continuously drive traffic to your website. Highlight a new blog post you just published with a strong call to action to take the next step in becoming your client, share a special event you’re planning or attending, talk about a new deal your offering and send your listeners to a landing page with a special code to receive what your offering. Anything is better than nothing.
Additionally, your audience may recommend your podcast to others who may be interested in it, even if they have never heard of you or your business, thereby increasing your reach considerably.
Consider asking a few guests to join you on your podcast and share their story, or their experience doing business with you, and ask them to promote their episode. You’d be surprised how many people you know have an audience that can help you grow, all the while increasing their brand and reputation. Or, inversely, try contacting relevant podcasts and offering yourself and expertise to join them as a guest on their shows!
Play around with your formula and see what works. Create a format that works for you and have fun, but most importantly, track your success.
Helps in Building Better Relationships with your Audience and Potential Clients
Even though a Podcast is a one-sided medium, it helps solidify your position as a subject matter expert in your industry. Being recognized as an expert in your industry will help your audience come to know you and help you build an effective base for any future relationship you may develop with your listeners. It gives the feeling that they have already met with and spoken to you, they know who you are as a person and what your company offers. Most people listen to podcasts because they have something in common with the speaker, the brand the speaker is representing, or an interest in the subject matter being discussed. Showcasing your knowledge will go a long way toward earning the trust of your audience.
Here’s How To Start A Business Podcast:
Starting a podcast is relatively easy and cheap to do. Sure, if you go down to the local electronics store with the intention of spending a ton of money, you can easily do it – but, for most small businesses’ podcasts, you can easily get started for a few hundred dollars. There are a ton of resources on what exactly you’ll need hardware and software-wise, so we won’t get into it all, but at a minimum, we recommend:
- A microphone or two. There are several on Amazon for under a couple of hundred dollars. Do your research on the one you’re thinking of buying before you do so. If money is no problem, check out the Shure SM7B for top-notch quality. We use them, they rock!
- A laptop or computer with recording software. Again, there are options galore, but check out Audacity for Mac OS and Windows. It’s free and pretty easy to navigate. If you do have trouble trying to figure out how to use it, YouTube has a ton of videos on how to use it. Plugin your microphone and press record!
- A solid podcast file host. We prefer Blubrry, but LibSyn is great too. These companies host your files and push them out to your feed.
- An RSS feed: there are several places to set this up. If you’re on WordPress and host your show with Blubrry, they have an awesome plugin called PowerPress, which will help you set up your RSS feed directly from your website. Or, go to RSS.com and set it up from there.
- Aggregators Accounts. Sign up with Google Play Podcasts and Apple Podcasts and input your RSS feed information. Once you upload your file to your podcast host, they push it to your RSS feed, and the aggregators pick it up and voila! You’re on the air. To achieve the most exposure, we recommend making your podcast available on iTunes and Google Play Music at a minimum, and continuously add distribution channels as you can.
A few other recommendations:
You should create an intro and outro for your show. You can easily do this yourself by using some royalty-free music from YouTube’s Royalty Free Music Catalog.
Edit your show for quality. This sounds much harder than it is, but you can easily learn some basics on YouTube, or you can hire someone on Fiverr.com to do this for dirt cheap. No one want’s to listen to you talk when it sounds like you’re in a bathroom!
Create outlines for your shows. Write out what you’re going to talk about, or what questions you’re going to ask someone you plan on interviewing. Don’t get caught ‘umming’ nonstop because you don’t know where you are taking the conversation!
Ready? Set? Market!
You set up your makeshift podcast studio, you’ve recorded a few episodes and put them out on the web, and now all you have to do is sit back and watch the leads roll in, right?
Wrong! While a podcast is a smart and viable digital marketing asset, it’s not a magic pill that’s going to suddenly take your business to that next level, or save it altogether. It is a part of a long-term and comprehensive strategy to increase your corporate profile and solidify your self as an expert in your industry. Consistency is key. Keep at it. Reach out to others and set up interviews, but keep it relevant to your market! It’s like planting seeds every time you publish a new episode; it’s not going to sprout up overnight with enough of a harvest to feed your entire family, but in due time your efforts can yield much more than enough to feed a whole village.
If you’re looking to start podcasting for your business and you have any questions, feel free to tweet at me @TheRyanRagland. I’ve been podcasting and recording podcasts for others for a while and would be more than happy to help you out!
Good luck and happy podcasting!
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