How to Start a Podcast for Your Small Business: The Step-By-Step Guide
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In today’s digital, media-saturated world, it’s becoming increasingly difficult for small businesses to get noticed.
Podcasting is a relatively easy yet effective way to stand out in a crowded market. It’s currently one of the fastest-growing content forms, and it’s showing no signs of slowing down anytime soon.
According to the 2019 findings from Edison Research, 51% of Americans (12 or older) have listened to a podcast, 32% listen to podcasts monthly, and 22% listen to podcasts weekly.
From a business point of view, podcasting can be an incredible marketing tool when utilized correctly.
Want to learn more? Our team at Best SEO Podcast can walk you through our step-by-step guide on podcasting for your small business in 2019 guaranteed to yield great results.
Where is the Value to My Business?
While short-form social media and blog posts are a long-held staple of content marketing, today’s generation seems to have an affinity for the long-form format of podcasts.
Why might you ask?
Put simply: Podcasts are a popular content platform because millennials are drawn to what’s convenient.
In today’s digital era, people want to consume information as quick and easy as possible. Podcasts make for an ideal listen during your daily commute, while walking the dog, or in your shower.
“Podcasts make for an ideal listen to consume information quick and easy.”
Listening to a thought-provoking, informative, or entertaining podcast beats the radio—which rarely offers much substance or intellectual stimulation.
The new world of podcasting provides you with a unique opportunity to reach your audience in a more intimate way than ever before. With podcasting, industry experts can share incredible stories and everyday personal experiences with their audience in a powerfully authentic way.
Podcasting brings a ‘human-like’ quality to brands and also, builds a sense of familiarity and credibility over time as the audience gets to know the host.
Through audio, the listener can imagine your facial expressions, hear your tone of voice, and paint a picture of your story in their minds.
It’s no surprise that most podcast listeners tend to be highly engaged audience members—of those who start a podcast episode, 80% listen to all or most of it.
And, that’s a long time considering most business podcasts range from 15 minutes to an hour.
So, what does this mean for your business?
It means that professionally, starting a podcast has a few benefits:
- Get ahead of a growing content medium and stand out against your competitors
- Build essential trust, loyalty, engagement, and credibility with your target audience
- Attract new customers to your small business
- Position yourself as an authority figure on your topic
- Connect with other industry leaders in your space
- And finally, share your brand to the masses!
Step 1: Choose a niche for your podcast
Just like with blogs, there are tons of podcasts out there. So, before recording your first podcast, it’s essential to narrow your topic and decide what you’d like the focus of your podcast to be.
You want to find a happy medium between choosing a niche that is broad enough to come up with quality content ideas consistently, and narrow enough to attract a specific audience interested in your topic.
If you’re indecisive about which topic to choose, don’t worry—your not alone. After all, just by searching “Houston Texas Podcast,” alone, you can probably find a podcast about almost everything under the sun!
Here at SEO 101 Podcast, we recommend asking yourself these questions to get the ball rolling:
1. What are you intensely passionate about?
If the main reason you’re starting a podcast is to generate more traffic and leads for your business, then opt for a category that is highly related to your business.
2. What is a niche I can imagine talking about for the next year? Two years? Ten years?
This question is commonly overlooked during the planning period. Before you rush into things, keep in mind that podcasts take a lot of effort to get going.
Most people don’t realize the level of difficulty and commitment that goes into producing original, engaging, and exciting content every week until they put it into practice.
One exercise that can help determine your niche is to grab a piece of paper and try to come up with at least 30 different podcast title ideas. If that was like pulling teeth–then it’s time to go back to the drawing board.
3. What am I skilled, or an expert at?
Before you choose a niche, consider the fact that podcast listeners typically seek out podcasts for expert advice. Therefore, if you want to establish yourself as an authority figure that others trust without hesitation, knowing what you’re talking about is necessary.
Step 2: Determine your audience
One of the most crucial aspects of launching a successful podcast for your business is to know the wants, needs, and desires of your target audience.
To begin with, here are a few questions that you can ask yourself to learn more about your target audience:
- What is the age range of your audience?
- What are their goals & interests?
- Where do they live?
- What is your target demographic?
- Do they have values, personality types, attitudes, interests/hobbies?
- What needs, challenges and frustrations do they have?
- What pushes them to make purchasing decisions?
Step 3: Pick your podcast name, theme music, and cover art
So now that you know the topic and audience of your show—Now what? Well, the good news is that the hard part is over, and now is where you get to unleash your inner creativity!
Your Podcast Name
When brainstorming a podcast name, you’ll want to pick something clever, catchy, memorable, and ranks well for SEO keywords that refer back to your niche. That’s the way to go for the best SEO podcast.
You’ll also want to secure social symmetry with your name, the name of the show, the website domain name, and social media handles. Although challenging, it’s always best to choose a name that’s available across all platforms to create familiarity and consistency with your brand.
“When brainstorming a podcast name, pick something that ranks well for SEO keywords as well.”
Though tempting, try to avoid incorporating your name into the title. This tactic may work for household names like – The Joe Rogan Experience, The Tim Ferriss Show, and so on. But, if you’re an unfamiliar face, it may read as un-memorable and simple.
While not a fixed rule, many popular podcasts use intro and outro music to their podcast to give it an extra layer of professionalism.
However, before you insert your favorite song into your podcast, try to avoid adding a music clip any longer than 15 seconds to avoid copyright claims.
Many websites provide royal free, stock, or library music you can legally use on your podcast. There are also other options.
You can either choose to hire a musician to make your theme music or pay a one-off fee for a song which entitles you to use it on your show.
If you’ve heard the phrase, “don’t judge a book by its cover,” then the same applies to your podcast cover. Similar to how it’s difficult to not judge a book by its cover, the same goes for your podcast—so why risk a bad first impression?
Your podcast’ cover art should catch your audience’s attention and also visually showcase what your podcast is all about.
Your artwork should:
- Be colorful to attract people’s attention
- Include the title of your podcast and
- Include photos of those hosting the podcast (although not mandatory, most podcasts tend to have pictures of the hosts on their artwork)
Step 4: Buy and set up your equipment
Although you could record a podcast with just an iPhone or laptop, we advise against it. Generally speaking, podcast listeners place a high value on professional sounding audio equipment that sounds great:
- Microphones: Pro microphones are a must if you want your co-hosts and interviewees to hear from you. So, consider your format and invest in an appropriate number of microphones. For example, the Rode Podcaster or the Samsung Q2U.
- Headphones: Such as the Sony MDRZH310-WQ
- Editing software: Such as the Adobe Audition CC or GarageBand for Mac users
Step 5: Determine the Format & Frequency of Your Show
The next important component is the episode format. While there is no “right” way to structure a podcast, there are a few standard podcast formats as well for the best SEO podcast:
- Interview style
- Multiple hosts
- Solo monologue
- Hybrid (some combination of the above types)
Lastly, you’ll want to decide the length episode, as well as the day/time frame of when you plan to post a new podcast. Typically, successful podcasts adhere to a strict deadline, i.e. (posting every Wednesday at midnight) to build trust and consistency with their listeners.
Step 6: Record and edit your first episode.
At last! The time has finally come to start creating your podcast episodes.
Recording your podcast is quite simple, especially if you’re using a USB microphone and recording software like Audacity. To get started, plug in your microphone to your computer, open up your software, and press record.
Once you’re set up with a microphone and your editing software, you are finally ready to hit ‘Record’—but you freeze in under pressure. This is where scripting comes in.
Script an outro, intro, and podcast outline
When we say “Script,” we more or so mean to create a general outline of the podcast to avoid any major pitfalls or nervous breakdowns.
To counter the effects of performance anxiety, plan out a 15-minute sketch beforehand with bullet points to keep you on track throughout the episode.
The last thing you want is to sound too rehearsed or robotic during your podcast. After all, that’s the complete opposite of what your audience is looking to get out of the medium.
If you’re working with a co-host, share the outline with them so you can work on it together. And now, you’ll be on the same page and prevent your conversation from going down a rabbit hole.
Step 7: Launch and promote your podcast to the world!
Congratulations! You’ve successfully planned, recorded, and celebrated all the hard work it took to get to this point. Now, it’s time to launch your new podcast.
“Remain consistent after launching your podcast.”
The most important rule from here on is to remain consistent. It’s so common for people to get so caught up in preparation for the first episode, that they almost forget it’s a weekly job.
However, as time goes on, it will become second nature. But until then, don’t let all the time and energy necessary to run a successful podcast, in the beginning, get you down. Business growth is just around the corner!
Here are a few other growth strategies you can use to connect with your audience:
- Start a Facebook Group
- Guest appear on other podcasts
- Start an email list
- Launch a Giveaway for listeners only
- Partner with additional shows to cross-promote
- Republish your content to Facebook Live and YouTube
- Paid advertising for your podcast
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Now that you’re prepped and ready to launch your successful small business podcast, why not increase your market value even further by working one-on-one with a brand expert?
Our branding practices help set your brand apart as an authority figure when compared to industry competitors. We can also assist you with SEO, pay-per-click advertising, website analysis and development, and much more.
To get started, all we need is just 15 minutes of your time. Schedule your free consultation call with us today and learn how we can help you to create a brand that’s impossible to overlook. So, are you interested in learning more about personal branding? You should check out this book written by our CEO: “Build your Brand Mania” by Matt Bertram. The book will also help you transform yourself into an authoritative brand and attract your ideal customers!
How to Start a Podcast for Your Small Business: The Step-By-Step Guide | Best SEO Podcast – Houston, TX