Thinking about launching a podcast? Maybe you’re dreaming of that sweet Spotify stardom, or maybe you’re just sick of LinkedIn “gurus” telling you every brand needs a mic. Either way, let’s cut through the noise (literally).
Should small businesses start a podcast?
Short answer: Not every business should start a podcast.
Long answer: A podcast can be an absolute game-changer for your brand IF you’re strategic, ready to commit, and don’t mind hearing your own voice. And most importantly IF it is the right channel for your audience.
If I’m not going to go viral, why bother?
A podcast isn’t a silver bullet for sales. In fact, you probably won’t be able to attribute any sales to it specifically. Podcasting is for that sweet sweet brand awareness. You know, the stuff that no one wants to do because it takes time and money but isn’t about leading directly to sales right here right now. So if that is what you were looking for, you can already skip the rest and note down that podcasting is not the right channel for you.
Now that the PSA is out of the way (yOu WoUlDn’T sTeAl A cAr…) For brands that have something to say (ok you need to have A LOT of something to say tbh) it can be a total power move for:
- Building trust and loyalty with your audience (authenticity in spades in this medium baby!)
- Showing off your expertise…and opinions in a, hopefully, relatable way
- Repurposing content into short formats. Reduce the amount of new sh*t you have to think up for posting, say whaaat?!!!!!
- Connecting with other legends in your niche. This should not be underestimated. You will learn loads, but also build credibility and authority by association. Don’t fear others in your niche, you are all in it together and there is room enough for two..or ten.
In saying all this, if you want “influencer” status or to launch the next Joe Rogan (barf), hard pass. But if you want to build a deeper relationship with your ideal clients and have a library of binge-worthy content? Now we’re talking.
How do you know if a podcast is right for your business?
Ask yourself: “Do I have strong opinions or stories worth sharing, or do I just want to tick a marketing box?” Then really really reaaaaallly evaluate whether your ideal clients will actually listen. If you think Facebook is like screaming into a void…boy howdy, prepare yourself if your ideal clients don’t listen to podcasts mate. Possibly most importantly of all though: Can you show up regularly? Yes, even when inspiration has left the building. Podcasting is not for the half-hearted, and showing up consistently is more than half the battle.
If you’re hoping for a fast SEO win or a million listens overnight, you’ll be disappointed. But if you’re willing to play the long game, a podcast becomes a magnet for word-of-mouth, collaborations, and even Google juice (hello, NZ podcast strategy).
Now…you thought that wee soapbox was getting stowed away, but there is one more consideration to leave you with on this section. As a general rule, podcasts do best when what your business sells is ‘high ticket items’, much like Facebook really serves ‘low ticket item’ sales best. Are rules made to be broken? Hell yes. But it is still worthwhile knowing.
Alrighty! What does it actually take to produce a podcast?
The answer is more than a microphone, but honestly, make sure you invest in a good one. Cannot stress that enough.
Here’s what you are signing up for:
Planning, planning, and more planning: Content calendars, topics, guests, themes….loose scripts. (Yep, we run strategy workshops for this!)
Tech: You need decent audio gear, and it not an area you should skimp on sorry. You will also need a hosting platform, basic editing skills and if your hosting platform doesn’t offer it you will also need an editing platform, and endless patience with iTunes and Spotify. Oh, and you will need a camera – but your phone will do if you buy a cheap stand for it. (We hear you. WHY do I have to have video of a bloody podcast?! Well for starters, so you have clips to share on socials. You aren’t going to get anyone listening to your wee teaser clips with only audio. But also, it means you can load to YouTube as a second way to reach your audience for those who prefer a visual medium to listen.)
Practice and more practice: Maybe you will be one of those absolute legends who can nail episodes in a single take, but don’t bet on it. Even battle hardened vets often do several takes or even splice edits together for the best bits. Even with off-air rehearsing, you will stuff up, or just sound dry sometimes (and it may be tempting to leave that slightly “I read from the paper” couple of lines in there, but don’t. Trust us, just don’t.)
Promo: Sharing clips, repurposing episodes, cross-posting. Rinse and repeat. If you aren’t committed to this, your podcast will collect dust.
Pro tip: If you hate your own voice, don’t do it solo. Interview others, bring in your team, or co-host to keep things lively.
Business podcast tips, for if you are still keen as a bean like us crazy people
- Start with a strategy. Nail down who’s listening and why. How will this fit into your broader marketing plan?
- Batch record. Life happens. Build a buffer. Seriously.
- Forget length. A lot of people out there will disagree with us on this one, but our hot take is that a good episode will take exactly as long as it takes. 15 minutes but an absolute banger? Perfect, don’t try to add more if it doesn’t need it. 90 minutes because your guest was really brilliant and on point? Love it. Of course, consider critically if both of these scenarios are true and edit accordingly, but don’t let perception of ‘how long a podcast should be’ run your show.
- Already said this above, but Promote every episode. Blogs, socials, emails, hell…even your invoice footer. Go hard.
- Keep your eyes on the prize. Engagement and referrals matter more than download numbers.
Ready to launch your voice? Or need a reality check before you commit? Slide into our inbox.
