Podcast for business
What you need to consider before launching a business podcast, the pros and cons, and how to set up and run a podcast series.
A podcast is primarily an audio communication in a digital format. It is usually a series. It can take place in different formats, such as interviews, panel discussions, and storytelling.
Podcasts are becoming an increasingly popular content marketing format for businesses. They can be used to communicate with existing customers about products and services, as well as to drive traffic to their websites. Podcasts are also a great way to connect with potential customers, especially those who are on the go.
This guide outlines what you need to consider before launching a podcast series. It takes you through the pros and cons of a business podcast. It also explains how to set up and run a podcast series.
What to consider before launching a podcast
Identifying your podcast target audience, choosing a podcast name and how often you should release new episodes.
Before planning your business podcast series, it is important to identify your niche, including an overall theme. Your theme should be broad enough to support multiple episodes, while allowing each episode to focus on a specific topic within that theme.
For example, a podcast theme might focus digital marketing. Each episode will deep-dive into a topic in this area, such as search engine optimisation, social media or email marketing.
Podcasting offers the opportunity to try different formats, including solo, co-host, panel and storytelling. You should pick a format that will work best for your business.
You need to consider what kind of content you think your audience and customer base will respond to and listen to.
Who is your podcast's target audience?
It’s best practice to identify a particular group as your target audience instead of aiming to reach everyone. Good quality content targeted to a specific group of people will help you find your ‘voice’ and start growing your audience.
Choosing a name for your podcast
Your podcast name should clearly reflect its theme and be easy for listeners to recognise when searching. The title can be descriptive or creative, but it should clearly relate to your product, service or area of expertise.
How often should I release new episodes?
However, it’s best practice to ensure your episodes are released regularly and at a particular time. Consider how much time and effort it will take to record each podcast episode. Also, consider how resource intensive it will be. Think about this before picking a release schedule.
For example, you might record a podcast theme with ten episodes at once and release one weekly or monthly. Planning your podcast this way will allow you to stick to a schedule and build a loyal audience.
When considering a podcast for your business, think about “why” you are choosing this channel. Also, consider “what” actions you want listeners to take and “how” you will measure success.
In addition, think about how using a podcast for communications will fit into your digital marketing strategy.
How long should a podcast episode be?
There is no ideal length for a podcast episode. Each episode should be as long as it needs to be to cover the topic clearly. Creating a rough structure or script can help you manage length and identify content that may need editing.
Once your podcast is established, asking listeners for feedback can help guide future content.
Each episode should also show how much time and resources you can invest in recording and production.
Video podcast
You may also choose to produce a video podcast, particularly if your business has products or visuals that support the content. Video podcasts can be simple or more complex, recorded live or produced using static visuals alongside audio.
Video podcasts can provide additional content for social media and help increase online engagement.
Advantages and disadvantages of having a podcast
Understand the pros of having a podcast for your business such as digital reach and the cons such as time and resources.
Developing a podcast series for your business can help you reach and connect with current and potential customers. There are benefits to launching a podcast, as well as some challenges.
Benefits of having a podcast
Some of the advantages of creating a podcast series for your business include:
Expanding communications channels
A podcast offers a new and engaging way to expand business communication channels and get your message out there. Using a podcast as a new communications method can show that your business is forward-thinking and modern.
Mastering your message
Creating a podcast can give you complete control over your content. This is especially true when you handle the recording and editing in-house. This ensures your message stays true to your vision.
Engaging customers with on-demand content
On-demand podcasts engage customers. They are accessible to anyone, anywhere, at their convenience, without relying on social media algorithms or news channels to reach customers.
Building stakeholder relationships
Building stakeholder relationships through your podcast can take many forms. Using various formats for each episode, such as featuring a co-host or stakeholder panel, fosters collaboration and strengthens relationships. This approach can deepen existing connections and attract new customers.
Challenges of having a podcast
Launching a business podcast offers many advantages. But, it's important to understand and prepare for the challenges. These include:
Assessing time and resource commitment
It is important to carefully consider the time and resources needed for podcasting. Consider whether a podcast will bring long-term or short-term benefits to your business. Additionally, consider whether to train existing staff or hire new staff with technical skills for editing and uploading content to streaming platforms.
Managing podcasting cost
Setting up a podcast costs include buying recording equipment and editing software. It also includes paying monthly fees to host your podcast. Make sure you have an adequate budget before committing to a podcast.
Crafting a unique selling point for your podcast
Crafting a "unique selling point" for your podcast is important to stand out. Before you start a podcast, consider your target audience. Also, think about what sets your content apart.
Making your podcast inclusive
It's important to make your podcast inclusive. Providing written transcripts or sharing the content through alternative accessible formats can help ensure your message reaches a wider audience.
How to set up and run a podcast series
What you need to consider before setting up and running a podcast for your business including buying the recording equipment.
If you’ve decided that a podcast is right for your business and your digital marketing strategy, it’s time to get it to your listeners.
Getting started with your podcast
There are some steps you have to take to get started, including:
Buying your podcast recording equipment
Your equipment can be as expensive as your budget allows. Not all popular podcasts have the most high-level setup.
Choosing your editing software
The software you buy will help you edit your episode before publishing it. Podcast software ranges in price, and there are free options on the market.
Creating artwork
The cover photo is what sits with your podcast on streaming platforms. It's what users see. A good brand image can help you get more listeners.
Choosing a hosting service
Your podcast needs hosting somewhere so potential listeners can access it. You will find many hosting services to store your files. You can then put your podcast on platforms like Spotify and Apple Podcasts.
Promoting your podcast
When you launch your podcast, you should keep marketing it on your other platforms. Utilising these platforms you’ve already got a community on will help grow your podcast audience.
You should also consistently promote each new episode. Sharing short clips, quotes or topics covered can help drive engagement and encourage listeners to subscribe on their preferred platform.