Start A Podcast: A Comprehensive Guide for Businesses

Are you looking to expand your business's reach, establish thought leadership, or connect with a targeted audience? Podcasting offers a powerful platform to achieve these goals. By creating a business podcast, you can share your expertise, build relationships, and drive brand awareness.

This comprehensive guide will walk you through the steps of creating a successful business podcast, from finding your niche to launching your show. Whether you're a seasoned entrepreneur or just starting out, this article will provide valuable insights and tips to help you achieve your business objectives.

Podcast Basics

The first step in creating a business podcast is to identify your niche. What unique value can you offer your listeners? Consider your industry, target audience, and the specific problems or challenges you can address.

Once you've defined your niche, it's time to choose a format. Popular formats for business podcasts include interviews, solo shows, and panel discussions. Your format should align with your content and your goals.

Gearing Up for Recording

To record your podcast, you'll need a few essential pieces of equipment. A good-quality microphone, headphones, and a computer are the basics. While you don't need professional-grade equipment to get started, investing in a decent microphone will significantly improve your audio quality. Find out more about our specific podcasting gear recommendations.

Choosing a podcast hosting platform is another important decision. Platforms like Riverside, Anchor, Buzzsprout, Captivate and Podbean offer a variety of features, including distribution to popular podcast directories. Listen to our comparison of popular hosting platforms in this episode of The Podcaster’s Club.

Creating Your Content

Before you hit the record button, it's helpful to plan and script your episodes. This will help you stay on track and ensure a coherent message. Learn about the art of storytelling from a podcast producer in this episode of The Podcaster’s Club.

Consider using a podcasting app or a simple word processor to organize your thoughts. This text can also be edited later to become your show-notes. Discover how to create effective show-notes in this episode.

When it comes to recording and editing, aim for a clear and concise delivery. Use editing software to remove any unwanted noise or mistakes. There are many free and affordable options available, check out our quickfire video tutorials for Audacity or GarageBand below.

Not sure which softwares to use? Listen to our comparison of podcasting softwares in this episode of The Podcaster’s Club.

Launching Your Podcast

To make your business podcast discoverable, you'll need to create compelling artwork. Your cover art should be visually appealing and reflect the theme of your show. You can use online design tools like Canva or Adobe Photoshop to create your artwork. 

TIP: Look at the cover art of other successful shows that you would like to emulate and use their basic elements and aesthetic to inspire your artwork. Remember to use your own business colors and fonts to further promote brand visibility.

Once your podcast is ready, submit it to popular directories like Apple Podcasts, Spotify, and Google Podcasts. This will make it easier for listeners to find and subscribe to your show. If you are using a podcasting hosting platform, this should have the capability to distribute your podcast to these directories.

Growing Your Audience

Promoting your business podcast is essential for building a loyal audience. Utilise social media, join online communities, and guest on other podcasts to reach a wider audience. Engaging with your listeners through comments and social media interactions is also a great way to build a community around your show.

Learn more about how to promote your podcast in this episode of The Podcaster’s Club.

Consistency is key when it comes to podcasting. Aim to release new episodes regularly to keep your listeners engaged. If your listeners can rely on a new episode every week, or two weeks, they’re more likely to listen to each new episode as soon as it’s released and help boost engagement. If your episodes are released inconsistently, listeners will forget that your podcast exists and their loyalty is won over by more regular podcasts.

Tips for the New Zealand market:

• NZ training: Check out our online course Podcast Ignition: Everything you need to get out of your head and into their headphones.  

• Local Guests: Book guests with their own followings and authority in your niche so you can reach each other’s audiences.

• NZ-Focused Promotion: Partner with local businesses, reach out to NZ-based influencers, and participate in NZ-specific events in your industry.

Discover more about the New Zealand landscape of podcasting including research and statistics here.

A Powerful Marketing Tool

Creating a business podcast can be a powerful tool for marketing your brand, establishing thought leadership, and connecting with your target audience. By following these steps and leveraging the resources available, you can create a successful podcast that drives business growth.

Want to take your business to the next level with podcasting?
Book a free consultation and discover how we can help.