When it comes to content creation for your business, podcasting is still a fairly new medium compared to blogging or email marketing. According to Pew Research Center, the number of people listening to podcasts regularly is increasing consistently each year. As of 2021, 41% of Americans report listening to podcasts monthly and 28% listen weekly. That is literally MILLIONS of potential listeners.
Starting a podcast can be an incredible way for your business to be found by an entirely new audience that might not use your other social media sites.
Here's the five things you should know before you start a podcast:
1. The investment to get started shouldn't be high.
Other than a decent microphone, you really don't need to go crazy on equipment or expensive software when you're just starting out. A ton of podcasters record from their closets. No one's going to see your studio in an audio-only podcast, so don't worry about getting fancy. You will also need to create some cover artwork and find music for the intro/outro. You can search for royalty-free music or use a site like Audiojungle or Soundstripe to purchase the rights to inexpensive original music.
Luckily, a lot of the work for getting your podcast into the world can be DIY'd if you're looking to save some cash, or can be outsourced if you'd prefer to save the time. You can absolutely edit your own episodes using Garageband or Audacity, or there are plenty of podcast editors and producers that can support you with that if you'd prefer.
2. You’ll need to choose a podcast host/management software.
This centralized platform will allow you to upload your podcast episodes in one spot and have them automatically posted on Apple Podcasts, Spotify, and anywhere else people listen to podcasts. I personally use Buzzsprout and definitely recommend it because of how easy it is to use (use this link to get a $20 Amazon gift card if you sign up!)
3. You should feel true joy, excitement, or passion when talking about your podcast topic.
If you’re only starting a podcast to make money, rather than from a passion of sharing your expertise with your audience, you’re probably going to burn out.
Ideally, you should get immense joy from talking about the topic of your podcast, not only because it makes recording and staying consistent so much easier, but because your audience can tell. We’ve all had to suffer through a boring lecture from an uninterested teacher, and you definitely don’t want your podcast to feel like that because people will simply turn it off. Real passion for your topic will shine through in every episode and keep your listeners coming back to hear more.
4. Your podcast is just ONE of the tools in your business's marketing toolbox.
Overall, it’s just one additional tool you can use to get your business in front of a new audience. While it shouldn’t be the only tool you have, it’s a super valuable one to have in your belt. Hosting a podcast that consistently brings value, will grant you credibility and authority in your field in a way that many other mediums fall short.
5. Podcast listeners might take awhile to convert to followers or customers. AND THAT’S OKAY.
Clients of mine tell me all the time that they had been listening to the podcast for awhile before they signed up for my email list or followed me on Instagram. Everyone is so overloaded with information these days that they might need several weeks or months of podcast episodes before they feel like they like you and trust you with even more of their time by following on other platforms.
If all of this sounds overwhelming but you're still itching to get in front of the podcasting audience, you should look into being a guest on someone else's podcast! This is a really awesome way to get in front of an entirely new group of people. It takes strong positioning and consistently following up, but it can totally be worth it as a marketing strategy. This is something I delve into more deeply in this episode!
If you’re interested in learning even more tips for starting your own podcast or being a guest on someone else's, I HIGHLY recommend this recent episode of Through The Marketing Lens podcast.