Home > Sales and Marketing > How Your Business Can Win With Podcasting

How Your Business Can Win With Podcasting

By: Jenna Cyprus


cropped view of two radio hosts recording podcast in broadcasting studio

Podcasting might seem like a mature content medium, but it’s only just beginning to grow into its full potential. As a business owner, understanding how to successfully launch and grow a podcast could prove to be the single greatest investment you make all year.

Why Podcast?

Podcasting might be relatively new in the world of content creation, but it packs a powerful punch. And like any great content medium or marketing trend, getting in on the front end will help you position yourself for long-term success.

The beauty of podcasting lies in its simplicity and reach. It’s one of the few content mediums that’s capable of engaging people during their “lost time.” In other words, a podcast is capable of reaching people when they’re working, exercising, doing yard work, cooking dinner, or driving to work. This sets it apart from blog posts, video, email, etc.

In today’s busy world where attention spans are nearly impossible to tap, podcasting provides a powerful opportunity to engage people during these otherwise difficult moments. And it feels natural to the listener.

Podcasting is something that any entrepreneur or company should invest in, but it’s especially powerful for service-based businesses.

“If people felt like they can sit down and chat with you over a cup of coffee, it’s probably more likely that they would buy into whatever your company offers,” Pepperland Marketing explains. “Letting people have an insight into what your day to day looks like gives them a new way of getting to know your company without having to step into your office.”

Podcasting tears down those typical barriers that exist between the business and the customer. It helps establish trust and cultivate healthier relationships at every step along the customer journey.

5 Tips for Business Podcasting Success

Understanding the importance of starting a podcast is the first step. The next key is to launch a successful podcast, which means doing all of the small things right. Take a look:

  1. Find Your Niche

What’s your niche going to be? That’s the first consideration when launching a podcast.

Do your research and find out which podcasts already exist in your industry and where there are content gaps that you can come in and fill. Don’t be afraid to zoom in on a micro topic. As the saying goes, there are riches in niches!

  1. Pick the Right Format

Formatting of your podcast is also important. There are podcasts ranging from five minutes all the way up to two or three hours in length. There are solo podcasts and podcasts with multiple hosts. Some podcasts involve a host talking for the full length of the episode, while others involve interviews. There’s no “best” path forward. Choose one that you believe fits your style and audience best. You can always iterate in the future.

  1. Use the Right Equipment

You don’t need world class sound equipment to start, but it is important to remember that your sound is the first thing people will judge you on. If it’s poor quality, they’ll tune out. Choose equipment that gives you a clean and professional sound that doesn’t distract or detract from the substance of your content.

  1. Study the Analytics

In the very early stages, the most important thing is that you’re moving. Stop planning and worrying about perfection. Start creating content and getting it out there. Even if nobody listens, getting over the fear of producing content and getting in your reps is key.

However, once you’ve put out five or six episodes and you’re starting to acquire some listeners, it’s important that you dig in and take a more detailed look at things. Study your podcast analytics and find out what’s working, what’s not, and where you can improve or pivot. This sort of objective analysis will help your podcast evolve in a position direction over time.

  1. Stay Consistent and Committed

Don’t record episode one if you aren’t willing to record episode 100. You aren’t going to turn into the next Joe Rogan or Tim Ferris with 15 episodes. Success with this medium requires consistency and quantity (while still being underscored by quality). By creating a schedule and sticking with it, you can dramatically improve your odds of success.

Don’t Miss the Bus

We’re still in the beginning stages of podcasting (relatively speaking). But the window of opportunity to become an early adopter is quickly closing. Now’s the time to make something happen, otherwise you might miss the bus.

Published: September 23, 2020

Trending Articles

Stay up to date with

Jenna Cyprus

Jenna Cyprus is a freelance writer and business consultant who covers business, technology, and entrepreneurship. She's lectured for several universities, and worked with over 100 businesses over the course of the last 15 years. She's a mother of two kids, and loves to go camping, hiking, and skiing with her family.

Related Articles