One of the many marketing tactics you might feel inclined to try (especially if you’re prone to the ever-present shiny object syndrome) is starting a podcast.

The audio-only medium seems like a relatively easy gig, and advocates of podcasting suggest it can help to increase your authority and reach new people. (Yes, you can definitely do video podcasts, but since mine is audio-only, that’s my focus here. 😊)

I have a podcast of my own, Small But Mighty Biz Stories, and though it’s currently on a hiatus until early 2022 while I work on some other projects, I’ve loved the networking opportunities the channel has provided me.

(You can still subscribe and catch up on old episodes here!)

However, along the way, I have also learned quite a bit about what not to do.

So, let’s uncover whether podcasting is right for your brand so you’re not spending your limited time, money, and energy on something that isn’t going to propel your business forward.

Consider your own motivations for starting a podcast

Because, as always, the most important question you ask in marketing is “why.”

Podcasting is a great medium for developing a sense of rapport with your audience. Podcast listeners often report feeling like they’re connected with podcast hosts; almost like they’re having a conversation with a friend.

 And, when you can develop that sense of connection and deliver authentic, valuable content to your audience, you’re going to create loyal fans who will more easily convert into paying customers.

However, before you get hooked by these benefits and jump right in, you also need to consider your personal motivations when deciding whether or not to pursue podcasting (or any marketing tactic or strategy for that matter).  

• Are you unhappy with how your other channels are performing?

• Are you looking at testing out something new?

• Do you have extra time and energy on your hands?

• Do you simply want to share stories and have conversations with your audience?

• Are you looking for a way to gain authority in your industry?

• Are you interested in connecting and networking with others in your space?

• Did someone simply tell you that you need to have one in order to be successful?

• What’s your plan for growing a podcast audience?  

Chances are, if you aren’t excited and committed to the medium for the right reasons, you’ll lose interest fast. Or, you’ll find yourself frustrated when growth isn’t appearing as quickly as you’d hoped. 

In fact, of the 2 million podcasts out in the world, about 44% have produced three or fewer episodes.

So, instead of putting unnecessary pressure on yourself to show up on yet another channel, get clear on how podcasting fits into your overall marketing strategy and why you feel the need to do it.

Consider your audience

After ensuring you’re committed and “in it” for the right reasons, ensure you take into account the demographics and habits of your audience.

• Is your audience already listening to podcasts? Do you want an audience who does?

• Is your audience looking for more support in this way?

• Does your audience want to hear from you specifically or would they prefer interview episodes?

As much as you might want to start a podcast, if your audience isn’t familiar with the medium and your goal is to use the podcast to serve your audience, there’s a clear disconnect.

And beyond simply looking into the data and stats that are already out there (though this can be helpful for generalizations), ask your audience!

Run polls on social media, send out emails looking for feedback, and share your ideas to see if there’s interest before you fully commit.

Get clear on your strategy and create a plan

Once you’ve determined you want to start a podcast, you’ll want to add this channel into your overall marketing strategy.

Consider: what purpose a podcast will serve when it comes to growing your business?

It’s important to create clear goals and KPIs (key performance indicators) to work towards so you have a map for staying on track.

• How many episodes can you realistically commit to each week/month?

• What length of episode would appeal to your audience? Can you commit to that?

• Will you do interview episodes or solo episodes?

 I recommend keeping it simple to start—podcasting might be more of a time commitment than you realize!

Beyond recording the episodes themselves you also need to consider:  

• Your intro and outro

• Cover art

• Scheduling any interviews

• Planning your topics

• Recording any ads or CTAs (calls-to-action) for your episodes to help with business promotion (which I definitely recommend!)

• Post-production editing

• Uploading each episode to platforms like Spotify and Apple Music

• Podcast promotion (how will people find out about your podcast? You need to ensure you’re progressing your podcast; not just producing)

• Episode transcription and show notes (it’s so important to keep accessibility in mind)

 I suggest putting processes and systems in place right at the beginning to support you and keep you on track.

If you’re going to be doing everything yourself, ensure you have enough time in the week to commit to the recording and editing. And if you’re going to outsource, ensure you have the resources to make that happen.

 I also recommend planning out at least 20 episode ideas and/or list of potential guests before you get started, and having a minimum of 4 episodes prepared to release when you launch. Get your audience hooked right away with enough episodes for a short, but satisfying binge.

These logistical elements will help you to plan out the first few months of your podcasting output which is key for success and building momentum!

After receiving data and feedback on the content you’ve published, there is always the opportunity to reassess based on what’s working and what isn’t.

Final thoughts

Remember that the success of most marketing tactics comes back to your strategy.

So, before committing to showing up on yet another channel because it’s the “new thing to do,” ensure it’s aligned with your business goals, your personal strengths and interests (or that it can be outsourced), and the needs and desires of your ideal clients.

Then, put the plan in place and get moving! Because sitting on an idea forever isn’t effective either.