3 things to Think About Before Launching a Business Podcast

Posted by Brent Martino

Mar 1, 2017 3:26:17 PM

Launching a business podcastOver the last ten years, thousands of podcasts have been launched. Some have managed to garner a large following, made money, or brought in leads, while others have come and gone with barely a whisper.

There is no guarantee of success with a podcast but there are a few simple things you can do to start off right and give your podcast a better chance of building an audience. First, we will explore the three things you should think about before beginning. In future posts I will cover more on the tactics of production and distribution.

Set realistic expectations and goals.

Setting your expectations is important, you have the potential to get your podcast in front of tens of thousands of people, but realistically it’s going to be a while before you have more than a handful of listeners. Be ready for this, it takes time to build an audience as you are competing against a number of companies out there doing the same thing. To measure success, you need to first set realistic goals to measure against. Ask yourself what does the success of the first show look like? What does the success of your first month, six months, and a year look like? Keep it realistic and be sure to monitor over time so you can adjust KPIs as needed.

Promotion is important, start by promoting your business podcast in as many places as makes sense for your company and your prospects. Create a site for your podcast or create a dedicated page on your existing site. Promote on social media and have your employees promote it on their channels. Get your podcast in directories and on iTunes. Consider paid social campaigns. Most of all, keep an eye on how your promotions are helping to meet your goals.

Pick a podcast format.

Format is often overlooked. So, take a lesson from the radio/television industry. Creating and sticking to a format makes it easy for your audience to know what to expect. Decide on the length of the podcast and stick to it. If your audience expects your show to be 15 minutes, keep it to 15 minutes. Regardless of length, develop a basic format such as, intro, content, wrap up, outro, etc. The format you choose will depend on the type of show you produce and the demographics of your audience, but whatever the format is, stick to it so your audience knows what to expect. If you need to make changes, let your audience know. Your listeners' time is valuable. Be respectful of it. Imagine that you watch the local news every morning before work so you could see the traffic report at a specific time and the station suddenly starts putting that report at the tailend of the broadcast, as opposed to the front. You will likely look elsewhere for the traffic. People are creatures of habit.

Commit to a podcast schedule.

This something else that gets missed in many new podcasts, pick a day of the week to release your show and stick to it. If you release your show on Wednesday and suddenly change it to Friday, you will lose audience. There is far too much content out there for your audience to choose from. If your show isn’t there when they expect it to be, they will go elsewhere. If you need to change the day, let the audience know ahead of time so they know what to expect.

Do yourself a favor and create a content calendar for your show so you can plan topics well in advance. It doesn’t matter if it’s a month, six months, or a year — go with what works for you. Content calendars are a great way help you stay on track and gather everything you need before each show. Of course, hot topics do come up, and it's fine if you need to make a change in order to discuss something that’s trending. I’ve found it extremely useful to set up Google alerts for the general topics that your show covers. This way you have a steady stream of hot content ideas coming to your email every day.

In my next business podcasting blog post, I will give you some tips for developing your show's brand. In the meantime, feel free to comment below with any podcasting questions.

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