Podcasting allows you to build a relationship with your audience, which can open doors to new business opportunities.
Whether you’re hosting your own show or appearing as a guest on another show, you’re connecting with someone in your industry or field, which can lead to additional work and collaboration down the track.
Podcasting gives you access to movers and shakers in your industry in a way few other experiences can.
So, if you’ve bitten the bullet and decided to launch a podcast for your business, that’s great, but what are the next steps?
Here are a few of the important things you need to know before getting underway.
Determine Your Audience
Who exactly do you want to reach with your podcast? Who forms your ideal podcast audience?
Choose A Name
There are a couple of ways you can select a name for your podcast. You can come up with a descriptive title that is self-explanatory. Another option is to create something really clever and catchy, but just make sure it offers a clear connection back to your area of expertise. The name needs to be instantly recognisable to listeners looking for info on your topic.
Select A Format
There are many types of podcast formats – the most common include solo shows, co-hosted shows and interview shows. The solo show involves the podcaster speaking directly to the audience. With a co-hosted show, you share the mic with another presenter. In an interview show, you speak with guests, which you can do solo or with a co-host.
Decide On The Length
The length of your podcast is determined by how much you have to say on a topic and the needs of your audience.
The typical podcast tends to be 20-45 minutes, typically the same length as the average commute.
The objective of a podcast is to connect with listeners and build a community over time. People will invest their time to listen to what you have to say, so make it worth their while.
Figure Out The Frequency
Your content will determine how often you release new episodes.
However, if you are trying to build a brand or gain traction with a following, consider recording and issuing an episode each week.
To avoid feeling overwhelmed and hurriedly producing new episodes, create a few episodes before you launch and always try staying a few weeks ahead of time.
Equipment And Recording
The utmost important factor in a show is sound.
Using a poor-quality microphone may result in lack of audio crispness and clarity that will brand your podcast as amateurish.
Look for a USB microphone that plugs into the USB port of your computer. Do not use your computer’s built-in microphone.
There are some basic microphones on the market for under $100, but if you’re serious about podcasting, you’ll want to budget for a higher-quality model. Many podcasters swear by Blue Yeti or Audio-Technica microphones.
You’ll need audio software to create your podcast. If you own a MacBook or iPad, you are already ahead of the recording and editing game. Apple's laptops and tablets typically come equipped with GarageBand, a professional-level editing application that’s free and easy to use.
For PC users, applications like Audacity and Adobe Audition are similar to GarageBand. Audacity is free, and Audition is available for a monthly subscription.
Ideally, audio should be recorded in a quiet area, away from cars and nature noises. To reduce the time you’ll spend editing each podcast, consider sectioning off the room and adding dense, sound- absorbing materials.
If the technical side of things sounds too complicated or time consuming, you can look to outsource the recording and editing of your podcast to a professional podcast production company.
Voiceovers
An intro is a short voiceover, usually with music, that introduces each podcast episode and the host(s) at the beginning of the show. Outros thank listeners and direct them to your website at the end. You can record these yourself or hire a professional voiceover person to record them.
An intro and outro for your podcast adds personality and professionalism. They can be creative and fun, but most importantly, they should make a good first impression, reassuring listeners that they made the right choice in selecting your podcast and that you are going to deliver.
Cover Art
Podcast artwork should visually communicate the subject of your podcast, include your logo (if you have one), and use simple fonts and high-quality images. Remember, your listeners will see the image in a much smaller format, so keep it clean and uncomplicated.
You can use stock images to create cover art on platforms like Canva or Snappa, or you can pay for custom art through sites like 99designs, Podcast Designs or Fiverr. Of course, you also can design it yourself, or ask an artistic friend or colleague to do it.
Hosting
Many people assume that you upload your podcast directly to places like iTunes. However, you need to create an account with a media host, which stores your audio files. In addition to housing your audio files, a hosting service provides stats, marketing tools, and podcast websites while also serving as a link between you and podcast directories like Apple Podcasts.
Libsyn is often the first place to start among podcasters, but there are many other hosting services, including Blubrry, Podbean and Australian company Whooshkaa.
After you have your web hosting squared away, your media host will provide you with an RSS feed, which is basically a URL. This is the feed you’ll submit to platforms like Apple Podcasts, Stitcher and Spotify. You can then share your RSS feed with your listeners so they can find, download and subscribe to your show.
Launch And Promote
Announce the launch of your podcast in advance to your business network via email and social media. You want to build an audience before you launch. To improve your chances of being noticed and possibly featured by Apple podcasts, encourage new listeners to subscribe to your podcast and leave a review.
To get the most out of your podcast, think of ways you can repurpose your podcast content on your blog and social media channels.