Establish who your audience is and know when they’ll be listening to your podcast.
Know what ROI you want from being a podcast host or guest.
Thoroughly promote the podcast on your social media channels.
Consider using a podcast booking service if you’re short on time but still want to try out podcasting for your business.
Podcasts can be a great way for small businesses to expand their client base and increase awareness for their brand. According to recent stats from Podcast Insights ®, 51% of Americans are listening to podcasts and 37% of Americans listen to podcasts on a monthly basis.
Not sure whether hosting a podcast or being a guest on one is the better choice for your business? Join us as we define the roles of podcast host and guest, explain how to do each role well, and share how to promote your podcast.
Things to Consider for Podcast Hosts
If you’re thinking about launching your own podcast, you’ll want to work through the following questions before taking the “leap.”
1. What’s different about your show?
How will your podcast stand out from other podcasts? Think in terms of format, hosts, and content.
2. Have you reviewed other shows?
Check out other podcasts in your industry or niche. What are these podcasts not doing that you think your podcast could do? In other words, ask what they are missing and why. The “why” is crucial to the planning and marketing of your show.
3. What are their audiences?
Determine if you’ll be competing with another podcast for a certain target audience. Perhaps your podcast will target a completely different audience. It’s okay to talk to the same audience – you just need to give them something other shows do not.
4. What is the expected ROI?
A podcast takes time and commitment, so you’ll want to think about ROI before launching a podcast. Establish when you expect to see these outcomes. For example, maybe your podcast goal will be to have a guest come on your show then have a business relationship with them 3-6 months later.
5. What is the Time Commitment?
Before starting a podcast, be aware of the total amount of time you’ll need to set aside for it. This includes time for the show (including time for the pre-show), time to edit, time to publish on podcast platforms, and time to market your podcast.
If you’re going the DIY marketing route, consider what social media outlets you’ll use to publish the podcast episodes. (Bonus tip: There are some tools that can publish your podcast automatically to save you time!)
6. Frequency and length
Establish a podcasting schedule. Decide whether you’ll do podcasts weekly, biweekly, or monthly. And figure out how long you want the episodes to be — 10, 20, or 30 minutes? If you’re not sure how long episodes should be, go back to who your audience is and when they’ll be listening. For instance, if they’ll be listening to the podcast on their commute, a shorter time frame is best.
7. Show format and season
Some podcasts are structured in series. Others are more topic-specific, each one addressing a particular trend or a problem target listeners would be interested in.
Season is another consideration when starting a podcast. Be aware of when your audience will be listening. For example, if your target audience is retail leaders, summer is the ideal season for your podcast. That’s because retail owners are preparing their holiday marketing plan and campaigns months ahead of the holidays.
Things to Consider for Podcast Guests
If you’re leaning more toward being a podcast guest than host, here are a few important points to think through.
Be aware of how much time is involved with being a podcast guest. Prepare to spend time finding podcasts, being interviewed, prepping for the podcast, and promoting the session on your social media channels.
Determine how often you’re able to be a podcast guest and still keep on top of your obligations as a small business leader. Perhaps your schedule is more conducive to monthly engagements. Or maybe you have the bandwidth to do weekly or bi-weekly.
3. What is your expected ROI?
Ask yourself what you’re hoping to get out of these guest appearances on podcasts. Is it to establish yourself as a SME (subject matter expert)? Or to increase your website traffic and boost your business’s impact?
Tips for Hosting Your Own Podcast
As a podcast host, it’s important to have solid technology to record podcast episodes. Make sure to have a quality microphone and camera, as well as a rock-solid internet connection.
It’s a smart idea to invest in software to edit and live stream episodes. Though, you can still leverage Facebook Live for a free option, if you’re doing podcasts in real-time.
Make sure to use royalty-free music on your podcasts. That way, you’ll steer clear of copyright infringement issues and the potential fines associated with them. Pond5.com is a reputable source for finding music for your podcast.
Set aside some time for writing and marketing. You’ll need to write up SEO-rich show descriptions and advertise the episodes on your social channels. Spotify, Soundcloud, Apple, and YouTube are just some of the platforms that you can publish your podcast episodes on.
Tips for Being a Good Guest on a Podcast
Having a solid arsenal of tech tools is also important if you’re a podcast guest. A quality mic and camera, as well as solid internet connection, are essentials.
Spend some time listening to a podcast before being a guest on it. Understand a podcast’s format and the host’s personality. This will help inform what you say and how you interact with the hosts on the show.
Write down talking points ahead of time — and be sure not to over-talk on one point. That will help you and the host stay on track and have sufficient time to talk about the things you most want to discuss.
Know the host’s name and use it when they ask a question on the podcast. Familiarize yourself with their personality and be prepared to answer any special questions they tend to ask podcast guests. During the podcast, offer listeners value, not only in terms of quality content but this could take the form of sharing a special offer (like a free resource or discount code).
How to Find Podcasts
You can go the DIY route to finding podcasts to make guest appearances on. Google and YouTube are great places to start. Or try searching podcast platforms like Apple, Spotify, and Soundcloud.
If you’re short on time, consider using one of the following podcast booking services to connect you with podcast guest opportunities:
- Podcast Bookers
- Command Your Brand
- Interview Valet
- Experts on Air
- Podcasting You
- Interview Connections
Support for a New Adventure
Ready to jumpstart your business’s podcasting journey? Don’t travel alone. Whether you need to sharpen your social media marketing skills or need help identifying your podcast audience, Technology Therapy ® Group is here to help.