Have you ever thought about starting a podcast to promote your business?
If so, today’s episode is for you! I’m going to be talking you through 6 steps to go from scratch to confidently planning, creating, and launching a podcast that you can be proud of, but that also helps you to promote your business.
Plus, if you’re thinking that the high-level plan I share on today’s episode is great but you’d love someone to take you through everything in a more detailed step by step way, then don’t worry! You’ll also hear about something I’ve created to do just which is already seeing incredible results with students launching a podcast to promote their businesses.
Hey there, Michelle here and welcome back to The Ideal Life Club Podcast.
So today’s episode is for you if you’ve ever thought about starting a podcast to promote your business. I’m going to be talking you through 6 steps to go from scratch to confidently planning, creating, and launching a podcast that you can be proud of.
But first, if you clicked on this episode because you’re curious about whether podcasting is right for your business, let me share some stats with you. Because while podcasting is one of the fastest-growing channels to market your business, it’s still a very young channel compared to blogging and YouTube which means that now is the PERFECT time to launch YOUR podcast and grow an audience.
In the US podcast listening has grown significantly. According to Edison Research from April 2019, 51% of Americans over 12 years of age have ever listened to a podcast, with 32% having listened in the past month, and 22% in the past week.
The device most commonly used to listen to podcasts is of course our smartphones, taking almost 70% of podcast listening time. Why is this important? Because people carry their phones with them wherever they go, so whether they’re commuting, working out, or taking a jog in the park – your podcast can be their perfect companion, allowing you to have a conversation with your listeners at a very personal and intimate level.
And, in a world where we’re all racing against the clock, with shorter and shorter attention spans, the portability of podcasts means people can consume your content at their convenience and multi-task while they are at it. 60% of people listen to all or most of the podcasts they download with two-thirds listening to the whole episode.
So, instead of writing that 2,000-word blog post that might go unnoticed, you can make it way more digestible - and more likely to be consumed - by turning it into a podcast where you can share stories that ignite their imaginations while striking a deeper connection, genuinely and authentically.
And finally, a key statistic for business owners like us, is that 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts. So not only is podcasting a content channel, it’s also a key sales channel.
Ok, so hopefully I’ve whet your appetite and you’re starting to think about podcasting as a potential content channel for your business. But I also wanted to share with you why I prefer this over most other types of content that I create for my business. And as I’m sharing these reasons with you, think about how this might relate to you and your business.
Ok, so firstly, it’s quick and easy to create. I plug in my microphone, press play and I’m good to go. If I’m not interviewing a guest and recording my own content, I can record an episode in around 30 minutes and have it edited and scheduled in a couple of hours. Of course, there’s some planning involved ahead of recording, but that’s the same with any content channel.
Secondly, I love how reusable audio content is. Once it’s appeared here on my podcast, I can add it to my website as a searchable audio file and a transcript which is great for my website SEO, I can turn snippets into mini videos to share on social media and I can create graphics from any quotes I have on the show too. Reusing content in this way saves me a ton of time and means that I’m getting a bang for my buck - after all, I want to be spending the majority of my time working with my clients, not creating content.
Thirdly, while I know the power of video, and in particular live video, and I do want to do way more of that this year, there’s no getting over the fact that I can create podcasts in my PJs! I love that I can just show up at the microphone without a scrap of make-up and still be as professional as if I was fully suited and booted.
And finally, because as I said earlier the attention span for podcasts is way longer than most other channels, so I can create content that goes much deeper into a topic, and provides much more value for my listeners while showcasing my particular skills and experience. And while I’m at it I can drop in a promo for one of my online courses or coaching programs, and, I hope, my listeners are happy to listen to that because they’re getting value from the rest of the episode. This is one of the reasons that students in my podcasting course, Practical Podcasting for Beginners, mention when they join.
Ok, so that’s why I love podcasting to promote my business.
Now, let’s get into my 6 steps for getting started with YOUR podcast:
The first step is to lay a foundation for your podcast by making four key decisions:
- Decision #1: What is the purpose of your podcast? What do you want to happen as a result of publishing episodes and sharing your content?
- Decision #2: What will your podcast be about? What niche are you in? What topic will spark the most interest and engagement from your community so that they will become regular listeners to your show?
- Decision #3: Who are you creating your podcast for? Who is your ideal listener and what challenges will you help them overcome?
- Decision #4: What are you going to name your podcast? How will you make it unique, memorable, and tie it in with both your business and your niche?
The second step is to consider your podcast format - there are different ways that you can choose to format your podcast, you can choose to host them by yourself as a solo host. You could choose to have guests only on your show. Or you could choose what I do and have a combination of both solo shows and also interview shows. It’s important to think about what will work best for you, your situation and your business.
The third step is to create your podcast branding and artwork. This is the visual representation of your podcast and what your listeners will see on podcast platforms as well as what you’ll use to promote your podcast episodes. So some questions to ask yourself here are: how will I align my podcast look and feel to my business branding, what colors and images will I use and what tools will I use to create my artwork.
The fourth step is to create a solid content plan for your podcast, ideally with an optimized schedule and workflow that aligns with your existing content process. After all, we’re creating a podcast to promote your business, not to take over your business or your life. A great way to get started with this is to think back to your ideal listener, the person you’re creating your podcast for and to brainstorm what their key challenges are. Then think about episodes that you can create that will help them to overcome those challenges.
The fifth step is to record and edit your first few episodes - I like to recommend three episodes as a minimum to the students in my podcasting course - and upload them to your podcast host - a podcast host is the middleman between you and your listeners. You upload your episode as an MP3 file and they store it for you so that listeners can stream or download it directly. A good host will also provide a way for you to distribute your episodes to some of the key podcast directories like Google Podcasts and iTunes. And I have to give a shout out to my favorite Podcast host here which is Podbean - they’ve been in the podcasting hosting space since the beginning, starting back in 2006 and have racked up over 6.2 billion downloads, so they know what they’re doing and they’re not going anywhere. You can find them at podbean.com
And the sixth and final step is to create a launch plan for your podcast. I recommend to my students to launch before they launch - and by that I mean start talking about your podcast before you even get to the launch. Sharing behind-the-scenes titbits and previews are a great way to build up momentum for your launch. If you have a mailing list, let your subscribers know about your launch date and encourage them to leave a review on your launch day - one of my students, Charlie Day of The Entrepreneur’s Growth Club - used this strategy to rocket into the top 100 business podcasts on iTunes in her first week.
So there you have it, my six key steps to plan, create, and launch a podcast to promote your business.
Now, earlier I mentioned my podcast course, Practical Podcasting for Beginners, and if you’re thinking that this high-level plan is great but you’d love someone to take you through everything in a more detailed step by step way, then this might be the course for you.
It’s a self-paced program that will take you from idea to publishing episodes with step-by-step video lessons, advice, and tips from me. There are 6 key modules with video lessons, transcripts, and workbooks to help you get the fundamentals right for a podcast you can start, grow, and scale. You’ll learn:
> How to turn your ideas into a fully formed podcast
> The equipment you DO need (and all the things you don't)
> How to write, record and edit your episodes
> Podcast branding, artwork, and voice-overs
> How to get started with my favorite podcasting platform and get your show onto all the major podcast directories
> Setting up your podcast web page and show notes
> How to streamline and automate your podcast guest process
> And how to grow your podcast following using a free tool and your existing social media channels
> You’ll also get access to ME for support and guidance, lifetime access to ALL the materials and my ultimate Podcast Template Vault (Where can swipe editable guest invitations, onboarding email templates, episode scripts and more to save you time (and $$$).
To find out more head over to michellereevescoaching.com/podcastcourse. And I’ll pop that link into the show notes for you.
Ok, that’s it from me today - thank you SO much for tuning in, I know your time is valuable and I appreciate you taking the time to join me. I’ll be back with another episode next week but before I go I would LOVE you to join us in The Ideal Life Club Facebook Community, a supportive space I’ve created on Facebook for ambitious women who want to grow THEMSELVES as well as their business. To find out more and join us head over to michellereevescoaching.com/ideallifeclub.
And finally, if you liked this episode, it would mean the world to me if you would comment, subscribe and leave a review on iTunes - it does mean that more amazing women will be able to find the show.
In the meantime, until next time,...be positive, be powerful, be productive… and keep fast-tracking your Ideal Life.
Bye for now.