How To Start A Podcast

Not all Podcasts are Created for the Same Purpose.

If you’re launching a podcast to grow your business, your strategy should look very different from an influencer chasing sponsorships and brand deals. Unlike a Joe Rogan-style podcast that prioritizes vanity metrics; downloads, sponsorship revenue, and partnerships with platforms like Spotify and YouTube.  A business-driven podcast is about building authority, fostering community, and creating a direct channel to convert listeners into clients. The right metrics for your success aren’t just downloads; they’re engagement, leads, and customer relationships.

Define Your Business Podcast’s Goal

A business podcast isn’t about chasing the highest download numbers, it’s about creating and feeding your SEO Machine, valuable content that attracts your ideal customers. Ask yourself:

  • Do I want to generate leads?

  • Do I want to position myself as an authority in my industry?

  • Do I want to nurture relationships with existing customers?

Once you know your goal, you can structure your podcast accordingly.

Choose Your Niche – Who Is It For?

You can’t be everything to everybody.  You’re better off super-serving your #1 fans than trying to extend your reach too far.  Your podcast for your business should serve your ideal clients, not drive by consumers. Instead of trying to appeal to the masses.  Define a niche that aligns with your business.  Mirror yourself with your Target Audience.  Observe how you look for solution based content.  

Become your own ChatGPT and ask yourself these prompts:

  • What problems are my clients struggle with?

  • Show me a list of topics I frequently teach or explain to my clients.

  • What are the common misconceptions in my industry?

  • Recall and articulate the many success stories or case studies I can share.

  • List the top 10 insights that set me apart from my competitors.

Align these results with your brand and message so that you can reach and build trust with your audience.

Pick a Podcast Name

Your podcast name should be clear, relevant to your business, and searchable. Instead of a clever but vague title, choose something your audience will instantly recognize as valuable to them.

BONUS:  When naming your episodes be conscious of the number of characters you use.  Typical length = 36 characters / 7-8 words

Choose a Podcast Host

Your hosting platform distributes your podcast to Apple Podcasts, Spotify, and more. Buzzsprout and Simplecast are good.  But I like Captivate for business podcasters because it includes marketing tools and analytics that go beyond vanity metrics, including:

  • Listener Behaviour

  • Performance Comparison

  • Episode Overview

  • Promotional Link Analytics. 

  • Content Consumption Rates

Branding & Logo

Since your podcast represents your business, branding should match your existing materials. Canva is a great tool to create a logo and cover art that aligns with your website and social media.

Plan Your First Episodes

Since your podcast represents your business, branding should match your existing materials. Canva is a great tool to create a logo and cover art that aligns with your website and social media.

Your podcast format should serve your business goals:

  • Client Q&A – Answer real questions from potential customers.

  • Case Studies & Success Stories – Showcase how your business delivers results.

  • Industry Insights – Position yourself as a thought leader.

  • Behind-the-Scenes of Your Business – Build trust and authenticity.

  • Guest Interviews – Feature experts who complement your brand.

Get Your Equipment

You don’t have to invest in expensive professional equipment to record a podcast for your business.  However, a small investment should be expected.  The process begins with your smartphone.  Then a decent bluetooth lavalier microphone, a smartphone mount to a camera tripod, inexpensive lighting and a quiet room is all you need.  And of course enough space on your smartphones internal storage to capture the content.  That small investment also needs to include an audio/video editor or your own monthly subscription for audio/video editing software if you are experienced enough to handle your own post production.  

Whether you’re recording video or audio content, it’s important to remember good audio quality enhances the contents credibility. Here’s what I would suggest to invest in:

Record Your First Episode

Don’t overthink it…just start. Outline your key talking points, hit record, and remember: clarity over perfection. Aim for concise, valuable content that keeps listeners engaged.

BONUS:  You should deploy a batch recording schedule.  Recording multiple episodes pre launch, and following that candence moving forward allows for a sustainable recording/publication workflow.

Submit Your Podcast to Apple Podcasts, Spotify and YouTube

Your hosting platform (like Buzzsprout, Captivate, Simplecast, etc.) will distribute your podcast to Apple Podcasts, Spotify, and other major platforms. Make sure your show description includes relevant keywords so potential clients can find you.

BONUS:  To distribute your podcast on YouTube, you must create a YouTube Creator account/Studio and manually upload your episodes to YouTube.

Creating Calls To Action (CTA)

Your podcast episodes for your business should create an actionable journey your fans can take.  The goal with various forms of CTA’s is to drive traffic back to your business as a final destination. Offer touch points of value. Create and promote those points of entry within your content with the strategy of mining for email addresses. A dedicated website or page on your business website gives listeners a place to learn more, book consultations, or sign up for your email list. PodcastPage.io is a simple way to build one.

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