How Starting a Podcast Can Help Your Business

Introduction

Running, walking, cycling, driving, cleaning the house, running an errand. Whatever the activity may be, anything is a good excuse to listen to a podcast!

With podcasts taking the world by storm, more people are taking the mic and despite popular opinion, a podcast is more than just rambling on. So let's explore how a podcast can help your business.

Objectives:

Why should you start a podcast?
Are there disadvantages to podcasting?
How do you start a podcast?
What equipment do you need?

Why Should You Start a Podcast?

Podcasts are a great way to educate yourself, entertain yourself, or just pass the time! The question is; why should you start a podcast?

1. Build Brand Authority

Brand authority is the level of credibility and trust that a brand has in its market. How can a podcast help you build brand authority?

Providing you with a platform to share your industry insights.
Demonstrating your expertise.
Giving your audience different perspectives.

2. Engage With Your Audience

Show your audience the face behind the brand! Why is this important?

Creating a personal connection with your audience.
Creating a community through your podcast.
Nurturing a feeling of trust between you and your client base.

3. Expand Your Reach

How can a podcast bring new clients to your business?

Podcasts are highly shareable content, allowing for more cross-promotion!
On-demand listening means you are more accessible and convenient to your audience, becoming integrated into their routines.
Podcasts attract a diverse audience. Pulling in listeners across the globe; from different age groups, professions, and interests gives you a broader demographic.

4. Cost-effective Marketing

Unnecessary costs no-more with podcasting in your marketing toolbox! How is podcasting a cost-effective decision?

Podcasting can be a low-cost production! If you want to start things slow you only need a few pieces of equipment, and there are many affordable (yet good quality) options.
Podcasts provide you with repurposable material, video podcasts are all the rage at the moment! The material can also be used for blog posts, social media, and newsletters.
Advertisers love podcasts right now! In time, your podcast could be monetised through advertisement, affiliate marketing, and sponsorships!

5. Showcase Company Culture

Let your audience peek behind the curtain! Why is this important, and how can a podcast help you?

Podcasting gives you the opportunity to share stories about the history of your brand! Let the audience know your core values, the founding of the brand, and any important milestones. This creates a relationship with your audience!
Team member spotlights are a fun way to allow your audience to get to know your brand on a more personal level, make them feel like part of the family!
Encourage listener participation by hosting Q&A episodes! Answer your audience's burning questions, and watch the relationship grow.

How Do You Start a Podcast?

Let’s start with an idea, within your overarching idea you can pinpoint your niche. Look at other podcasts that cover your target market and ask:

What is already being done?
How is it being done?
Where is the gap?

The gap in the market is where you and your podcast fit right in!

Now onto the fun part; naming your podcast! Your name could include a keyword that listeners are likely to search, this way you’re more likely to be discovered by your target audience. A pun or funny name is also likely to stick in the minds of your listeners!

You also need a logo to accompany your podcast! Logo design is harder than it seems, you can check out our logo design course to learn the tricks of the trade!

What Equipment Do You Need?

Podcasts can be recorded onto a laptop, or even a phone, so recording equipment isn’t the first thing to invest in.

The most important factor is quality sound, and for this, you need a quality microphone! Here are some recommendations:

Amazon Basics: This mini mic plugs into any computer. It has high sensitivity and low distortion, making it a good quality option for £21.99.
Zealsound: This mic has detachable plug-ins so it can connect to a computer, iPhone, or Type C jacks. It features a noise reduction mode and an ECHO dial to enhance sound quality. A great option for £36.99.
RODE NT-USB: RODE is a well-known and reliable brand. This mic comes with a 6ft USB cable for flexibility with positioning and mounting. A more expensive but highly reliable choice at £169.00.
RODE NT-USB Mini: A cheaper option for those wanting RODE quality! Users say this mini mic is better for capturing emotion, but the full-sized version creates a warmer sound. This is priced at £99.00.

Not a complete necessity, but you may want to invest in some headphones. Here are some great options:

OneOdio: These headphones produce a lovely balanced sound and have cushioned ears for comfort! Priced at £36.99.
Sony MDR-7506: Sony is an industry-standard brand that produces clear, detailed audio. This headset is priced at £82.56.

If you’re looking for the whole deal in one, there are options out there for you! Here is the top pick:

LILUOSUO: Users say this equipment is easy to use and produces good quality sound! This bundle includes a mixer, microphone, pop filter, and different connectivity wires. Reasonably priced at £49.99.

Are there disadvantages to podcasting?

Every coin has two sides, so whilst there are many positives to podcasting, it does hold a few downfalls.

Finding your target audience; this can be difficult as listeners can’t skim through to decide if the content is suitable for them as they could do with a blog.
Competition; podcasting is extremely popular, that means the competition is rife and growing your platform can be a long process.
Protection; podcasts are highly shareable, this means that extra steps are needed to protect your content from unauthorised copying or file sharing.

Conclusion

Podcasts are a long-term investment for your brand, whilst getting the ball rolling can be a slow process the rewards are worth it in the end!

Want more information on podcasting? Our industry professionals are here to help, book a course today!

by Josie Daniel | 03 Apr 25