As a small business owner, recent start-up or somebody looking to build a business, gaining exposure is often crucial to creating a successful company. A podcast is a powerful marketing tool as they are not only cheap to produce, but can reach people all over the world. Podcasts also tend to be engaging and easily consumable by listeners. Podcasts can not only expand your customer base but also generate interest in your products or services. They even have the potential to position yourself as a leading voice in your chosen industry.

Here’s some tips on how to start your own Podcast and make the most out of your broadcast.

Choose a topic listens will engage with

Just like blogs, magazines, or articles, each source of content needs a particular theme or concept to adopt. As a business owner you would want your theme or concept to tie into your business.

You would want this theme to be something you have specialist knowledge about, and you should have a particular interest in the topic area as well.

For example, you may be a music store owner, as such you would have specialist knowledge concerning music. But you may have a particular interest in post-metal music in particular. This opens up new opportunities to be more creative and unique in creating your podcast, by adding novelties and providing your listeners with information that they typically would not have access to. This not only makes your podcast more fun and engaging, but more interesting to listen to.

In a more corporate sense, you may be an IT professional. It would be assumed then, that you are knowledgable about tech-related matters and the latest developments. Your podcast could target these developments and explain them, or you could have a talkback type podcast where you answer listener’s questions concerning IT.

Planning your episodes

Next think about what style you want your podcast to be in. Would you like to do interviews, radio dramas, or have panels? Try writing out an ‘episode list’ of about 10 – 20 ideas to see if your concept is viable. Remember, most podcasts are designed for longevity. As a small business or start up, you would want the podcast to at least run for a year to help build your customer base. You may also want to do a series on topics that the public is interested in, such as historical events or current affairs.


Now that you have the groundwork for your podcast, you must think about the practical side. How are you going to budget for buying equipment, software and promotional material? Producing a high-quality podcast can require an investment of a few thousand dollars. Some of these costs would involve:

  • Microphones
  • Recording Software
  • Computer editing programs
  • Promotions
  • Cover art

If you are hesitant to initially invest this much, know that you can do most of these things just by using your phone. Although, keep in mind the quality of the audio may suffer and this may have the potential to drive away audiences.

Do your research

Those who work in media are familiar with the process of fact-checking. Whether your podcast will focus on real events, people or just discuss things relevant to your industry, it’s important that you impart factual information on your listeners. Although podcasts need to be interesting to capture a listener’s attention, you should try not to be economical with the truth. If you’re talking about a topic that’s controversial, you may want to chat to a media lawyer before releasing your episode.

Making Money

While your first priority producing a podcast is creating engaging, interesting, and consistent content to draw in an audience, there’s also an opportunity to bring in significant revenue.

You must have a clear idea of how you will link your podcast to your business and ask how will you redirect audiences from your podcast to your product or service.

To promote your business, insert the following into your podcast:

  • Try at the end of each recording to direct your audience to your website.
  • Bring up a product that relates to the topic of your conversation in a non-forceful way.
  • Give your audience a discount code or unique links to incentivise them.

You could also seek third party support through sponsorships and do promotional reads of advertisements.

Starting a podcast can do wonders for your business. However, you have to tailor your content to your ideal customer and have a show that people will want to listen to.

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Adam Lewis

Adam is a Legal Intern at LawPath working with the content team. With an interest in consumer and commercial law he is currently completing a Bachelor of Commerce majoring in International Business as well as a Bachelor of Laws at Macquarie University.