What Is The Importance Of Having a Podcast For Your Small Business?

To expand their businesses, small enterprises should strongly consider incorporating podcasts. These are the reasons why:

Podcasting Is Popular

More and more individuals are engaging in podcasting as a pastime. As per Edison Research’s findings, 62% of the American population has tuned in to a podcast at some point.

By producing a podcast, you can increase your audience reach to many individuals who may not have been accessible through your website or social media platforms.

It’s a low-cost marketing strategy

Podcasting is cheap. 

To start recording, you will require a microphone, headphone, recording software, audio interface and a camera (if you plan to record video). The total cost for these items can range from $300 to $3000.

However, alternative marketing strategies such as displaying advertisements tend to be significantly costlier than this.

Another advantage of podcasts is that after you have arranged your equipment, it will continue to operate for a considerable period of time without any additional costs.

It makes you an authority in your field

Creating a podcast will distinguish you as a renowned figure in your area, leading customers to favor you over your rivals.

It’s great for networking 

Podcast presenters frequently invite notable figures in their field as guests on their program. Thus, they cultivate strong connections with important individuals in the industry.

When you begin a podcast, you will have the opportunity to connect with other influential figures within your area of expertise. 

In addition, by interacting with these notable individuals, you will enhance the credibility and reputation of your brand in the eyes of your customers.

Repurpose content

Podcasting doesn’t solely revolve around podcasting alone. It also involves a combination of different platforms such as TikTok, Instagram Reels, YouTube videos, and blog posts.

Let me explain 

Once you have produced your podcast, it is possible to take segments of it and share them on various social media platforms such as LinkedIn, TikTok or Instagram. 

In case you have created a video podcast, fragments of the video or even the complete one can be shared on YouTube.

Furthermore, by transcribing your podcast and summarizing it into a blog post, you can expand your reach to even more individuals.

By utilizing the algorithm of numerous platforms, your outreach will expand and encompass a larger audience.

Neat, huh?

How do small businesses use podcasts?

When the idea of podcasts comes to mind, it is likely that you are considering those labelled as “branded podcasts,” meaning the ones created by you.

There are various methods in which organizations utilize podcasts. Specifically, small businesses are able to take advantage of podcasts for their expansion in three distinct ways, with each serving a unique goal.

  1. Branded Podcasts
  2. Podcast tours
  3. Podcast sponsorships/ads

Branded podcast

This is the conventional type of podcasting. Through this approach, you can develop your own audience without depending on appearing as a guest on other individuals’ podcasts to acquire followers.

When producing a podcast with your brand name, it is essential to prioritize generating content that will be useful and interesting for the listeners.

Benefits of branded podcast

  • Brand marketing Branded podcasts increase brand awareness among potential customers and foster trust in your brand through extended listening.
  • Develop connections with other leaders within your field. When you invite other leaders in your field to be guests on your podcast, you have the opportunity to establish connections with them.
  • As previously discussed, podcasts can be converted into blogs or videos suitable for social media platforms to enhance your marketing efforts.

Podcast tours

Instead of producing a podcast yourself, you participate as a guest on someone else’s podcast.

This approach is particularly effective when you are operating in a highly competitive market and want to distinguish yourself from your competitors.

A powerful method to showcase your brand to a large number of individuals, possibly even surpassing thousands or hundreds of thousands, is through a podcasting excursion.

Benefits of podcast tours

  • Get (a lot) of potential customers You can increase your audience by thousands (or even millions) by becoming a part of various podcasts.
  • Endorsement from the podcast host. This can result in a boost in engagement and potential business opportunities. The suggestion made by the host.
  • SEO backlinks Podcast hosts frequently provide links to their guest’s websites on the episode description section of their podcast website.

If you experience this, it can enhance the Domain Authority of your website and increase your Google search rankings naturally.

Podcast sponsorships

You may have observed that some podcast hosts begin their show by mentioning the video sponsor if you’ve been listening to many podcasts. For instance, consider the VPN advertisements you’ve seen while viewing your favorite podcaster or YouTuber.

When your company supports a podcast hosted by someone who is popular and well-liked, it creates a sense of reliability for the audience. 

This implies that the host has approved of your brand, making it appear more trustworthy to the listeners.

Sponsoring a podcast offers another avenue to reach out to a fresh set of listeners.

Benefits of podcasts sponsorships

  1. The most effective (yet also the most expensive) technique: Creating a podcast on your own or being a guest on someone else’s podcast is challenging. Yet, endorsing an established and popular podcast can be a more reliable and effective approach to promote your brand.
  2. Reach Sponsoring podcasts that are well-liked can provide you with exposure to a large audience.

What are the steps to initiate a podcast for a small enterprise?

Step 1: Is starting a podcast for you?

It’s important to understand that obtaining a following for your podcast can be challenging.

You will have to wait for quite some time until you observe an influx of listeners.

Additionally, a podcast provides an indirect chance for marketing. It does not have a direct impact on sales.

When beginning a podcast, it is more advantageous to concentrate on assisting your audience rather than fixating on sales. The sales aspect should be addressed at a later time, after the audience has established trust in your brand and expertise.

If you are ready to assist individuals and consistently release episodes (even if you do not observe immediate outcomes), then a podcast is a fantastic choice. However, if you are not willing to do so, it may be worthwhile to reconsider.

Step 2 involves determining the subject matter of the podcast.

Awesome, you have decided to begin a podcast.

It is time to make a decision about the topic of your podcast.

Individuals tune in to podcasts for the purpose of acquiring knowledge, with a desire for the host to exhibit transparency and genuineness.

When deciding on the subject matter for your podcast, it is important to ensure that it is informative, genuine, and engaging.

When considering an idea for a podcast, there are certain factors to bear in mind.

Choose a topic that interests you :

If you possess expertise in a subject matter that catches your interest, that’s fantastic! But if not, it is not an issue. What counts is your willingness to gain knowledge about the subject and have a genuine interest in it. With these qualities, you’re good to proceed.

Steer clear of niches that have an excessive amount of competition.

Choosing a niche that has no competition could mean that it also has no demand.

If you decide to specialize in a field that has many competitors, you will have to work hard to rise to the top.

Therefore, locate a compromise. If you opt for a commonly-used niche, then limit your attention to a niche-specific topic that is uncommon and not extensively discussed.

If you are confident in your skills and think you can surpass rivals by offering something valuable, then select a topic that suits you without hesitation.

Confirm how well-known your subject is:

Look into various social media channels to gauge the popularity of your desired subject. Additionally, browse through Amazon to determine if there are any published books about that topic.

Step 3: Decide the format

Small businesses can choose from different types of podcast formats, with the most commonly used ones being:

  • Interviews
  • Conversations with your co-host(s)
  • Panel discussions
  • Monologues

Select one of the formats provided above.

If you are flexible, opt for using all of the formats. Experiment with the various options to determine which is most effective for you.

In order to continue with the process, proceed to the fourth step which involves giving a name to your podcast and designing the cover art for it.

After successfully launching your podcast, the next step is to come up with an appropriate name for it.

Select a headline that immediately indicates the content of your podcast to the listener.

Then, include a portrayal that is explicit and captivating to arouse the interest of your intended listeners and make them eager to tune in to your program.

To conclude, make the design for your podcast. If you need more time to comprehend your brand, you may create the podcast’s illustration after recording it.

Step 5: Plan your podcasting schedule

Start by determining the length of your podcast.

Although there is no limit to the length of a podcast you can produce, it is important to maintain your audience’s interest in order to retain their listenership.

There are podcasts that have a duration of only 10-15 minutes, usually with daily releases and designed for a brief listening experience. 

Conversely, there are more extensive podcasts that explore topics in greater detail and last much longer.

A business’s podcast needs to be detailed, but not lengthy enough to drive away listeners. Therefore, it is advisable to aim for a podcast duration of 20-50 minutes. 

Apple Podcasts may penalize your show if your listeners drop out halfway through a lengthy 2-hour show. 

It is important to keep a balance between providing high-quality content and retaining listeners’ interest. Encourage your audience to listen to as much of your podcast as they can.

The subsequent action is to determine the frequency of episode releases. Our recommendation is to publish a podcast on a weekly, bi-weekly, monthly or daily basis.

Consistency is the most important aspect.

If you choose to publish your podcast on a certain day of the week and at a specific time, make sure to stick to that schedule consistently. 

This will create an expectation for your listeners who will anticipate new episodes at the same time each week.

A useful suggestion is to pre-record 4-8 episodes ahead of time in order to avoid any disruption to your schedule from unexpected personal events.

Step 6: Get the right equipment

A more comprehensive article on this subject is available for your reference at the provided link.

To provide a brief summary, these are the key tools that are necessary.

  1. Microphones Some great microphone choices are the Blue Yeti USB Mic, Pyle Classic Retro, and Shure MV7.
  2. Headphones In order to ensure high-quality sound and to review your recordings while editing, it is necessary to use headphones. Among the recommended options for podcasting are the Audio-Technica ATH-M30x, Shure SRH440, and Sony MDR1AM2/B headphones.
  3. Audio Interface This particular device enables you to link up your sophisticated podcasting equipment to your personal computer. It alters the signals produced by your microphone into a form that can be identified by your computer, as well as transmits audio from your computer to your headphones. Our preferred model for this is the Midiplus Smartface II Audio Interface. 
  4. The bundle of the Focusrite Scarlett 2i2 Studio Gen USB Audio Interface and the MOTU 8pre USB is available.
  5. Podcasting Software you plan on recording video podcasts), a quality microphone, and headphones to monitor the sound. It’s important to invest in good equipment in order to produce professional-sounding podcasts that make a good impression on your audience.
  6.  To produce well-made podcasts instead of low-quality ones that sound unprofessional, it’s necessary to have effective podcasting software. 
  7.  Additionally, you may also require a video camera for shooting video content, a high-grade microphone, and earphones for audio monitoring. 
  8. Purchasing top-quality equipment is crucial if you want your podcasts to present an impressive and polished image to your audience. 
  9. When you are making a video podcast, it is important to properly illuminate the space and secure the microphone arm with a shock mount.

Step 7: Create your episode content

You have three possible options for hosting your podcast:

  1. Freestyling If you possess the talent of improvisation and can function creatively without any pre-planned structure, there is no need for you to make any prior arrangements for the podcast. 
  2. All you have to do is keep the topic in your thoughts and communicate about whatever comes to your mind. Nonetheless, if you lack excellent freestyle skills, this approach can lead to negative consequences. This is particularly true if you talk in a confused or disconnected way.
  3. Scripting If you choose to utilize this approach, you will write out the entire podcast in advance. This is a favorable strategy when your podcast contains intricate technical aspects. However, if not executed effectively, your delivery may come across as mechanized and lifeless.
  4. Scripted freestyle This approach combines the advantages of two different methods – by first creating a broad framework and then improvising on it.

Begin recording with confidence. Once you’ve completed your recording, listen back to it and check for any issues or areas that need improvement. 

This will help you produce a higher quality podcast in the long run. After selecting a format and organizing your initial episodes, it’s time to start recording. 

While we have an extensive guide on how to record a podcast, in essence, you should prepare your equipment and software before commencing. 

It’s recommended to conduct a trial run beforehand to boost your confidence while recording. 

Once the recording is finished, carefully examine it, listening for any problems or shortcomings that must be addressed or enhanced in future recordings for a better quality podcast. 

Make sure to resolve any technical problems beforehand to prevent them from affecting the recording process.

Step 8: Publish Your Podcast 

To expand your reach, it is important to submit your podcast to renowned directories such as iTunes Apple Podcast and Spotify. This will enable you to reach a vast audience and make your podcast more accessible worldwide.

It is common for different platforms to have varying procedures, but essentially you will need a podcast host to store your podcasts and create an RSS feed. 

This summary of your site can then be linked with podcast directories, allowing them to gather information about your episodes and quickly share them.

Step 9: Promoting your podcast

You have completed the strenuous task and your inaugural podcast has been released!

If you don’t promote it, then no one will pay attention to it.

Below are some methods to promote your podcast:

  1. Social Media MarketingCreating excitement for your podcast well in advance of its debut is recommended. Utilize social media channels such as Twitter, Instagram, and Facebook to advertise and raise awareness about your upcoming podcast.
  2. Email MarketingIf you have a significant number of people on your email list, inform them about your podcast. If your podcast is excellent, they will share it with others in their social and professional networks, which will result in natural growth.
  3. Collaborate with other podcastersOne way to expand your listenership is by appearing as a guest on other podcasts. This enables you to connect with a fresh audience who might become interested in your own podcast after listening to your interview.
  4. Podcast directoriesA podcast directory serves as a tool for individuals to discover and tune in to their preferred podcasts.

To expand your audience, it is recommended that you submit your podcast to a variety of directories such as Apple podcasts, Spotify and others. 

You can obtain more comprehensive guidance on podcast directories by reading our article.

There are some suggestions that can help you use your podcast as a tool to expand your small enterprise.

Here are some suggestions on how to use your podcast to expand your small business.

Use podcast SEO

It is essential to conduct effective keyword research to increase the visibility of your podcast among people searching for related topics. 

Therefore, it is crucial to identify and incorporate relevant keywords in your podcast title and description.

Market your content

In order to promote your uploaded episode, it is recommended that you also give it some attention. Here are a few actions you can take:

  • Design advertising content including visual art, short video clips and written captions tailored for various social media platforms such as Facebook, Twitter, LinkedIn, TikTok and Instagram.
  • Create a blog entry on your website by utilizing the material from your podcast.
  • Use your email signature as a means to advertise your podcast.


Starting a newsletter can be an effective method of receiving feedback from your audience.

In order to accomplish this, you must establish a newsletter that provides unique material that is not revealed on your podcast.

Inform your audience about the existence of the newsletter and inform them that it is only accessible by visiting your website and providing their email address.

By having people join your email list, it becomes more effortless to market and promote your product or service at a later time.

Call to actions 

In order to involve your listeners further, ensure that every episode contains a call-to-action (CTA) that directs them towards your marketing channels. Consider these CTAs as potential options:

  • If you enjoyed listening to the podcast and wish to have access to additional learning materials pertaining to the subject matter discussed, be sure to connect with us on [insert relevant website or social media platform].
  • Go to our website to sign up for our special newsletter where we provide unique content.


As your podcast gains popularity, it is likely that there will be dedicated subreddits and Facebook groups for it.

Participating actively in these forums can aid in fostering a connection with your audience, simplifying the process of marketing your product or service at a later time.

It’s time to start your podcast!

Podcasts are becoming extremely popular, and there are not as many competitors in the market as there are on platforms like YouTube and Instagram.

Starting a podcast Having expertise in your specific field will distinguish you from your competitors and establish you as a credible figure.

After implementing the guidelines discussed in this article, you will be well-prepared to produce a high-quality podcast from the beginning.