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How to start a podcast for your business

Podcasts are emerging as one of the most efficient tool for creating an original content and promoting your business across internet. It looks like all you need is a mic, camera and interesting guest and you are set. Piece of cake. Well, it is true, but if you want your podcast business to flourish and differ from anything else on YouTube, iTunes, Spotify… you need a bit more. 

You might ask yourself: „What do I need to start a podcast?” 

 

Well, Vuk and Ivan are our Middle East “Change officers” with over a 100 episodes under their belt and they have built it by themselves. Now they are helping other to start their shows and we asked them to make a video tutorial in which they will explain how to make a successful podcast such as “Change officer podcast”. 

If you want to know how to create a podcast that will stand out, check out this video below and contact us for questions or tips you would like to learn about podcast production. 

Ok. Let’s start.

There are plenty of reasons for starting a podcast: 

As our friend Gary Vee would say, today every company is a media company and having your own podcast is certainly the easiest way of becoming one. 

Learning from their own experience, Vuk & Ivan created 20 steps which will help you to create a successful podcast and here they are:

1. Define your podcast concept

Defining podcast concept starts from defining your most profitable buyer, and this is one of the key elements. Whether you are a startup, small business or a large company, define who your target audience is and design a podcast concept around them. The podcast concept should be relevant for your ideal customer. So if your most profitable buyer is a CMO in Real Estate industry from Dubai, then you want to design a podcast concept that will host those CMO’s and share insights suited for the same CMO’s 

2. Give your podcast a name

There is no need to get cute and fancy here, just be direct for your most profitable buyer to understand it and with our Real Estate CMOs you can go for: 

“The Real Estate CMO Show” 

Simple, clear and straight to the point. 

If you are starting a local podcast, feel free to use location in the name, for example, Dubai, UAE, Middle East etc

3. Brand your podcast

Some will say that this part is not important but we couldn’t disagree more. It is crucial because you want to differentiate yourself in the sea of content across the internet. When someone is browsing through their social media, or through podcast platforms you want to make sure that you will capture the eye and the ear of your listener. Get a professional designer to do their magic here!  Some of the key elements to have in mind are: 

4. Find the right equipment for your podcast

Don’t search for “How to start a podcast for free”. It will not work. Also, you don’t have to go crazy here at all, but you don’t want to look or sound like an amateur as well. It’s OK to start with your phone camera, later on you can switch to slightly better DSLRs. Do a bit of research on a microphone selection. You can find some great options at very affordable prices. Also, you can search online for “Podcast starter kit”. There are some great value for money options bundled together.

5. Choose a podcast editing software

Once you recorded your episode, you will need an editing software to put everything together in a nice episode. We recommend using Premier or Final Cut but you can also use any of the other out there if you are more familiar with it. 

6. Have a big storage

When you start a podcast, you’ll need a place to store all the raw material and final videos that’s going to come from your show. You don’t want a grainy vide and crackling sound; you want the highest quality. But these files can be huge. We suggest creating separate folders in any cloud storage like Microsoft One Drive to hold your audio and video recordings, show notes, and blog posts. 

7. Control the Workflow

There are lots of things to do about one episode of the podcast and you can easily get lost. That’s why you need a tool to manage the workflow of each episode that you produce. Monday.com is our pick, but you can use tools like Trello as well. 

What we found is that setting up a step-by-step workflow in place and using one of these tools is the best way NOT to get overwhelmed with the amount of work that needs to be put in place to continuously produce the podcast. 

We divided our workflow into these 9 phases: 

Tools like Monday are allowing you to get the tasks assigned between your team along with the deadlines so when you get to 100s of prospect guests in your funnel you don’t get lost in who was contacted who wasn’t which episode was recorded, published, promoted and what’s next. 

8. Create a website for your podcast

Quite a straight forward job these days. You can use some of the free website builders WordPress or Wix and have a website in just a couple of days. Get a domain name that is as close as possible to your podcast show name so people can easily find it and also make sure that all SEO parameters are in place so you get good organic reach. 

9. Build social media channels

Be on Social media channels as much as you can. It’s simple as that. Go for:

10. Establish your podcast on SoundCloud, Mixcloud or similar platforms

This is a central place where you will host your podcast. From here, using RSS feed you’ll be able to publish you podcast on all the other podcast platforms like Apple podcast, Google podcast or Spotify for audio content and YouTube and Vimeo for video content. 

11.  Set up your outreach campaign

This step is probably the most important because number one reason why most podcast fail, is a struggle with getting regular guest on your show! 

For this part we found that LinkedIn works the best, but you can support it with email as well. For LinkedIn, usually what the best practice is: approach the potential guest directly with a simple message introducing the podcast and ask if they would be interested to join. Keep it simple and straight to the point. To support LinkedIn efforts, and if you want to scale up the outreach you can go for any marketing/sales email automation software that allows you to send bulk “personalized” emails. This means that you can upload a list of 100 prospect guests and send them all a personalized email inviting them to become a part of your podcast. You can also set up an automatic follow up emails as well, but have in mind that people usually reply to a 2nd or even 3rd follow up! 

12. Plan and record the first episode

This is it! You made it, everything is ready for your first episode. 

It’s best to start with at least 3-5 people that you already know. This helps a lot because it’s easier to start with someone that you are comfortable with already, furthermore, it’s easier to get them on the show while you still didn’t record any episodes and became famous. 

These first couple shows will be a great warm up as well. In the meantime, start the outreach to new guests. These guests will buy you at least a month or a month and a half to get new guests in! 

13. Prepare questions

Key thing for a smooth conversation is to have the questions ready. This requires some preparation, so make sure to do it. Ideally, you already worked out a specific topic and talking points with each of your guests before it’s time to record your interview. Organize introduction call and ask the guest to suggest a couple of topics of conversation. Then, based on those topics, develop a list of guiding questions that you can use during the interview. As a fallback, have a list of “questions for everybody” ready as well in case the show is scheduled at the last minute. 

14. Provide the gift for your guests

It’s always a nice thing to give something to your guest to remember you by and it’s a good way to spread the word about your podcast. It’s always nice to say thank you and it’s always appreciated but it’s also a good way to build a long-lasting relationship with your base audience and most profitable buyers. 

15. Don’t underestimate podcast production

You made it until here and now you need to mix it up into a nicely formatted episode. These are the things you have to pay attention to: 

Opening title and closing title – those are the animated sequences with your logo and appear at beginning and end of the show. Choose a suitable music to follow the tone of your show. 

On top of that, you need to add, Intro and Outro which are scripted sequences that you say at beginning and the end of show. At the beginning you usually say what the show is about and tease what we will discuss in this episode, and at the end you create a call to action like Subscribe or Follow. Once you have all the elements in place, using your editing software you can put it together and have your first episode of podcast series. Congratulations! 

16. Content waterfall

You didn’t do all this hard work so you end up having only 1 piece of content! This is NOT how you become a MEDIA company. What you need to do here is to go once more through recorded material and create as many pieces of content as possible! 

This means: 

But also:

This will help you communicate the episode extensively and from only 1 recording, get enough content for 1 or 2 weeks of active communication 

17. Write a “Thank you email”

After the episode has been published, you want to make sure to send a thank you email to your guest. This is best done if you put it as a step in your workflow to remind you. When sending the “Thank you email”, you want also to initiate a next step in this new relationship that you started building with your guest. That can be a casual catch up to continue the discussion from the podcast or a formal meeting to discuss business opportunities. 

18. Ask friends, family, colleagues, and clients to watch and comment

Create the engagement as all video and audio platforms like that. You have to reply and engage with every comment that you get from your audience to stay relevant. Direct the audience to your website so you can create a remarketing database and keep following up with all new content that you produce. 

19. Be consistent

Don’t forget that producing a podcast is a long-term investment, and the most valuable source of your lessons and insights will be your own experience and your audience. Film a lot, produce a lot, and listen to your audience! 

This is the single best way of becoming a pro podcaster and getting the most out of your MEDIA channels! 

20. Enjoy the ride

Maybe this sounds like a lot but if you build a team that is passionate about podcasts as much as you are it is going to be a very exciting adventure. 

If you are serious about starting a podcast for your brand, make sure to watch video Vuk & Ivan prepared for you and follow the steps, and we can assure you that you will make it! 

 

In case all of these sounds overwhelming and you feel you won’t be able to pull it off on your own, we can help you. Contact us (we have offices in Dubai / UAE and Singapore) and get ready for an amazing journey into the world of podcasts. 

We can’t wait to see your first episode live! 

Good luck and don’t forget to have lots of fun! 

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Dubai, United Arab Emirates

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