) How To Market your Small Business via Podcasts
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Why You Should Be A Small Business Podcaster

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Silke Jager

I strive to publish useful and engaging articles that are beneficial to you and will help grow your business.♥ Silke
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6 reasons why it’s a good idea to start podcasting for your small business and James Schramko’s 21 tips on how to get the most out of it.

I have been asked to make podcasts several times during the past year… to this day I haven’t made one recording. Why is that you wonder? Well, I really don’t know a lot about podcasting, sure I’ve made numerous YouTube videos promoting my marketing book and our bottle crafting projects, but this is whole different ballgame all together.

Between blogging, promoting my website and craft marketing book, working on client projects, making dinner, taking care of kids, my husband, and the dog, I don’t really have time to learn something new. Then I came across the James Schramko’s blog post ’21 Tips To Maximise Your Podcasting Results’ and decided its time to quit making excuses, pull up my big girl pants and get started.

reason to podcast

Reasons why you and I should podcast:

  • It’s easy to get started! If you have a laptop or tablet with a built in microphone you are to podcast. It’s that simple! You can always invest in an external microphone that plugs directly into your computers USP port or even a sound mixer later on.
  • To start a conversation about your business! This can be accomplished by having someone interview you or by participating in a panel discussion. Always provide information of value, talk about what you know,  encourage subscribers and promote your podcast on your website (woohoo, fresh content) in podcast directories and in your emails.
  • It will grow your influence! Amy Porterfield,  a long time online marketing expert, stated a while back “Seriously consider starting a podcast of your own, remembering that it will allow you to grow in ways you never imagined.” Podcasting also allows you to convey your personality in a much stronger way than is possible through the written word (a lot of people enjoy my German accent when I talk) and podcast subscribers are after real life stories and advice from their peers, and those they follow. What better way is there to establish yourself as one of the experts in your field.
  • To can reach a huge new audience! Podcasts reach an audience that is looking for educational, inspirational, motivational and/or informational content. Listeners are engaged and have easy access to podcasts on their mobile devices and in their cars, while exercising or running errands. It’s the most time-efficient way to get your customers informed about your products and services. Audio sharing platforms such as Soundcloud and Audioboo, have more reach potential than ever. Soundcloud alone has over 250 million active users, they’re their own search engines, and link seamlessly with Twitter and Facebook.
  • To create supplemental income! Done correctly it can deliver immense value to a wide audience and be a sustainable source of income, states James Schramko in his article ‘How To Build Your Podcast To #1 On iTunes (And Make Money Too)’.
  • Podcasts might go viral! “Building either your personal, or business brand with podcasting creates a huge viral affect for your brand, and can also generate lots of relevant links to your website.” say podcaster Chris Ducker. Well, I don’t know about you, but that’s enough reasons for me to start producing my own podcasts.

Are you ready to podcast now? You should be! So as promised, here are the 21 tips to help you get started (scroll down to see them in a cool infographic):

Tip 1 – Use iTunes

It’s absolutely huge. You simply submit your audio interviews to iTunes. You do this once, and from then on everything that you publish will actually get pushed out automatically to your listeners’ devices as long as they have subscribed to your podcast.

You can also retrocast previously recorded audios, if you have any, and turn them into iTunes episodes. iTunes is so influential that even if you don’t broadcast or syndicate your episode to social media, it’ll still get pushed out.

Tip 2 – Build Momentum

Bank on your previous appearances or episodes. Use your email list to ignite your podcast. If you don’t have a previous show, run some Facebook ads. Send people to your most controversial episode or interview the most famous person you possibly can.

Tip 3 – Engage Thru Multiple Channels

If you have live events, add your podcast to your material. Put it in your P.S. file for when you send emails. Whenever you send out an email to your list, you put that podcast link there and it will get people clicking on it. The more people who listen to your podcast, the more it’s going to rank in the iTunes charts.

Tip 4 – Put Your Best Efforts Into Episode 1

You want to make that your most interesting episode because it will probably have the most number of listens, if you have a show-type podcast. Listeners will go back and listen and see what the first one was. They’ll just be curious about it.

So make sure the content is really compelling and clear enough for listeners to understand the premise of the show. This is really, really important for new shows. And then release your episodes in quick succession. Do this by pre-recording your episodes so that you can have them all fired out quickly.

Tip 5 – Have The Right Business Model

Podcasting can be a product, a piece of content, a traffic source, a promotion channel, a lead generator and more. Must mostly it’s used according to the following two purposes:

Number 1 is podcasting as a product. And this means featuring a sponsor on the show, where podcasting is the whole business, and it becomes a medium for publishing where all the effort is going to. And it’s usually monetised by having ads and sponsorships. That’s one way.

Second way is podcasting as a traffic source, and this is the way that I do it. It’s more of a concept that I teach with Own The Racecourse, which is a free course you can download at SuperFastBusiness.com. Add this is where you build your business based on your own property, and you want to publish content through different media types and sites that will lead people back to your website.

Tip 6 – Sponsor Your Own Podcast

Now, ideally you want to sponsor your own podcast, which is tip number 6. Use your podcast to promote your stuff instead of other people’s. Cross-promote your own podcast episodes within the current episodes so you can refer to other episodes.

You can also allow listeners to look into your catalogues and get more downloads from previous episodes. And it increases your rankings because you’re driving people back into media that you’ve already recorded.

Tip 7 – Convert Listeners To Customers

Move people to take action and become your subscribers. Direct them to your website so they can explore the solutions you offer.

Tip 8 – Create Premium Content

Offer great content to encourage your audience to listen to your episodes and go back to your website to get more. Providing high value content through videos, transcriptions, PDFs and infographics is going to give your audience fantastic information, and it’s going to stand above the shoulders of all the other podcasts that are just audio-based.

Tip 9 – Offer Relevant Opt-Ins

Have a relevant opt-in. Every post should have a relevant opt-in, and by relevant, it’s not the same opt-in across the whole site. It’s a way to leverage people who are there for that specific piece of content. You want really good, relevant content, and that might be a transcription of that particular show, for example. Let people subscribe.

Tip 10 – Mention Your Other Content

Number 10 is you’ve got to get the word out about the other content that you produce. So make sure people can easily find your content. Perhaps you can do a podcast on gaining more audience, on Instagram, or how to publish a book, or how to use Twitter, and other topics of interest. So you can basically refer back to these from each piece of content, and when you’re out there in social media, or someone asks you about a particular technique, ideally you can refer them back to a podcast that you’ve already recorded.

Tip 11 – Keep Your Email List Updated

Let people know that you’ve uploaded a new episode, and that will drive more traffic to your site, which leads to more downloads for your episode, which gets you better rankings and more exposure to new people.

Tip 12 – Focus On Quality Production

Invest in good quality production, that’s tip 12. Honor your listeners’ time by providing good quality audio. Good audio is rewarded and appreciated. Make sure your show is easy for people to listen to.

Produce a show-like podcast. Include an introduction bumper and an outro bumper. And add a call to action. Get a quality microphone and you’ll be able to hear the difference.

Tip 13 – Have A Premise

Make sure that your show has character and is able to stand by its principle all throughout the show. Create a highly entertaining show.

You want it to be unique compared to what other shows are out there, so that it stands out. But you also want it to be consistent, so that people get to know and like the show and they know what to expect each time they’re going to commit to listening to your episodes.

Tip 14 – Look At Other Elements That Get Attention

Every episode should be accompanied by a picture, and make sure you use a readable image. Pictures are easier to share on social media sites, and the visual platform is a very effective engagement-building method.

Also use widgets, as these easily pop up in social media streams, which is a great way to get more attention. So let people be able to share your posts easily.

Tip 15 – Go Deep

Go deep into your market. Find out what’s being discussed in the field. Take note of all the things that are newsworthy. Address these topics using your own point of view, or even pose a contrarian view to others in the marketplace.

Tip 16 – Use Controversy

It’s a way to get people’s attention. Boring content just won’t get shared on Twitter, but a sensational one will get more tweets and comments on social media, or even go viral.

Tip 17 – Syndicate

Use different ways to do so. Of course you’re going to email your customer list, but mention it on Facebook, talk about it on Google+, tweet about it, put it on LinkedIn if you’re in a business market, and share your images on Pinterest.

Tip 18 – Get Sensible Optimization

Now be sensible about optimization, that’s tip 18. You don’t want to be a podcaster who appears spammy by keyword-stuffing all the titles and the episode. It just looks like a cheap trick. Provide a fair and accurate description of your show.

Tip 19 – Have Famous Guests

Find someone with a big audience and use the flattery promotion technique. Build momentum toward the live episode date to gain more audience. Make sure to create an agreement with your guest that it’s OK to publish, and make them feel comfortable throughout the interview. Once you let them know that the podcast is live, they’re more than likely to share it with their audience, and that authority will rub across to you.

Tip 20 – Update Your Content

Update your content. It’s OK to edit the episode and re-upload the new version, if there’s a significant update to the topic, especially if you’ve discussed it in the podcast and you now no longer feel that it’s right for you. Just re-upload it. Make your content reliable and high-quality. So sometimes you have to prune old episodes.

Tip 21 – Leverage Your Time

Leverage the time you spend on your podcast. To get the most out of your podcast, appear on someone else’s show, and then create a by-product from the same content. In fact, this entire episode and information graphic is an extract that came from me being a guest on someone else’s podcast, and this is what we were able to produce by just taking my side of the recording and having the team create a high-quality infographic.

Infographic Source
SuperFastBusiness With James Schramko

Do you need more hands-on help to start podcasting?

Find it in this book by John Lee Dumas titled ‘Podcast Launch: A complete guide to launching your Podcast with 15 Video Tutorials!: A step by step guide on how to launch a Podcast’. John is the host of the top ranked Podcast EntrepreneurOnFire and is an undisputed authority in launching a Podcast that attracts a massive audience and income.

Are you ready to podcast your first episode? Leave me a comment and be sure to come back with the link so I can check it out. 🙂

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6 Responses to Why You Should Be A Small Business Podcaster

  • You have definitely given me some food for thought here. I’ve thought about podcasting but just put it on the back burner. I’m going to revisit this idea.

    Great infographic! Happy Monday!

    • That’s great Corina! Thank you for your comment and Happy Monday to you as well!

      I will definitely create a few podcasts myself soon, to promote my book and to provide marketing information for home business owners just starting out. You have a lot of useful information on your own website that you can utilize and re-distribute in podcasts. Let me know after you released your first recording and I will take a listen and help get the word out.

      Good luck, and oh, I can’t take credit for the infographic, all the kudos go to James Schramko from SuperFastBusiness.

  • That’s a lot of good reasons to start a podcast that you shared there. I have also been thinking a lot about starting one, but that’s all I have done so far. May be your reasons will motivate me to take action. I have watched John Lee Dumas’ webinars a few times. He makes it sound really easy that I always wonder why I haven’t done it yet. 🙂

    • I hear you Churchill! It is very easy to start, once you figure out what you want to podcast about, but I haven’t recorded anything yet either. I’m afraid that I will end up spending a huge amount of time trying to make the perfect podcast (I don’t especially care for the sound of my own voice). Now that I wrote this article I will have to follow through though. I’m going to mark a date on my calendar for publishing to keep on track. Maybe you want to do the same.

  • Silke each reason rocks. If I weren’t living in tropical paradises with sometimes not so quick internet connections goodness gracious would I be in like crazy. I love being interviewed and find interviewing others really fascinating too; just need a dependable high speed connect to make it happen. Problems problems I know lol.

    Thanks for the detailed, convincing post!


    • Hi Ryan, I’m glad you enjoyed the article. I feel for you as I lived in a remote area of Belize for two month last year and got very frustrated with the slow, and sometimes non-existent, internet connection there as well. Maybe you can line up a few interviews for when you visit high speed cities or make your recordings while laying on the beach. You could always create an audio series and upload them at a later date.

      I love all the fun in the sun pictures on your blog. 🙂

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