Podcasts have exploded in popularity, and everyone seems to be launching one. But here’s the thing – most podcasts fail. They fail because their creators don’t have a clear strategy or realistic goals. If you’re considering starting a podcast, let’s talk about how to make it work for your business and, more importantly, how to make it build revenue.
What is a Podcast, Really?
The first mistake people make is getting hung up on what a podcast should be. A podcast doesn’t need to be a weekly show with guests. It could be just you, talking directly to your audience. It could be a video series on YouTube or even a six-episode mini-series focused on a specific topic.
The key is to define what works for you and your audience. For example, I recently worked with someone launching a “micropod” – short, audio-only episodes recorded via phone calls. It’s creative, low-cost, and perfect for her audience. So before you get overwhelmed by the idea of committing to a long-term podcast, consider starting small.
Realistic Expectations: Forget the Millions
One of the biggest misconceptions about podcasting is that it’s a fast track to fame and fortune. It’s not. The market is saturated, and unless you have a big budget for advertising, you’re unlikely to rack up millions of downloads. But here’s the good news: you don’t need to.
In the B2B space, podcasts aren’t about mass appeal. They’re about building trust, showcasing expertise, and making connections. Instead of aiming for high listener numbers, focus on two goals:
Raising awareness of your expertise and your business
Building relationships with guests who could become clients, partners, or advocates
Guests Are Your Secret Weapon
Here’s where podcasts become a game changer. By inviting guests onto your show, you create opportunities to build genuine connections. Your guests could be potential clients, collaborators, or advocates for your business.
Think of it this way: a podcast is like a mini networking session. You’re giving your guest a platform, promoting their expertise, and showcasing them to your audience. In return, you get a warm, meaningful conversation that often leads to opportunities down the line.
If you’d like to dive deeper into creating content that builds relationships, check out Building Audience Trust Through Video.
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You can find us on all good podcast directories, and on YouTube.
Setting the Right Direction
To make this work, you need to approach your podcast strategically. Here are some tips:
Choose guests who align with your business goals, whether that’s potential clients, collaborators, or industry influencers.
Make the conversation valuable for them, not just for your audience.
Don’t treat the podcast as a sales call. Focus on creating a warm, enjoyable experience that leaves a positive impression.
When done right, your podcast will naturally position you as a trusted expert while creating opportunities for collaboration.
Start Small, Scale Smart
The best way to start a podcast is to keep it simple. Commit to a short series, like six episodes, around a specific theme. Repurpose those episodes into smaller pieces of content for LinkedIn, Instagram, or YouTube. For example, create 60-second clips from each episode to share key takeaways.
This approach keeps your workload manageable while giving you maximum visibility. For more on repurposing content, check out Maximising Content Through Repurposing.
Your Homework for This Week
If you’re thinking about launching a podcast, here’s what to do next:
Define your goal: What do you want your podcast to achieve? Awareness? Networking? Both?
Identify potential guests: Who could you invite that would bring value to your audience and align with your goals?
Plan your format: Will it be audio-only, video, or both? Will it be a series or ongoing?
Remember, podcasts aren’t about going viral.
They’re about building relationships, showcasing your expertise, and creating opportunities for long-term growth.
