Ever thought about starting a podcast and not sure what to do to get it going?
Let’s dive a little more into how podcasts can be one of your marketing tools and a few of the lessons I’ve learned about starting a podcast. This will help you understand why some practice and business owners choose to start one or even be a guest speaker on someone else’s podcast.
You’ll even learn about my starting struggle which came down to abandoning the idea of a video podcast.
Starting a podcast for a business comes down to the marketing tactic of “Knowing where your ideal client is hanging out online and listening to advice/information.” Getting in front of them where they are.
If your ideal client is typically a podcast listener, then doing a podcast as part of your marketing plan can be an effective way to reach your ideal client. My ideal clients often listen to podcasts as part of their daily routines… so that is a fit for me.
Here are some other ideas to consider about podcasts as a marketing tool.
1. Podcast Purpose.
Having a purpose is critical to an effective podcast. What goal are you trying to achieve with your podcast? Who do you want to reach? And how will they connect to make sure that the time and money you put into the podcast brings you a return on investment?
For a lot of folks, generating leads is one of the main reasons they use a podcast in their marketing. You can go deeper with audio or video than written words and really connect with the folks who can use your help.
But there is more than just that to consider if you are starting a podcast. And not everyone needs to have a podcast – you can also be a guest on other podcasts as well. Depending on the host and their podcast goals/purpose, guesting can be a great way to try it out or even be the only way you want to partake in podcasts, other than listening in.
2. Production Process.
Podcasts are work, and should not be entered into lightly. You will want to know you can do this consistently.
The production work needed is a little different than newsletters/blogs so you also have to be prepared for the time and tech to put into this new marketing activity. It can be a great way to create content and for many folks, it’s easier than writing articles.
You want to be sure you have the systems in place to help you get your podcast out on a regular basis … because that consistency is just as important with a podcast as it is any other type of marketing content. (That was one of the things holding me back the past year.)
A podcast is one of your 10 Marketing Foundations – Create Consistent NEW Content. (You can learn about the other 9 foundations and if you have them in place, by taking this quiz.)
3. Podcast Hosting system.
To publish a podcast means recording an audio or video, and then once it is final from edits, you will need to publish it in a “podcast hosting system.” There are all sorts to choose from and they have various features, options and fees. Some can be used for free with limitations. Most charge their fees based on how much storage space you need with your audio/video files.
When you publish your podcast on these systems, they also need to be connected to the podcasts systems like Apple, Spotify, Stitcher, IHeartRadio, and many others. Some names you may recognize: Buzzsprout, Libsyn, AnchorFM, Spotify, and Blubrry.
4. Audio-Video Tech Support.
You will need recording equipment and software to produce the episodes. Then you will need the recordings edited to create your final episodes.
Editing the audio for podcasts is not for everyone. Getting help and support doing a podcast may be something you need as well. I knew for me I was not going to be doing the editing and I have outsourced that aspect to some podcast specialists.
My podcast team makes it so much easier for me to do the work and I would not change that in any way. I record it and send it to the team, and they do their magic. No tech headaches for me! I didn’t train to edit audio/video files and I do not want to learn.
5. Choosing your Podcast Style-Format.
This was a challenge at first, but it’s really all about deciding what kind of podcast you want to make. Short or long episodes? Audio only or video? Guests or no guests? The format you choose will determine how you produce each episode.
I started off thinking I wanted to do a video one, but it got so complicated trying to record and plan the episodes, that finally I gave that up. And then it became a lot easier. That may happen one day, but for now it’s audio only. Every person will be different, and remember you can always change the format as you get more experience and grow your skills.
Moving into using a podcast as part of your marketing plan means taking some time to think and make sure the decision is right for you and your business. There is a lot more involved in this decision – these 5 items are just a few factors to consider if you’ve been thinking about doing podcasts as well.
Have you ever considered starting your own podcast?
Send me a DM on Instagram and let me know if it’s a “No way” for you, or what’s stopped you if you have thought about it. If you have a podcast, what do you love about yours? And send me a link to your podcast, I’d love to listen in!
I want to take a minute to thank everyone who sent me an email about my big news recently – the launch of Marketing your Private Practice with Kathy C, my podcast!
I truly appreciate your kind words and support, and your “listenership.” It’s always great to hear stories of others who have gone before me or those aspiring to do the same!
You can listen to the newest episode of the podcast that went live this week, 5 Steps To A Backup-Disaster Plan That May Save Your Practice One Day.
I’ll admit this episode was inspired by the 5 days we spent without power and cell service after Hurricane Fiona hit the Atlantic provinces – but it originally came from an experience I had several years ago in my business.
The unexpected can happen any time and few business owners are ready for the moment an accident happens that takes you out of commission. I wasn’t either. Well, at least not until the day I fired someone on my team who was in the ICU.
But now, having had that experience, I am ready… and you need to be as well – so that when the unexpected does happen you are prepared to deal with it, even if you are incapacitated. (I definitely used my backup-disaster plan in 2020 when my dog, Pepper, ran me down in the house and broke my elbow in 3 places and I needed surgery.)
This week’s Marketing your Private Practice podcast episode shares why having a backup-disaster plan is critical to the longevity of your business or practice and how to plan for disasters – even small ones because they can have big effects. Trust me, I never thought my dog could cause so much havoc to me, my life and my business. (I also explain the “Firing someone in the ICU” incident!)
Stop Struggling and Start Thriving! My passion is helping to guide people just like you, private practice and service-based business owners, who are often frustrated with all their wasted time spent on marketing that gets you nowhere. You can learn strategies to attract a steady flow of clients and build a thriving and profitable practice. Get started with some of the free resources on my Pepper It Marketing website, especially this Guide to Streamline your Marketing. I also offer several self-study training programs to help you attract more clients so you can Build a rewarding and profitable private practice and still have time to LIVE your LIFE!