So you started a new business. Now what? In today’s highly competitive world, it’s important to find a way for your brand to stand out. And starting a podcast might be just what you need to get your brand ahead of the curve.
Podcasting is an inexpensive yet highly effective marketing tool that can help promote your brand. 24 percent of Americans listen to podcasts every month, with an average person listening to five different podcasts a week. One reason why podcasting is such a powerful medium is because it allows you to connect on a more personal level with your audience. Brands that use podcasts allow them to speak conversationally to their potential customers in a comfortable, trusting environment. Below we will look at how business owners can start a podcast to promote their new brand.
Test the waters with guesting opportunities
One of the best ways to introduce your brand to a new market is through being an interview guest. It’s a good way to test out the waters and see how audiences respond to your business. An audience’s initial response can help you craft a concept and format that works. Although you can’t just become a guest for any podcast, it’s important to find a show whose subject is appropriate for your brand. If you are a food-related business, you may consider educational shows that look at food trends. If you are a company focused on health and personal care, you might want to look for a podcast focused on helping people improve their wellbeing.
Come up with a name, concept and format
The first step to starting a podcast for your business is finding a niche. This will not be difficult as it should be something related to your brand. However, you must keep in mind that the topic should be broad enough that you can explore different aspects of it, yet narrow enough that you are able to attract an audience within that specific interest. For example, the podcast show “.future” by Microsoft is exploring how the future may unfold based on how our individual lives are today. The show looks at aspects of technology, health and data that influence the future we are moving toward. This fits Microsoft’s branding quite well since the company has always been looking at how to shape the future of society through their products.
Once you have come up with a topic, you can zero in on other details of the podcast such as the name of the show. It should be something catchy, short yet also descriptive. You will also need to decide on the format, which includes the length, structure and how often you will be publishing. The structure, such as solo shows, co-hosted shows or interview shows, will also need to be carefully decided on depending on what best allows your brand’s content to shine.
Make sure the business side of your brand is in order
You also need to ensure that the business aspect of your brand is in order before you begin marketing through podcast shows. This is especially important for startups and small businesses who have limited resources and manpower. It goes without saying that you should fine tune a strategy in marketing your primary product or service. You must also check that you have the right business structure that allows you to protect yourself. Starting a podcast opens you up to many potential liability issues that could shut down both the podcast and your brand. And if you are, like many starting business owners, a sole proprietorship, be aware that this business structure doesn’t protect you should your brand fail or you run into legal issues. Instead consider upgrading to a new structure. An LLC is a US business structure where the owners aren’t personally liable for the company’s debt and liabilities. Business structures such as these give you the freedom to invest in opportunities to grow your brand without the fear of anyone going after your personal assets. For online businesses, you must also make sure that your online platforms are in order and that the user experience is polished. This is because the idea is for customers to head to your website after listening to your podcasts.
If you are thinking about starting a podcast for your brand we hope these tips have helped.
