In 2018, businesses spent $497 million on podcast advertising in 2018, and it’s estimated that by 2020, podcast ad spend will go up to a whopping $1 billion. So, podcasting is clearly big business.
But what about if you don’t have the money to spend on advertising on an already established podcast? Or, maybe you want to launch your own podcast to promote your business?
That’s exactly what I did this year. After many half-hearted attempts, I finally got everything together and launched The Sales Way, a podcast for B2B sales enablement leaders and Sales Managers.
For many years, I’d been an avid consumer of podcasts – across true crime, business and entrepreneurial topics. The idea of launching my own podcast promoting my sales template and content company always appealed to me, but I never got around to it. There were two reasons for that:
- I didn’t know how to launch a podcast – from recording, to editing to uploading and getting it submitted to different podcast directories.
- I didn’t have the confidence to do it – every time I recorded anything, I would delete it because I just didn’t like the sound of my voice, or I thought the content was too boring.
So what did I do? Well, I put a plan in place to fix these two things. Here’s what I did.
How do you launch a business podcast?
So, there are a few steps when it comes to launching a podcast for your business – and it all starts with thinking about your aim.
What are you trying to achieve from your podcast? Is it to build trust with customers, or to drive more awareness with new prospects? In my case, I wanted to better position myself as a leader in the sales enablement space – so in addition to my blog over at Contemsa and posting on LinkedIn, I wanted to have a few different streams of content where my audience could gain insights about sales enablement.
With that aim in mind, it was important that my podcast wasn’t about selling anything. Instead, it was about sharing insights and tips on B2B sales enablement topics such as ‘How to Involve Sales Teams in Your Sales Playbook Process’, for example. As you can see in this example episode, I’m not selling anything: I’m giving away useful tips and support for my customers and prospects.
Secondly, came the recording. I use Audacity which is a free, open-source recording program – and I record into it using a Zoom H1 mic that I got years ago for conducting customer interviews on the go. I actually do an old-fashioned way of recording, where I record directly onto the Zoom H1, then transfer the file to my laptop using the SD card. Although the Zoom H1 can be used as a USB mic straight into the laptop, I found my way to give superior sound quality.
I then use Audacity to clean up the audio, cutting out mistakes, sorting out levels and adding intros. I found videos on …read more
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