Podcast marketing for small business: should you start one?

The short answer

A business podcast is a regular audio programme that builds trust with a specific audience over time. Decide who it is for, pick a simple format, record clear sound, publish through a podcast host that creates the feed, promote each episode on your own channels and review listener feedback honestly before committing to a long series.

Decide whether a podcast fits

A podcast suits a business when there is a lot to say that people want to hear, when your audience already listens to audio while commuting, working or exercising, and when you can keep going for months. It does not suit a business hoping for a quick win. Audiences for podcasts usually grow slowly, so patience matters more than polish.

Ask four questions. Who exactly is this for? What will they learn or enjoy? Why are you the right voice? Can we produce an episode regularly for a year? If the answers are vague, try a lighter format first, such as a short series of guides or video, and come back later. Compare with starting on YouTube to see which fits your strengths.

Pick a format you can sustain

The format decides how much work each episode takes.

Choose one and keep it for the first batch of episodes. Give the show a name that says what it is about, a short description and a consistent length, so listeners know what to expect.

Consider length too. A short, focused episode on one question is easier to produce and easier for a listener to finish than a long, wandering conversation. Many business shows settle on a length that suits the topic and keep it steady, so listeners know when to expect a break in their day. Choose yours by what you can prepare well, not by what you think other shows do.

Think about the artwork and description at the same time. The cover image should be readable at small size, and the description should say who the show is for and what it covers in one or two plain sentences. Your title will be what most people see first.

Plan before you record

Record a small batch before you launch, such as three episodes, so you are not publishing live from week one. Write an outline for each: why it matters, three or four points, one practical takeaway. For interviews, send the guest your questions in advance, ask for their consent to record and publish, and agree how they will be introduced.

Plan topics from the same questions customers ask you, the way you would for a blog. A podcast can share ideas with your written guides, and a single recording can become a blog post, short clips and an email, as described in content repurposing.

Sound, kit and editing

Listeners forgive plain production but not poor sound. Record in a quiet, soft room, such as one with curtains and carpet. A basic USB microphone and headphones is enough to start. Keep the microphone close and at a steady distance, and do a short test recording before every session.

Edit lightly. Remove long pauses, false starts and noise, and add a short intro and outro. If you use music, make sure you have the licence for it. Avoid playing other people's recordings without permission. Make a transcript or show notes for each episode, because they help people who cannot listen and give you text to put on your website.

Plan a simple recording routine. Close windows, silence phones and notifications, drink some water and read the outline once. Record a short sentence first and listen back with headphones to catch hum or echo before you record the whole episode. Save the original recording and the edited one with the date and episode number, so you can find them later.

If you interview a guest remotely, ask them to wear headphones and sit somewhere quiet, and record your own side as well as the call if your tools allow. Agree in writing how the recording may be used, including clips on social channels.

Publishing: hosting and the feed

A podcast needs a host, a service that stores your audio files and produces an RSS feed. Directories collect shows by reading that feed. You submit the feed once to each directory you want to appear in, such as Apple Podcasts and Spotify, and new episodes then appear automatically. Check the current documentation of each directory for how to submit and for its content rules, since they change.

Keep control of your feed address and your hosting account details. If you ever change host, use the redirect option your host provides so listeners do not lose the show. Add a page for the podcast on your own website, with a player, show notes, a transcript and links to the directories.

Promotion that does not cost a fortune

Do not rely on directories to find you. Tell people.

• Announce each episode to your email list and on the channels where your audience is.
• Cut a short clip or quote for social posts, with permission from guests.
• Ask guests to share the episode with their own audience.
• Mention the show in your email signature and on relevant pages.
• Ask loyal customers to tell one person.

Tag your links to see what drives listens and visits, as in the UTM guide. Do not pay for downloads or reviews; the numbers will mean nothing and it may break directory rules.

Think about where your audience already spends time. A guest on someone else's show can introduce you to listeners who already like audio, and your own guests will often return the favour. Look for shows whose audience matches the people you want to help, listen to a few episodes first, and offer something useful rather than a sales pitch. Ask a quality question, not a favour.

Write a clear, honest description for every episode with the main takeaway near the top, and link to the related page on your website so listeners can take the next step. A short, memorable way to say the show's address helps people who hear it away from a screen.

Other formats can feed the same audience. A live session, as described in webinars for lead generation, can be recorded and turned into an episode, and a creator or partner with a relevant audience may be a good guest; see influencer marketing basics for how to approach that sensibly.

Measuring a podcast honestly

Hosts show downloads per episode and where listeners are. Treat these as rough signals, because different apps count differently. Better evidence comes from actions: replies to an episode, new enquiries that mention the show, guests who introduce you to others, sales conversations where the prospect has already heard you. Ask new customers how they found you and add the answer to your records.

After about ten episodes, review the topics, length, schedule and effort. Decide whether to continue, change the format or stop. Stopping is a perfectly reasonable outcome if it is not serving the business. Plan the effort on your marketing calendar. For help planning content across audio, video and writing, see our digital marketing service.

Related guides

• Digital marketing
• YouTube for Business: How to Start
• Marketing Calendar: How to Plan the Year
• Youtube marketing basics for small business
• Referral marketing for small business
• Retargeting explained for small business

Questions and answers

Do I need a podcast host?

Yes. A host stores your audio and creates the RSS feed that directories read. Compare the current features of hosts before choosing one.

How often should a business podcast publish?

Choose a rhythm you can keep for a year. A smaller, steady schedule is better than a fast start that stops.

Can I use music in my podcast?

Only music you own or have a licence for. Check the licence terms and the rules of each directory.

How do I know if my podcast is working for the business?

Look beyond downloads: enquiries that mention the show, useful introductions and prospects who already trust you. Ask new customers how they found you.

Should I record video as well?

Only if you will use it. Video adds work, but clips can help you promote the show. Start with audio and add video if it fits.