Launching a podcast: Taking your brand to the airwaves
Podcasts are experiencing a tremendous surge in popularity, offering a wonderful platform for sharing your knowledge, entertaining listeners, and building a community. They are an opportunity to bring your brand to life through the personalities of the people in your business.
You may have a brilliant concept in mind, but where do you start?
This guide will walk you through every step, from brainstorming your theme to confidently hitting that launch button.
Finding focus
Identify your why
What do you want to achieve by launching a podcast? Do you want to demonstrate thought leadership in a particular topic and build your brand? Is it part of your overall marketing and lead generation efforts? Do you simply have a passion that you want to talk about? Identifying why you want to do this will help give you long term focus.
Unearth your passion
Map out the topics that fascinate you and you are passionate about. What are you an expert in? True enthusiasm is contagious and will fuel your motivation throughout the production process.
Identify your niche
Is there a specific angle within your chosen field that you can explore? Do you have competition in the subject area? Is there a gap in content that you can take advantage of or emerging markets you can target? Catering to a well-defined audience allows you to tailor your content and attract a dedicated following.
Format
Determine the format that suits your vision best. Will it be solo or co-hosted? Interview-based or narrative? Knowing your format from the start helps shape the recording process.
gearing up for great audio
In person or virtual
Professional podcast studios are available for hire. They offer top quality recording equipment in a soundproofed environment. To get value for money out of these studios you need to hire them on a half day or daily basis. This means you need to record multiple episodes in a day and coordinate your hosts and speakers to ensure they are available at that time.
Virtual studios offered by platforms such as Riverside FM, Zencastr and Podbean allow you to record from anywhere at a time that suits you. If you have speakers located in different parts of the country, or even world, it allows you to bring them together like you would on a Zoom call.
You must invest in a decent microphone with headphones; it is crucial for clear, professional-sounding audio. USB microphones are an excellent starting point that provides quality results.
If not recording in a professional studio, find a quiet space with minimal background noise to ensure optimal recording conditions. If needed, invest in soundproofing materials to create a professional audio environment.
One of the limitations of this approach is considering the microphone equipment for your guests and their environment. Chances are it’s not practical not to send them a microphone designed for voice recording and you will have to rely on whatever equipment and recording location they have available which may compromise the quality of the recording.
Is video part of the mix?
Many podcasters are now also videoing episodes to enhance the reach of the content by loading it to platforms such as YouTube or creating bite sized content for Instagram and TikTok, as well as uploading it to their own websites. This adds an extra layer of planning if you decide on such an approach. Will the environment you record in look good on video?
If you hire a recording studio visit it first to check if it's suitable. Some studios may have inhouse videographers you can hire, if not you will have to source an agency to do this for you.
There are some virtual podcast recording studios that have video recording built-in such as Riverside FM. Again you need to think about the environment your hosts and guests will be recording in. What is the lighting like? What will you see behind the guest?
Editing software
It is highly unlikely you would be able to record a perfect episode in one take and you need to undertake some editing. Free editing software like Audacity offer a range of features to enhance your podcast. Adobe Audition is an industry leading subscription software that offers more advanced editing capabilities for audio or Adobe Premiere Pro for video.
recording like a pro
Plan and script
Planning your episode in advance is key. Having a script or outline ensures that you cover all your important points. Experienced podcasters or speakers may choose to go with detailed notes and a more improvisational approach. Brief your guests in advance to allow them time to prepare and so they know what to expect on the day - be that an in person or virtual recording.
Practice makes perfect
Conduct a test recording to check audio quality and adjust your settings accordingly. Practice your delivery to hone your speaking skills and improve your overall performance.
Embrace the edit
Editing is a powerful tool that allows you to refine your content. Use it to remove any mistakes, add intros/outros, and polish your audio for a seamless listening experience. Don’t forget music for your intros/outros, it signals to the listener the beginning and end of the recording and adds a professional touch to your podcast. Getting your choice of music is important as it’s a reflection of your brand identity. Sites such as Pixabay offer royalty free music.
Spreading the word
Pick your platform
Explore popular podcast hosting platforms such as Buzzsprout, Podbean, or Spotify for Podcasters. These platforms not only host your podcast but also distribute it to major directories like Apple Podcasts and Spotify for maximum visibility.
Marketing your podcast
It’s important to have a plan around marketing your podcast.
What is the name of the show? Will it feature your brand name or the overarching theme of the podcast, or both?
What is the visual identity of your podcast? All podcast platforms allow for a hero image for the show as well as each episode. It’s an opportunity to showcase your brand but also needs to be engaging to catch the eye of the listener.
Every episode needs promotion. Create a dedicated place for it to live on your website, don’t just rely on podcast platforms for visibility. Ensure you have considered SEO as part of strategy, whether that’s your website, podcast platform or social media. Your episode will need a description an including keywords and hashtags are an important tool for helping people to find your content.
Leverage the power of social media to promote your podcast before the launch. Engage with potential listeners, build anticipation, and create a vibrant community around your show.
Craft a short, enticing trailer that captures the essence of your podcast. Share it across social media platforms to generate excitement and build buzz before your official launch.
launch day and beyond
Consistency is key
Commit to maintaining a regular release schedule to keep your audience engaged. Weekly or bi-weekly episodes are popular choices that keep listeners coming back for more.
Engage and interact
Foster a sense of community by actively responding to comments and messages from your audience. This interaction creates a deeper connection and encourages listener loyalty
Never stop learning
Stay informed about industry trends and continuously adapt your approach to the ever-evolving podcasting landscape. Embrace opportunities for growth, improvement, and experimentation. Your chosen podcast platform should provide analytics on the performance of each podcast episode for instance, how many listens it’s had and where people are dropping off. Review these stats as they will help you improve as you go along.
Remember, building a successful podcast takes time and dedication. Exercise patience and persist in creating valuable content, promoting your show, and your audience will grow along with your podcast.
