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How to Start a Podcast for Your Business: A Step-By-Step Guide

Clearwater Staff

Podcasts continue to explode in popularity across the world. In fact, with popular streaming services like Spotify introducing podcasts to their platforms, global listener numbers are forecasted to grow an average of  20-23% over the next three years, climbing to approximately 500 million per month.

But it isn’t all about Joe Rogan or financial experts teaching us how to invest in cryptocurrency. Countless businesses of all sizes are finding unprecedented success by starting their own podcasts and discussing what they know best – and paired with a well-managed digital marketing strategy, they are reaching serious audience numbers, delivering wonderful exposure to their businesses and authority within a specific industry. This becomes a successful channel to build brand awareness, attract new clients within a target market, and develop your influence within an expanding network.

In this article, the Clearwater team offers a step-by-step guide on starting a podcast for your business.


1.) Set Objectives

Before starting anything, set objectives so you can measure your success and determine if the podcast is working as intended. Knowing what you hope to achieve will determine how the podcast’s content will be created & distributed.

The main objectives of launching a podcast will vary depending on your specific needs, but in general, there are 2 main types:

Promotional Podcasts

Generate awareness about the brand & create an opt-in list or increase sales revenue (usually monetised with ads or sponsorships).

Content Podcasts

Provide value & position yourself as an expert in your industry. Some types of content podcasts include interviews, talk show style discussions, or diving into certain topics that require research and analysis.

2.) Develop Podcast Focus

Now that you have an idea about the objectives of your podcast, it’s time to focus on what it will be about. You can’t ramble on whatever topics spring to mind – it won’t have a clear direction. Instead, choose one main type of topic & stick with it so you don’t confuse or deter listeners. You can opt for a mixture of monologues and interviews, for example, but ensure you expand on the subject matter your target market is craving.

3.) Establish a Podcast Name & Logo

Now you have a rough idea of the content for your podcast, it’s time to choose a name & logo for it! These will become its brand, so choosing something memorable and relevant is important. Many businesses use their own names and logos, but if you go for the hard sell too soon, casual listeners may be deterred thinking you are spruiking offerings over releasing genuine content. Perhaps invest in some professional help, to develop a name that is easily found and hooks listeners, as well as eye-catching visuals to seal the deal.

4.) Develop Your Content

Podcasts are usually created far in advance to release dates, so planning out topics ahead of time is important. This will also help you generate more relevant content for your podcast since you can navigate around key customer questions/topics, conduct the necessary research or analysis, or simply brainstorm about possible future episodes.

5.) Invest in Quality Podcasting Equipment

Once the content plan is ready, start thinking about the equipment that will record & produce the podcast. Some essentials you will need to invest in will be microphones, pop filters, and even quality cameras & tripods if you are planning to also record. Headphones are also handy during recording sessions as they block out external noise.

6.) Practice Your Presentation & Interviewing Skills

Try recording yourself on a topic of your choice, and if you plan on interviewing guests, ensure they are prepared for what’s ahead to avoid long pauses as they wait to answer, or having them rambling off-topic. Share these practice runs with others to get some honest feedback on how you can refine your skills, and put in the time to generate something special.

7.) Research & Book Guests

Podcasts rely on schedules, especially when you have guests to interview, as they won’t all be available at the same time. Prepare for this by researching who you feel would benefit your podcast, and contact them well in advance to schedule the date (if they accepted). Make sure to describe the benefits they will gain from being guests on your show, too, such as exposure or even monetary payment, to help motivate their engagement.

8.) Select Audio Editing Software

No one creates a podcast that is a perfect listen on the first run-through. It is therefore important that you select some audio editing software, such as Audacity or Reaper. This will simply give you the ability to edit your audio files into something seamless that your listeners will enjoy consuming.

9.) Record Podcasts & Interviews

With the above completed, it’s time to record some podcasts! You may actually find this easier than you expected, as you have already done so much preparation beforehand. Be ready, however, for the normal technical malfunctions and nerves as you find your feet. Take a breath, check all of your connections are set up and stable (if recording via Zoom or phone call), and have fun!

Once you have captured and saved the raw audio, you can then use your editing software to polish it into something amazing.

10.) Choose a Podcast Hosting Platform

Podcasts are built for the internet, and the internet comes ready with streaming platforms waiting to accept them; Apple, Spotify, and Google Podcasts are just a few, but you can also opt for smaller services, like Transistor and Captivate. If you would like to find a way to do it on your own, we would recommend against it, as audio files are often too large and require technical specifications for proper listening. Also, hosting platforms are the intermediaries that handle all the hard work for you, so you can focus on the content.

11.) Design a Podcast Promotion Strategy

Finally, it’s time to get the word out about your new podcast! Utilise your existing digital presence to boost awareness of your upcoming episodes, such as Facebook and Instagram, but don’t be afraid of branching out to more professional advertising. For more information on how you can set up a successful digital marketing strategy for your podcast, schedule a session with our team at Clearwater today.



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