How to launch a successful podcast for your company


Over 50% of Americans have now listened to a podcast and yearly advertising revenue is now over $500m. They can be cheaply made on your own laptop and business is one of the top 5 most popular genres so many companies are now using podcasts as a way to engage existing customers and find new ones. However with such a low barrier to entry that there are already over 700,000 different podcasts, so making the podcast is the easy bit, how do you find an audience and grow it in a way that can benefit your business?


Create Content For The Listener and Not For You


Nobody likes to be sold to and as exciting as our companies are to us, they rarely are to other people, so think of a theme for your podcast that is useful or interesting to your customers. It could be a series of how to guides or interviews with industry experts, but the emphasis should always be on creating value for the listener. You don’t need constant promotion, good content will position you and your company as experts and create a relationship with your listener, nurturing trust, which will lead to new business. For example Caffeine Bullet is a caffeinated mint chew for endurance athletes, so we created a podcast focused on ultra-running called Bad Boy Running. We’re now approaching 200 episodes and everyone who listens is our target customer. Our product is mentioned at times, but only in context to the topics we’re discussing.


Create a brand on social media and itunes


It’s hard work growing anything just through word of mouth and expensive to have to rely on paid promotion. Podcasts aren’t an easily shareable format, so create social media accounts for the podcast and use them to engage existing communities. The good news is listeners actively search for new podcasts, primarily on itunes so make sure you have a strong logo that’s different to comparable podcasts and have a launch strategy to get you into the ‘new and noteworthy’ recommendations. Rankings are based on a combination of total listeners across your first 30 days and listener reviews, so release regularly in the first month, make sure your episode titles and description are enticing, and incentivise reviews with competitions. Bad Boy Running (BBR) split our first episodes in two to double the number of downloads, chose a logo that was very bold and managed to get into the top 100 podcast chart for the UK, despite being a niche running podcast.


Piggy Back others’ popularity


Being invited on a podcast is flattering so invite experts in your field, industry celebrities or potential clients on and they will bring their network as new listeners, many of whom will subscribe. You can promote their inclusion in advance on social media and in Facebook groups asking for questions, which creates strong post engagement and tagging the guests in posts will increase your reach. Our first big break was interviewing Dean Karnazes, the author of Ultramarathon Man, tripling our listenership for that episode and introducing us to thousands of new listeners.


Create a community


There’s no such thing as a one-way relationship so if you really want to engage your listeners create a community around the podcast and include them in the content. This could be as simple as creating a facebook group where listeners can discuss further subjects discussed in the podcast, but you can also increase the feeling of community and therefore ownership of the podcast by making it clear what you stand for, what you’re against and even by creating your own lexicon. Our facebook group has become as much a part of the community as the podcast, even forming its own running club. Our listeners (dobadders) are the enemies of cyclists, the Edinburgh marathon and greet each other by saying FU Buddy (long story). It binds us together and creates a sense of belonging.


Now get going


When we started there were two other running podcasts in the UK, now there are dozens. The faster you launch the less the competition, so get going. All you need is a laptop, some headphones and a passion, so start making something you’d want to listen to and others will to. Not only is it great marketing, but it can create a deeply personal relationship with new and existing customers that you could only replicate by spending hours with each one of them, so ask yourself. What’s stopping you?


By David Hellard


About the Author


David Hellard is founder of Caffeine Bullet, a mint caffeine chew formulated for endurance sports, and one of the co-presenters of the Bad Boy Running Podcast. His background is in startups, having co-founded ‘airbnb for meeting rooms’ and he previously worked in marketing as a marketing lead for Accenture across EMEA.





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