GUEST POST BY LAURA McRAE OF PODCAST SUPPORT SERVICES
You’ve probably seen business owners launching podcasts left, right and centre. It’s become one of the most talked-about marketing strategies, with many experts claiming that every business needs a podcast.
As someone who helps business owners launch and grow podcasts, you might expect me to agree, but I don’t.
Not every small business needs a podcast. Starting one simply because everyone else seems to have one rarely ends well. Like any marketing strategy, a podcast works best when it has a clear purpose and supports your business goals.
However, for the right business, podcasting can become one of the most valuable marketing assets you own. It builds trust, positions you as an expert and helps potential clients get to know you long before they ever enquire about your services.
Should every business start a podcast?
The simple answer is no. Just because podcasting is popular doesn’t mean it’s the right marketing strategy for everyone. A podcast should never be something you launch because everyone else seems to have one. Instead, it should support a clear business objective and fit into your wider marketing strategy.
Before you start thinking about microphones, artwork or episode ideas, ask yourself why you want a podcast in the first place.
- Do you want to build trust with potential clients?
- Do you want to position yourself as an expert in your industry?
- Would having a podcast help shorten your sales process because people already know, like and trust you before they book a call?
- Or are you simply worried you’re missing out because other businesses have one?
Those are very different reasons.
I’ve seen businesses launch podcasts because they felt they “should”. Then, after a handful of episodes, life gets busy, client work takes priority and the podcast quietly disappears.
That’s not because podcasting doesn’t work, it’s because they didn’t have a strategy.
A successful podcast starts long before you hit record. It starts with understanding your audience, your goals and how your podcast will support your business over the long term.
Why does this matter right now?
Building trust has never been more important. Consumers have endless choice. They can compare businesses in seconds and research you before they ever get in touch. People aren’t simply buying products or services anymore, they’re buying from people they trust.
That’s where podcasting has a real advantage. Unlike social media, where someone might spend a few seconds looking at your content, podcast listeners often spend 20, 30 or even 60 minutes listening to you speak. Over time, they begin to understand your personality, your values and the way you solve problems.
That connection is powerful, but it only happens when you’re creating content that genuinely serves your audience. Launching a podcast without a clear message or purpose won’t magically attract clients. Like every successful marketing strategy, podcasting works best when it’s intentional.
What makes a podcast worth the investment?
One of the biggest misconceptions about podcasting is that success is measured by downloads. Downloads are only a small part of the picture.
Imagine you had a podcast with only 150 regular listeners. At first glance, that might not sound particularly impressive. Now imagine every one of those listeners was your ideal client, that’s a completely different story.
A podcast doesn’t need to reach millions of people to create real business opportunities. For many service-based businesses, attracting a smaller audience of highly engaged listeners is far more valuable than attracting thousands of people who will never become customers.
The real return on investment comes from the relationships you build. A podcast gives you the opportunity to answer common questions, share your expertise, tell stories and demonstrate your personality. By the time someone books a discovery call, they often feel as though they already know you. That’s something very few other marketing channels can achieve.
Which businesses benefit most from podcasting?
While every business is different, there are some businesses that naturally see greater results from podcasting than others.
Service-based businesses
If you’re a coach, consultant, accountant, lawyer, financial adviser, designer or marketer, you’re selling expertise. Your clients aren’t just paying for a service. They’re buying your knowledge, your experience and your ability to solve their problems.
A podcast allows you to demonstrate that expertise every single week. Rather than telling people you’re an expert, you get to show them. Over time, that builds credibility and trust in a very natural way.
Businesses with an educational message
Some businesses answer the same questions over and over again. If that’s you, a podcast can become an educational resource. Instead of repeating yourself in every consultation, you can create episodes that answer those questions in depth while helping future clients understand the value of working with you.
Educational podcasts also have a long shelf life. Someone might discover an episode you recorded two years ago and still find it just as valuable today.
Personal brands
If people buy because they connect with you personally, podcasting is one of the best ways to strengthen that relationship. Your audience hears your voice, your stories and your personality in a way that’s difficult to replicate through written content alone. That familiarity often means people feel far more comfortable reaching out when they’re ready to work with you.
Businesses with strong industry networks
Interview podcasts not only provide valuable content for your audience, but they also help you build relationships with industry leaders, referral partners and potential clients. Every guest becomes another opportunity to grow your network while creating content that benefits your listeners.
What are the signs you’re ready to launch?
Many business owners think being ready means buying a microphone. But you’re ready to launch when you understand exactly who your ideal listener is and what problems they’re trying to solve. You know what conversations you want to have and how your podcast will support your business goals.
You don’t need hundreds of episode ideas, but you should have enough topics to consistently provide value over time.
You should also be realistic about what’s involved. Launching a podcast is more than just recording an episode. There’s planning, recording, editing, writing show notes, publishing and promoting each episode. Whether you do it yourself or get support, it’s important to make sure a podcast fits into your business and the time you have available.
If you’re excited by that challenge rather than overwhelmed by it, that’s a good sign you’re ready.
When should you wait?
Sometimes, waiting is the smartest decision you can make. If you’re still trying to work out who your ideal client is, constantly changing your services or struggling to stay consistent with your existing marketing, now might not be the right time.
Launching a podcast won’t fix those challenges. Instead, it can add another task to an already overwhelming workload.
There’s also no shame in admitting that you don’t have the capacity right now. A podcast should support your business, not become another source of stress. I’d much rather see someone launch six months later with a clear strategy than rush into it and give up after five episodes.
What’s the next step if you’re considering a podcast?
If you’re thinking about starting a podcast but you’re not quite sure where to begin, taking the time to plan before you launch will make the whole process much easier.
That’s exactly why I created my free Podcast Launch Masterclass. It walks you through the decisions you need to make before launching, helping you avoid the common mistakes that leave many podcasts sitting inactive after just a few episodes.
Whether you decide to launch now or later, you’ll have a much clearer understanding of whether podcasting is the right strategy for your business.
Final thoughts
A podcast can be an amazing way to build relationships with your audience, share your knowledge and grow your business, but only if it’s the right fit for you.
If you’re starting a podcast because it supports your business goals, it’s much more likely to become something you enjoy and stick with. If you’re only doing it because everyone else seems to have one, it probably isn’t the right time.
The most important thing is choosing the marketing strategy that works for your business, your audience and the time you have available.
Ready to find out if podcasting is right for your business?
If you’ve decided that podcasting is the right fit for your business, I’d love to help. My 1:1 Podcast Launch Service takes the stress out of launching your show, guiding you through every step so you can launch with confidence. Get in touch to find out more about working together.
About Laura
Laura McRae is the founder of Podcast Support Services, based in Perth, Western Australia. As a Podcast Producer, Laura helps coaches, consultants and service-based business owners launch and grow podcasts that build trust, increase their visibility and support their business goals. From planning and production through to launch, she provides practical, personalised support to make the podcasting process simple and stress-free. Laura is passionate about helping business owners share their expertise and connect with their ideal audience through podcasting.
Email: laura@podcastsupportservices.com.au
Phone: 0414 873 812
Website: https://podcastsupportservices.com.au
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LinkedIn: https://www.linkedin.com/in/laurajmcrae/