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How to start a Podcast: Part One

Alex Ryan, podcaster & gift/homewares marketing consultant, helps remove the overwhelm of creating your own podcast and pulls back the curtains on the technical side of getting yourself published.

Welcome to this multi-part deep dive into the wonderful world of podcasting. In part one, learn about the recent rise in podcasting popularity and how to use it for your own marketing.

 

PART ONE: ‘and why bother?!’

 

In an era of monumental boredom, the podcast has become a welcome break for those suffering from excessive screen time. In the UK, 20% of adults have listened to a podcast within the last month (Jan 2021), compared to 12% a year earlier. Also, due to more free time and less creative outlets, the creation of podcasts also rocketed during the pandemic with an estimated 1.9M podcasts available in March 2021 vs 850k in January 2020.

 

Does this mean the market is saturated? Has the horse bolted? In my opinion, absolutely not.

 

There may be a lot of podcasts out there, but how many are there in close proximity to your business? Ask yourself, how many of your competitors are running an Instagram account? How many are doing Facebook? How many do you see at exhibitions? All of them? 90%? And yet we know that you can still carve out your own little corner there and drive business or build brand awareness. Now how many of them have a podcast? How many of them advertise on podcasts? I’d imagine you’re struggling to think of even one, and there’s your answer.

 

Yes there are lots of podcasts, but until both your neighbours have one too, there’s room for you to be heard. Better than that, there’s probably an opportunity to be the first. Unlike radio or television, there are no barriers to starting a podcast - you can do it now, with your phone, for free, and be on Spotify tomorrow. It really can be that simple. There’s no vetting process, no license required - all you need is the bare minimum; your phone and an idea. Admittedly, it might not be the most polished production, but the point is that it is possible - you can do it and I’m going to tell you how!

 

When it comes to launching a podcast there are, of course, a million different variables and options. In this guide I’m going to show you how I do it. Not for free, but affordable and to a professional level. I’ll also show you some of the options where suitable - my way is most certainly not the only way. But before that, let’s talk money.

 

How are you going to sell?

 

You can absolutely use this guide to set up your hobby podcast, but today, we’re here for business. One key piece of advice is to avoid using your podcast to sell. Podcasts are entertainment, not adverts, so how do we monetise?

 

Firstly, regardless of the content and concept that you decide upon, you are still YOU. As you introduce yourself each episode, name check your business and maybe a quick reference of your products/service - then move swiftly onto your content. If people like you and your podcast then they will go hunting for your business - a great way to start a relationship, with them making the first approach.

 

Podcasts are also great for content marketing. They are rich, deep content that your audience will appreciate, even if it’s unrelated to your business. An example post for a stationery business might be:

 

Take note! Our founder and CEO, Alex Ryan, has just launched a podcast about his travels, adventures and worldly experiences. Take a break from the daily grind and join him on the journey of a lifetime.

 

The above is certainly a very gentle sell, but don’t dismiss it - podcast audiences start with your personal network and grow from there. Engaging your network in a different way to your usual content and social media will go down well and draw attention back to the business.

 

Secondly, if you have a way to make the podcast directly linked to your business or trade while still being fundamentally entertaining then go for it! Again, as a stationery business you might discuss design and fashion trends, or talk about sustainability in the world of fast moving consumer goods. Maybe you make merchandise so create your podcast around that brands that you work with. Just remember to be genuine and put the listener experience first.

 

Finally, consider sponsoring your own podcast. Of course you can choose to sponsor or advertise on other podcasts, but look to your own podcast first. Despite it being more informal, people are still used to hearing advertising on podcasts, and they can be salesy. The most successful adverts and sponsorships have synergy with the content and are delivered in a more native way than a TV advert - more often than not the host will read out the advert. The best example of podcast advertising I’ve come across is the podcast ‘My Brother, My Brother and Me’ - check it out for some inspiration!

 

Today’s Takeaways

 

  • NOW is a great time to start podcasting!
  • ’Entertain don’t sell’
  • Find a way to let your listeners know about your business without directly selling
  • OR - advertise on your own podcast, but keep the selling ONLY within that advert

 

NEXT TIME: coming up with your concept and delivery, making your publishing plan, plus the basic tech you’re going to need if you want to sound professional.

 

About Alex...

 

In 2014 Alex Ryan found his niche in the world of gift and homewares design/supply, spending 6 years as the Head of Global Marketing at Paladone Products Ltd.

While furloughed in 2020 Alex volunteered free marketing support to businesses that were struggling to operate in the pandemic, leading him to launch his own agency, Marketing 101. Since then, Alex has quickly become a sought-after consultant to the Gift & Homewares trade and now runs the podcast for The Giftware Association as well as sitting on their National Committee.

Click here to connect with Alex.

 

How to start a Podcast: Part One

Alex Ryan, podcaster & gift/homewares marketing consultant, helps remove the overwhelm of creating your own podcast and pulls back the curtains on the technical side of getting yourself published.

Welcome to this multi-part deep dive into the wonderful world of podcasting. In part one, learn about the recent rise in podcasting popularity and how to use it for your own marketing.

 

PART ONE: ‘and why bother?!’

 

In an era of monumental boredom, the podcast has become a welcome break for those suffering from excessive screen time. In the UK, 20% of adults have listened to a podcast within the last month (Jan 2021), compared to 12% a year earlier. Also, due to more free time and less creative outlets, the creation of podcasts also rocketed during the pandemic with an estimated 1.9M podcasts available in March 2021 vs 850k in January 2020.

 

Does this mean the market is saturated? Has the horse bolted? In my opinion, absolutely not.

 

There may be a lot of podcasts out there, but how many are there in close proximity to your business? Ask yourself, how many of your competitors are running an Instagram account? How many are doing Facebook? How many do you see at exhibitions? All of them? 90%? And yet we know that you can still carve out your own little corner there and drive business or build brand awareness. Now how many of them have a podcast? How many of them advertise on podcasts? I’d imagine you’re struggling to think of even one, and there’s your answer.

 

Yes there are lots of podcasts, but until both your neighbours have one too, there’s room for you to be heard. Better than that, there’s probably an opportunity to be the first. Unlike radio or television, there are no barriers to starting a podcast - you can do it now, with your phone, for free, and be on Spotify tomorrow. It really can be that simple. There’s no vetting process, no license required - all you need is the bare minimum; your phone and an idea. Admittedly, it might not be the most polished production, but the point is that it is possible - you can do it and I’m going to tell you how!

 

When it comes to launching a podcast there are, of course, a million different variables and options. In this guide I’m going to show you how I do it. Not for free, but affordable and to a professional level. I’ll also show you some of the options where suitable - my way is most certainly not the only way. But before that, let’s talk money.

 

How are you going to sell?

 

You can absolutely use this guide to set up your hobby podcast, but today, we’re here for business. One key piece of advice is to avoid using your podcast to sell. Podcasts are entertainment, not adverts, so how do we monetise?

 

Firstly, regardless of the content and concept that you decide upon, you are still YOU. As you introduce yourself each episode, name check your business and maybe a quick reference of your products/service - then move swiftly onto your content. If people like you and your podcast then they will go hunting for your business - a great way to start a relationship, with them making the first approach.

 

Podcasts are also great for content marketing. They are rich, deep content that your audience will appreciate, even if it’s unrelated to your business. An example post for a stationery business might be:

 

Take note! Our founder and CEO, Alex Ryan, has just launched a podcast about his travels, adventures and worldly experiences. Take a break from the daily grind and join him on the journey of a lifetime.

 

The above is certainly a very gentle sell, but don’t dismiss it - podcast audiences start with your personal network and grow from there. Engaging your network in a different way to your usual content and social media will go down well and draw attention back to the business.

 

Secondly, if you have a way to make the podcast directly linked to your business or trade while still being fundamentally entertaining then go for it! Again, as a stationery business you might discuss design and fashion trends, or talk about sustainability in the world of fast moving consumer goods. Maybe you make merchandise so create your podcast around that brands that you work with. Just remember to be genuine and put the listener experience first.

 

Finally, consider sponsoring your own podcast. Of course you can choose to sponsor or advertise on other podcasts, but look to your own podcast first. Despite it being more informal, people are still used to hearing advertising on podcasts, and they can be salesy. The most successful adverts and sponsorships have synergy with the content and are delivered in a more native way than a TV advert - more often than not the host will read out the advert. The best example of podcast advertising I’ve come across is the podcast ‘My Brother, My Brother and Me’ - check it out for some inspiration!

 

Today’s Takeaways

 

  • NOW is a great time to start podcasting!
  • ’Entertain don’t sell’
  • Find a way to let your listeners know about your business without directly selling
  • OR - advertise on your own podcast, but keep the selling ONLY within that advert

 

NEXT TIME: coming up with your concept and delivery, making your publishing plan, plus the basic tech you’re going to need if you want to sound professional.

 

About Alex...

 

In 2014 Alex Ryan found his niche in the world of gift and homewares design/supply, spending 6 years as the Head of Global Marketing at Paladone Products Ltd.

While furloughed in 2020 Alex volunteered free marketing support to businesses that were struggling to operate in the pandemic, leading him to launch his own agency, Marketing 101. Since then, Alex has quickly become a sought-after consultant to the Gift & Homewares trade and now runs the podcast for The Giftware Association as well as sitting on their National Committee.

Click here to connect with Alex.

 

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