Podcasting is one of the many ways our audience consumes our information and not just a trendy form of content creation. People learn through visual, auditory, auditory digital (Auditory is the actual sound. Auditory digital involves the meaning of words and symbols) and kinaesthetic methods and we need to hit as many of these mediums to improve our chances of being found.
Everyone in our audience will process information utilising all four of these approaches at different times, but people will individually rely on one of these approaches more than the other three.
For small business owners, it’s a powerful way to build authority, connect with your audience, and ultimately drive more sales. If you've been thinking about starting a podcast but aren't sure where to begin, this guide will walk you through each step of the process, highlight essential tools, and give you an idea of the costs involved.
Before you hit the record button, you need a clear strategy.Ask yourself:
Decide on the format that’s right for you and your brand:
Pick the format that aligns with your goals, schedule, and of course, your comfort level.
You don’t need a full recording studio to start a podcast, but having the right tools can make a big difference in quality. I would suggest setting aside some budget for updates and upgrades as well. Here’s what you’ll need:
Hardware
Software
You don’t need a studio, but you do ideally need a quiet, echo-free space. To improve sound quality, consider:
Start by outlining the structure of each episode. You can script the whole thing if you wish, but it sounds more natural if you just ad lib from the questions you have created. Maybe bullet points and this can keep you on track. All “ums” and “ahs” can easily be edited out. Consider the following:
To ensure high-quality audio, keep these tips in mind:
Post-production is where you turn raw recordings into polished episodes. Use software like Audacity or Adobe Audition to:
Editing can take time, but tools like Descript (from €12/month) can make editing as simple as editing text.
Once your episode is ready, you’ll need to upload it to a podcast hosting platform like Buzzsprout or Spotify for Podcasters. The hosting service will then distribute it to platforms like Spotify, Apple Podcasts, and Google Podcasts.
Getting listeners is crucial and frankly where the hard work really begins. Here’s how to promote it effectively:
This list is not exhaustive, but here’s a rough breakdown of the costs you can expect:
Item / Cost Range (€)
Microphone
80-150
Headphones
20-100
Pop filter
10-15
Boom arm/stand
20-50
Recording software
0-20/month
Editing software
0-20/month
Hosting platform
0-20/month
Acoustic treatment
30-50 (optional)
Total Upfront Costs: €150-300
Monthly Costs: €12-40 (for hosting and editing software, if not using free options)
This is a small investment considering the potential return on brand visibility and customer engagement.
Starting a podcast might seem like a big task, but with the right tools, strategy, and approach, you can position your small business as a leader in your field. Take it step by step, stay consistent, and don’t be afraid to learn as you go.
If you’d like to learn more about how to create and launch a podcast, consider signing up for my online course, where I provide hands-on support to help you every step of the way. Your voice deserves to be heard — and with a podcast, it can be.
Working with clients Nationwide from base in Mullingar.
