We’ve all watched podcasts some for entertainment, some for information, some for learning purposes. Podcasts are also a great way to promote your business, but many business owners can be intimidated by putting together a podcast as it can be overwhelming and if you do it thorough a media company it can be expensive.
The good news is that it can be easier and cheaper than you think and it can really complement what you do on your social media pages and even through your social media advertising if you engage in it.
In today’s digital landscape, video podcasts have emerged as a dynamic tool for business owners to build brand awareness, engage audiences, and establish thought leadership. With the rise of platforms like YouTube, Spotify, and Apple Podcasts, video content is more accessible and impactful than ever.
For business owners, creating video podcasts offers a unique opportunity to connect with customers, share expertise, and drive growth.
This article explores why and how business owners should leverage video podcasts, along with practical steps to get started.
Why Video Podcasts Matter for Business Owners
- Build Trust and Authenticity
Video podcasts allow business owners to showcase their personality and values, fostering a deeper connection with their audience. Unlike text or static images, video captures tone, body language, and emotion, making it easier to build trust. For example, a business owner discussing their journey or industry insights can humanize their brand, turning viewers into loyal customers. - Establish Thought Leadership
By sharing expertise on industry trends, challenges, or innovations, business owners can position themselves as authorities in their field. A well-produced podcast episode discussing niche topics—such as a bakery owner sharing tips on sustainable sourcing—can attract an audience seeking specialized knowledge. - Expand Reach and Engagement
Video podcasts are highly shareable and versatile, appearing on multiple platforms like YouTube, social media, and podcast directories. According to a 2023 Edison Research report, 42% of Americans have listened to a podcast in the past month, and video podcast consumption is growing rapidly on platforms like YouTube. Repurposing clips for Instagram Reels or TikTok can further amplify reach. - Drive Business Goals
Podcasts can serve various purposes, from lead generation to customer retention. For instance, a real estate agency owner might host a podcast about home-buying tips, subtly promoting their services while providing value. Calls-to-action (CTAs) embedded in episodes can direct listeners to websites, products, or consultations. - Cost-Effective Marketing
Compared to traditional advertising, video podcasts are relatively affordable to produce, especially with modern tools and platforms. A smartphone, basic microphone, and free editing software can yield professional results, making it accessible for small business owners.
Key Benefits of Video Podcasts for Businesses
- SEO Boost: Video content improves search engine rankings, especially when optimized with relevant keywords and transcripts.
- Evergreen Content: A single episode can remain relevant for years, providing long-term value.
- Audience Insights: Analytics from platforms like YouTube or Spotify reveal viewer preferences, helping refine marketing strategies.
- Networking Opportunities: Inviting guests—such as industry experts or local business owners—can expand professional connections and attract their audiences.
How to Create a Video Podcast as a Business Owner
1. Define Your Purpose and Audience
Before recording, clarify your podcast’s goals. Are you aiming to educate, entertain, or promote your services? Identify your target audience—demographics, interests, and pain points. For example, a fitness studio owner might target health-conscious millennials with episodes on workout routines or nutrition tips.
2. Choose a Format and Niche
Select a format that suits your style and resources:
- Solo Episodes: Share insights or updates directly with your audience. Impress current and potential customers with your depth of knowledge about the products and/or services your business offers
- Interviews: Invite guests to discuss relevant topics, adding credibility and variety. You can engage your audience with a wider degree of subjects while also enlarging your own audience with followers of your invited guest.
- Co-Hosted: Partner with another business owner for dynamic conversations. This is a great way for businesses to work together and something we would be keen to explore with your business through the Community Forum
- Storytelling: Share customer success stories or your business journey. Testimonials are a great way to build confidence in viewers who you may have enticed to support your business.
Pick a niche that aligns with your brand. A financial advisor might focus on personal finance tips, while a boutique owner could explore fashion trends.
3. Plan Content and Structure
Create a content calendar to ensure consistency (e.g., weekly or bi-weekly episodes). Each episode should have a clear structure:
- Introduction: Briefly introduce yourself and the episode’s topic. .Keep this short and simple and include an attractive intro image
- Main Content: Dive into the discussion, using stories or data to engage listeners.
- CTA: Encourage viewers to visit your website, follow your socials, or try your product.
- Outro: Summarize key points and tease the next episode.
Keep episodes concise—20 to 40 minutes is ideal for most audiences.
4. Invest in Basic Equipment
You don’t need a Hollywood studio to start. Essential tools include:
- Camera: A smartphone or webcam (e.g., Logitech C920) for HD video.
- Microphone: A USB microphone like the Blue Yeti ($100–$150) for clear audio. This all depends on the quality you are happy with, I still use the inbuilt microphone in iPhone, Camera or laptop
- Lighting: A ring light or softbox for professional visuals ($30–$100). Alternatively just have a well lit room and light painted walls.
- Editing Software: Free tools like DaVinci Resolve or paid options like Adobe Premiere Pro. Adobe Premier Pro is definitely my preference, especially if you are going to do a lot of videos that need a lot of editing. The monthly fee is well worth it.
Test your setup to ensure good audio and video quality, as these are critical for viewer retention.
5. Record and Edit
Find a quiet, well-lit space to record. Use a script or outline to stay on track, but keep your delivery natural. During editing, add intros, outros, and graphics (e.g., your logo) to enhance branding. Tools like Descript can simplify editing and generate transcripts for accessibility and SEO.
6. Publish and Promote
Upload your podcast to platforms like:
- YouTube: Ideal for video podcasts, with robust searchability.
- Spotify/Apple Podcasts: Reach audio-focused listeners (use a hosting service like Buzzsprout or Anchor).
- Social Media: Share clips on Instagram, Instagram, Facebook, TikTok, LinkedIn and Twitter to attract viewers.
Optimize titles, descriptions, and tags with keywords (e.g., “small business tips” or “entrepreneur podcast”). Promote episodes through email newsletters, your website, or collaborations with other creators.
7. Engage and Iterate
Respond to comments and messages to build a community. Use analytics to track performance—views, watch time, and audience retention—and adjust your content accordingly. Experiment with topics or formats to keep your podcast fresh.
Tips for Success
- Be Consistent: Regular episodes build audience loyalty. Start with a manageable schedule.
- Show Personality: Let your unique voice shine to stand out in a crowded market.
- Leverage Guests: Invite local influencers or customers to expand your reach.
- Repurpose Content: Turn episodes into blog posts, social media snippets, or email campaigns.
- Stay Authentic: Avoid overly salesy content; focus on providing value.
Challenges and How to Overcome Them
- Time Constraints: Business owners are busy. Batch-record episodes or outsource editing to save time.
- Lack of Confidence: Practice off-camera to build comfort. Start with solo episodes if interviews feel daunting.
- Low Initial Viewership: Growth takes time. Focus on quality and promotion rather than instant virality.
- Technical Issues: Test equipment beforehand and keep backups (e.g., record audio separately).
Real-World Examples
- Gary Vaynerchuk (GaryVee): The entrepreneur uses his podcast to share marketing insights, reinforcing his personal brand and consulting business.
- Anine Bing: The fashion brand founder hosts a podcast discussing entrepreneurship and style, driving traffic to her clothing line.
- Local Success: A Chicago coffee shop owner launched a podcast about sustainable coffee sourcing, attracting eco-conscious customers and media attention.
Getting Started Today
Video podcasts are a powerful, accessible way for business owners to grow their brand and connect with audiences. Start small—plan one episode, invest in basic equipment, and publish on YouTube or Spotify. As you gain experience, refine your approach and scale your efforts. The key is to start creating, stay consistent, and let your passion for your business shine through.
For more resources, explore platforms like Buzzsprout for hosting or Canva for creating podcast graphics.
Your audience is waiting—grab a mic and camera and start sharing your story.
Want some Help?
Still not confident? That’s understandable.
In coming editions we will be publishing our own podcasts and we would love to put something together for your business. We will also be putting together our own podcast to cover how to produce a podcast.
If you would like your business to be involved and have podcast done to promote your products and/or services then simply get in contact with us via my email at bob_mann@thecommunityforum.com.au to discuss how to go about it
