Should Your Business Have a Podcast?

Every few weeks someone asks me whether their business should start a podcast. My honest answer is: maybe. For the right business, it's one of the best trust-builders there is. For the wrong one, it's a lot of hours that nobody hears.

When a podcast makes sense

A podcast works best when people need to trust you before they buy. Think financial advisors, counselors, real estate agents, coaches, nonprofits and anyone selling something personal or high-ticket. Twenty minutes in someone's ears every week builds a relationship no ad can.

When it probably doesn't

If your customers buy on price or convenience (a quick lunch, a car wash), a podcast is a long road to a small payoff. Your time is better spent on reviews, photos and showing up where people already are.

Your best content is already in your head

The questions customers ask you every day are your first ten episodes. Answer them well and you've built a library that works for you around the clock, and gives you clips for social media too.

Plan for consistency

The podcasts that work show up on schedule, even if it's every other week. Decide what you can sustain before you launch, and hand off the parts (editing, publishing, clips) that would keep you from it.

Let's talk about it

We produce shows for local businesses and organizations, from recording through editing and distribution, starting at $500 a month. Schedule a free consult and we'll figure out if a podcast fits your business.