The Short Version

• Start with the right tools: A quality mic and basic software like Zoom, Descript and Buzzsprout are all you need to launch a professional-sounding podcast.
• Keep it simple at first: You don’t need expensive gear. Focus on clear audio and improve over time.
• Explore monetization options: Attract clients or generate revenue through sponsorships, affiliate links or ad spots, depending on your goals.
• Promote across channels: Share your episodes on your website, social media, email newsletters, podcast platforms and through guest promotion.
• Refine as you go: Track listener data and adjust things like episode titles, show notes and cover art to boost engagement.
• Define what success looks like: Focus on building influence and trust with your audience, not chasing viral fame.

You’ve figured out what your podcast will be about — now it’s time to get into the details of making it happen. Part 2 of the beginner’s guide to small business podcasting moves beyond big-picture planning and into the nuts and bolts of getting your show off the ground. From selecting the right microphone and editing tools to building a loyal audience and exploring monetization opportunities, this installment includes more practical advice from Shannon Cornell, founder of Wickedly Branded marketing and brand strategy agency and the host of the Spark & Ignite Your Marketing podcast. Whether you’re starting with just the essentials or looking to level up your production, these will help you create a show that sounds great, builds trust and grows with your business.

Missed the first installment? Start with Part 1 for tips on defining your podcast’s purpose and finding your voice.

Use the Right Tools

You don’t need a professional studio, but good equipment helps, said Cornell. Here are the essentials:

• Microphone: A quality mic improves the listening experience. “The most important thing is that people want good audio,” Cornell said. “As long as you sound OK, people will listen.”
• Recording software: You’ll need software to record your episodes. Zoom, Riverside.fm, and Restream are some of the most popular options, depending on your budget and needs, Cornell said.
• Editing software: Most podcasts require at least some editing. Descript is a popular choice that also offers transcription, Cornell noted.
• Hosting platform: This is where your podcast lives and is distributed to platforms like Apple Podcasts and Spotify. Cornell uses Buzzsprout. “It does a lot of heavy lifting for us,” she said.
• Lighting and camera (if recording video): Consider investing in a softbox light modifier or a ring light to boost video quality.

Still, don’t feel pressured to buy the most expensive equipment right away. “It’s OK if you’re a little messy,” Cornell said. “We always say progress over perfection. You can still have a really successful podcast by starting with the bare minimum.”

Consider Monetization

Beyond a tool to increase awareness of your brand, podcasting can also become a revenue stream. Your approach to monetization will depend on your goals and business model. For some, podcasting is a direct client-generation tool. “By showing yourself in an authentic way, it can lead to new clients and audiences,” said Cornell.

There are also more direct ways to monetize. “Once you build a strong listener base, you can sell ad spots or sponsorships,” she said, though this is not the model she uses for her own podcast. Affiliate marketing is another route. “You can promote products with affiliate links and earn a commission,” Cornell suggested. “It may start small, but over time it can add up.”

Ultimately, monetization should align with your business strategy. “For us, the podcast is primarily a trust-building tool. It nurtures relationships in our niche,” she explains.

Develop a Promotional Plan

Creating great content is only half the battle; getting people to listen is just as important. “You can have the best podcast in the world, but if no one knows about it, it won’t make an impact,” Cornell said.

Start by promoting your podcast where your audience already spends time. Share episodes through:

• Your website and blog. Embed episodes in blog posts or create show notes with key takeaways.
• Email newsletters. Include episode links and highlights to engage your subscribers.
• Social media. Repurpose content into short clips, quotes and graphics for Instagram, LinkedIn, Facebook, and TikTok.
• Guest promotion. Encourage guests to share their episode with their own network.
• Podcast directories. Submit your show to platforms like Apple Podcasts, Spotify, Google Podcasts and Amazon Music to maximize reach.
• Collaborations and cross promotion. Appear as a guest on other podcasts in your niche or swap episodes with fellow podcasters.

“What’s lovely when you do this kind of content is that you can repurpose it everywhere,” Cornell said.

Fine-Tune Your Podcast Strategy Over Time

Monitor download numbers, listener engagement and feedback to refine your strategy as you go. Small changes can make a big impact. “There are a few things we’ve learned over time,” said Cornell. “We change up the cover art so there’s a different picture for every episode. We’ve also seen that shorter, snappier titles perform better.”

Show notes matter, too. “It helps to write a description that outlines what’s in the episode and includes keywords relevant to your industry or niche,” she said. “And remember to link to the guest’s content.”

Finally, be realistic with your expectations. “If your goal is to reach 100 new people and increase your center of influence, this is a great opportunity for you,” Cornell said. “But if your goal is to be Mel Robbins, well, that’s a little ambitious.”