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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.
You don’t need a professional studio, but good equipment helps, said Cornell. Here are the essentials:
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.”
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.
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:
“What’s lovely when you do this kind of content is that you can repurpose it everywhere,” Cornell said.
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.”
By Rebecca Meiser
Contributor, Commerce + Communities Today and Small Business Center
ICSC champions small and emerging businesses in getting from business plan to brick-and-mortar.
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