If you were careful, surely you would have noticed that most businesses and individuals have podcasts these days. Have you ever thought about why?
The answer is simple - podcasts are the most cost-effective way to deliver content and develop brand awareness. Due to it being so prevalent in this article, we are going through ways to understand why businesses need podcasts, five steps to create one, and the main mistakes to avoid in order to succeed.
So, if you are ready, let’s start.
The following article covers:
Why do businesses need podcasts and why do they share them on YouTube?
The podcast is an easy format to share your expertise within the industry. Businesses use podcasts for various purposes, some of which can generally be increasing awareness of the brand, announcements about the new product or service, etc.
So, why do businesses generally need podcasts? It is simple, podcasts offer multiple benefits, some of which are:
- Audience Connection: Reading and hearing are associated with different responses in people. Reading is more formal; meanwhile, hearing a person's voice makes the audience trust the band more to associate it with reality. Podcasts are like a personal way to reach out to the audience, plus regular broadcasts keep your audience engaged.
- Awareness: With podcasts, you will be able to increase your brand awareness because, for example, if you start talking about books, and your business itself offers some books or eBooks, maybe other services connected to books besides talking about the main topic you can also tell about your business.
- Authority: YouTube is a platform for those who want to appear as real – open-minded people with easy-going personalities. Not only this, but it also gives your brand more credibility. You become more trustworthy and endear your possible customers.
- Reach new customers: YouTube is known for its algorithms. By creating good key-worded descriptions and titles to your podcasts, as well as intriguing thumbnails, you can go up in the YouTube search engines and attract new customers.
- Back-end connection opportunity: YouTube allows you to provide an insight into your business. You can post videos of product creation, packaging, interviews with workers, etc. That will provide priceless insight into your business and again make it more trustworthy. And, of course, if you leave the comment section unrestricted, you will see the feedback. You can answer some popular comments under your videos and show your customers that you care about them.
- Can bring income: YouTube can bring income in a few different ways. When you reach a certain amount of viewers on YouTube, you get monetized. You get money when you agree to put YouTube ads in your videos. You can also become visible to big companies like SkillShare, Function of Beauty, Audible, etc. – and get advertisement proposals. Believe me, that payment for sponsored videos is incredibly good.
- Increase website traffic: You can advertise your blog on YouTube and put links to your online courses, therefore increasing your website's traffic, and vice versa – put links of your podcast on your website. This will widen your audience and increase your website and your podcast traffic.
We can just say that podcasts are really good for brand awareness and logically reason that. But it’s not very descriptive, isn’t it? Let’s have a look at the numbers. Recent research shows that podcasts can increase your brand awareness from 24% to 79%. You can see that podcasts work better than traditional advertising, and really, they reach wider audiences.
How to start a podcast on YouTube։ 6 simple steps
There are no specific rules for creating a podcast, but we recommend following a certain algorithm while working on a podcast. It is easier to complete a big task – and believe us, making a podcast is a big one – if you break it down into smaller units. At least it doesn’t seem so intimidating to start, so you feel more motivated to keep going.
Step 1- Choose Equipment
First things first, hardware. You need a few things for a beginner podcast: good quality camera, powerful laptop or PC, microphone, headphones, and, not strictly necessary, but very helpful – mouse.
Another thing that is not precisely essential, but can improve the overall appearance of the podcast is acoustic panels – panels that absorb sound. They are not very expensive, yet they make the sound polished and add professionalism.
Step 2 - Choose a Recording Software
Now, we came to Software. You need to think about a program that you will use for recording different parts of your podcast (visual, audio, etc.) and a program that you are going to edit it in. There are plenty of platforms for beginners, intermediates and professionals.
For example, Mac operating gadgets have iMovie, which is nice for beginners and intermediates. Others may have a look at Adobe Premiere Pro – technically, it provides functionality that is enough for professionals, too, and still is beginner-friendly. Not to mention that the program is quite popular, so there are numerous video-instructions on how to use it.
Step 3 - Record Your Podcast
Let’s start with video recording: you want to record yourself on a camera or a good quality phone (new iPhones, for example, have a crazy quality). But what can you use to record your screen? Windows has its own embedded screen recording – Game bar – that can be accessed through a combination of Win+Alt+R. Also, there are many free screen recording apps that you can download, like ScreenFlow for Mac, Bandicam for Windows, and Kazam for Linux.
We advise using QuickTime for Mac, Audacity for Windows, and Ardour for Linux when it comes to audio recording. Technically, Audacity works well in all these operating systems, so it is a safe choice. You can, of course, use your phone or computer’s embedded voice recorder, but applications provide more options.
Step 4 - Edit
There are different types of podcasts, some more complex than others. The simplest one gives its credit to radio – just an audio recording; but, such a thing is not very probable to succeed. Then we have an audio recording with slides or images illustrating the content. It is much more popular and not that hard to make.
It can take you a few hours to learn how to create decent audio-slide podcasts. The more complex ones vary, but let’s for example take a video with synchronous audio recording. It’s a bit trickier to do due to shyness, needing to talk for a long time while maintaining a friendly attitude, etc.
Now, we can synthesize it with an audio-slide podcast to create a diverse experience. Whatever you choose (not to mention that you can use all types of podcasts), don't expect to get a result similar to an experienced YouTuber at once. This is a difficult thing, so heads up, but keep going, we believe in you!
Step 5 - Set Up Your Media Hosting and Podcast Feed
What do we understand under the “format” category? It can be a filename extension – a group of symbols that we use to identify file’s type on the computer. YouTube works with such files that you may know as .MP4, .MPG, .AVI, .WMV, .MOV, .MPEG-1 and many others, so it’s pretty flexible. Those are very common, so when you shoot a video, the chances that it will be made in one of those formats are high. If it’s not, then do not worry.
There are ways you can convert your videos from one format to another. But it is less time-consuming to shoot a video in the right format, so pay attention to this.
Step 6 - Create a YouTube Podcast Channel
When you’re done with preparation, you can create your own YouTube channel. First, create a YouTube account – you can do so by using your Google Account or creating one from scratch. Then go to settings and click on the “Create a Channel” button.
Personalize your channel: choose a name, picture, and background picture. Upload your videos, create playlists and do live translations from here. And that’s it!
5 mistakes You Should Avoid
Of course, there are plenty of things you can do in order to succeed. However, there are also the top 5 mistakes you should indeed avoid in order to have an efficient podcast. And we are going to review those most common mistakes down below.
Mistake 1 - Not editing your podcast
This is the most common mistake we face; we get it. It is not easy to complete all the steps, especially final editing, because it is too much work. However, it is what proves the quality. If you want to create a positive and solid public image for your business, make sure you provide high-quality products, including video and audio materials.
Mistake 2 - Not Sticking to the Schedule
Consistency is the key to success in every industry, especially in social media, particularly in YouTube. When someone subscribes to your YouTube channel, they expect to see some kind of content at least once a week. In order to make sure that even emergencies won't be able to ruin your schedule, I will recommend writing a content plan and storyboards for each video and making the first five podcasts ahead of time.
So every week when you make a new podcast, you still know that you have 4-5 ahead as a draft, and in case something happens, you still will have the opportunity to meet your listener's expectations.
Mistake 3 - Not Using CTAs
Not using Call To Action is the most common mistake we found, when we were researching podcasts in general. While wanting to market your product too much may turn off your audience, don't be afraid to include a call-to-action in each episode to help you grow your lead base. This is an excellent approach to expand your audience and establish a connection with your listeners.
Mistake 4 - Forgetting about the Sound Quality
It's typical to notice a considerable imbalance in the level of each person's voice in a podcast with multiple hosts. One speaker, usually the show's designated main host,' will be clearly captured, while the other hosts will be far more difficult to follow. Avoid making this mistake since it will diminish your audience's listening experience.
When two different voices are communicating on a podcast at the same time, the loudest voice takes precedence, causing the listener to get annoyed because the second and third speakers' voices are not high enough. Luckily many editing software allows you to play with the volume and make things much smoother.
Mistake 5 - Not Sharing
There are plenty of podcast directories available out there, and it would be a huge mistake to share your ready Podcast only on one platform. Put some effort, research a bit, find directories that work for your industry, and share the same podcasts there. This will broaden your audience and chances to get noticed. Plus, you can always share podcasts on your social media.
3 useful advice for growing your audience
Now I guess it is time to share with you the 3 best tips on how to grow your online audience because a big audience is the key to generating more leads and boosting sales. So let’s take a look at the methods:
- Stay consistent: As we mentioned above, staying consistent is extremely important because it will help you to meet your audience's needs and expectations, therefore, become a trustworthy and reliable source.
- Provide Value: If there is a choice between quality and quantity, always choose quality. In order to win the trust of the audience and become a reliable source well known enough so that users will be encouraged to share your podcasts with their friends and colleagues, you have to provide a good quality product. In this case, the product is the Podcast, it should be well recorded and edited, and of course, the content should give listeners necessary and accurate information, which they can apply in practice.
- Build something people need: If you truly aim to grow your audience, you should realize certain things are on demand. Indeed, you should record podcasts about themes you are an expert in; however, there are clearly some up-to-date, popular, and outdated topics even in your expertise area. Do some market research in order to understand what topics are on-demand and make mind-blowing podcasts that will go viral. Do not forget to share ready podcasts on your social media, and ask a few friends to do that as well.
Best teaching podcasts on YouTube
The best way to learn is to look at examples. What is the most successful thing on youtube? What is the most likable or popular thing on that platform? By slicing those podcasts, you can examine them and see what works and what doesn’t. Let’s have a look at the three best podcasts of 2021 and their characteristics:
- The Tim Ferriss Show: Growth-hacking Podcast. This is a self-improving podcast of American entrepreneur and author Tim Ferris. He had a lot of celebrity guests on his podcast doing tête-à-tête interviews. The podcast repeats the traditional format of “late-night shows” that are so popular on American TV, but he uploads the videos on YouTube, grasping more audience. You can learn to synthesize different styles on formats and work with familiar concepts in order to make your podcasts popular.
- TED Talks: TED has a lot of videos that different people host; what unites them is that all of them are experts in their fields or people who underwent a certain lively experience. TED talks provide a unique insight into life and its units. Every TED talk has a certain narrative to it; implementing a narrative to your podcast might be helpful to engage the viewer.
- Kurzgesagt: Kurzgesagt is a YouTube channel that explains different scientific concepts and is quite popular among both academic people and just curious folks. What it does well, and what you can use is animation. Animation, graphs, and pictures are very illustrative, so an explanation of different concepts is very efficient.
Use podcasts to sell your courses
As you could have grabbed throughout the article, podcasts are an amazing way to promote your business, and it works with businesses in almost every industry. Let’s take a look at how you can use podcasts to sell your courses.
- Publish the Podcast on YouTube: Open a YouTube channel and publish a few podcasts over there, just to generally increase the awareness of your business, expand it and let the new audiences explore your services.
- Publish Podcast on your website: You can publish a podcast on your website along with other courses, e-books, and audio. For example, if you host your website on Uteach, you will be able to create a full-featured online coaching business website and get the chance to publish everything you want, including podcasts. You can make a few free podcasts so that potential customers will be more familiar with your coaching style.
- Collaborate: One more way to use podcasts to sell your courses is to seek collaborations with others. Research a bit and find people who would like to host podcasts together; that way, you will not only make podcasts more interesting, you also can both share audiences and have more growth opportunities.
To summarize this whole thing, I can say that creating podcasts is definitely a good idea to increase your brand awareness and boost sales, and indeed you can make it if you concentrate and use the tips & tricks described in this article.