How to Start and Grow a Podcast For Your Business

Thinking about starting a podcast for your business? Good. Now let’s make sure it actually supports your revenue and doesn’t become yet another weekly "should".

I’m walking you through the real strategy—from “should you even launch?” to “how do you market it so it grows?”—so you can build something sustainable that earns trust and turns listeners into buyers.

Should I start a podcast for my business?

Short answer: maybe. Longer answer: don’t launch to fix a sales problem.

If you don’t have a clear offer and consistent sales conversations happening, a podcast won’t magically make that happen. Start selling first. Once you’ve got proof of demand and a message that lands, a podcast becomes a fantastic trust-building and nurturing channel—and, with the right format, a legit lead engine.

Green lights to launch:

• You’re signing clients already and want to scale relationship-building

• You’ve got a clear point of view and can talk about your core topics for months (or years!)

• You have 2–4 hours per episode to handle prep, recording, and promotion (or the budget to outsource)

Red lights (hit pause for now):

• You’re still guessing on your offer or audience

• You’re banking on a podcast to suddenly make you visible

• You don’t have the time or team to keep a cadence you can sustain

What’s the business goal of your podcast?

First up—why are we even doing this? Pick one primary goal for the next 90 days. That goal drives format, topics, and promotion. Some example goals might be:

• Audience growth: In this case, we want to prioritize collaborations and guesting so that you’re borrowing reach instead of having to create yours from scratch.

• Listeners → leads: Prioritize solo episodes that demonstrate your expertise, teach your frameworks, and seed your offers.

• Content engine: Use the show as the source for blogs, emails, and short video. This can position you as a thought-leader and, if speaking is your favorite form of content creation, you can use episodes to quickly repurpose your brilliant ideas.

Whatever goal you pick, commit to it, measure your progress, and assess after a few months/

What kind of podcast should a service-based business start?

Solo vs. interview: which is better for leads?

If you want clients from your show, solo episodes win. They spotlight your thinking and attract people who want your brain on their business. Interviews can be fantastic for reach and relationships, but they often shift the spotlight to the guest. Mix them if you like, but don’t hide behind guest content if the goal is sales.

Limited series vs. weekly show

Consider a 6–10 episode limited series to validate the concept, test your workflow, and get quick wins. You can add seasons later. But also consider that the more content you create, the more likely you are to grow an audience (since there are more opportunities to find you!).

What equipment do you need to start a podcast for your business?

Technically you could get away with the voice notes app on your phone, but your audio quality can make or break listenership. So, some pieces to start with:

• Mic: a solid USB mic. I've had many a Blue Yeti die on me (mid-interview!) so I don't care what anyone says, I wouldn't start here. Currently, I'm using the Elgato Wave 3.

  
  

• Headphones: Over-ears are my favorite for reducing external noise

  
  

• Recording: I love Audacity, which is a free tool. It looks a little technical, but is easy to use once you've got the hang of it. Or use Zoom, especially for guest episodes

  
  

• Editing: Audacity—just highlight chunks and hit delete!

• A quiet space: Think small, soft spaces/surfaces to absorb noise. And turn off fans/AC during recording.

Good audio keeps new listeners from bouncing. It’s that simple.

How much does it cost to start a podcast for your business?

DIY-friendly:

• Mic (+ optional stand and/or pop filter): modest one-time cost

• Software: free: Audacity, low cost: Descript

• Hosting: modest monthly fee (around $12-20/month). I'm currently using Buzzsprout (if you use this link, you'll get $20 off!)

• Don’t cheap out on audio or editing. That’s where listeners decide if they’ll stay.

Done-for-you support:

• Price varies by scope, but keep in mind that you’re buying back time and focusing on higher-value activities. Some services you might outsource are editing, copy (show notes, blog post, etc.), social media graphics and/or guest assets, or strategy

How to plan your first 10 episodes

Start with your buyer’s journey. What does someone need to understand, believe, and do before they buy?

To do this:

1. List your top three offers.

2. For each offer, list five pains and five desired outcomes your best-fit client talks about in their words.

3. Turn each pain/outcome into a search-friendly episode question, like:

   • “How do I get clients from a podcast if I’m not famous?”

   • “What’s the best podcast format for service providers?”

   • “How do I market a podcast without ads?”

Bam! You’ve got 10+ solo episodes right there.

What’s a good podcast posting rhythm?

Honestly, I'd pick the fastest cadence you can keep up for 90 days. That might be weekly, biweekly, or even a limited series. Consistency beats ambition.

If you’re slammed, do this: record several solo episodes in one sitting, schedule one every other week, and keep guesting on other people's shows in the meantime. That way, you’ll stay visible without turning podcasting into a second job.

How to market a podcast for your business (that still works in 2026)

1. Guesting On Other Podcasts (the #1 growth lever!)

When you do this, you’re getting in front of proven podcast listeners and can invite them right into your world. Pitch 3 aligned shows per week with a short, relevant angle and 3 topic ideas. And be sure to track your pitches and follow-ups!

Need help finding podcasts to pitch to and writing killer pitches (and follow-ups)? Grab the Podcast Pitch Power Pack for everything you need to start landing (more) interviews, grow your audience, and get in front of ideal clients.

2. Collaborations

When you do host interviews, create promotional materials your guest will actually want to share. For example, maybe:

• IG carousel with 3–5 takeaways

• 1–2 short clips with captions

• Pre-written email blurb and social copy

• A “what we covered” summary and easy download links

And if you're on social media, invite them as a collaborator on Instagram so the post hits both audiences.

3. Email Your List

I don't like to just tease the episode and send them the link to actually get the answer; instead, provide a valuable tip, maybe 1-2 takeaways (and then tease that the rest are on the show!), or add your own insights that you weren't able to share during the episode. These people signed up to read your emails, not get reminded every week to listen to your show, so make sure you're communicating value in these messages.

4. Don't Forget Your Website!

Every episode gets its own blog post (not just “show notes”). Add internal links to relevant pages and past episodes; embed the player; include an obvious CTA. And create pins for each episode linking them to the relevant blog post.

How to measure podcast ROI (and what to ignore)

Track weekly:

• Downloads per episode at 7 and 30 days

• Listener to lead actions: opt-ins, replies, booked calls, purchases attributed to the episode, etc.

• Top entry episodes (where new listeners start)

Ignore:

• Vanity metrics like social media likes that don’t translate to listening or leads

• If your goal is listeners-to-leads, the two most important numbers are links clicks and conversions—not just downloads.

Your sustainable production workflow (so you actually stick with it)

Here’s a realistic single-episode checklist. Batch where you can, and outsource where it makes sense so that you can focus on revenue-generating activities:

Planning

• Pick a goal-aligned topic; write an outline (or full script if you prefer)

• Draft the title and description (SEO-friendly)

• Identify one clear CTA

Recording

• Quiet space, mic check, hit record

• Stick to the outline; mark down any of the show’s key moments

Editing

• Remove filler, tangents, and crutch words like "like" or "right" (guilty!)

• Add intro/outro and music

• Level the audio so that the volume is consistent throughout

Publishing

• Finalize title, show notes, and episode artwork

• Upload to your hosting platform and schedule it

• Create the blog version

• Draft email and 1–2 social posts

  
  

Promotion

• Send the email to your list

• Post/share your social media posts with your guest

• Pitch 3 new shows for you to guest on

Pro tip: Document your process once so that way if/when you outsource, you’re ready. I even created a customGPT that takes the transcript of my episode and automatically turns it into suggested titles, show notes, a blog post with meta description and even suggested images with alt text, and so much more. Sure, there's time spent up front setting it up, but then each week it's a simple copy, paste, and light edit. Done.

A simple and effective 4-week launch plan

Week 1: Strategy & Setup

• Define goal and audience

• Choose format and cadence (weekly, biweekly, or limited series)

• Outline first 10 episodes

• Pick mic, host, and a simple recording setup

Week 2: Record & Build Assets

• Record 3–4 solo episodes

• Draft titles/descriptions

• Create cover art and episode templates

• Build your show page on your site

Week 3: Edit & Prep Promotion

• Edit and schedule 3 episodes

• Build the blog versions

• Draft email and social templates

• Create media kit for guesting pitches

Week 4: Launch & Promote

• Publish 2–3 episodes on day one

• Email your list; post takeaways

• Pitch 10 aligned podcasts with tailored angles

• Ask early listeners to share the episode with a friend who’d find it useful

Common mistakes when starting a podcast for your business

• Launching before your offer is validated: A podcast amplifies what already exists. If sales aren’t happening, you’re just amplifying crickets.

  • Do this instead: Validate the offer first (that means actual money received). THEN use the show to scale trust and shorten the sales cycle.

• Hiding behind interviews when you’re selling services: Interviews spotlight the guest, not your methodology. This is great for reach, but terrible for conversion.

  • Do this instead: Start creating consistent solo shows that teach your framework, share client stories, and have one clear CTA. Feel free to mix in interviews when they support the goal.

  
  

• Vague topics that try to talk to everyone: Generic episodes don’t get searched, shared, or remembered.

  • Do this instead: Write episodes as questions your best-fit client is literally typing into search. And wherever possible, use their words!

• Titles that are clever instead of searchable: Cute doesn’t rank. No one’s looking for “Spilling the Tea on Episode 12.”

  • Do this instead: Focus on the keyword + outcome, like this post!

    
    

• Treating social media as the main growth engine: Social media companies don’t want users leaving the app. The result? Low click-through.

  • Do this instead: Prioritize guesting on other podcasts. That way, you’re already in front of listeners and one tap away from a follow!

FAQs: Starting a podcast for your business

How long should episodes be?

Long enough to deliver the promised value, short enough to keep attention. For service providers, 15–30 minutes is a sweet spot for solo episodes.

Do I need video?

It definitely helps for repurposing to YouTube and shorts, but it’s certainly not mandatory. If adding video will slow you down, ignore it (at least for now).

How long until I see ROI?

With a clear offer, strong solo episodes, and consistent guesting, 8–12 weeks is a reasonable window to see those first leads coming through.

Ready to start a podcast for your business the sustainable way?

If you want a show that grows your authority and nudges listeners toward your offers—without wrecking your week—I can help you pick the right format, build a realistic workflow, and map episodes that actually sell. Let's hop on a free call to figure out your next best step.