Small Business Saturday Blog

Podcasting - The Ultimate How-To Guide - Part 2

Wednesday, April 11 at 16:18

Welcome back! This is part 2 of the Ultimate Guide to Podcasting (part one can be found below from last week).
Let’s pick up from last week – you are going in with your eyes open and you have prepped well. Now it is not a bad idea to be aware of the competition….
There is a good chance you’ve listened to Gimlet Media’s excellent series StartUp, so you’ll know that podcasting is so popular now that it’s getting VC-backing.
Do bare that in mind – the competition now includes venture capitalists! As for the "niches to riches" the easy niches all already taken (and are often boring). Make sure you are not just repeating what the competition have already done – if your interviewee has already been on lots of podcasts, it is probably not going to be that super interesting for your listeners. Being aware of the competition will help you stay fresh and original. You may be aiming for JLD on EoFire or MindPump – but do see them as stimulation and something to learn from rather than becoming their serious competition.
Now let us talk "jobs"
Pre-interviews: Done either by email or phone, this helps determine whether your podcast and the potential guest are a good fit. 
Production: Guests do not always show up on time (or at all), and even if you have a problem-free interview, " Can you hear me?" will become the most used expression in your arsenal. You will still need to do post-production work to level out the noise and ensure that, as much as possible, the sound quality is excellent. People want good quality or they will stop listening. You can’t fully control what is happening on your guest’s end, which is why I strive so often to do interviews in person
Editing: Not everything we record makes it onto a podcast. Sometimes fascinating (or dreadful) tangents that don’t fit within our normal show time parameters have to go. It takes time to carefully slice those segments out so your listening experience isn’t interrupted. Again, Thank you Bret (my editor – see last week’s blog!) 
Libsync:  They show, stats, and you will need to find out which episodes are doing well and which ones aren’t. In your earliest days, you may find that releasing on one day versus another makes a significant difference. I prefer Mondays and Wednesdays. 
Push: So you’ve recorded and posted your podcast. The world isn’t going to beat a path to your studio door. You’ll need to promote on all the relevant social media platforms and your email newsletter list. You’ll need to pay to advertise it. You’ll need to have it featured in news and media. You’ll need to create and promote it consistently and professionally.
The Guestlist Podcast was built by the hard work of my two partners, Bret Farmer and my wife, Samantha White ( who also does all my social media pushing and guests getting). Even if you wanted to do something similar to what I did, I suggest you find a partner as you build a world-class product/service to feed into your world-class podcast and vice versa.
Although Lipsync is great, you will still not know the following information from the largest syndicators of podcasts (this includes iTunes):
Who exactly is listening
How much of the show they listened to
How the ranking system works
Everything we tell advertisers is built off the back of downloads, but downloads don’t tell us any of that information above.
You can’t even “buy” your way to the top without having built another (easier) business first. 
Let’s look at a great example, someone who went about building a great podcast:
JLD and E-Ofire. Check out his story on how he did it and how long it took, here. 
So, here is what I would start doing if I was starting from scratch today:
Going to get a podcast, speak to my man, Bret Farmer - let him walk you through options, create your avatar (he will explain) talk equipment and costs - tell him Jason from Small Biz send you and you are ready and know the pitfalls. 
If podcasting sounds like a bit too much right now, why not try a book or a blog first? 
Anyone can start one
There are fewer moving parts.
More income possibilities.
More flexibility — people don’t expect books or blogs as regularly as they expect podcasts.
The more likely path to success — more people read books and blogs than listen to podcasts, which means it’s a less crowded space and hence offers you more of an opportunity to get your "true fans". 
But no matter what you do, build things of value, you can also still be on a podcast, be on someone else's and start to appear as a guest on other podcasts. And do not forget you can always reach out to me to be on my show! 
Whatever you decide to do, good luck – and do speak to me first, I will be waiting. 
The host of “The Guestlist Podcast


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