Podcasting for Business: A 26-Step Process

James Carbary
March 22, 2020
Podcasting for Business: A 26-Step Process

So you’re thinking about starting a podcast for your company, but guess what?

There’s a very important question you need to answer first.

Why should you start podcasting for your business in the first place?

To help you answer that, consider a couple of facts:

So what does that mean?

If you’re a B2B marketer, it means you need to start a podcast soon…before podcasts become as commonplace as blogging.

Why not wait until all your competitors have launched a podcast?

Because right now, you have the ability to start a podcast and stand out from the crowd.

Every B2B brand is looking to differentiate themselves from their competitors…and a podcast is a perfect way to do that. At least, until everyone and their mom starts a podcast.

If you’re worried about whether your buyers listen to podcasts—don’t be.

From 2012 to 2015, the number of total episode downloads more than doubled from 1.6 billion to 3.3 billion. Yep…I said billion, with a big fat “B.”

57 million Americans consume podcasts every month…that’s 21% of the entire population. And if that number doesn’t impress you, consider this: That’s the same percentage of Americans that use Twitter.

So yes, your buyers are listening to podcasts. 

But if you’re reading this article, you’re probably already convinced that podcasting for business is a foregone conclusion for your company. So the rest of this article will explain the step-by-step process you can follow to actually make it happen. At a high level, this is what you need to know...

To get started with business podcasting, follow these 5 steps:

  • Step 1: Define your ideal customer
  • Step 2: Name your podcast based on your ideal customer (NOT your company's expertise)
  • Step 3: Purchase and setup your podcast equipment
  • Step 4: Interview your ideal customers as guests on your show
  • Step 5: Promote your podcast everywhere you can

That was the abbreviated version of our step-by-step process. By the end of this article, you’ll have everything you need to know to start podcasting for your business.

Note: If you decide to start a podcast on your own (instead of having us do it for you), you’ll want to make sure that you have the right team and tools in place.

Podcasting for Business: A Proven Process

We produce podcasts for B2B brands every single day, and we’ve used this exact process to launch more podcasts than we can count. So you can trust that what I’m about to show you is incredibly efficient.

Ok, let’s jump into the 26-step process that will show you exactly how to get started with business podcasting.

1) Define Your Most Profitable Buyer

I can’t emphasize enough how important this is…

If you’re like most B2B brands, you have several types of buyers.

But if you want your podcast to produce a positive ROI and actually add revenue to your sales pipeline, then you need to first determine what your most profitable buyers look like.

For example: If one of your products is purchased by IT departments and another product is purchased by finance departments, you’ll need to understand which product & buying group is most profitable for your organization.

Producing a podcast, whether you’re doing it in-house or outsourcing it to an agency like ours, requires an investment. The time, money, and opportunity cost involved in producing a podcast is substantial…but you’ll see a significant return on that investment if you brand the show correctly.

In order to brand the show correctly, you have to be laser focused on using the podcast to reach your most profitable buyers.

Your podcast should attract your most profitable buyers in two different ways:

1) Your most profitable buyers should be the guests that you’re featuring on the podcast.

Most B2B marketers focus solely on getting their most profitable buyers to listen to their show…but that’s the wrong way to think about your podcasting strategy.

Instead, B2B marketers should primarily focus on featuring their most profitable buyers as guests on their podcast.

When a potential buyer is featured as a guest on your show, a genuine relationship is created between the buyer and your brand…and that relationship is what will ultimately lead to revenue.

With our show, B2B Growth, we’ve found that 65% of our podcast guests turn into sales opportunities.

Instead of sitting back and hoping that your ideal buyers will listen to your podcast, you can proactively reach out to your most profitable buyers and ask them to be a guest on the show.

In the podcast outreach we’ve done for ourselves and our clients (reaching out to senior level executives), we’ve found that buyers will agree to being a guest on your show 55% of the time.

55% is a baffling number, considering that the average cold email reply rate is 0.1%!

2) Your most profitable buyers should also be the ones listening to your podcast.

Even though your primary focus should be featuring your most profitable buyers as guests on your show, you’ll still want to brand the podcast in a way that attracts your ideal buyers as listeners.

This is typically done by creating very niche content with your podcast…content that will only be attractive to your ideal buyers.

And if you’ve followed step #1 above (asking your ideal buyers to be guests on your podcast), then the content on your show will inevitably be niche, relevant, and authoritative to the exact audience that you want to reach (other ideal buyers).

Example

Think about it this way:

Who wants to listen to a podcast called “The Healthcare CFO”? I sure as heck don’t.

But a CFO in the healthcare space would listen to that podcast religiously…every single week. Because a show like that is extremely rare, and hyper-relevant to them.

So if a healthcare CFO is your most profitable buyer, producing a podcast like this would be a no-brainer.

2) Name Your Podcast

Once you’ve determined your most profitable buyer, naming your podcast is relatively straightforward.

There’s no need to get cute or fancy with the name. So long as your most profitable buyers instantly understand what your show is all about (after only hearing the name) then you’ve named your podcast well.

Below are a few naming formats that we like to use when we’re branding shows for our clients:

1) Ideal buyer’s industry + ideal buyer’s role

Example: The Healthcare CFO Show

2) Ideal buyer’s industry + generic role

Example: The Oil & Gas Executive

3) How to + what your ideal buyer is responsible for doing

Example: How to Sell Homes

3) Design a Logo

We’ve all heard the saying: “You can’t judge a book by it’s cover.”

But that’s ridiculous. All of us judge books by their covers…and the same is true with your podcast.

When you email a prospect and ask them to be a guest on your podcast, the first thing they’ll do is click the link to your show. If the logo looks like a 4th grader designed it, they’ll assume the quality of the content is just as bad. They’ll either tell you no, or just ignore your email altogether.

On the flip side, if the logo is well-designed, your prospect will probably listen to an episode. If they like what they hear, they’ll want to be associated with your show and they’ll agree to being a guest.

Long story short: don’t scrimp out on your podcast logo. It matters.

4) Design Templates for Headline & Quote Images

Once you have a logo, you should also design headline & quote images. See below for 2 examples from a couple of our shows (The Manufacturing Show & Crafting Culture).

You can use these in two ways:

1) As graphics to complement the written content – Podcast episodes are great for repurposing into written content (blog posts, Medium articles, LinkedIn published posts, etc). Use these graphics in your written content to keep readers engaged throughout the entire piece.

2) On social media – These images are excellent for sharing through your social channels as you promote each episode of your show.

Somewhere on the templates, it’s a good idea to have

  • The URL of your podcast website.
  • The episode number.
  • The guest’s name.
  • The guest’s headshot.
  • Your show’s logo.

5) Buy Equipment

This is where so many people get tripped up.

They think they need to spend thousands of dollars building a state of the art sound studio, and that’s just not the case.

Forbes ranked our show as the top podcast for B2B entrepreneurs, and we record our episodes with this simple setup:

  1. Audio-Technica ATR2100x-USB Cardioid Dynamic Mic: $99
  2. Pop filter: $7
  3. Headphones: $30
  4. Overhead Broadcast Boom: $109
  5. Microphone Shock Mount: $24

If you buy those 5 things, you’ll spend less than $250 and have everything you need to record a high-quality podcast.

6) Download Recording Software

Now that you have all the equipment, you’ll need a way to actually record your interviews.

We use the $15/mo version of Zoom to record for our podcast interviews.

If you want some alternatives, try Cast, Ringr, Zencastr, or SquadCast.

7) Storage & Workflow

Storage

When you start a podcast, you’ll need a place to store all of the content that’s going to come from your show.

We suggest creating separate folders in Google Drive to hold your audio recordings, show notes, and blog posts.

Workflow

You’ll also need a tool to manage the workflow of each episode that you produce. Trello is the perfect tool for this.

If you’ve never used Trello, this is a quick explanation of how it works:

BOARDS —> LISTS —> CARDS

Boards

First, you’ll create a Trello board. The name of your board should be the name of your podcast.

Lists

Once you’ve created the board, you’ll need to create lists. These lists should represent each stage of your podcast production workflow.

These are the seven lists that we create for our clients:

  1. Potential Guests
  2. Interview Scheduled
  3. Ready for Audio/Writing/Images
  4. Ready for Publishing
  5. Scheduled to Publish
  6. Published
  7. Promoted
Cards

Now that your Trello lists have been created, you can start creating individual Trello cards to represent each episode.

Inside these cards, you’ll be able to attach all of the headlines, blog posts, show notes, and graphics associated with the episode. You’ll also be able to set the due date for when the episode should go live.

Since you’ll need to build a team to produce your podcast, you’ll want to invite everyone on the team to the Google Drive folder & Trello board that you created.

Once everyone on your podcast team has access to the Trello board, you can keep all podcast-related communication inside each episode’s Trello card.

It’s really easy to @ mention a team member in a Trello card comment. These comments will allow the entire podcast team to communicate with each other, without cluttering everyone’s inbox.

8) Purchase a Domain Name for the Show

Next up, you’ll want to purchase a domain name for your podcast.

This domain should redirect to the page on your company’s website where your podcast will live.

For example, our podcast domain is www.B2BGrowthShow.com. When you type that URL into your browser, it redirects you to www.SweetFishMedia.com/b2b-growth.

Try to secure the exact name of your show as the domain name, but don’t lose sleep if it’s not available. Just add “show” or “podcast” to the end of your podcast’s name, and purchase that domain.

We use GoDaddy to purchase domain names, but there are a ton of providers that you can use for this.

9) Set Up Your Email Outreach

If you want to secure decision makers at your target accounts to be a guest on your podcast, email outreach is incredibly effective.

Mailshake allows you to send 1 to 1 emails in bulk. Then it automates all of your follow up if people don’t reply.

What’s that mean? I’m glad you asked…

Tools like Drip, MailChimp, and Infusionsoft allow you to send 1 to many emails. This is how lots of companies send their newsletters and lead nurturing activities.

But here’s the problem with using tools like Drip, MailChimp, and InfusionSoft for podcast guest outreach: the recipient knows that you’re mass blasting the email.

They can see the “unsubscribe” link at the bottom of the email, which is a dead giveaway that you’re asking lots of other people to be a guest on your show.

The other problem with most marketing automation tools is that they don’t have reply detection. So you aren’t able to set up automatic follow up emails when someone doesn’t reply to the previous email.

But tools like Mailshake are totally different. These tools send 1:1 emails directly from your Gmail account (you can see everything that goes out in your Sent folder). When someone doesn’t reply to your initial email after a certain number of days, the tool automatically sends your follow up email…it’s beautiful.

So let’s say that your ideal customer is a mid-market professional services firm. The primary decision maker for your service is a Chief Financial Officer (CFO), so you decide to start a podcast called “The Finance Executive”.

You first start by identifying the exact mid-market professional service firms that you want to work with, then you track down the email addresses for the CFOs at those companies.

You find 10-15 CFOs that you want to interview on your show, load their contact information into a spreadsheet, then upload the .csv file into a tool like Mailshake.

Then you load in your initial guest outreach email into the tool. Make sure to keep this email short and sweet, and ask a yes or no question as the call to action.

Note: In step 20, I share a few email templates for guest outreach.

Then you’ll set up your follow up sequence (for the guests that don’t reply to the initial email). I typically send 2 follow up emails after my initial podcast guest request (usually 3 days apart), and we usually see a 60% reply rate on this email sequence.

If you’re only sending one email to ask potential customers to be a guest on your show, you’re missing out on an enormous amount of guests.

People are busy…especially the type of people that are decision makers for your product or service. So you need to email them multiple times if you want to secure them as a guest on your podcast.

10) Set Up FollowUpThen

Now that you’re set up with a tool like Mailshake, you’re all set for your initial guest outreach. But what happens when a potential guest replies to one of your initial email sequence?

Once a guest replies, they will be kicked out of your automated follow up sequence…but you’ll still need to determine a topic for the episode and get the interview scheduled.

All this back and forth requires more follow up. But this follow up is a bit more manual than the follow up you used for your initial outreach.

We use FollowUpThen to solve this problem. FollowUpThen is a free tool where you schedule follow-up reminders in the BCC field of your email (e.g., 4days@followupthen.com). In that example, you’d get a notification from FollowUpThen in your inbox four days later reminding you to follow up with that guest.

Time-saving hack: After setting up your FollowUpThen account, send a blank email to autocomplete@followupthen.com. You’ll get an automated reply as soon as you send the email. Click “Reply All”, then “Send” on the automated reply email, and Gmail will remember the most common follow up email addresses (e.g., 1day, 1week, 2months).

Head over to “Settings” inside your FollowUpThen account, and turn off all notifications. The default is set to send you an email every time you place a follow up in an email, and trust me: it gets really annoying, really fast.

11) Plan and Record Episode 1

Now that your email outreach is in order, you need to get ready for Episode 1.

With episode 1, we suggest recording a short, stand-alone episode explaining what your audience can expect from the show.

Take some time to write out a rough script for the first episode. You don’t have to read from the podcast script when you record, but it’s comforting to have a framework laid out in front of you. Of course, you can re-record as many times as necessary, so there’s no real pressure.

Below is a template that you can use for your episode 1 script:

Welcome to the very first episode of <name of show>.

My name is <first name, last name>, and today I’ll be explaining what you can expect from this podcast.

But before we jump into that, I’ll start by explaining why our company, <name of company>, decided to start this podcast.

<explain why you wanted to start a podcast>

So what can you expect to hear when you listen to each episode?

<explain what listeners can expect: approximate length of each episode, types of guests you’ll be featuring on the show, topics you plan to cover, etc>

If you have any ideas for possible episode topics that we should cover on the show, or you know someone that would be a perfect guest, make sure to connect with me via email at <your email address>. The more input we get from listeners, the better this podcast is going to be.

Thank you so much for listening to episode 1 of <podcast name>. Make sure to subscribe to the show in iTunes or your favorite podcast player.

Until next time.

12) Create a List of Generic Interview Questions

Ideally, you’ll have worked out a specific topic and talking points with each of your guests before it’s time to record your interview.

When you have this outline in place before the interview, your conversation with the guest will flow incredibly well, and the episode will be hyper-focused on the topic that your guest chose.

However, before you ever launch your show, you should also take the time to write up a list of generic questions.

The reality is, people are different, and some guests will be less organized than others. They may choose a time on your calendar then fail to respond when you follow up about the topic.

In that case, it’s good to have generic questions to fall back on. These questions will vary depending on the focus of your podcast, but here are some examples to get you started:

  • Why is <topic> so important for <audience> to understand?
  • Where do you see people struggling the most with <topic>?
  • If our listeners could only do one thing after listening to this interview, what would you want them to do?

Note: The secret to a great interview is nailing the pre-interview. Check out this article to learn how to do just that.

13) Determine a Gift Idea for Your Guests

It’s a great idea to send each of your guests a gift after you record their interview.

First, it’s a genuine thank you to someone who is probably very busy, yet took the time to join you on your podcast.

Two, it’s one more point of engagement as you build this new relationship with someone that could potentially become one of your customers.

We’ve found that books are a great thank you gift.

You can also use a tool like Alyce if you want to send a more personalized gift to each guest.

14) Invite Existing Clients to Be Guests

You’ll find that getting responses on cold emails to prospective guests is far more effective when your podcast is live and already has a few episodes under its belt.

So it’s a good idea to ask a few of your existing clients to join you as the first guests on your new podcast. These early episodes establish a base of quality content.

We recommend reaching out to 7-10 existing clients or relationships that you believe will provide excellent content on the show.

15) Write and Record a Standard Intro & Outro

Write out a short script for the show’s intro. It should be short and sweet. Your goal here is to explain the value of the show to the listener in a few sentences.

Do the same for the show’s outro. In the outro, thank the audience for listening and give them a preferred call to action (subscribe to the show, reach out via email, etc.).

Then record both of these short scripts. The good news is that you’ll only have to record them once, then you can apply them to every single episode.

You can record these scripts yourself, you can use freelancers on Fiverr or Upwork to record your scripts, or you find someone on your team that has a great voice to do it.

16) Write and Record an Ad Spot

Don’t be afraid to put a 15-second ad for your brand in each episode.

Succinctly write out the core value proposition of your company, then end the ad spot by sending the listener to your website or preferred page.

Record the ad spot (preferably with a different voice than you used for the intro and outro scripts), and place it in every episode.

We suggest putting the ad the very beginning of each episode, before the intro. You can also use the ad to break up the content in the middle of each episode.

17) Choose Background Music

To give your show a professional feel, you’ll want to have music playing behind your intro and outro.

There are thousands upon thousands of songs you can purchase or download for free, but one site that our team likes to use is Pond5.com.

Here are a few tracks that we really like:

Note: If you find awesome free music to use, wonderful. But we’ve found that the quality of paid audio tends to be way better than anything you’ll find for free.

18) Mix a Sample of the Intro/Outro, Ad, and Music

Use a freelance audio engineer and get two audio files: one with the ad and intro/music and one with the outro/music.

You might need to go back and forth with the audio engineer a few times to get the timing and spacing the way you want it, but it will be well worth your time to get this right.

Once you have the samples you like, you can apply them to every interview that you record.

19) Write Copy for the Show

Write 2-3 paragraphs describing what your podcast is all about, who it’s for, and the topics you’ll be covering.

Below is a framework that we use when we create iTunes descriptions for our clients:

<Podcast name> is a podcast dedicated to helping <ideal client> <high level benefit from listening to the podcast>. If you’re looking to overcome <specific challenge that your market faces>, or learn best practices from <your niche> experts, this show is for you.

Each episode features an interview with an executive or thought leader, discussing topics like: <list as many keywords as you can related to the content of your show>, and more.

20) Write an Initial 3-Part Cold Email Sequence

Below is a framework for the 3-part email sequence that you’ll plug into Mailshake (or the email automation tool of your choice):

1) The initial email should be very short, with a crystal clear call-to-action. Something like:

Hi {name},

I saw that you were a speaker at <industry conference> and thought you’d be a great guest for our podcast (PodcastURL.com).

Any interest?

2) The first follow up email should be another simple message. Something like:

Hi {name},

I wanted to circle back about having you as a guest on our podcast (PodcastURL.com).

Up for it?

3) If they don’t respond to the first two emails, send a “breakup” email. In this message, you make it clear that this will be your final time reaching out, but let them know you’re still very much interested in interviewing them if they’re interested. It can look like this:

Hi {name},

I never heard back from you on my last two emails, so I’ll assume you aren’t interested in being a guest on our podcast (PodcastURL.com).

If you change your mind down the road, let me know. I think our listeners could learn a lot from you.

21) Sales Initiation

This is the part of podcasting where you’ll tangibly experience a return on your investment.

Once each episode is live, you’ll want to initiate a sales conversation with your guest.

These emails shouldn’t look like the spammy blasts that you and I get every day in our inboxes. You know what I’m talking about…emails that have zero personalization and don’t address any real challenges that we’re currently facing.

No, your sales initiation email following a podcast interview should be the exact opposite of what I just explained. Because by this point, you’ve spent 15-30 minutes having a quality conversation with this person!

If you’ve asked the right questions during your pre & post interview, you should be armed with insights into what your guest’s challenges are, where they’ve seen success in the past, and/or what their strategic objectives are for the next quarter or year.

When you’re writing sales initiation emails, I wouldn’t recommend using Mailshake. Instead write customized emails that tie your company’s solutions to the specific context of your guest. Then use FollowUpThen to send follow up emails if they don’t respond.

I interviewed hundreds of guests before I was confident enough to initiate sales conversations…and it was a massive mistake. As soon as I started thoughtfully and carefully engaging my podcast guests with our offering, our company’s revenue skyrocketed.

Don’t make the same mistake I made. Don’t miss out on the opportunity to do business with the people that you feature as guests on your show.

If you (or someone from your team) doesn’t initiate the sales conversation with each guest, you’ll be leaving quality sales opportunities on the table.

22) Create a “Guest Sales Initiation Tracking” Spreadsheet

Create a spreadsheet where you track each guest that you’ve featured on your show, and the results of your sales initiation efforts.

By tracking the number of podcasts guests that have turned into sales opportunities and closed/won deals, you will be able to prove the value of your podcast to your board or executive team.

23) Create a Podcast Page on Your Website

You’ll want to send podcast traffic to your brand’s website, so you’ll need to create a podcast page on your site (e.g., “www.YourWebsite.com/podcast”).

You don’t need much on this page, but you’ll want to have these elements:

To see an example of a podcast page, you can check out this one.

24) Set up Calendly

You can go back and forth with your guests a million times to figure out a day/time to record that’s convenient for you both. Or you can save tons of time and use a tool like Calendly.

Simply set up an account, create the fields for the information you want from the guest, then send the guest your custom Calendly link.

Calendly syncs with your calendar, so the guest will be able to see what times throughout the week are available and choose the time slot that works best for them. You’ll get a notification as soon as they choose a time, and then you’re ready to roll.

Oh, and it’s free.

Note: When you’re setting up your Calendly page, make sure to create fields to collect your guest’s Skype ID (make this a required field), the topic of the interview, and the guest’s company website.

25) Set Up the Show in Libsyn, Apple Podcasts, Google Play, Stitcher, and TuneIn Radio

Finally, you’re ready to finally launch this puppy!

There’s a lot that goes into this part of the process, so we’re dedicating this entire section to show you exactly what to do, step by step, to launch your podcast.

In the same way you need to use a web hosting service to host a website, you need to use a podcast hosting service to host a podcast—or at least that’s the simplest way to host your podcast.

This section is going to show you how to host your podcast using Libsyn, but there are lots of other services that you can use (Blubrry is another great hosting provider).

This section will also show you how to submit your show to four directories: iTunes, Google Play, Stitcher, and TuneIn Radio.

What you need before you launch:

  • Show logo (3,000 x 3,000 px, .png format)
  • Show description copy (You wrote this in step 19)
  • Fully produced episode 1 with approved ad, intro, outro, and show music

Hosting Your Podcast on Libsyn

1) Set up Libsyn account at www.libsyn.com

  1. Input your credit/debit card information
  2. Document the username/email in your login/passwords management system (created in step 7)
  3. Show slug: name of podcast
  4. Choose a subscription plan. (We like Libsyn Classic 50 + stats – $7.00/month, since it provides basic metrics on how many people are downloading your show.)
  5. Log in to the new Libsyn account

2) Choose “Settings” on the top menu bar, then select “Edit Show Settings”

  1. Show Title: Copy/paste from your iTunes copy
  2. Show Description: Copy/paste from your iTunes copy
  3. Website Address: Link to webpage that will host the show
  4. Tags/ Keywords: Copy/paste the section of text from your iTunes copy where you listed a series of potential topics. Use all of the words/phrases, separated by commas.
  5. Public Contact Email: Use your company email address
  6. Default Show Feed: choose Libsyn Classic Feed
  7. iTunes Store Web Address: Leave this blank
  8. TuneIn Web Address: Leave this blank
  9. Stitcher Web Address: Leave this blank
  10. Copyright Notice: Leave this blank
  11. Moderate Comments: Leave this blank
  12. Artwork: Upload your 3000 x 3000 logo.  
  13. Verify that there are NO “&” symbols in ANY of the copy (make sure ALL “&” symbols have been switched to “and”)
  14. Click Save

3) Choose “Destinations” on the top menu bar, then select “Edit or View Existing”

  1. Under “All Destinations,” next to “Libsyn Classic Feed,” click the “Edit” button
  2. Choose the iTunes category that best fits the show for Category 1 (this will likely be “Business > Management & Marketing” OR “Business > Careers”)
  3. Subtitle: First sentence of your iTunes description
  4. Summary: Entire iTunes description
  5. Author: Copy/paste from your iTunes copy (Talent Name)
  6. Owner Name: First & Last name of show host
  7. Owner Email: Your email address
  8. Verify that there are NO “&” symbols in ANY of the copy (make sure ALL “&” symbols have been switched to “and”)
  9. Click Save

4) Choose “Content” on the top menu bar, then select “Add New Episode”

  1. Add media file (fully produced episode 1)
  2. Title: The title you choose for episode 1 (e.g., “Why You Should Listen to <Podcast Name>”)
  3. Description: A short description of the episode.
  4. Verify that there are NO “&” symbols in ANY of the copy (make sure ALL “&” symbols have been switched to “and”)
  5. Click Publish

Launching in Apple Podcasts

  1. Open iTunes desktop app
  2. Sign in (You must have an Apple ID)
  3. Go to the “iTunes Store” tab, then click “Submit a Podcast” (or click this link)

4. In the top left corner of the screen, under “iTunes Connect,” click the “+” icon

5. Go back to your Libsyn tab, and click “Destinations,” then “Edit or View Existing”

6. Under “Quick Links,” copy the link under “Libsyn Classic Feed”

7. Go back to your iTunes tab and paste the URL into the URL field

8. Click Validate

9. Confirm that the information under Feed Preview, General Information, and Podcast Episodes is correct

10. Click Submit

Launching in Stitcher

  1. Click this link, then scroll to the bottom of the page
  2. Provider Name: Name of your company, not the show host
  3. Email: Your email
  4. Password: For consistency, you can use the same password as you did for Libsyn
  5. Use the RSS URL from Libsyn
  6. Choose “Destinations” on the top menu bar, then select “Edit or View Existing”
  7. Copy the RSS URL link
  8. Use the information in your iTunes copy to fill out the name of the show and description

Launching in Google Podcasts

  1. Log in to the podcast’s (or any) gmail account
  2. Click this link:https://play.google.com/music/podcasts/publish
  3. Click “Publish”
  4. Click the “Add a Podcast” button
  5. Accept the terms of service
  6. Use the RSS link from Libsyn
  7. Use the information from your iTunes copy
  8. Submit the show

Launching in TuneIn Radio

  1. Click this link
  2. Email: your email
  3. Podcast title: From your iTunes copy
  4. Host name: From your iTunes copy (Talent Name)
  5. XML/RSS: From Libsyn
  6. Choose “Destinations” on the top menu bar, then select “Edit or View Existing”
  7. Copy the RSS URL link
  8. Your Logo: Use 3000 x 3000 px .png graphic (same image you used for Libsyn)
  9. Banner image: You can either create a Twitter cover image for this field or just use the same image you used for the artwork in Libsyn
  10. Country: United States (if appropriate)
  11. Language: English (if appropriate)
  12. Website address: Podcast’s webpage
  13. Genre(s): Most likely “Business”
  14. Station Email: Your email
  15. Phone number: Best contact number
  16. Twitter: URL of Twitter account (if applicable)
  17. Accept terms & submit

Several of the directories (iTunes for certain) will take a few days to review your submission. Then you’ll receive an email once your podcast is approved.

And that’s it—now you know exactly how to start a podcast for your B2B brand!

26) Ask Friends, Family, Colleagues, and Clients to Review the Podcast in Apple Podcasts

To get the most exposure within Apple Podcasts, you need 3 things:

  1. Downloads
  2. Quality artwork (another reason not to scrimp on your podcast logo)
  3. Reviews

One of the best ways to get reviews is to send individual text messages (not group texts) to friends, family, colleagues, and clients.

Come up with a template and send it one by one. The message can include the name of your podcast, your intention to make “New & Noteworthy,” and a link to the show on iTunes.

Sound Overwhelming?

All this probably sounds like a lot of work. Understatement of the century, right??

There’s so much that goes into starting a podcast. And believe it or not, maintaining a podcast on a regular basis is even harder than launching it. Which is why 90% of podcasts never make it past episode 7.

If you’re thinking you’ll never have time to do all of this yourself, I’ve got good news for you: you can hire a podcast agency (like our company, Sweet Fish Media) to do all of this for you.

We know that launching (and maintaining) a podcast can be a really painful process, so why not let us do it for you?

Click here to connect with someone from our team today.

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