How to start a business podcast: A proven step-by-step guide for growing companies

So, you’re thinking about launching a podcast. Maybe you’re leading a marketing team at a growth-stage SMB, or you’re just looking for a way to punch above your weight.

The good news is that podcasts are an incredible way to expand your brand’s voice, build authority, and reach new audiences. The bad news? It’s not as easy as hitting record and waiting for the listeners and downloads to roll in.

In this blog I will provide you with a guide that is based on real strategies that have helped SMBs navigate challenges, stretch tight budgets, and hit targets they never thought possible. 

Who’s Writing This and Why Should You Listen?

My name’s Tom Hunt. I’ve spent the better part of the last decade in the podcasting trenches, launching, growing, and monetizing shows for clients and myself. I’ve seen podcasts go from zero listeners to thousands, all with the right mix of strategy, creativity, and a bit of elbow grease.

I know firsthand the struggle of running a marketing team at an SMB, where budgets are slim, but expectations are sky-high. The challenge? Using a podcast to stand out in a crowded space without throwing buckets of money at ads.

The Challenge: Small Team, Big Ambition

Let me paint you a picture. You’re running a growth-stage SMB, startup or scale-up, pulling in about $5 million in revenue. Your marketing team is lean—five people trying to manage SEO, social, lead gen, paid ads, and everything else under the sun. You’ve heard podcasts can be a game-changer for building brand authority and generating leads, but you don’t have the resources of a massive enterprise to pour into production. Growing a podcast might feel like a luxury you can’t afford. Think again. With the right approach, a podcast can become one of the most cost-effective tools to drive engagement, build authority, and generate leads—even if you’re competing with bigger players.

The Journey: Building the Podcast Brick by Brick

1. Define Your Why: Start with Purpose, Not Just Content

Before you hit record, ask yourself why you’re starting this podcast. What’s the endgame? Maybe it’s to:

• Generate leads
• Establish thought leadership
• Nurture industry relationships
• Build brand awareness

This is not a step to skip. Your ‘why’ will shape everything, from the content you create to the guests you invite and the way you promote it.

💡Action Tip: Define a clear purpose for the podcast and align it with your business goals. Whether you want to build relationships with potential clients or be seen as a go-to source in your industry, write down your purpose. Keep it visible and refer to it throughout the podcast’s development.

2. Identify and Understand Your Audience

For SMBs, clarity is super important. You don’t have the luxury of throwing money at vague ideas. Your audience needs to be clearly defined from the start. Who are you talking to? Is it mid-level marketing managers? Startup founders? Growth-stage SMBs trying to scale? Get granular. Nail down your target persona and design your content to serve their needs.

💡 Action Step: Ask yourself these questions before you even hit record:

• What problem does this podcast solve for my listeners?
• What kind of content will keep them coming back?
• Who do I need to reach in order to drive real business value?

Create listener personas. Get clear on:

• Who they are: Job titles, industry, decision-making power.
• What challenges they face: Growth hurdles, tech confusion, scaling issues.
• What they care about: Growth, innovation, cost-cutting solutions.

Treat your podcast like a product. The more you know about your audience, the better you can tailor your content to resonate with them.

3. Craft Your Unique Positioning: Stand Out or Fade Away

Starting a podcast is easy. Standing out is the hard part. If your podcast sounds like everyone else’s, it will get lost in the crowd.  You need a unique angle or format that sets you apart from the competition. This is especially true for SMBs, where resources are limited, and you need every episode to deliver value.

To be different, focus on what sets you apart. What unique perspective or insight can you bring to the conversation that no one else is covering?

Look for gaps in your market. What aren’t your competitors talking about? What conversations are missing? These gaps represent opportunities for you to position your podcast as the go-to resource.

💡Action Step: Research the top 3-5 podcasts in your niche. What topics are they covering? More importantly, what topics are they not covering? Can you bring a fresh perspective to the table?

For example, instead of a general “B2B Marketing Tips” podcast, you could focus specifically on scaling B2B SaaS startups through content marketing. The more specific, the better.

4. Equipment & Software: Good Enough is Good Enough

One of the biggest misconceptions is that you need top-tier equipment to start. Don’t fall into the perfection trap—good enough is good enough.

💡 Pro Tip: Start simple but effective:

• Microphone: Go for a solid, budget-friendly option like the Blue Yeti or ATR2100.
• Recording software: Free options like Audacity or Riverside.fm will work just fine.
• Recording space: You don’t need a professional studio. Find a quiet room, use blankets or pillows to absorb sound, and you’re good to go.

It’s better to get started with basic equipment and improve as you go than to delay the launch waiting for perfection. Your priority is content consistency, not over-polished production.

5. Content Strategy: Plan, but Stay Flexible

Successful podcasts aren’t built on one-off episodes. You need a content strategy that focuses on regular, high-quality releases that speak to your audience’s pain points and interests. This could include interviews with industry experts, deep dives into specific topics, or even case studies showcasing your own journey as an SMB.

Make sure you plan your content at least a month or two ahead. Decide on the frequency of your episodes (weekly, biweekly) and stick to it. Consistency breeds trust, and trust turns listeners into loyal followers.

💡 Action Step: Create a content calendar for the next three months, mapping out topics, guests, and potential release dates. Aim for at least 4-6 episodes before you launch so you’re not scrambling to produce content each week. Not sure where to start? Look at the questions your sales team gets asked the most or the biggest industry pain points.

And remember: It’s not about you—it’s about your audience. Each episode should provide value, not just promote your brand.

6. The Power of Guests: Content + Built-in Promotion

Guests are one of the most powerful ways to grow your podcast. Why? They bring both their expertise and their audience.

Choose guests who can provide valuable insights and align with your audience’s interests. But here’s the trick: Make sure they’re willing to promote the episode to their own networks. This is how you can tap into new audiences without spending a fortune.

💡 Action Tip: Create a guest outreach strategy. Make a list of 10-15 industry leaders, partners, or even customers you can invite. Personalize your outreach, highlighting why you think they’d be a great fit for the show. Oh, and don’t be afraid to aim high—many people will say yes just because they like being asked! Prioritize those with large, engaged followings in your niche who can help amplify your podcast’s reach.

7. The Launch: Make a Splash

The first 48 hours of your podcast’s release are critical. That’s when platforms like Apple Podcasts and Spotify are paying the most attention. Promote your launch everywhere—and I mean everywhere. Create a big splash to maximize visibility.

💡 Action Tip: Have a launch plan ready. Here’s what you should focus on:

• Email list: Blast your existing subscribers, encouraging them to listen, subscribe, and review.
• Social media: Create teaser content leading up to launch day—use short clips, quotes, or key takeaways from the first episodes.
• Leverage your guests: Ask your guests to share the episodes with their audience. Providing them with ready-made social posts and graphics can make this easier.

In addition to organic promotion, consider investing a small amount in paid advertising on platforms like Spotify or Castbox, which allow for affordable, highly targeted ads to podcast listeners. Social media platforms like Facebook and LinkedIn can also be effective if you target specific interests related to your podcast.

💡Action Step: Develop a launch strategy that includes social media posts, email campaigns, and guest-driven promotions. For extra reach, allocate a small budget ($100–$200) for targeted podcast ads.

Real-Life Win: When we launched “Confessions of a B2B Marketer,” we hit the ground running by leveraging early reviews and shares from our guests. The result? A strong initial boost in subscriptions.

8. Promotion: It Doesn’t Stop After Launch

Podcast growth doesn’t happen overnight. Consistent promotion is key to long-term success. Here are a few strategies that have proven to work:

• Repurpose content: Turn each episode into multiple formats. Write a blog post recap, create short video snippets for social, or even pull key quotes for LinkedIn.
• Leverage niche podcast directories: Platforms like Castbox, Overcast, or Podcast Addict allow you to promote your show directly to podcast listeners who are already engaged in your niche.
• SEO: Optimize your podcast titles, descriptions, and show notes with keywords. This helps people find you when they’re searching for topics related to your episodes.

9. Measure & Iterate

How do you know if your podcast is working? Simple: track the metrics that matter. Pay close attention to listener data. Use analytics from podcast platforms like Apple Podcasts, Spotify, or Google Podcasts to track downloads, engagement, and retention rates. Which episodes are performing best? Where are listeners dropping off?

This data will guide your future episodes, helping you create more of what works and less of what doesn’t.

💡Action Tip: Use analytics tools like Chartable or your podcast host’s dashboard to track:

• Listener growth
• Episode performance
• Engagement levels (e.g., time spent listening)

Review your podcast analytics every month. Adjust your content, format, and promotional strategy based on what the data tells you. Pay attention to what content resonates with your audience.

Key Takeaways: What You Need to Know to Start & Grow a Podcast

• Start with a clear purpose: Know why you’re podcasting and who you’re trying to reach.
• Differentiate your show: Focus on unique positioning in a crowded market.
• Keep your setup simple: Invest in basic audio equipment but prioritize consistency over perfection.
• Plan your content: Build a content calendar and keep episodes flowing regularly.
• Leverage guests for growth: Use guest interviews to tap into new audiences.
• Promote hard: The first few episodes are critical—push them across all channels.
• Iterate based on data: Regularly review and adjust your podcast based on listener insights.

The Bottom Line: Podcasts as Your Secret Weapon

Building and scaling a podcast isn’t magic—it’s hustle, strategy, and a whole lot of trial and error. But for an SMB looking to punch above its weight, podcasts can be your secret weapon. By following these steps, SMB marketing teams can turn podcasts into powerful tools for driving growth, building brand authority, and connecting with target audiences—without blowing the budget. Start small, stay consistent, and keep refining your approach based on what works.

Now, it’s time to hit that record button.

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