by, Lesa Seibert, President, Xstreme Media

Podcasts have become such a popular marketing tool for small businesses that everyone wants to get on board.  Here are 9 essential steps a business needs to go through to get started:

  1. Do some homework. The best way to learn about podcasting is to listen to podcasts.  Visit directories such as RSS Player or Libsyn or use iTunes, and look for podcasts with a similar style or subject to you want to create.
  2. Decide on a topic. Podcasts could focus on a company's products or services, an industry or on management or professional issues. They can have the same or similar topics to what you would use for a blog.  Whatever the topic, make sure it is related to your company's business in some way.
  3. Gather your tools. Producing a podcast requires:
    1. A microphone, digital audio recorder or USB headset to record podcast episodes, if you are doing audio only.  If you want to do video podcasts, then a video camera with a decent microphone.
    2. Computer with sound card and high-speed Internet connection
    3. Audio recording and editing software, either licensed software or free open-source programs such as Audacity, if you are doing audio podcats, or video editing software if you are doing video podcasts such that you can find here http://freevideosoftware.org/.
  4. Be natural. When it is time to record a podcast, organize talking points, but don't use a script.  People don't like to be sold, they like to hear what you think.  If you podcast is a how to, just talk through the steps.
  5. Build a catalog. Before going live, build up a catalog of a dozen or more episodes. Coming up with ideas is easy, but can take a little time. They can come from talking to customers, going to conventions, reading trade magazines, or following current events.
  6. Be consistent. Length, professional quality, and subject matter of a company's podcasts are important but not as much as on-air consistency. Whether it is once a day, once a week or once a month, pick a schedule and stick to it. Podcasts are like radio or TV shows: audiences expect a schedule. If you need to adjust your schedule, let your audience know before you do it, then they will know to expect a deviation.  If you just don't post one for a week or two, they might think you have quit and won't listen again.
  7. Not a D-I-Y type? Hire a pro. Professional producers can handle the technical aspects of starting or creating a podcast.  For example, some companies offer a small-business audio podcast starter package at around $1,000 and video package at around $2,000 that covers scripting and recording three to four podcasts plus lots of extras, including finding a hosting service, setting up a podcast blog and submitting broadcasts to podcast directories. 
  8. Find your podcast a home. Companies can physically host a podcast anywhere, including with the service they use for their website. What really matters is getting the word out that it's there. For maximum exposure, list podcasts on directories such as PodcastAlley.com, Podcast411, Podanza or TalkShoe. Also submit to iTunes after you have done a few.  If you are doing video podcasts, set up a YouTube channel for your company and host them there as well.  Most people don't realize that YouTube is the 2nd largest search engine next to Google.
  9. Forget about making money. Some podcasts collect revenue from advertising that podcast directories put on their sites. But that should not be why a company does it. Podcasts should be part of a company's overall marketing strategy.  To get your company name out there, having an optimized website, a bog and podcasts will go a long way to create exciting results.