14. Why Business Owners Are Turning to Podcasting for Growth

This transcript was created using Headliner. It has been copied and pasted but not proofread or edited, so it may contain errors or inaccuracies.

Welcome to podcasting for business owners. If you’re thinking of launching a podcast

Laura: Welcome to podcasting for business owners. I’m your host, Laura McRae, a podcast consultant, educator, and self confessed podcast nerd. If you’re thinking of launching a podcast or want to grow the one you have, you’re in the right place. Hold on to your headphones and let’s go. Hello and um, welcome to podcasting for business owners, the show where we talk about how you can share your story, lead your industry, and grow your network through podcasting. I’m your host, Laura McRae, and today’s episode is a special one as it was recorded live at the Learn Grow Rise event in Perth, where I had the opportunity to interview eleven amazing women, all business owners. Some of these women already have podcasts, some are thinking about launching one, and for some, this was their first time even stepping into the world of podcasting. In today’s episode, you’ll get answers to common questions business owners have about starting a podcast right from the people who’ve been in your shoes. Plus, you’ll hear advice from seasoned podcasters sharing what they’ve learned.

Podcasting is a powerful tool for business owners to grow their network

Let’s start by talking about why podcasting is such a powerful tool for business owners. Whether you want to build authority, grow your audience, or create deeper connections with your clients, podcasting can be a game changer. First, I want to introduce you to Ash from Fusion Bizco. Fusion Bizco is a networking community that connects and empowers women business owners through intimate events and support. Ash also hosts a podcast called Biz Secrets Exposed where she shares the stories of women in her community. Here’s what Ash shared with me about how podcasting has helped her grow her network.

Ash: New members have joined from the podcast because people love hearing other people’s stories and it really helps connect us as a community. And so people tune in and then they realise they want to be part of the network too, so they come and join.

Laura: That’s such a great example of how podcasting can build a community. Ashley’s experience shows that storytelling is a powerful way to draw people in and make them feel part of something bigger than just a business transaction. Storytelling is an incredibly effective way to connect on a, ah, deeper level because it taps into emotions and shared experiences. When people hear real stories from real people, especially within a community like ashes, they can see themselves in those stories and feel more connected to the message. Podcasts allow you to create a platform where people not only consume content, but also become part of the conversation. For example, when Ash shares stories of the women in her network, it inspires listeners and makes them want to be part of that journey too. It creates a sense of belonging, a feeling like, this is my tribe, these are my people, and I want to be part of this community.

Podcasting is a powerful tool for building long term relationships with potential clients

Next we have Caitriona from Cait Cybersafe. Caitriona’s business educates and trains businesses on cyber security and she co hosts the West Coast Cyber podcast, which covers cybersecurity topics for both personal and business needs.

Caitriona  Laura: Thank you. Okay, so how do I train Caitriona? It’s: I had somebody connect with me on LinkedIn and uh, they said they’ve been listening to our podcast and they needed somebody to help their organisation with cyber education and training and they said they weren’t even going to go out to market, that uh, because they’d been listening to me, they felt like they know me and basically it was a client straight away. So that’s been one big massive win. Also because we record for some of the conferences, so women in technology wa cyber west hub we get to interview some of the speakers. So it builds connections and it makes, you know, a really strong network as well because everybody loves and enjoys being a guest on a podcast and you get to build a stronger relationship with somebody once they’ve been a guest on your podcast as well. I personally have made connections all over Australia and even european speakers and international speakers that have come to speak at the conferences because they have been a guest, then that’s a connection. So that’s been probably one of the best things offered for me is uh, speaking to people that you generally probably wouldn’t have access to.

Laura: This is a perfect example of how podcasting builds that know like and trust factor, which is crucial for any business owner. When people hear your voice regularly, they start to feel like they know you personally. Its one thing to read a blog or social media post, but its an entirely different experience when your audience can hear your voice, your tone and your personality coming through in a podcast. It humanises you and helps you break down barriers. When listeners feel like they know you, theyre more likely to trust you. Trust is the foundation for any business relationship, whether youre selling a product or offering a service. If someone trusts your expertise and feels connected to you on a personal level, they’re much more likely to do business with you or

00:05:00

Laura: recommend you to others. That’s why podcasting is such a powerful tool for building long term relationships with potential clients.

Clare from Bucket list life is excited about starting a podcast

Next, let’s meet Clare from Bucket list life. Clare helps women create purposeful bucket lists that aren’t just about travel, but about living every day with intention. She doesn’t have a podcast yet, but she’s excited about the idea of starting one.

Claire: I think it’s a great way to add to the marketing, being a natural storyteller. Part of my business is me, I guess it’s being part of my realm and in that energy. So I think if I can reach more people through the podcast, hopefully more people want to work with me. I would love to become Perth’s number one bucket list expert. So I think a podcast is going to help assert that authority, but get my message out there Claire’s approach to.

Laura: Podcasting is a perfect fit for storytelling podcasting is one of the best formats for telling stories because it allows you to speak directly to your audience, drawing them in with personal experiences and vivid narratives. Storytelling is an incredibly powerful way to connect with people emotionally, and that’s something Claire does naturally. With a podcast, Claire could take her audience on a journey through inspiring stories of others, achieving their bucket list goals, or even share her own experiences. This kind of storytelling creates an intimate connection that resonates on a deeper level than written content or social media posts. Through stories, her audience gets to know her, relate to her, and feel inspired by the experiences she shares. Storytelling is such a powerful way to create connections, and that’s something Claire has really tapped into.

Podcasting can help you build authentic connections with your audience

But podcasting isn’t just about storytelling. It’s also our way to build authentic connections with your audience, even in industries where the content might seem more visual, like Olga from Studio Thimble has discovered, Olga’s business teaches both kids and adults how to sew. And while sewing is a craft that many people associate with visual tutorials, she’s been thinking about how a podcast could help her connect with her audience on a deeper level to show people a.

Ash: Little bit more about myself through the podcast, maybe not necessarily on the sewing topics, and create that more connection with people. Our, uh, success would be like getting lots of downloads and lots of listeners and maybe reviews.

Laura: For Olga, the focus on her podcast wouldn’t be on the technical visual aspects of sewing, such as mastering intricate stitching techniques, but rather on sharing stories and experience behind the craft. She could discuss the history of fabrics, interview designers about their inspirations, or explore topics like sustainable sewing practises. By doing this, Olga can establish herself as a thought leader in the sewing community while also creating an engaging space for her audience to feel inspired. Podcasting offers Olga a way to tell engaging stories about her craft, helping her connect with her audience in a way that goes beyond just teaching techniques. Her focus on creating connection through shared passions is what will set her podcast apart. It’s not just about showcasing her expertise, but about creating relationships through shared passions and interests. Olga understands that success isn’t just measured by authority, but by the strength of the relationship she builds through her content. Now, Olga mentioned that for her, success would mean getting lots of downloads and listeners. And um, while these metrics are important, we have to remember that they can just be vanity metrics. Yes, downloads help boost visibility, but they shouldn’t be the sole measure of success. What really matters is whether your podcast is helping you achieve your goals. Is it building the connections you want? Are, uh, listeners engaging with your message? Are they becoming clients or referring others to you? Ultimately, the podcast success should be tied to your deeper goals. Whether that’s building a community, educating your audience, or growing your business. The value comes from the relationships and trust you build through the content you share.

Podcasts can help business owners understand their legal and safety obligations

And speaking of building relationships through sharing knowledge, I also had the chance to speak to Renelle, who runs a health and safety consultancy for Renell. Podcasting isn’t just about connecting with an audience. It’s also about educating business owners on crucial health and safety strategies. Her goal is to help them understand their legal obligations and the importance of safety in their workplace.

Renelle: The topics and themes that I cover in my podcast is safety related topics in providing business owners some information around legal obligation with health and safety strategies, what their duty of care is. Even if they’re a small sole trader or a small business, they have certain obligations towards themselves and also to the people that they work with in their environment.

00:10:00

Renelle: And if they understand what those obligations are, it would be prevent any incidents in the future and also just make sure people are safe. This is why we have health and safety, and just so that they understand what that looks like. And if they need, they can reach out to safety professional to support them.

Laura: Podcasts are an incredible tool for educating your audience and building a resource they can return to again and again. Unlike other forms of content that might be consumed once and forgotten, podcasts offer a lasting, evergreen platform where listeners can continuously access valuable information. Whether someone tunes in when the episode is first released or months later, the content remains relevant and accessible.

Next section tackles the challenges of starting a podcast

Now let’s move on to the next section where we tackle the challenges of starting a podcast. One of the biggest reasons people haven’t started their podcast is that they’re unsure where to begin. In this section, we’ll hear from business owners who are facing common roadblocks like time management, technical hurdles, and more. First, let’s hear from Emma, who runs huddle up Creative, a brand and marketing agency. Emma is excited about podcasting, but hasn’t started yet because she’s concerned about time.

Laura: I think one of the reasons why I haven’t launched our podcast yet is just getting that organised and having a, uh, good structure and knowing that I have the time to do all of the recordings for the episodes as well. I do love a podcast and I want to do more of it, but it’s just making sure because I don’t want to start it and then not do regular episodes. So that’s probably what’s been holding me back.

Laura: Primarily, Emma’s concern is one I hear a lot. My advice? Schedule time in your week, even if it’s just one episode every two weeks. Start small, and remember, podcasts don’t need to be long. 15 to 20 minutes episodes can work just fine as long as you’re giving your listeners what they need to hear. Next, let’s hear from Cara, who runs two businesses, including Snap talk and walk, a content creation event business. Cara’s been a guest on many podcasts, but hasn’t started her own yet.

Tanya Langford: Lack, uh, of time and headspace, probably how to get past the overwhelm. You know, when you start anything new.

Renelle: There’S just so much to do.

Tanya Langford: So yeah, that’s probably the biggest hurdle.

Laura: I think it’s true, starting something new can feel overwhelming, but it gets easier when you break it down. That’s why I created the free podcast launch roadmap, which outlines every step to get your podcast started. It has all the steps you need to launch your own podcast, and it has links to the software and equipment that I recommend. I’ll put the link to this in the show notes.

Patrice’s biggest concerns are the technical aspects of podcasting

Patrice, who runs Slaanu Whole Food Kitchen, a whole food plant based meal delivery and catering service, shared that her main concerns are the technical aspects of podcasting.

Renelle: Biggest questions concerns would be the technical side of things, I suppose.

Laura: How like, yeah, microphones, what platforms, and then obviously what questions to ask.

Caitriona  Laura: Thank you. Okay, so how do I train Caitriona? It’s: And um, yeah, I’m sure it’s a.

Laura: Skill in itself that I don’t know much about. Here’s the good news. All you need is a decent mic and some free recording software like audacity or garagebandhenne, and you can do it all from the comfort of your own home. When it comes to interviews, I must admit I’m still struggling with this myself. Being a control freak, I struggle with asking questions on the fly. So here’s what I do. I make sure I know what topic I’m going to cover with my guest and the outcome I want to achieve with the interview. I then put this information into chat GPT and ask it to come up with some questions I could ask the guest. I, uh, then go through each question and remove any I don’t like and I might add more in, too. I’ll also make sure to read them out loud and tweak them so that they’re in my own tone of voice so that I don’t stumble during the interview.

My podcast launch roadmap helps business owners launch podcasts that align with their goals

Next, let’s hear from Tanya, who runs I am Woman Empowerment, a business dedicated to helping women overcome life challenges through retreats and coaching. Tanya has a wealth of knowledge from her years of experience, and she’s just written a book focused on empowering women. She’s been thinking about starting a podcast, but like many first time podcasters, she’s unsure where to begin or who to approach for help.

Tanya Langford: I feel I have a lot of knowledge from my years of experience. I’ve just written a book, and everyone keeps telling me, you should be doing podcasts, and now’s the perfect time to get a taste. I think it’s just really, uh, not really knowing enough about how to do podcasts and how who do I approach, so I really don’t think I have enough information about it.

Laura: Tanya’s situation is something a lot of aspiring podcasters face, having valuable content to share, but feeling unsure about where to start. The beauty of podcasting is that it can be a perfect extension of her

00:15:00

Laura: book. Each podcast episode could focus on a specific concept or chapter from her book, allowing her to dive deeper into the topic she’s already passionate about. This not only helps promote her book, but also provides value to her audience by breaking complex ideas down into manageable, engaging conversations. Now, Tania also asked, who do I talk to? Where do I go? These are questions many first timers have. That’s where a, uh, better guidance can go a long way to help people like Tanya get started. As mentioned earlier with Kara, my podcast launch roadmap can help answer these questions and make the process feel less overwhelming. It provides a clear guide to help people like Tanya start their podcast confidently. And, of course, if you feel like you need more hands on support, that’s exactly what I do. Helping business owners like Tanya, uh, launch podcasts that align with their goals. Whether it’s promoting a book, growing a business, or building a community, podcasting doesn’t have to be daunting, especially when you have the right resources and support to guide you through the process.

Podcasting is a journey of learning and improvement, and the more you do

In this final section, let’s hear from seasoned podcasters who have been through the journey, launching and growing their podcast. They share their tips for getting better and, um, being productive. Let’s start with Ash from Fusion Bizco again, who hosts the Biz Secrets Exposed podcast.

Ash: I’ve done over 300 interviews in my time and I feel like I’m getting better and better each episode. So if you’re new and just starting out, keep going because it gets easier and better, don’t overthink it. It can be so easy. Like I literally just got on Spotify for podcasters, set up my laptop, had someone on Zoom interviewing them, uploaded it to Spotify for podcasters, and then my podcast was live. I think we get so in our head about thinking it’s going to be something really big, but it really doesn’t have to be. Just get your voice out there, the sooner the better.

Laura: Ashley’s advice is so important. Don’t strive for perfection, just start. Its easy to get caught up in the idea that everything has to be perfect before you launch, but that mindset can just hold you back. The reality is podcasting is a journey of learning and improvement, and the more you do it, the better youll get. The key is to get your voice out there and start creating content. Your first episode doesnt need to be a masterpiece. The goal is to get comfortable with the process and build momentum. You can always improve as you go, but if you wait until everything is perfect, you may never launch. You don’t need the most expensive microphone or studio setup to start. A basic USB mic and free editing software like audacity or GarageBand are more than enough to create quality episodes. Focus on good content rather than expensive gear. Done is better than perfect. Remember, your listeners won’t expect a flawless podcast. They want to hear your unique perspective and learn from your experiences. If you stumble over a few words or have minor tech issues, don’t stress authenticity is more important than perfection. Get feedback early on. Once you’ve recorded a few episodes, share them with trusted colleagues, friends, or even some early listeners. Constructive feedback will help you make improvements, but don’t let it stop you from publishing. Adjust, uh, and improve as you go. By focusing on these simple steps, you’ll find that podcasting becomes much more manageable and enjoyable. The most important thing is to just take the first step and learn along the way.

Having a clear structure for your podcast helps ensure that your episodes flow smoothly

Next, Caitriona is back to share what she learned about recording her first few episodes of West Coast Cyber.

Caitriona  Laura: Thank you. Okay, so how do I train Caitriona? It’s: If I listen back to the very first episode, we were such rookies. We hadn’t got the proper equipment. We didn’t know how to interact with each other. There was a lot of him, um, and her and all these, I suppose, filler words and one of the big, I suppose changes for us was we decided to move into a podcast and studio and we go in, they have proper equipment and it’s made a huge difference to that. The other big, big thing was being very structured with our run sheet and making sure that we were prepared for every episode. Cybersecurity that can be difficult because we normally meet the thirsty before we record, but normally by the Tuesday things have changed. But at least we have a format and a structure, so that’s been the big things for us.

Laura: While moving into a studio is great, if you have the budget and access to one, it’s not a necessity for creating a high quality podcast. You can produce excellent episodes from the comfort of your own home using basic equipment. The key is focusing on content and structure, and this is where Caitriona’s other point really stands out. Having a clear structure for each episode. Whether you’re recording interviews, hosting solo episodes, or co hosting with someone, a, uh, well thought out run sheet is essential to keep things on track

00:20:00

Laura: and ensure that the episodes flow smoothly. Before you hit record, jot down the key points or topics you want to cover in the episode. This doesn’t need to be a detailed script, but having a basic framework will prevent you from going off topic or missing important points. If you’re conducting interviews, prepare a list of questions in advance, but also allow room for organic conversation. A run sheet can help guide you through the interview while giving you the flexibility to follow interesting tangents. Share the outline with your guests beforehand so they know what to expect, and be mindful of your time so that the conversation doesnt drift too much. Have a consistent episode structure a predictable format helps listeners know what to expect each time they tune in. For example, you might start with a brief introduction followed by the main discussion, and end with key takeaways or action points for your audience. Consistency helps create a sense of familiarity and reliability. While it’s important to have a run sheet, don’t be afraid to go off script if an interesting topic comes up. Just be sure to look back to your main points and stick to the overall structure. A balance between structure and spontaneity can make your episodes feel more dynamic and engaging. Overall, having a structure for your podcast not only helps you stay organised, but it also helps the recording process and smoother ensures that your episodes are valuable and enjoyable for your audience.

Em Gee says podcasting is a great way to get your message out there

Next, we have MG, a marketing coach who recently paused her podcast called Unstoppable, um, marketing and mindset.

MG: So what inspired me to start my podcast is that I like talking. I like sharing my knowledge I also, because I work in marketing, it’s content. And content can be repurposed in so many ways. And when you can repurpose a podcast through video, audio, and then creating text, it’s just now I’m convincing myself to restart the podcast. But it’s a great way to be able to get your message out there in a lot of different platforms. The most important lesson that I have learned from podcasting is about doing things imperfectly and being okay with it. That you might say, um, um, that you might pause, that you might get the words wrong. But at the end of the day, the other side of that is people that are listening to it, that are human. And they also. They don’t even notice as much as you do, but they also want to feel like they’re connected to a human, not a robot.

Laura: M’s insight about repurposing content is incredibly valuable. Podcasting can be the backbone of your content strategy, making it easier to create content across different platforms. And even though it may seem overwhelming at first, as Ash mentioned earlier, the key is to start even if it’s imperfect. Em also made a crucial point about connecting with a human audience, especially in this era where AI is becoming more prevalent in content creation. People crave genuine human interaction. They want to feel like they’re connecting with a real person, not a machine. This is one of the biggest advantages of podcasting. Even with the rise of AI, podcasts offer that authentic human touch that listeners are seeking. They hear your voice, your personality, your imperfections, and thats what makes the connection so real. Im so happy that Em Gee is considering restarting her podcast because she already knows the power of podcasting and her uh, audience will benefit from hearing her insights again. Its a reminder that even if you take a break, its never too late to pick it up and continue the journey.

Nina runs mindful parenting lifestyle which helps parents with quick and easy solutions

And finally we have Nina, who runs mindful parenting lifestyle, a business that helps parents with quick and easy solutions for parenting challenges. Nina has been balancing her time between her, uh, business and family, with the youngest child still in kindy. But next year she’s ready to launch her podcast.

Nina: I have such desires to launch a podcast. Unfortunately, this year my youngest son is still in kindi, so I’ve only been working two days a week, so I’ve really had to focus my business on particular aspects of. But next year the sky is the limit with what I can achieve and it’s all guns blazing from like the 3 February for podcast. I’d want to talk about quick wins that parents can achieve with their kids. I’d also like to interview parenting experts so, like physios that deal with young children or speech pathologists. Fitness people that can help parents, um, you know, maintain their fitness while they’ve got young children at home. Ways to communicate oh, there’s so much stuff. Mindfulness tips. The sky’s the limit.

Laura: I’m really excited to hear Nina’s podcast when it launches next year. She’s put a lot of thought into her audience and has crafted a practical approach that busy parents will love. By focusing on quick wins, Nina is making sure her content is accessible and immediately helpful. Perfect for parents who need actionable advice that fits into their hectic schedules.

00:25:00

Laura: Nina’s plan to bring in experts from various fields adds even more value. Her podcast will be a well rounded resource, offering holistic support for both parenting and personal wellbeing. With her clear vision and passion, uh, I know her episodes will resonate with her audience and I can’t wait to see her, uh, bring the project to life. Thank you to all the amazing women who shared their insights with us today. I hope this episode has inspired you to start your own podcast. Remember, it doesn’t have to be perfect, just start. If you need help getting started, don’t forget to cheque out the podcast launch roadmap in the show notes. Thanks for listening and I’ll see you next time, um, on podcasting for business owners. If you found value in this podcast, please leave. A five star rating and a review would be even better. Your support shows that this is a good show, which will attract high profile guests and in turn deliver greater value to you. This podcast is produced and edited by me. Don’t waste your time on editing. Let me help you with your podcast. Cheque out the links in the show notes to get in touch.

00:26:04