When Should You Start a Podcast? (And When You Shouldn’t)
We’ve all heard the saying “timing is everything,” and podcasts are no exception.
Making sure you start your podcast at the right stage in your business makes all the difference between a highly successful growth tool or a total flop.
Over my seven years of helping dozens of entrepreneurs start and produce their podcasts with our Podcast Launch Services, I have seen firsthand what key criteria need to be in place to ensure you’re harnessing the full power of podcasting right from the start.
In this article, I’m going to break down how to know if you’re “podcast-ready” BEFORE you actually put the time into creating a show.
Keep in mind that if the criteria I outline below don’t apply to you, it doesn’t mean you can’t have a podcast. It just means that NOW is probably not the best time for you to start using a podcast as part of your marketing strategy.
How Do You Know if You’re Ready to Start a Podcast?
Before I get into the nitty-gritty details of what will make you more likely to find podcasting success, let’s cover some basic qualifications to determine if you should start a podcast.
Of course, there are always going to be outliers, but generally speaking, podcasting is a great marketing strategy if you:
1. Have an established, growing business.
This means the details of your branding and business model have already been ironed out.
2. Know who your best customers are.
You should have a specific group of people in mind who will benefit from your podcast.
3. Know what you offer and how you deliver results.
Make sure you can articulate your unique product or service clearly, and that you’ve got a process in place for delivering results for the people you work with.
Why is it important to have all this stuff figured out before you begin?
Creating a podcast before you have ironed out the specific details of your business means you’re very likely to change who you are trying to market to while you’re figuring out your target audience.
And while your target audience can be refined or tweaked slightly along the way, making significant changes to your customer avatar is essentially starting over from scratch.
Podcasting (when done right) is a long-term strategy to build momentum for your brand, so every time you change your who, you’re stopping and trying to start that momentum all over again.
But if you meet all three of the criteria listed above and you’re ready to scale and become an authority figure in your space, then things are looking good for you to start a podcast to generate more business.
Keep in mind that I said more business.
You want your show to become the cornerstone content engine for your brand to help you grow and build trust with your existing audience while providing them with clear next steps for working directly with you.
That said, there are some important things to consider to find out if your podcast is likely to be successful at turning listeners into clients.
The Benefits of Podcasting for Businesses
Before you think about starting a podcast, have you ever thought about the why? You are probably trying to jump on the bandwagon because other businesses do, but you’re not going to regret it. Here’s why:
1. Establishing Thought Leadership
Podcasting is the perfect medium for showcasing your expertise and unique ideas. If you regularly share relatable and valuable content in each podcast episode, people will see you as a respected expert in your field.
This will increase your credibility with your podcast listeners, you can be invited to speak at industry events, and your opportunities will expand.
For example, a financial advisor could start a podcast about personal finance tips like one of our clients—Federal Employee Financial Planning, a marketing consultant who could share personal opinions on digital marketing trends, or even a software developer who could discuss the latest coding techniques.
2. Increasing Brand Awareness
Podcasts are fairly discoverable on different platforms and allow your potential podcast listeners to find your content. They can consume your content while multitasking, such as during workouts and commutes.
Each podcast episode should be an opportunity to get people on board and eventually help you build a loyal following who trust and support your brand.
3. Creating Personal Connections
Unlike written content, podcasts allow your audience to hear your voice and help them create a personal connection with you. Podcast listeners should feel like they know you, which builds trust.
This will make your podcast more relatable as your personality and passion come through, which will once again help your listeners feel connected to you.
4. Content Repurposing Opportunities
You can turn your podcast episodes into other forms of content. You can create blog posts/articles based on podcast topics, take social media snippets and quotes, or even produce video content if you record video along with the audio.
With this, the value of each piece of content you create multiplies and extends your reach across different platforms with different content consumption preferences.
Consider podcasting a cost-effective way to market your business. You don't need a lot of expensive equipment or editing software to start a podcast. You can create a high-quality podcast that will help you achieve your business goals.
5. Networking Opportunities
Podcasting gets you closer to valuable networking opportunities, especially if you adopt an interview format.
You get to meet industry leaders, potential partners, or even your dream clients, and this connection leads to collaboration and business opportunities that extend far beyond the podcast itself.
Not to mention, as your podcast grows in popularity, you may find yourself being invited to guest on other shows.
6. Improved Communication Skills
You’ll learn to articulate your ideas more clearly, think on your feet during interviews, and also engage in amazing conversations about your area of expertise.
This in turn will benefit your client meetings, presentations, and other aspects of your business.
The Podcast Success Mindsets
Starting a podcast is one thing, but starting a podcast that generates more business is another.
To determine whether or not you’ll be able to turn listeners into clients, I recommend taking a moment to ask yourself the following questions:
1. Do You Know Your Specific Target Audience?
I can’t stress this enough: You need to know exactly who you are talking to when creating your show.
This means having a specific group of people in mind who will benefit from your podcast.
Our clients target everyone from women physicians who want to lose weight to financial advisors who want to open up their own practice to dental practice owners who want to invest for long-term wealth creation.
Whatever it is, pick your niche.
Once you figure out who you’re talking to, you can figure out their specific needs, their most pressing questions and concerns, and what you can do to help them.
2. Has Your Product or Service Provided Clients With Consistent, Positive Results?
Your offering should be specific, unique, and—most importantly—effective.
That means you have actually sold your product or service and have seen it repeatedly help members of your audience to achieve their desired result.
It’s okay if you plan to develop additional offers down the line, but before you get started with a podcast as part of your business strategy, you need to have nailed down at least one main product or service.
That way, when the time comes to educate your audience about your offering, you know what kind of results you can get them.
3. Will Your Content Offer Value?
It’s important to keep in mind that successful podcasts are designed to be valuable for listeners.
Whether you educate your audience about a topic they need to understand, advise them on common pitfalls to avoid, or anything in between, each episode you release should be a helpful resource in its own right.
You should always keep in mind what your potential listeners would need to know and how you can help them understand it.
I also strongly recommend giving actionable advice that listeners can implement right away to achieve a small result.
This will build your audience’s trust in you as someone who can solve their problem and bring listeners back for more.
4. Do You Have a Clear Brand Voice?
Your business, brand, and podcast should all be aligned to share your message clearly and simply.
So before you start a podcast, make sure you have a well-established brand and a unique approach to helping people in your target market.
Keep that in mind when coming up with a title for your podcast.
Whatever title you choose, you want it to be clear, simple, and direct, so that target listeners know it’s a show meant for them as soon as they hear the name.
One of our clients has a podcast called “Financial Advisor Success.”
This is the kind of strong branding that will set your podcast up for success.
5. Can You Clearly Articulate What the “Next Step” Looks Like for Your Listeners?
Establishing what listeners can do when they are ready to work directly with you is crucial for using a podcast as a marketing tool.
Why?
Because more often than not, the people listening to your podcast or following your content won’t be ready to buy from you right away.
85% of new leads—even interested leads that are a perfect fit for a product or service—aren’t ready to buy until anywhere from 90 days and 18 months out. (Those figures are from direct response marketing legend Dean Jackson, who shares a study by an organization that handles surveys for large companies.)
That’s why it’s important to have one or two easy, clear calls to action that listeners can follow when they want more of your content but aren’t quite ready to work directly with you yet.
This is easily achieved with a quick statement that tells listeners exactly what to do or where to go to get more of your help.
Typically, this will be an opt-in like a checklist, ebook, or email series.
You can get creative with this and tailor your offer to the unique needs of your audience, but make sure you have your “next step” offer nailed down before you begin recording a podcast.
6. Do You Have the Right Goals for Your Podcast?
Take a moment to consider what you want out of your podcast.
Is your aim to grow your audience? Spread knowledge? Let the world know you are an expert in your field? All of the above?
Knowing what you’re trying to do is an important part of determining not only what success looks like for you, but also how likely your podcast is to become a good business generator for you.
If your sole aim is to grow your audience, then podcasting probably won’t be a particularly successful marketing strategy for you.
The podcasts that succeed at turning listeners into clients are the ones that educate and help their audience, no matter the size.
You want your podcast to be a helpful tool for listeners, which means it should be done with your audience’s needs in mind, not a desire to prove your awesomeness.
7. Can You Commit to Consistent Releases?
It’s important to be honest with yourself about how much time you are willing and able to commit to your podcast.
Figuring out how often you’ll record and how you’ll fit it into your schedule will be a major factor in your show’s sustainability.
I’ve seen too many podcasts fall by the wayside simply because their hosts planned to record content when they “got around to it.”
That doesn’t work.
To keep up the momentum, you’ll need to set a regular schedule for both recording and releasing episodes.
I’ve found a weekly publishing schedule to be the best mix of the least effort for the highest reward.
This frequency allows you to become part of your listeners’ regular routine and gives them enough content to really get value without you becoming a full-time podcaster.
The key is to plan for this and build the time you need to record into your schedule.
Then just stick with it.
8. Do You Have an Overall Strategy Beyond Podcasting?
Creating a podcast should not be your marketing plan.
It should be one part of an overall plan.
What’s more, podcasting should be a third or fourth step in your strategy, not the first one you use to try and get your first clients.
As I said before, podcasting is a long-term strategy. You want to take the time to build a relationship with your existing audience.
In addition to your show, plan to interact regularly with your audience via email, social media, etc.
The more interaction you have, the better.
Keep your podcast as one of many methods to do that.
9. Do You Have Enough Podcast Episode Ideas?
While not a strict requirement, having a solid backlog of episode ideas can be incredibly helpful in the long run.
With enough content prepared in advance, you’ll be able to maintain a consistent publishing schedule, which is crucial for your podcast’s longevity.
Why not challenge yourself to brainstorm 20-30 episode topics ahead of time? This buffer will allow you to plan more effectively, keep the quality of your episodes high, and avoid the stress that comes with last-minute deadlines.
For example, if you’re starting a podcast about podcasting (yes, they exist!), potential topics could include:
10. Do You Have the Necessary Equipment for Good Audio Quality?
Sometimes overthinking which microphone to use is more stressful than working on your first podcast episode. People say to invest in good quality equipment and start stressing out, but it shouldn’t be difficult to find The Perfect Podcast Equipment for Any Situation.
Some podcasters start with just an iPhone, a basic webcam, and no condenser microphone.
While this can work initially, it’s important to remember that podcasting is not just about delivering great content—it’s also about providing your audience with a high-quality listening experience through clear, crisp audio.
If you're not ready to invest in the right equipment or create a proper recording environment, it might be a sign to hold off on launching your podcast until you’re fully prepared.
11. Are You Prepared to Engage with Your Audience?
Your podcast will be a key tool for reaching many people, so it’s important to think about how you’ll engage with listeners and manage feedback.
Engagement takes time and effort.
Do you have the capacity to interact with your audience consistently, whether through social media or email?
Consider setting aside 30 minutes each day to nurture these connections, ensuring your engagement remains meaningful and effective.
If you’re prepared to handle these interactions, you’re on the right path. If not, it may be worth rethinking or refining your approach before hitting record.
12. How Will Podcasting Fit into Your Marketing Funnel?
It's crucial to understand where your podcast fits in your customer journey. A podcast is a powerful tool, but only if it aligns with your broader business strategy.
Will it help people discover your skills and expertise, or will it strengthen relationships by providing industry insights? Knowing this will help you structure your content and calls to action effectively.
For example, as listeners move through the funnel, they may visit your website, download lead magnets, or sign up for consultations or webinars. Eventually, after getting to know you through your podcast, they may decide to try your services.
When integrated thoughtfully into your marketing funnel, your podcast will not only provide value to your audience but also drive tangible business results.
13. Have You Defined Success Metrics for Your Podcast?
It’s essential to set clear, achievable goals for your podcast to maintain focus and avoid discouragement. What are you aiming for—more leads, increased brand awareness, or new clients?
For instance, if your goal is lead generation, you might aim to acquire 50 new email subscribers each month through podcast call-to-actions.
Track metrics like download numbers, website traffic, email sign-ups, social media engagement, direct inquiries, and revenue from podcast listeners to measure your success.
When your goals and metrics align with your overall objectives, podcasting can be a valuable tool for your business.
14. Is Your Business Ready for a Podcast?
If your business is still in its early stages, starting a podcast might not be the best idea unless you have an established niche and a clear understanding of your audience. Focus on solidifying your brand, refining your offerings, and building a customer base first.
If your business is more mature, with a loyal audience and proven products or services, a podcast can help increase engagement and extend your reach.
However, be sure that podcasting won’t overwhelm you or take attention away from other important areas of your business before you fully commit.
Remember, maintaining the quality and consistency of your episodes is key to keeping your listeners engaged.
Keep up the good work, and ensure each episode delivers value to both you and your audience!
15. Is Market Timing Right for Your Podcast?
Timing your podcast launch strategically can have a big impact on its success.
For example, launching at the beginning of a new year allows you to tap into people’s resolutions to learn, grow, and improve. During this time, listeners are more receptive to educational and insightful content.
On the flip side, launching during less optimal times, like the holiday season, could be less effective. During holidays, people are often distracted by personal commitments, travel, and an overload of information, which could mean fewer listeners for your podcast.
16. Are You Open to Feedback and Willing to Adapt?
To succeed as a podcast host, you need to recognize that growth comes from being open to feedback and willing to make changes. Actively encourage your listeners to leave reviews or interact with you on social media.
Their feedback is invaluable in helping you identify what works and what doesn’t. It may lead to changes in your content, format, or even target audience.
For example, if you notice that shorter episodes get more engagement, you could experiment with condensing your content. However, it's important to strike a balance—while adapting to feedback, stay true to your core values (which we’ll discuss below).
Consistency and evolution should go hand in hand.
17. Are You Committed to Authenticity?
One mistake some podcast hosts make is lacking authenticity—and you don’t want to fall into that trap.
Listeners can tell when you're not being genuine, and they appreciate hosts who are real and relatable. So be yourself on the mic, share personal stories when appropriate, and don’t shy away from showing your human side.
If you make a mistake, own up to it. If you don’t know something, admit it, and use the opportunity to learn alongside your audience.
Authenticity should also extend to your brand and values. Avoid mimicking other popular podcasts, especially if it doesn’t align with who you are and what your business stands for.
For instance, if you’re naturally more serious and analytical, don’t force yourself to be overly comical just because you think that’s what your podcast should be. Authenticity will resonate with your audience far more than trying to be something you're not.
Be genuine. Be yourself. Your audience will appreciate it.
Summing It All Up
Meeting the three initial criteria I mentioned means you have the major pieces in place for starting a podcast, but taking the time to evaluate the eight Podcast Success Mindsets will really help you determine whether podcasting can be a considerable asset in your marketing.
If you find yourself in the earlier stages, then take some time to really figure out the missing pieces to help you make sure you get everything in order to make the most of your podcast.
Do you have additional recommendations for deciding when to start a podcast? Leave them in the comments below!
P.S. If this article helped you realize you are ready to start a podcast but you don’t know where or how to begin, check out our article How to Start A Podcast That Gets You More Clients.