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Podcasting for Digital Selling

Podcast for Tech SaaS & Services

Setting up a business podcast as part of your Digital Selling Strategy perhaps one of the easiest technology based activities there is, which accounts for its popularity.  That, as well as it enables others to listen in with anonymity, and in a time frame that suits the listener.

Before COVID, listeners would tune in at their desks or on their commute, in their cars or at home on their speaker system via Alexa, Siri, or Google.

In a similar way to video production, podcasts do take some forward planning, albeit a little less complicated.

A podcast show needs an intro, and outro, some graphics, episode planning, guest planning, transcriptions and website planning. Post production is where the finessing is done as well as inserting adverts relating to your products and services.

Podcast Production for Business Audiences

Podcasting has become more popular because people can listen to shows when they want and learn about topics they're interested in. For technology and SaaS companies, some audiences who might buy their products include:

  • Business owners
  • IT professionals
  • Tech enthusiasts

Research shows that a higher proportion of senior decision makers listen to podcasts!

Real-World Examples

  • Pat Flynn, an expert in online business, set up his own podcast studio in his home. He has a detailed video on how he did it here.
  • Tim Ferriss, author and entrepreneur, also shares his podcast setup on his website.

Pitfalls and Misconceptions

  • Don't think you need the most expensive equipment to start. You can always upgrade later.
  • Good sound quality is important, but don't forget about creating interesting content too.

One of our earler video podcasts

Step-by-Step Guide

In this step-by-step guide, we'll learn how to set up a podcast studio for a technology and SaaS company in the UK. We'll cover everything from getting the right equipment to treating the recording room for better sound quality. Podcasting is growing in popularity, and it's a great way for companies to connect with their customers and attract new ones.

Let's Get Started!

1. Acquiring the Equipment

Microphones

There are two main types of microphones:

  • Dynamic microphones: These are good for loud environments and don't need any extra power.
  • Condenser microphones: These are better for quiet spaces but need a power source called "phantom power."

Some popular microphones for podcasting include:

  • Audio-Technica ATR2100x-USB (dynamic)
  • Shure SM7B (dynamic)
  • Rode NT1-A (condenser)

Recording Consoles

A recording console (or mixer) helps you control and mix the sounds from your microphones. Some popular options are:

  • Behringer Xenyx Q802USB
  • Rode Rodecaster Pro
  • Focusrite Scarlett 2i2

Below is short video of the Rodecaster Pro podcast system we use at salesXchange, made by Rode 

2. Audio Treating the Room

To get the best sound quality, you need to treat your recording room. Here's how:

  1. Find a quiet room with not too much echo.
  2. Put soft things like cushions, carpets, and curtains in the room. They help absorb extra noise.
  3. Use foam panels or bass traps on the walls and ceiling to reduce echo even more.

Distribution is Built on RSS Feeds

Once your podcast is set up on a provider like Buzzsprout or Spotify you podcast shows are distributed via RSS feeds to multiply players like Apple, Amazon, Google and of course Spotify.  Once the registration is complete on a variety of aggregators, your exposure is set.  

Your Podcast Production Strategy

Firstly, you need to think about your overall message and business tone-of-voice.  What type of business are you and what are your existing or prospective customers like?  What do you and how will this podcast impact your listeners?

The point of doing a podcast is to enable your customers and prospects the connect with you when it suits them to either be entertain or to learn from you and your guests.

From a practical perspective, you need to at least have two checklists.  One to set up and begin your podcast and a second to ensure you follow a set of parameters to deliver your show.

We provide a complete framework to get your first series up and running posted to a hosting platform and distributed to all the major networks around the world.

When it comes to marketing we ensure your products are promoted on social media and anywhere else we agree they should be found.

Podcast Production Set up Cecklist (Or leave it to us!)

  1. Create a name for the show
  2. Create a Podcast graphic to appear on Apple, Spotify and many others
  3. Choose a Podcast hosting platform
  4. If you want to record video the conversation (recommended) and upload to YouTube or Spotify, ensure integration has been set up between the audio recording and video suite and there is no audio lag or delay
  5. Decide how the podcast will appear on your website
  6. Plan to convert podcast to text, using a transcription platform (for Google search)
  7. Create a Podcast marketing strategy (see Social 444)
    1. 1% of your total addressable market (TAM) are looking to buy right now
    2. Only a proportion of your TAM enjoy listening to podcasts
    3. Do not be disheartened if only a small number listen to your shows
  8. Decide on a recording frequency, daily, weekly or monthly
  9. Choose the technology: -
    1. Recording platform (See Above)
      • Internal and external guests
      • Mobile Phone Integration
      • Skype/Zoom Integration
      • Number of guests (Too many can become unmanageable)
    2. Microphones, Pop filters
    3. Headsets
    4. Microphone stands
    5. Recording studio, quiet room
    6. Sound treatment: sound panels, blankets or stands
  10. Pre-recorded intro and outro
  11. Pre-recorded business adverts
  12. Stingers – Radio-speak to incidental sound effects
  13. Select an audio editing platform such as Adobe Audition or
  14. Housekeeping Rules – Do’s and Don’ts for guests

Podcast Show Flow checklist

  1. Choose a show or series ‘theme’
  2. Decide if the show is to be completely free-form or if you want to direct the questions for a reason
  3. Identify guests: customers, influencers, suppliers, staff, CEO, C Suite etc
  4. Create a series of questions, pointers and guides to help maintain the flow
  5. Allow time before the show to warm your guests up, even telling them you haven’t pressed play as sometimes this creates some great content. The same applies at the end of the show.  Keep it recording.
  6. Introduce this week’s show
  7. Introduce the guests
  8. Play the intro
  9. Start with the opener question or statement to begin the show
  10. Mention future guests and shows
  11. Invite your listeners to subscribe
  12. Most important of all - Have fun doing this

Key Takeaways

  1. Choose the right microphones and recording consoles for your needs.
  2. Treat your recording room for better sound quality.
  3. Podcasting is growing, and it's a great way to connect with your audience.

FAQs

What's the best microphone for podcasting?

There's no one-size-fits-all answer. It depends on your budget and recording environment. Both dynamic and condenser microphones have their pros and cons.

Do I need a professional studio?

No, you can set up a podcast studio in any quiet room with the right equipment and some simple sound treatments.

Conclusion

To set up a successful podcast studio for your technology or SaaS company, start by choosing the right microphones and recording consoles. Then, treat your recording room to ensure the best sound quality. Podcasting is a growing way to connect with your audience, and with the right setup, you'll be on your way to podcasting success!

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Below is an example of a podcast player the embed your podcasts on your website.

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