How to tell your story through a podcast and make more sales

Podcasts’ popularity is growing. They create an opportunity to have in-depth interactions with your customers and raise brand awareness.

Ofcom's 2024 Media Nations research found one in five UK adults listen to at least one podcast a week.

That’s a big, impactful opportunity, but your target audience has lots of options to listen to.

So, how do you know if a podcast will work for your business? And how can you make sure you get the basics right?

Is starting a podcast right for your business?

Soundbite Media founder Louise Chandler says business owners need to think about what they can offer that’s different.

“What conversation do you intend on bringing into the space? What guests do you have access to? There are so many topics, but what are you going to add?”

That’s the first of the four key aspects that Louise says make up a good podcast:

1. offer something unique they can’t get elsewhere

2. strong storytelling that keeps listeners coming back

3. clarity and accessibility – avoid jargon

4. authenticity, personality and emotional connection

She adds that the format fits with customers' growing interest in knowing more about the stories behind businesses.

Podcasts that add to the conversation

Louise recommended a number of podcasts that show how business owners can offer advice and share their stories:

• The Small Business Sessions: The entrepreneur aiming to help 10 million new business founders

• Start Your Own Business: How to use email marketing to grow your business and How to use LinkedIn to grow your business

• How I Built This with Guy Raz: Zumba: Beto Perez & Alberto Perlman and Bumble: Whitney Wolfe

• Youpreneur: Building a Personal Brand Using Words with Delia Monk

While these podcasts focus on entrepreneurship, it often makes sense to talk about your clients’ interest or the service you offer.

For example, an architect could do Grand Designs-style interviews with homeowners or a fitness coach talk to people about motivation.

What can I do to get started?

Online tools and falling equipment costs make launching a podcast easier than ever. Here’s Louise’s checklist:

• Listen widely: Explore podcasts in and outside your sector.

• Plan carefully: Decide on the frequency, research guests, prepare episode structures and edit effectively.

• Choose the right equipment: Consider audio vs. video, and invest gradually.

• Explore AI tools: Veed and Podcastle for editing, and ChatGPT for scripting.

The importance of being yourself

Louise says that small business owners think they have to be someone else. That they have to put on a persona or a voice. She stresses that it’s important to be yourself:

“Podcasts are so popular because you feel like that person is talking to you. You have to be comfortable with public speaking, the opinions you have and how you share them. The ability to laugh, joke, and explain vulnerable moments.”

However, she adds that your podcast doesn’t need to be shiny and polished, especially on day one. These are skills that you can develop over time.

Developing your storytelling

The goal is to take listeners on a journey with a clear introduction and structure.

Most people use an interview format and Louise has a number of suggestions for making the approach work:

1. Have a conversation with your guest to plan the episode.

2. Ask high-level questions about where they are now, achievements, challenges and what motivates them.

3. But don’t over-prepare – trying to extract the information again makes it feel laboured.

4. Be really good at listening. Have planned questions, but don’t be so rigid that you’re scared to go anywhere else.

5. Remember that you’re interviewing them on behalf of the listener – what is the natural thing they would want to ask?

Using podcasts as a sales tool

Louise describes podcasts as a “strategic storytelling tool”.

You can share what you’ve been up to and your opinion, building your relationship with the audience – your potential customers – over time.

Market episodes through your normal channels. Guests will often promote their involvement too, so it’s an opportunity to get in front of their audience.

When it comes to measuring success, Louise recommends paying attention to episodes that have been reshared or lead to comments on social media.

“When you distribute and publish, the back-end of tools like Podbean will tell you if people listen to the whole episode. Look at the patterns. Is it too long or too short?

“Don’t be too knee-jerk in making changes, it takes time for people to know you and trust you.”

Additional resources

• 12 top podcasts for small business owners (Enterprise Nation blog)

• How to create an engaging podcast for your business (Enterprise Nation webinar)

• The Small Business Retail Sessions podcast (an Enterprise Nation podcast)

• The Small Business Sessions podcast (an Enterprise Nation podcast)