The Small Business Owner’s Guide to Podcasting Success: My Journey and Lessons Learned
After hundreds of podcast appearances over the past few years, I’ve learned that podcasting isn’t just another marketing channel—it’s a powerful tool for building authentic connections and establishing yourself as an industry authority. Let me share my journey and the insights I’ve gained along the way.
Why Podcasting Matters for Your Business
When I first started appearing on podcasts, I viewed them simply as another promotional opportunity. I couldn’t have been more wrong. Podcasting has become one of the most intimate and effective ways to reach your target audience. Unlike traditional media, podcast listeners are typically highly engaged—they’re often listening while exercising, commuting, or doing focused work. This creates an unprecedented opportunity for deep connection.
Think about it: you’re literally in someone’s ears for 30-60 minutes, having what feels like a personal conversation. This intimate format allows you to:
- Build trust through authentic storytelling
- Demonstrate your expertise naturally through conversation
- Reach highly targeted audiences who are actively seeking knowledge in your field
- Create evergreen content that continues working for you long after the recording
The Art of Being a Great Podcast Guest
Before the Interview
The key to a successful podcast appearance starts well before you hit record. I’ve learned to invest time in understanding three crucial elements:
- Know Your Host’s Style
I’ve encountered hosts who rapid-fire questions and others who let conversations meander naturally. Some dig deep into technical details while others keep things high-level for their audience. Watch or listen to at least one previous episode to understand their interviewing style. This allows you to match their energy and pace, creating a more natural conversation. - Understand the Audience
Each podcast has its unique community. I remember being invited to a podcast about sustainable business practices—knowing the audience’s environmental focus helped me frame my business growth strategies through a sustainability lens. Consider who’s listening and tailor your message accordingly. Are they beginners or experts? Entrepreneurs or employees? Young professionals or seasoned executives? - Prepare Without Over-Preparing
While I can speak confidently about small business growth, marketing, and sales without extensive preparation, I’ve noticed many guests feel more comfortable with detailed preparation. Here’s my balanced approach:
- Know your core talking points but stay flexible
- Prepare stories and examples that illustrate your points
- Be ready to go off-script when the conversation naturally flows elsewhere
During the Interview
The most successful podcast appearances feel less like interviews and more like engaging conversations. Here’s how I achieve this:
Focus on Value First
I follow the 80/20 rule: spend 80% of your time providing valuable insights and 20% or less on any self-promotion. Your expertise is your best marketing tool. When listeners receive genuine value, they’re naturally drawn to learn more about you and your business.
Be a Great Conversationalist
- Listen actively and respond to what’s actually being said
- Share relevant stories and examples
- Build upon the host’s questions rather than just answering them
- Stay authentic—listeners can tell when you’re being genuine
Handle Technical Elements Professionally
- Use quality audio equipment
- Find a quiet space for recording
- Test your setup before the interview
- Have a backup internet connection if possible
After the Interview
Your work isn’t done when the recording stops. Here’s how to maximize the impact of your podcast appearance:
- Show Gratitude
Thank the host sincerely and maintain that relationship. You never know when you might want to collaborate again. - Leverage the Content
- Share the episode across your social media platforms
- Create quote graphics from key moments
- Write a blog post expanding on topics discussed
- Use clips in your marketing materials
- Analyze and Improve
Listen to your first few interviews critically. Pay attention to:
- Your speaking pace and clarity
- The value of your insights
- Your ability to stay on topic
- The natural flow of conversation
Continuous Improvement
Remember, becoming a great podcast guest is an iterative process. Each interview is an opportunity to refine your message and improve your delivery. Over time, you’ll develop your own style and find what works best for you and your audience.
The most important thing is to stay authentic while providing genuine value. When you focus on serving the audience rather than promoting yourself, the promotional benefits naturally follow. Your expertise, stories, and insights are unique—share them generously, and you’ll find podcasting becomes not just a marketing tool, but a powerful platform for building lasting connections in your industry.
Remember, the goal isn’t perfect performance—it’s authentic connection and valuable contribution to the conversation. Start with these guidelines, but don’t be afraid to develop your own style as you gain experience.
Technical Details
- Good microphone. Ideally a podcast mic. I use this USB Samson Microphone.
- This Zoom Podtrak P4 audio mixer is nice to mix sounds form the microphone, my computer, my phone (for IG streaming) and etc.
- Good lighting ON YOUR FACE is important. Any lights will do, more or less. I use two of these Trond “goose neck” lights clipped to my desk.
- Of course a variety of wires, cables and accessories you’ll want to look into as well.
- I use these TRSS cables (not a brand name but a type of cable) to connect my audio mixer to my phone or tablet so I can use their sound with my computer for video streaming (on Streamyard)
