I believe that you should probably not start a podcast. Instead, I recommend you start with a different type of long-form marketing such as YouTube or blogging.

Listen to this episode on Apple Podcasts or Spotify!

Often, business owners want to start showing up on another platform and they consider either a podcast or a YouTube channel. Both platforms have a few things in common. They are long-form, they are evergreen and they both build strong connections with your audience.

Downside of Podcasting

However, podcasts, in my opinion, are primarily for nurturing your warm audience. In other words, people who will listen to your podcast have already found you elsewhere. It’s not as likely that brand-new people will stumble upon your podcast and start listening. 

Growing a Podcast

An exception would be if you are blogging your show notes and optimizing them for SEO so that your blogs about your podcast come up in Google search. Still, a new user would have to encounter that blog, move over to a podcast platform, and then decide to subscribe.

To grow a podcast (and get in front of new people), I believe it’s important to invite guests as well as be a guest on other shows. Otherwise, you will likely be speaking only to your existing audience.

Starting a Podcast

Podcasting is a saturated platform. It has a low barrier to entry. You do not have to be on camera, recording is casual, you can read your notes and the equipment setup is simple. All of this has led to a LOT of podcasters, which makes it more difficult to stand out.

Starting a YouTube Channel

Oppositely, there is YouTube. The learning curve is harder. You need to be on camera, and a lot of people are intimidated by it. This all makes it REALLY worth it for the business owners who do start a channel. There is a lot more opportunity there.

YouTube primarily reaches a cold audience. It’s a searchable platform (unlike podcasts). YouTube makes recommendations that help new people to see your channel constantly. 

YouTube Workflows

One thing that will help you succeed on YouTube is to have an established workflow so that your creation system remains sustainable. I talk more about that in my free YouTube class! Watch it now to find out if YouTube is a good fit for your business, how to get started, and how to implement strong workflows.

Consider Your Goals

So the big question is this: What are your goals right now? If you already have a large, engaged audience and want to lead them into going deeper with your paid offers, a podcast is a great option for you!

If you’re in the first few years of business and still looking to reach new people, I advise you to start with blogging or a YouTube channel. It will take time to see results. You’ll need to show up consistently for about six months or a year. Once you’re established, you’ll obtain new leads without having to show up daily (like on short-form platforms).

Next Week’s Episode

Next week, we will continue our series on kick-starting or restarting your online marketing with a conversation about how much you should give away in your free content.

See you next week on Monday at 7 am!