How to record a podcast that sells?
13.02.2023 12:44
What is a podcast?
A podcast is an audio recording that authors upload to the Internet on special platforms such as Soundcloud, Google Podcast, Apple Podcast, where subscribers can receive new episodes automatically. Podcasts are often listened to on the go. There are no restrictions on topics: from news, politics, sports, and entertainment to specialized topics such as technology, psychology, and retail.
This is a relatively new, progressive, and non-standard way of delivering information and expanding the audience. The more informative, useful, and interesting a podcast is, the more popular it is. And thus, the number of listeners. Thematic podcast series build a loyal audience that listens to the episodes all the time and waits for new recordings. And they are intended more for the audience that can perceive information by ear.
Does your store need a podcast?
Can it influence brand loyalty and awareness?
It largely depends on enthusiasm, energy, and free resources - time and people who would be involved in this business.
Let us tell you how to record a podcast step by step: from the idea of creating it to publishing it on audio platforms.
Recording a podcast consists of simple steps:
- Choose a topic.
- Search for characters.
- Recording a test version of the episode.
- Editing the episode.
- Publishing.
Key components of a classic podcast
What should you consider when creating a podcast, especially if you are doing it for the first time?
- Intro. This is an audio introduction that tells listeners about the authors and the direction of the podcast. The intro can be common to all episodes. For example, in the Torgsoft podcasts, the intro sounds like this: "Torgsoft Podcast: conversations about business and entrepreneurs". It is also advisable to add the topic of the episode to the intro of each podcast. For example, it can be "New Year holidays and business: what to do with sales?". In the intro, you can mention the podcast hosts and, if available, the guests of the episode.
- The title. It can briefly convey the main idea of your podcasts. For example, in Torgsoft, female hosts talk about entrepreneurship, business, and retail in Ukraine, hence the name - Torgsoft Podcast. However, the name of a podcast does not necessarily have to convey the idea. It can evoke certain associations with things that are familiar to people. For example, the name of the health podcast section "Temperature is normal!" in the online edition of Ukrainska Pravda or the podcast "Michelangelo's Borscht" about history, media, and cultural and social phenomena.
- Visualization. According to public online sources, 65% of listeners choose a podcast based on its cover. Of course, if they know nothing about your brand and the fact that you already record videos. When it comes to business and commerce, meanings mostly win out, but it all depends on the subject matter of your podcasts.
- Jingle. A jingle is a melody that sounds at the beginning of each episode and accompanies the intro. It sets the mood for the entire podcast. Just like in movies or trailers, music plays an important role in creating the right atmosphere and evoking the right emotions in viewers. However, you can do without it.
Stages of creating a podcast
1. Choose a podcast topic
The main advice here is not to try to cover all the global issues you want to talk about in one episode. At the very least, write down a conversation plan with the main ideas and a list of questions so that you have a clear picture.
How to choose a topic? The topic is usually chosen by those employees who live in the business and its projects, who know the history and processes of the company well, and therefore can become excellent presenters or interviewers.
Formulate topics based on the requests of your target audience - what are their main concerns? Is it the state of the country's economy, the hryvnia exchange rate, the purchase of imported goods, or more mundane issues such as how to choose a backpack for a child for school or what gift to give a woman for Valentine's Day? Whatever personal or internal processes in the company you want to cover, try to build them around the main core - your customers.
In fact, in any business, customers are an inexhaustible source of topics and content. Every day your customers ask you something, so tell them.
2. Find podcast heroes
Who should you record the podcast with? With employees or guests? There are no rules for podcasts.
Let's say you sell equipment for coffee shops and restaurants, so you can invite people to interview who would add value and diversity to your podcast. For example, owners and chefs of coffee shops who would talk about their experience of using your product. Or managers of the repair and service department who would give advice to customers on how to use expensive equipment so that it does not break down. Often, the character of a podcast forms its topic. Perhaps some guests will become your regular hosts.
3. Record a test version
Before each recording, spend some time getting to know the new speaker and establishing an emotional connection. It is best to send a list of questions and topics for the recording the day before so that the interviewee can prepare. However, this is not always a prerequisite. Some companies deliberately do not allow guests to read the text and questions of the podcast to keep the conversation casual and "in the flow."
As for the experience at Torgsoft, the hosts have known each other for a long time, so there is no need to tune in. Since some employees went abroad because of the war, it is a normal practice for the company to record podcasts remotely. Although it is sometimes difficult in the current reality to get everyone together so that everyone has a stable Internet connection and good sound, the girls are inspired by the common cause, so there are almost no re-recordings or cancellations. The editing team solves outright problems with the sound. In other cases, no one pays attention to it, because our whole life is accompanied by constant extraneous noise.
To be honest, since the hosts have been writing podcasts for a long time and know the company's business well, they never make test recordings.
4. Edit the file
However, you still need to edit your recordings at first. The editor works on the content and stylistic points, cuts out unnecessary and overly expressive statements, reservations, long pauses, and decides what needs to be corrected. Next, the editor starts working on the sound quality, cuts out unnecessary things and inserts the jingle.
5. Publish the podcast
The prepared podcast should be published. If you don't aim to release podcasts outside of your website, analyze the main audio services where you can post tracks about your business on a paid and ongoing basis.
There are many audio platforms on Google where you can place your podcasts on a par with music singles. The most popular channels for external placement are Apple Podcasts, Spotify, SoundCloud, Google Podcasts, and Pocket Casts.
You can upload an audio file to Soundcolud, Google Feed, or Anchor, which generates one universal link - RSS feed. Through this link, the recording is then published on all platforms after a one-time approval from Apple Podcasts and Google Podcasts.
How are podcasts recorded in Torgsoft?
In our company, recording podcasts is a separate activity to which we devote a lot of time. We have employees who know so much about accounting and entrepreneurship due to their long work at Torgsoft that we needed a format for concentrated presentation of knowledge and experience. That's why we decided to create the TradeSoft Podcast, where experts gather to share their experience in sales, nuances in business processes, and, of course, talk about the principles of trade automation.
Since February 24, 2022, we have been recording podcasts exclusively in Ukrainian.
"The podcast is an opportunity to share my experience and knowledge gained during the creation of TradeSoft and communication with customers. To convey to entrepreneurs that automation is an integral part of a successful business. Tell the secrets and life hacks of using the accounting program, share the history of the creation of Torgsoft modes. And, above all, to find solutions to the problems, questions, and "rakes" that store owners face.
I specifically remember the podcast about ERP systems, because preparing for it allowed me to look at Torgsoft from a different perspective and understand that we are a force," says Anya Prikhodko, Deputy Head of Programming.
Torgsoft - a podcast about trade and accounting - ERP system: what is it and why does a business need it?
"For me, podcasts started as a test of public speaking, but they have become an outlet where you can talk about your favorite topics with those who are well versed in it, and everyone says something different, since we are all specialists in different areas.
I probably remember the most vividly the podcast about conflict clients. Firstly, because I had one the day before, and it was thanks to him that the idea for the podcast came about. And secondly, it was the longest and lasted almost 3 hours," shares her experience Yana Rybas, Head of Sales.
"In order to record the Torgsoft Podcasts, I listened to a lot of other podcasters I was interested in and read several books on the subject (I can single out "Louder! How to Create Cool Podcasts" by Eric Nuzum and "Explosive Podcast. How to Create a Successful Project from Idea to First Million" by Kristen Mainzer). At some point, I realized that a podcast can be successful when it has some kind of "zest," usually the charisma of the participants. I think our "specialty" is that we just talk about technical things. Guys appear in our podcasts, but rarely, mostly it's "women's chatter" that is perceived quite simply, but the trick is that this "chatter" contains very useful, practical information for listeners who are engaged in business. In addition, each of the participants is a separate interesting character, we are very different, as it should be for an interesting drama. Someone talks about technical things in a balanced way, someone is very emotional about communicating with clients. Someone "plays the role of an entrepreneur," putting themselves in his shoes and looking at the problems. Judging by the feedback, we help entrepreneurs, but at the same time, we are not boring to listen to.
For me, each of our podcasts is a separate little audio play. All of them are valuable and interesting in their own way. I especially remember a very controversial podcast about personal branding, which we ultimately did not release. Our opinions were just so different that we couldn't come to an agreement. I'm interested in such topics because, as they say, "truth is born in controversy." I also remember a podcast - a conversation with a store director. There were a lot of interesting discoveries from inside the store," says Natalia Kornetska, PR Manager at Torgsoft.
Torgsoft - podcast about trade and accounting - Interview with the director of a grocery retail chain
"At this time (February 2023), we have recorded more than 65 episodes, we have more than 11 thousand listens, and this is only on soundcloud. I don't count Google, Apple, YouTube, and other platforms. For me, this is an indicator that the topic of accounting and doing business is even being heard. Especially since we are podcasting in a free form: 80% of the content is absolute expression. What do you need for a podcast? People charged with an idea and Skype (or another tool, depending on your circumstances and capabilities).
My favorite episode is about salesperson fraud. There are so many examples and a storm of emotions that I still want to take all those cunning characters by the scruff of the neck and straighten their brains out together. Perhaps my most important vision for the podcasts is that entrepreneurs don't repeat the common mistakes we analyze in detail in each episode. It's our way of telling thousands of listeners what not to do and why," Olga Kovalenko, editor.
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