Project Description

The Power of a Podcast

If you own a business and are ready to expand the ways you communicate and interact with your audience, podcasts could be right up your alley. Customers or prospects can consume a variety of information related to your business on demand by listening to your podcast; and starting a podcast is simpler than you probably think. Dun & Bradstreet recently hosted a podcast with Joshua Dorkin, host of the popular BiggerPockets podcast, who has successfully garnered a wide audience, top reviews and high ratings for his series within the real estate field.

In this episode, Dorkin shares insights into how he started and grew the BiggerPockets podcast, and sheds light on some of the more technical issues involved in running a podcast. If you’re looking for a new, entertaining way to reach your audience, consider starting your own podcast: you can use Dorkin’s tips to get started!

Featured Guest: Joshua Dorkin, Founder & President of BiggerPockets

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Tip #1: Keep It Interesting!

One of the best ways to help increase subscriptions and listeners for a podcast is to make it entertaining. If your podcast is similar in format to a written article, why would people rather listen than read?

  • Stories – Dorkin encourages you to get your guests’ background information, especially their “story.” People are captivated by stories and tend to feel a connection to the person relating the story.
  • Variety – Invite guest speakers that span different positions and fields. From startup entrepreneurs to veterans in the business, a wider range of speakers will allow your podcast to reach a wider audience.
  • Flexibility – Aim to structure your podcast in a way that allows you to adjust your format to your guest speaker.

Tip #2: Find Your “Special Sauce”

It’s helpful to find inspiration in and to look up to other successful podcasts; however, simply copying another series will not necessarily help your podcast succeed. Brainstorm what the unique qualities for your podcast could be and pick and choose your favorites to create your own “special sauce.”

Tip #3: You Might Need a Partner

Not all podcasts need more than one host, but having multiple people leading the conversation might benefit your show. Having a co-host can enable you to play off each other’s strengths and weaknesses.

Tip #4: Find Great Guests

You can start off by looking in your own community. Remember that just because a person is smart and successful, does not always mean he or she will be a good guest for a podcast. Dorkin recommends screening for personality. Do they have a light manner? Can they joke around easily? Are they interesting or funny?

Tip #5: Get the Technical Parts Right

Hopefully, the majority of the edits you’ll make after recording your podcast will be the result of technical issues rather than content. In addition to those technical glitches, you’ll want to be sure to fix any static, edit out filler words like “um”, and tweak timing to enhance the overall natural flow of conversation.

Tip #6: Promote Your Podcast as Part of Your Brand

Podcasts can be beneficial in exposing your brand to your target audience, especially since listeners are hearing stories related to your field from others who are similar to them, and not just from you, the owner. If you want to make your podcast part of a larger campaign for your business, it’s all about promoting the series as part of your brand.

Tip #7: Don’t Rush It

There usually is no one “big win” or turning point that changes the success of a podcast. You’ll have to be patient and willing to wait for progressive, gradual success. When it makes sense, consider getting better equipment and invest your time into finding diverse, entertaining guests. The more episodes you upload to your series and the more consistent you are with your release schedule, the more likely your listeners will consistently consume your podcast.

Tip #8: End With a Bang! 

Make sure your podcast ends on a fun note. For BiggerPockets, their podcasts end with the “Famous 4”, where the hosts ask their guests the same 4 questions each time. Be creative and finish your podcasts with a satisfying, entertaining end.

Ready to take the initiative and start a podcast? Remember that creating a basic show isn’t that hard. Resources such as My Wife Quit Her Job provide further information and tutorials that can help a business start a podcast. Be determined, accumulate research, plan an agenda and jump in. Even if you’re worried about not knowing enough about your chosen podcast subject, take the initiative to try!

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