Ep 13 – How to Start a Podcast

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Discussed in the Podcast

Buzzsprout – Podcast Hosting and Syndication
Otter – Transcription
Rode Podmic
Rodecaster Pro
Microphone Scissor Arm
XLR Cable

Podcast Transcript

Mike Miller 

Welcome to the Mindwhirl Marketing podcast, your source forB2B business building information where we talk sales and marketing and give you the insider secrets you need to know to grow your business. We want to help you attract leads and sales and show you how to align sales and marketing. So you get more sales faster, with less cost. I’m Mike Miller.

Shelly Miller 

And I’m Shelly Miller.

Mike Miller 

And today we’re talking about how to start a podcast. There’s some things we’ve learned over the past 12 episodes. And we’ve had some people ask us how to start a podcast themselves. So we’re sharing everything you need to know to get started. Right. Yeah, this is information some people charge $1,000 for. And we’re going to give it all away to you today. Right now. You’re ready.

Shelly Miller 

 I’m ready.

Mike Miller 

All right, because that’s how we roll. Yeah, that’s right. All right. So basically, that ended abruptly, didn’t it? Well, I’ll have to make that longer. Okay, so here we go. Basically, we want to talk to you about how to build a how to start a podcast. That means the tools that you need in order to to do a podcast, and how to promote it. Yes. How’s that sound?

Shelly Miller 

That sounds great. All right, most important things to start a podcast. Exactly.

Mike Miller 

You know, and this really is everything you need to know. Other than the stuff that you’re going to figure out along the way. Yeah, exactly. Because you always figure out stuff along the way. So anyway, let’s get to it. All right, right. It’s good. All right. So tools, let’s start with tools. We’ll go tools, then promotions, you know how to promote but the it’s not a tool, but the number one thing you need to know, before you start a podcast? is who you talking to?

Shelly Miller 

Yes, it is.

Mike Miller 

Who’s your ideal client persona, right? Your ICP ideal client profile, or persona, we call it ideal client persona. So Who are they? What are their wants? needs challenges. What do they want to hear? You know, what, what,

Shelly Miller 

what are they struggling with? Yeah. What would they like? What problems do they want to solve?

Mike Miller 

Right, that you could share with them? And, and get them to listen to you? Yes. Right. Because if you’re saying something interesting, then they’ll most likely listen. That’s what we found anyway. So. So that’s where you want to start?

Shelly Miller 

It is right? Yes.

Mike Miller 

All right. So the next thing is microphones. And there’s there’s basically, the top of the line microphone is the Shure SM 7B. It’s a broadcast mic. Yes. And it sounds amazing. You know, it’s it’s really, it’s really high quality. It sounds amazing. But it’s $400. So if you’ve if you’ve got the money, you can, you know, spend it, because it’s an excellent microphone.

Shelly Miller 

You can’t go wrong with it.

Shelly Miller 

Yeah, it is a very well designed and well sounding microphone. Yeah, it really

Mike Miller 

sounds good at the top of the line. Yeah, it is exactly. But Rode is a microphone company. And they have built a special podcast mic. Thanks. Call it the pod mic. Yes. Right, the ones that we’re using now. And we like the pod mics, because they’re $100. Yes. And they sound really good. They do. Right? They do. And we’re going to share more about the amazingness of the pod mics in a second as we as we go through this, but you want your mic to be you know, to catch the full range of your voice, especially in this situation. In a in a podcast situation. You want to have your your voice clear, and resonant. resonant. Right. So you can hear all the bases in my voice, but all the high spots too. But when you do a microphone, there’s two tests that they always do. And the first is sibilance.

Shelly Miller 

Yes.

Mike Miller 

And the second one is plosive. Now on this microphone and we can get a wind screen for it as well, which would help with plosive. But if you hear it plosive I don’t hear any pop note, snap when I go plosive right, or Peter pepper, Peter Piper picked up. Okay. Oh,

Shelly Miller 

well, it’s the truth. I mean, they’ve had these microphones pass all of those tests.

Mike Miller 

Right? Exactly like it’s superior. So when I do ss sibilance, you can kind of hear us, but it’s not. Basically what it would do is it would blow your tweeters out, right? Yeah, the SS is just too high, and it hurts your ears. If it’s a poor, just a, if it’s a poor microphone, or quality, yeah, poor quality. But we can also get windscreens for these and and that’ll cut the the pops and the SS out a little bit.

Shelly Miller 

Right, we haven’t noticed that the need for them right now. And the people that we’ve helped, they also haven’t gotten any of the pops the plosives or the ratlam. So, but that is an addition that you can add to them.

Mike Miller 

Yeah, exactly. Which probably should I don’t even know why we haven’t yet. Other than we’re busy. Um, so, microphone, that’s your first thing, you got to have a good microphone, because if you don’t have a good microphone, then it’s gonna sound like crap. And people say, Well, you can use your cell phone while you can. But I don’t know it to me. It’s like, are you gonna be quality or not? Are you gonna do it right or not?

Shelly Miller 

Well, that’s it. That’s a very good point. Yes, you can do a podcast on your phone. Sure, you can. But I don’t know why. If you’re going to go out and sit down, get prepared, write something, decide what you’re going to talk about, have guests do all these things. Why not? If the investment isn’t that great. And for the for quality? That is superior, right? And basically, you’re going to learn that the better quality your podcasts are, the more people you’ll get.

Shelly Miller 

Right to listen to them.

Mike Miller 

Exactly. That’s what I think, you know, to quality shows, it does. And the other thing to say about this microphone is if I move back, some you can hear or you can’t hear. And that’s important, because, you know, yeah, you have to be right. up against the microphone in order to, for it to hear you. But you don’t hear the sound that the lights are making.

Shelly Miller 

Right,

Mike Miller 

right. Or the cars driving by. Right or, you know, noise in the next room. You don’t hear that not as well anyway. Which with a directional microphone. You would, you’d hear the echo of the room. It hear sounds of the you know, but anyway, the pod mic is exceptional. And, and we suggest you know, that’s the one you want to go with unless you got the 400 by the Shur SM 7B Yes. Okay. The second thing is, you need to record your podcast. So how do you record it? Well, you have basically two options. The first is with your computer. And you can use like Adobe Audition

Shelly Miller 

Yes.

Mike Miller 

to record your, you know, podcast with but if you use your computer with a Rode pod mic, right, it uses an XLR cable. So you got to get a little Scarlet. Two, two, I two. And they have a one I two as well. Anyway, getting technical, but basically you got to have some kind of interface to get into your computer. Right? So you’re gonna buy some little box? regardless. Very good point. Yes. Right. And that little box is going to call it the Scarlett, I think it’s going to cost you 150 bucks. But that’ll that’ll bring the sound of the microphone into the computer, but it has a max of two XLR ports, right that the cables go into. So two is all you can do. Right? You can get one or two or you can get really fancy and I think that you can get six

Shelly Miller 

I’m not sure six ports so six people.

Mike Miller 

Yes. There could be six potential microphone. Okay. Okay.

Shelly Miller 

I didn’t know what the Scarlet.

Mike Miller 

Yeah, I’m not sure either. So but then you would record it as your as your speaking you would record it with Adobe Audition. Yes. Okay. And then that includes setting up your sound card and all that stuff, which is, you know, you need you may need drivers, you may need all kinds of stuff. But here’s our suggestion.

Shelly Miller 

Yeah, right.

Mike Miller 

There’s little boxes so like you have the Scarlet that brings the sound from the microphone into your computer. While you could just get rid of the computer and just have a box, and the box that we recommend is the road road caster Pro. Or I’m sorry podcaster Pro. It is the road caster Pro. It’s the Rode caster Pro. Okay, so it’s the Rode caster Pro. You’re right the first Yeah, so um, it it’s a box, but it’s like a mixing table, right and it allows for microphones in it also allows like a phone that you can hook up to it with Bluetooth. It has special sounds like we can make cool little sounds like oh, I gotta turn it up. Right people can laugh. And if I say something that no one gets.

Shelly Miller 

Right? never happens,

Mike Miller 

right? cigs up there? Thanks. So you have all kinds of features on here. And the cool thing about it is, it’s recording right now to a micro SD card.

Shelly Miller 

Very good point. See, that’s and that I’d like you to go into a little bit more because see, that’s the technical and trying to get something started, you want to you want to be in front of your target. So you want to be out there giving them information in any format. They want to get it in, right. podcasts are great ways. Yeah. If it takes a lot of effort for you to set it up. Technically, worrying about, like you mentioned, just mentioned your computer, the sound card. So the difference is and tell us again. So the road caster pro basically takes care of and fills the spot for Adobe edition and

Mike Miller 

right. So it’s Adobe Audition, it’s recording it for me, and I can mix it on the fly. And it has a sound pad where I can there’s eight sounds and I can customize the sounds. We can monitor ourselves through our headphones using this. There’s a word for it. And it’s escaping me it’s like a mixer a deck or a soundboard. Yeah, there’s some there’s some term for it. But this little box, I think it was like $500 it. Um, it takes all of the technical issues out. It does, right? It’s like, no skill involved at all right? Right. You just plug it in, hit record, and you’re going right, and it’s recording to an SD card. So that SD card, you can pop it into your computer later and then pull the sound off. Right. And, and as the Brits say, Bob’s your uncle, you’re done, right. It’s just it’s easy. It’s simple. Yes. The other thing about it is is it’s nailed. See, and I don’t know if you could have heard that, but a huge truck just went by, you know, and made a lot of rumbling, but you may not have heard that on the pod road on the road pod mic, because they’re so sensitive, just within like, six inches, eight inches of the microphone and everything past that. You know, you’re not gonna hear it.

Shelly Miller 

Right. It’s there specifically designed for podcasts, right? broadcasting, you know, it’s so exactly, it’s what you want it again, makes your life easier. It works for what, you’re a podcast for creating podcasts.

Mike Miller 

Exactly. Exactly. And the So, you know, let’s go into talking about editing. And why. What you would have to do so if you brought it into your computer, or if you used a directional microphone, or you know, another microphone like you would use for video production. Right? It just picks up the sound from everywhere, right in a direction. Yeah. So it picks up all the sound. And then you have to bring it into like Adobe Audition and then tweak the sound compress it boosted with volume, you know, add the bass make it sound nice. Yes, right. I don’t know the technical terms. All I know is that you got to tweak it to make it sound nice. And make it sound like this like a broadcast right. But if you have the right tools to begin with, then then it sounds like a broadcast to begin with. Yes, and part and the microphones an important part of that. But this soundboard that we have the Rode caster pro soundboard. It has a special setting that it was built for the pod mic. Mm hmm. So everything that comes out of it is already tweaked. Already, you know, filtered and compressed and boosted and all the stuff that they have to do to sound. It’s done automatically plug and play. Exactly. So, you know, yeah, there’s ways to do podcasts for under $100. But why? Why? Why do you need to do it for under $100? You’re gonna sound like you’re doing it for under $100. But you want it easy. And you can’t get it any easier than this. Right? I agree. We tried everything. Yes, we have. This is as easy as it gets. You plug the mic into the soundboard, you hit record, you’re off to the races. Right. Right. So there’s no editing involved in this. Right. So the sound and this is an important point, the sound that you’re hearing right now. Is the sound right straight from the pod mic. There’s no editing or compression or anything going on. We haven’t done anything to the sound, right? This is the sound. It’s beautiful. Yeah, it is. So those those two, you know, items, the Rode caster pro and the pod Rode pod mics. Those are the you know, the major pieces that you’ll need for your podcast. There’s some accessories that you need as well, though. And we have mic support arms. Yes. And we have three foot of XLR cable. And we got these from Amazon. We did. Yeah. And they have on choice. Yeah, they have a basics line. They do. And these three foot cables were like $3 each. And the, the mic stands, I think we’re 12 bucks, either each or together. I mean, I either spent less than 20 or less than $30. For all the accessories that make, you know that make this work. So for the two stands, and the or the boom arms that you right, that mounts to the table, which you can hear right now. You also have the option of a, like a mic stand that is short that could go on a desk.

Shelly Miller 

Yes. We found that for doing podcasts. The arms are easier. Yeah. If you can move it because sometimes you need to, you know, for whatever situation you find yourself in the arm will take care of that.

Mike Miller 

Yeah, you know, you’re not having to bend. Exactly. Yeah, if lean. If you have to bend down to get to it. It needs to be right at your at your mouth.

Shelly Miller 

And what we call the cone zone.

Mike Miller 

Yeah, so but cone of zone.

Shelly Miller 

Yeah, the kind of sound.

Mike Miller 

Exactly. So, um, I forgot about the cone zone. I

Mike Miller 

can’t forget about the cones. Oh,

Mike Miller 

now. Exactly. So then the next thing you need is a tool called buzzsprout.

Shelly Miller 

Yes. For the hosting. Yeah, podcasts.

Mike Miller 

Yeah. And we looked at what?

Shelly Miller 

About five of the top rated?

Mike Miller 

Yeah. And we settled on buzzsprout because it seemed to offer the most without headaches. Like they’re there. And it’s reasonably priced. They’re all reasonably priced. But there was one that was free. But and they would help you promote your podcast, but after you got successful, they basically owned you.

Shelly Miller 

Right, right. That Yes, I forgot about that. One. They they they’re not just a service provider. The promotion was also a charge in the part of you of them promoting and like you said, the more popular you got, the more money they would take from you. Right. So it’s an option for some people. It wasn’t for us.

Mike Miller  

Right. Yeah,

Shelly Miller 

sprout buzzsprout had everything that we needed. Yeah. And it was an easy interface to use. And the pricing plans were great. And the syndication portion was wonderful.

Mike Miller 

Exactly. So yeah. And it’s like 15 bucks a month, right? Yes. So like, let’s talk about what you get. So you get hosting, which is important because you can’t serve podcasts from your server. They’re not like videos. They’re smaller file size wise. But still, if, let’s say 100 people want to download it all simultaneously. Your website, server isn’t really set up for that.

Shelly Miller 

No, it’s not. It’s not. So you’re already serving your website from it. You really don’t want a problem with people trying to download audio as well or audio and video, depending on what you decide to do with your podcast. That’s a lot of pull traffic pull off of your website, your web, your hosting account, so you don’t want that your web host

Mike Miller 

Right, exactly. And it just makes sense to have the hosting with someone else who’s configured their servers to serve

Shelly Miller 

audio. Right. And to promote it.

Mike Miller 

Yeah, exactly. They give you a so what you do is you build a library of podcasts there. But they have a monthly upload limit.

Shelly Miller 

Yes. Okay. Right. So explain that a little bit.

Mike Miller 

Yes. So it’s like, this is what I was confused about. So this is why I wanted to mention it. Basically, you can upload, like two hours or four hours or six hours of content every month. But the way they wrote it, it makes it sound like you can only ever have two hours or four hours or six hours. And that’s not the case every month, it resets. Yes. So you can upload two hours this month, and the next month, you can upload two hours. Right. And so if if after two years, you have 90 hours of content, it doesn’t matter. It’s all included for the one low monthly price.

Shelly Miller 

Right. Right. So very good point.

Mike Miller 

Yeah. So I think that’s important. It is, um, buzzsprout also gives you a Web Player for your website. So that you can or, you know, you could even embed it on Facebook, I think. But basically, you embed the player into your web page, and it will play your podcast from wherever you embed it.

Shelly Miller 

Yes. Yes. It’s a very handy tool.

Mike Miller 

Yeah, it is super handy. And it allows everybody to hear your podcast, right? Especially if they if they haven’t bought into the whole podcast deal yet. They haven’t downloaded stitcher or iTunes podcasts, Apple podcasts,

Shelly Miller 

right. And if you want to see it live, you can look at mindwhirl.com/blog. You can see the embedded podcast player right in there. So you can see what buzzsprouts player looks like.

Mike Miller 

Yeah, it looks like yeah, just go to any of our podcasts. And you can see it right there. The other thing is the syndication.

Shelly Miller 

Yes. Which is wonderful. So when you set up your account at buzzsprout, you are offered all basically. I can’t even remember if there was anything that was missing from the list of podcasts. No players, I mean, from from Apple iTunes to Stitcher.

Mike Miller 

Amazon,

Shelly Miller 

yeah. Oh, well, Amazon is a new one. So that’s also an added benefit. So Amazon is just the the newest company to syndicate from buzzsprout offers syndication. So they run you through your dashboard runs through through the setting up your accounts with each of the players. So you don’t even have to worry about Oh, now I’ve, I’m with buzzsprout. So I need to go to all of the other companies, the podcast companies to set up my account. So they’ll also display me in their index. You don’t have to do that bus route. Does it for you.

Mike Miller 

Yeah. And

Shelly Miller 

and it’s very simple. The instructions to set up and go through the prompts. get you set up on everything. You just follow the directions. And there you go.

Mike Miller 

Yeah, exactly. So and there’s like 12 of them, I think and like I Heart Radio is one of them. Yes. That’s like there’s a there’s modify that was in Spotify. Yeah. So it’s all the major players and some minor players in the podcast game. But but it’s all of them and you and your syndicated then across all those channels. So buzzsprout gives you the instructions to set it up. Once you’ve set it up, then every time you upload a new podcast buzzsprout sends it out to all the other syndication.

Shelly Miller 

Yes.

Mike Miller 

podcast

Shelly Miller 

networks,

Mike Miller 

there you go. That’s the name of it. So So basically, that’s, that’s why you would use buzzsprout. If you know so you got a podcast. So So realize what I’ve told you. So far, we’ve given you the tools you need to start the podcast and told you how to syndicate it and get it out for consumption to a broad audience. Right. But now, how do you promote it? Mm hmm. Right. So basically, what we’ve learned is that if you name your podcast, there are two things name your podcast, whatever the keyword people would search for. Right? So we named ours the mind world marketing podcast, right? But we focus on b2b. We do so we may have wanted to call it the Mindwhirl b2b marketing podcast, because that would include the keyword that everyone searches for. Right? Although it’s a smaller niche. Yeah, so so you got to play that game. But name it name your podcast with the keyword that people would search for Or be prepared to promote it harder to get more attention to build a brand so that then they’ll know what it is. Mm hmm. Like, for instance, Becky and Chris, the Becky and Chris podcast. Well, you would know that they’re like travel people.

Shelly Miller 

Right. Right. Yeah.

Mike Miller 

Yes. And the day on the helicopter,

Shelly Miller 

right, you know,

Mike Miller 

yeah. So,

Shelly Miller 

so think through what you’re going to title, your podcasts and the description that you add to the podcast. Exactly. And the keywords. Yeah, jumping ahead.

Mike Miller 

Yeah, no, that’s it. That’s it. And we’ve noticed that fresh content rises to the top of the search results. So like, I use Stitcher, when I searched Stitcher, for, let’s say, marketing, it resets. Like, almost every day, it resets. And the reason I found that it’s resetting is due to someone who’s popular. Just put out a new podcast.

Shelly Miller 

So the results of the newest podcast are coming up. Yes, they change depending on who just put out a podcast,

Mike Miller 

right? Okay, now someone’s there, who’s very popular, who has a lot of downloads, and they haven’t put out one for three months, they’ll still beat people who have just put, you know, like us, because we, you know, we only have the 12 so far, right? But we’re growing the library. So the people who have a library have 1000 podcasts. And they’ve they have, you know, millions of downloads, they’re more popular. So they still come up above us. But people in that same level, right? Who are putting out regular content, they’re moving above those people. So I guess like, what I’m saying is people who have 100 podcasts, you can find them above the one that has 1000 podcasts, because their content is fresher.

Shelly Miller 

Okay, gotcha.

Mike Miller 

Hopefully, I hopefully I did that justice. Hopefully you understand fresh content rises to the top of the search. There you go. All right. So the other thing is, and you can speak to this about buzzsprout. And how it helps you promote?

Shelly Miller 

Yes, so buzzsprout. Another thing that’s good about having a provider is buzzsprout, walks you through their dashboard up, you know, make to remind you to get a title, a good description, you can put timestamps, you can transcribe and have that in the podcast to also let you add keywords, all of those things, help your podcasts be indexed properly, when somebody searches for b2b marketing tips, or whatever yours are. I always find that if there’s prompts to, you know, bring you down the the billing of the information to make sure that your podcast is described the best that it can possibly be buzzsprout does a good job of that. Mm hmm.

Mike Miller 

Yeah. With the way they lay it out. Yes. And the title, keywords, the description, all that stuff. Mm hmm. Okay. Yes, definitely. Awesome. Um, so now we’re gonna, so that’s an important point, you know, so the tools that you use also help you promote. And one of the, probably the most powerful ways to promote your podcast is by using or inviting guests today on your podcast, right? Because if they have an audience, and then you invite them to your onto your podcast, and then they announce to their audience that they’ve been on a podcast,

Shelly Miller 

yes, double promotion,

Mike Miller 

right. So now they’re coming to your their audiences coming to your podcast and downloading it. And then hopefully, then they’ll subscribe to you. Yes. Especially if you’re talking similar topics,

Shelly Miller 

right? It’s more exposure. And that’s what you want. Exactly. With any promotion that you do.

Mike Miller 

Exactly. And so you would go But okay, but then why would? Why would they come on your podcast? Especially if maybe your podcast is smaller? Or they would just be sharing their audience with you? Well, the reason why is because it doesn’t matter how small you are now, what’s your potential?

Shelly Miller 

Right? Every good point?

Mike Miller 

Yeah. And in the future, you’ll be attracting an audience that maybe will help boost their audience. Mm hmm. Right. Because if if we get an audience of people who are interested in all kinds of stuff, and they love our podcast, they’ll go back through Because the podcasts are available, you know, on demand, right? They’ll go back through them. And because that’s what you do you find a person you like, and then you go back through their podcasts listening to them. Right. Right. That’s, that seems to be the how you do it. It is how I do it. That’s Yeah. So because finding people who are good are few and far between. And once you found them, then you want to, you know, hear more of what they have to say, well, that’s when you find out about other people and the guests that they’ve had on their podcast. Exactly. The only the other way is, you know, just turn it around, offer to be a guest on other people’s podcasts that didn’t get in front of their audience. Right? Right. The more you do this, and you see, it’s basically promotion of yourself and your podcast, you’re getting out there as wide as possible, as far and as wide as possible so that more people know you. Because if the more people who know you, the more people that can flow you. There you go, according to grant, Cardone. So you want to, you want to get out there as far as possible. And that means inviting others onto your podcast,

Shelly Miller 

right? And some exciting news. We have a guest that’s coming up that yes, about a topic that everyone always asked about and wants to hear about. So that’ll be coming soon. So yeah, you know, we’re on what this is podcast number 13. And we’re about to have our first guest

Mike Miller 

Yeah, so I’m excited. I am to, exactly. So that’s the way to do it. If you really want to blow up your, you know, podcasts and like, get out there as fast as possible. Remember, this is the strategy that John Lee Dumas. Dumas, however, he used for Entrepreneur on Fire podcast, he basically just started interviewing everyone. And so he was doing one a day, which is fresh. Yes. Right. fresh content one a day. interviewing someone every day? Yes. So it was a lot. It’s a lot of interesting content. And it’s also getting his name out in front of all those different audiences. It is

Shelly Miller 

Yes, he’s done. Great.

Mike Miller 

Yeah, exactly. So I think even retired, because he hasn’t really done the loans. Okay. Anyway, anyway, the final way to promote your podcast is with social media. Yes. Right. So you should be building social media accounts anyway. And when you do a podcast, promote it.

Shelly Miller 

Right? You’re already promoting your content and a podcast is content. Right needs to be promoted.

Mike Miller 

Yeah, exactly. So and we found a couple ways of doing it. We promote each podcast, you know, overtly promoting the podcast, then we figured out that you could also promote it covertly, you know, by wrapping it into a story about something. And then you could promote your podcast channel, overall.

Shelly Miller 

Right, right. And that’s also part of an upcoming podcast on how to promote any in make the most of your promotion for the biggest amount of exposure. So you can do that with your podcasts as well.

Mike Miller 

Yeah, exactly. So that we really covered everything that you need to know to, to start podcast and get up and running fast, but also to be successful. This is stuff seriously that other people are charging $1,000 for, you know, sure the hold your hand, and they’ll guide you through it. But the secret to podcasting is what are the tools I need? What microphones what, how do I record it? How do I get it on the internet so everyone can listen to it? We’ve shared that with you here today. Sure, half. Yeah.

Shelly Miller 

And, we’ll have it in the links to the description as well.

Mike Miller 

Right, exactly. So that’s basically everything. So with that, we’ll see you next Thursday.

Shelly Miller 

Thanks again, for listening to the Mindwhirl Marketing Podcast. Make sure to subscribe to the podcast on iTunes, Google podcast, Stitcher, and wherever podcasts are sold. Plus, check us out on YouTube. Grab some marketing tips and insight and subscribe to our channel while you’re there.

About Shelly Miller

Entrepreneur, marketer and social psychologist - I help you make the most of your business with marketing, online and offline.

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