🎧 Episode 1: How to define your business podcasting goal
Before you hit record, buy a mic or dream up your business podcast show title, you need to ask one powerful question:
What’s the actual goal of your business podcast?
This isn’t just about “starting a podcast because everyone else has one.” A successful business podcast begins with strategy — and strategy starts with purpose.
Why goals matter more than gear
Think of your podcast like a sat nav. Without a destination, you can’t map a route. And without that route, every turn you make might feel productive… but could be taking you nowhere fast.
Goals give your podcast direction. They shape your episode topics, tone, guest choices, call-to-action and promotion methods. Most importantly, your goal determines what “success” looks like.
The three most common business podcast goals
- Build authority Perfect if you want to be seen as the go-to expert in your field. This is especially useful for consultants, advisors, coaches and creatives. Authority-focused podcasts tend to share insights, break down industry trends or bring on respected peers.
- Generate leads Ideal for service-based businesses or product launches. These podcasts solve real problems your ideal client has, and lead them to a solution which is hopefully, your service. It’s content marketing in its most human, helpful form.
- Educate or inform This might be the goal if you work in the public sector, with communities, or want to create social impact. Think local councils, health campaigns or charities.
Here, your podcast acts like a public information service that builds trust through transparency.
Some podcasts do a bit of all three — but if you’re just starting, pick one main goal.
Let everything else support that.
🎥 Case Study: The Podcast Studio’s Vlog Series — Tip 1
In the video we’ve created for this blog series, we walk through Tip 1 in a real, practical way.
The vlog is part of a short-form content series aimed at helping businesses understand how to podcast with purpose. The goal? To generate leads by offering helpful, human-first content that inspires confidence and curiosity.
The vlog makes it clear this isn’t about selling services. It’s about showing viewers what works and why and giving them value before they ever get in touch you.
đź“Ś What we did right in the video:
- We opened with a clear benefit to the viewer
- Kept the tone relaxed but focused
- Mentioned the common goals a business might have and invited the viewer to think about their own goals
- Ended with a gentle call to action to explore podcasting further
This is a textbook example of a lead generation podcast tip in action. The vlog builds authority by being well-presented and informative, but its main purpose is to spark interest from businesses who want to sound this good themselves.
Practical steps to define your business podcast goal
If you’re not sure what your goal should be, start here:
âś… Ask what success looks like in 6 months – what do you want to achieve?
Is it more client enquiries? A stronger online presence? Better engagement with your community?
âś… Map your services to listener needs – what do your clients need?
Think about what problems your ideal client faces. Can your podcast help solve one or two of them?
âś… Work backwards – make it resonate
If someone listens to your business podcast and thinks, “I want to work with these people,” what kind of episode made them feel that way?
âś… Choose a primary and secondary goal – also doesn’t rely on just one avenue
For example: Primary: build authority. Secondary: collect email subscribers. This gives you clarity without boxing you in.
Common mistakes to avoid in your business podcast
🚫 “We’ll figure it out as we go”
You might have momentum early on, but your message will get muddy without a purpose behind it.
đźš« Trying to serve everyone
Niche podcasts perform better. Don’t dilute your content to reach more people — aim for depth, not breadth.
đźš« Judging success by downloads alone
If your goal is leads, 100 loyal listeners who convert beat 10,000 passive ones.
A simple framework to keep your goal in focus
Try this fill-in-the-blank:
“Our podcast exists to [main goal] by [method or format] so that [audience] can [outcome].”
Examples:
- “Our podcast exists to build authority by sharing client success stories so that new prospects can trust our expertise.”
- “Our podcast exists to generate leads by offering practical how-tos so that local business owners can solve problems we help with.”
Final thought
A great podcast starts with a clear goal. It’s the compass for every decision you make — and when done right, it turns listeners into loyal followers or future clients.
🎧 Coming up next: In Tip 2, we’ll look at how to really understand your audience — and why knowing who you’re talking to is just as important as what you’re saying.
Want to see how we apply this in real time?
Watch Vlog Tip 1 and see the goal-setting principle in action.
