17 Million UK Adults Listen to Podcasts Weekly. Is Your Business Missing Out?
- Martin Whiskin
- Apr 2
- 15 min read
Updated: May 16
Podcasts have been around for a while now - since 2004 (if my Googling skills are any good) - so you might be wondering...
Is it worth starting a podcast?
Surely everything has been said already.
Isn't the podcast market far too saturated?
Surely everyone's podcast is better than mine will ever be!
If I may, I'll come straight back with some answers...
It's absolutely worth it. Yes, starting a podcast can be scary, and it can be hard work. However, just like other forms of marketing, it builds trust, authority, and connection with an audience you haven't tapped into. It's an excellent way to show clients the real human behind the business.
Maybe every topic has been covered, but not everything has been said. And certainly not how YOU would say it. Your stories, your perspective, and your voice will make topics fresh again. That uniqueness, the thing that makes you YOU, is where real connection happens.
The podcast world is busy. I'll give you that. But that means there's endless demand. It’s true the podcast world is busy, and that can feel intimidating. Listeners aren’t looking for yet another show to fill their already hectic schedules. They’re looking for someone they can trust, in a field they're interested in.
Yours will be the best podcast you can make, and that's what matters. And skills grow when you are doing the thing, not thinking about the thing. Get cracking!
The Reasons Businesses Should Start A Podcast
Podcasts Fit Seamlessly Into Your Audience's Life
One of the main reasons podcasts are so popular is because of their multi-task-ability-ness. People listen while working. People listen while driving. People listen while running. People can listen while doing pretty much anything else. Except maybe editing a podcast. That would just make things confusing.
It's an easy form of content for an audience to digest. Listening to a podcast can fit in on a drive to the office. Reading a blog on the same topic has to take the place of something else, or eat into precious spare time. And if you're a busy professional, being efficient with your time is something you're already aware of. For me, I love podcasts (and audio dramas, audiobooks etc) because they require far less commitment than reading. If I was given a text book about marketing, I'm far less likely to get through it than I am the audiobook of the same title. Podcasts cut through in a noisy world because they meet people where they already are. For a time‑poor audience, that ease means everything. And it’s why your message is more likely to be heard.
You Already Have More Content Than You Think
Most business owners completely underestimate how much material they’re already sitting on. There's blogs, case studies, FAQs, and newsletters just to start. All of that can be repurposed into valuable podcast episodes with minimal extra effort. And if you're worried they won't be valuable, then you may as well take down all those blogs, case studies, FAQs, and newsletters too.
Even every day conversations between colleagues, clients, friends... those are the places were the gold happens. You can turn those into short, sharp, goodie packed recordings.
And how about behind the scenes content? People love that stuff. It's so incredibly human, seeing people at their most raw, most natural. (And sometimes most embarrassed!)
Look at what you already have with a podcasting hat on. You're no longer starting with a blank page, it's just a reframing of what you already know.
Still think you have nothing to say? Sorry not sorry but you're WRONG.
Build A Human Connection With Your Audience
Hearing a voice from inside the company will build a very strong bridge to the listener. It will create an emotional response. That emotional response is what every piece of marketing should strive to do. If you can make someone smile, frown, think, laugh, cry, tingle, well... then you've got them.
Text and pictures can supply someone with a lot of information, but they can be flat and dry. The reader has to work for it.
Hearing someone speak about things they have a vast knowledge of and display a passion for will have a much greater impression on someone than if they simply read a quote from them. The listener will get to know you, like you and trust you. Yup. I said it.
Your brand has a personality and you can show that in a podcast.
I've had one particular podcast production client for 2 years. Two years of editing their weekly pod. Because I hear their voices so much, I feel like I know them. I feel like they're my friends. I feel like what they say is full of wisdom and knowledge. Hearing people talking is powerful maaaan.
Become the Go‑To Expert in Your Field
Consistency is one of the strongest signals of authority. A podcast lets you show up regularly in a way that feels real. People buy from people. And people will buy from experts they trust. Over time, trust grows when they hear your voice, your thinking, and your personality.
Of course I'm going to say this but audio builds credibility faster than text because it removes the distance between you and the audience. Listeners experience you, the human, not just cold words on a screen. The more they hear you, the more familiar you become, and that familiarity turns into confidence, loyalty, and ultimately, buying decisions.
If you put out podcasts regularly, providing content of worth in your given area of expertise, you'll start to be seen as an authority in your field. People will keep coming back because they can see (hear) you really know your stuff.
Where do customers go when they want advice? They go to an expert. Someone they see as having the answers to their problems. Make that someone you! You're already an expert in your line of work, so talk about it!
Promote Your Services Without Feeling Salesy
You don't have to directly sell in the podcast. In fact, I'd strongly advise against that, it could possibly put people off. But if you have people listening, then it makes sense to talk about what you offer.
For example, instead of: Oh and did you know we do a great line in divorce settlements.
You could talk about a particular job:
Oh yea I had this client who was getting divorced and needed help with the arrangements.
You get the point, it's about how you frame it. Or in other words...
...tell, don't sell!
There would be no harm in closing the podcast with a call to action to visit a website or attend an event - it's a given these days that digital media ends with a request for the audience to do something.
Podcasting lets you promote your business in a way that feels more genuine, not pushy. Instead of hard selling, you simply chat. Share stories, lessons, and real experiences. your expertise will organically shine through the conversations you have. Story‑based selling is becoming more and more popular because listeners react to them.
Do you want to be told a new hoover has 8 buttons, 3 power settings and 4 wheels. Or do you want to be told where the idea came from, the problems during production, how consumers felt when they no longer had dog hair all over the floor.
Over time, your audience understands what you do, how you help, and why it matters.
When they’re ready to buy, choosing you is obvious!
Reach New Audiences And Increase Sales
If you own a gardening business, people will find you by searching online or in directories for gardening businesses. If you have a podcast based around that, you'll automatically attract the right audience - people who search for gardening content or podcasts will find you.
So, a by-product of having a podcast, becoming an authority in your field and building an audience is REAL CASH MONEY! Possibly. You don't go to a networking event thinking "I'm going to make £10,000 here today". Don't go into podcasting thinking "I'm going to make ££££". It can happen, but it's better to think of it as a marketing tool and not the product itself.
When you've positioned yourself as an expert, people will come to you to solve their problems or to buy products. Having a podcast is just another avenue for potential customers to find you.
You might already have a website, a blog, Facebook ads, flyers, posters, radio commercials and all the rest, but not everyone consumes media the same way.
In 2025, UK 15.5 million people in the UK listened to pods. If you don't have one yet, you're missing out! There's a listener for everything.
Podcasts open doors that you don't get with blogs or social media (and not everyone reads blogs or uses social media!). Much like a blog, they'll be long term points of entry. And when that back catalogue starts to grow, there'll be more ears which means more relationships, more enquiries, and ultimately, more sales from people who already feel they know you, before they get in touch. Warm leads!
Why Should You Start a Podcast to Grow Your Personal Brand?
There's a difference between people knowing of you and people actually knowing you. A podcast closes that gap faster than almost any other form of content.
When someone reads a blog post or sees a social media update, they get information. When they hear your voice, your enthusiasm, your humour, your slight awkwardness when you say something funnier than you expected: they get you. And that version of you is a far more powerful thing to put in front of potential clients. It's you at your most unguarded and natural.
Personal brand isn't about having a slick logo or a colour palette. It's about being recognisable, trusted, and memorable in your field. A podcast does all three. Every episode is an opportunity to show what you stand for, how you think, and why you're different from everyone else who does what you do.
Think about the podcasts you listen to regularly. Chances are you feel like you know the host. You'd recognise their voice in a crowd. You probably trust their recommendations. That's exactly the kind of relationship a podcast builds between you and your audience, and it's exactly the kind of relationship that turns a cold lead into a warm one before they've even looked at your prices.
The beauty of it is you don't have to be a celebrity or an industry giant for it to work. You just have to show up consistently and talk about something you genuinely know and care about. Do that, and your personal brand builds itself one episode at a time.
How Can Creating Audio Content Enhance Your Personal Branding?
Audio has something that written content simply can't replicate: it conveys personality without any extra effort on your part. The way you pause before making a point, the laugh that sneaks in when you're telling a story about a tricky client project, the genuine excitement when you talk about something you love; none of that makes it into a blog post, but all of it makes it into a podcast.
That personality is the foundation of a strong personal brand. People buy from people, and audio lets them experience the person behind the business in a way that text rarely achieves.
There's also the matter of consistency. Personal branding isn't a one-off exercise: it's built up over time through repeated, recognisable interactions with your audience. A regular podcast gives you a structured reason to show up, which means your brand stays visible and your audience keeps growing, even during the weeks when social media feels like the last thing you want to deal with.
And the content doesn't have to stay in audio form. Each episode can be repurposed into written posts, short video clips, quote graphics, or newsletter content — all carrying the same voice, the same perspective, and the same personality that makes your brand distinctly yours. One recording session, multiple touchpoints, one consistent brand message going out across everything.
If you've been trying to figure out how to stand out in a crowded market, audio content is one of the most underused tools available. Your competitors probably haven't started yet. Which means right now is a very good time to hit record.
The Barriers That Stop Businesses Starting a Podcast (And How to Beat Them)
I Don’t Know What Podcast Equipment to Buy
Mate. I've got a client who bought a two pack of mini mics on Amazon for a tenner. Now, they're podcasters.
Worrying about gear is one of the biggest blockers, but also one of the silliest. you really don't need anything fancy to start.
Some people use Zoom. Pretty terrible audio quality tbh but they want to podcast, so they just do it. Some people use their phone recording app. Not great either but they want to podcast, so they just do it. Others pay loads to go in a studio and bankrupt themselves but they want to podcast, so they just do it.
BUT if you do want to buy something, a simple USB microphone can be nabbed for way under £50. And you can still get decent audio, good enough for a pro-sounding podcast.
The tech shouldn’t stop you from starting. If you want personalised gear recommendations tailored to your setup and budget, I can help.
Starting a podcast in 2026 can nearly be done for free. Spotify for Creators will distribute your pod FOR NOTHING!
I Don't Have Time To Edit
So don't! I know people who record, export, upload. That's it. Incredibly low maintenance podcasting!
But if that's even more scary - proper warts and all style - the you could TRY and do it yourself with one of the free audio suites out there and once you get the hang of it, it's all pretty simple stuff.
Making a podcast doesn't need to take hours. You can record really short podcasts - two minute tips, or something like that. Or you could record for 20 minutes, and split it into 10 episodes, then sit back for a couple of months!
Just because there are hour long podcasts, doesn't mean you have to make an epic. Remember, we're in a world where instant access is what everybody wants. Short, sharp, snappy podcasts are absolutely perfect for that.
Can anyone create a podcast? Absolutely! Like I said up there ^^, you already have something to say, whether it's personal or business. So stop worrying and just do it! You don't need fancy gear or a studio, most people start a podcast at home. In fact, that will probably make it easier - you'll be in your comfort zone and more relaxed.
But if you really do want an assist when it comes to editing, if you can't stand the thought of it at all, let's have a chat and we can discuss your options (YES, of which I am one). My podcast editing rates are splendid or get a personalised quote.
The goal is to make podcasting as easy as possible, so you can focus on the talking bit!
I Don't Know What To Talk About
I'm pretty sure we covered this up there ^^ with the bit about content. But, for those at the back... You already talk about your business every day: answering client questions, explaining processes, sharing wins, navigating challenges, solving problems. AND you already have a ton of content. But if you're still struggling for an idea...
Origin story
Misconceptions in the industry
FAQs
Client success stories
A mistake you made and lessons learned
Step by step processes
Tools you're using
Behind the scenes (with vox pops)
Problems your clients face
What you'd do differently
Industry myths debunked
Industry trends
The question you wish clients asked
A quick win for the audience
An unpopular opinion
A story from a problem project
What you're currently learning
How you stay motivated
The future in your industry
Short training piece
Get on it. No more excuses.
I'm Worried It Won't Sound Professional
Even if by an audio specialist's standards it doesn't "sound professional", it will still sound better than so many of the other podcasts out there.
But there are some really quick wins that could help you here... use a quiet room; add soft stuff to the room (cushions, throws etc); shut windows and doors; turn off TVs, fans etc; don't put the mic next to the computer. You just want to create an environment that's quiet and with no distractions, and as few reflections (reverb/echo) as possible.
It’s completely normal to worry though. I think maybe we all suffer from perfectionitis a bit sometimes. But professionalism isn’t about perfection. Listeners want authenticity and warmth more than they want studio‑level production. (Do NOT take that as it's ok to have terrible audio).
A few small tweaks can make a huge difference, and a producer can make an even huger difference. You don’t need to be an audio genius to create something people love. But if you do want to go the extra mile, well, I can go that extra mile for you. Ugh, that sounded much lamer than I hoped.
How To Start A Podcast Without Getting Overwhelmed
Keep Episodes Short
You don't need hour long sagas. Five to ten minutes of focussed insight is more than enough to deliver value on a specific point. It will help you build that consistency without piling on the pressure.
Batch Record For Ease
Set aside an hour or two, hit record, and create 4-8 mini‑episodes in one go. This stops you getting into weekly panic mode and keeps momentum nice and steady.
Use Simple Tools To Record
A basic USB mic or even your phone is fine to get going. Don’t let gear become the hurdle or worse, the barrier. Simplicity keeps you moving, even if it's just for pilot episodes to test the waters.
Focus On Value, Not Length
Listeners care about clarity, usefulness, and YOUR personality. A short, sharp episode beats a long, rambling one every time. Less is more. More is seldomly... more.
Start Small And Build Slowly
You don’t need music, fancy editing, or the "perfect launch". Begin with the basics, get comfortable, and layer up the extras when you’re ready.
Find a Podcast Hosting Service That Suits Your Budget
There's a lot to choose from, but I break it down for you in this blog post about podcast hosting for beginners.
A weekly podcast is a slog and needs discipline and dedication. Fortnightly can have the same impact, and is easier to stick to the schedule.
Why Podcasting Is Fun
Podcasting is a really enjoyable way to share your ideas because it feels more like a conversation than work, or a piece of content. You get to talk about topics you love, tell stories about yourself (we all love a bit of ME time!), and express your personality without overthinking every sentence.
Plus it's just a cool thing to do! (Especially if you get the chance to go to a pro studio, you'll feel like a DJ or chat show host!)
If you've been asking yourself "should I start a podcast?" you've probably listened to podcasts. Which means you'll have heard how much fun people have on them. That could be you, having a great time, all while building an audience that includes a bunch of potential customers.
FAQs
What are the key advantages of launching an audio series?
Well, podcasts fit seamlessly into your audience's daily life. They can listen while driving, working, cooking, walking the dog, exercising AND ETC! Unlike a blog, which competes for spare time (try reading and driving... actually, don't), audio goes wherever your listener goes. Add to that the chance to build genuine trust through your voice, repurpose content you already have, and reach audiences who'd never find you through search or social media alone, and the case becomes pretty ruddy compelling. So there.
What are the top benefits of launching a podcast for small businesses?
For small businesses, a podcast can build authority in your field, it creates real human connection with potential clients (and current ones), and lets you promote your services without a single hard sell. It positions you as the go-to expert, gives your brand a personality, and generates warm leads from people who feel they already know and trust you before they ever get in touch. Those are the kind of leads every business wants more of. I do. Maybe I'll turn this blog into a podcast.
What are the business benefits of producing a regular audio show?
Consistency is the single biggest business benefit. Showing up regularly signals authority, keeps you front of mind, and compounds over time. A growing back catalogue becomes a permanent collection of entry points for new listeners (one podcast I work on gets over 100 listens a week on past episodes alone). Each episode can also be repurposed into blog posts, social media content, and newsletters, meaning the effort you put into one recording stretches across your entire marketing output.
How does an independent audio broadcast help build a community around a niche?
When you speak consistently about your area of expertise, the people who care about that niche will find you and keep coming back. Your voice creates familiarity, and familiarity builds loyalty. Over time, listeners become a community. The people who trust your perspective, refer others to your show, and are far more likely to become paying clients because they already feel like they know you. Expert in the safety properties of fence posts when used in the winter months? Find your people!
Can starting an audio programme lead to new revenue streams?
Yes. Though it's best treated as a long-term marketing tool rather than an instant income source (I have a client who has booked multiple speaking gigs off the back of her podcast). A podcast builds an engaged audience that generates warm leads, client enquiries, and sales from people who already trust you. For some, it also opens doors to sponsorships and partnerships down the line. As the post puts it: don't go in thinking "I'm going to make ££££"... think of it as another avenue for the right people to find you.
Want Help Starting A Podcast?
What I Offer
Editing, audio clean-up, intros/outros/ad breaks, mixing, show notes, scheduling, and publishing support. Everything from raw audio to a fully polished, ready‑to‑release episode.
Who It’s For
Busy business owners, marketers, founders, and anyone who podcasts just for fun but doesn’t want to get stuck in the tech or the time drain.
Why It Matters
Consistency builds trust. Quality builds authority. Having a producer gives you both, without adding more to your workload.
You can record and I can handle the rest.
There's detailed information on my podcast editing service page, where you can read all about how I can help you lift your pod to the next level.
