Why Most Business Podcasts are a Massive Waste of Money
I’m going to be blunt: most small business owners have no business starting a podcast.
I’ve seen it dozens of times here in Brisbane. A business owner – maybe an accountant in Milton or a commercial builder in Eagle Farm – decides they need a podcast because they heard a motivational speaker talk about "content authority." They spend $5,000 on high-end microphones, soundproofing, and fancy mixers. They record three episodes where they talk about how great their company is, and then... nothing happens. No new phone calls. No enquiries. Just a very expensive hobby sitting on Spotify with 12 downloads (half of which were from their own staff).
If you are looking for a way to get more customers and grow your profit, a podcast can work, but only if you treat it like a business tool, not a vanity project. Most people get this dead wrong because they follow advice written for American influencers, not for a local business owner who needs to pay rent and keep the lights on.
Here is the honest truth about starting a B2B podcast and the traps you need to avoid if you actually want it to make you money.
Mistake #1: Thinking People Care About Your Company History
The biggest mistake I see is the "Me, Me, Me" show. If your first episode is called "The History of [Your Company Name]," stop right now. You’ve already lost.
Your customers don't care about your history. They care about their own problems. They care about how to save on their tax bill, how to stop their warehouse roof from leaking, or how to hire better staff.
In Brisbane, we have a very low tolerance for fluff. If you want to grab attention, you need to tell a story that sells by focusing on the customer's struggle and how you solve it. If your podcast is just an audio brochure for your business, nobody will listen. If it’s a resource that helps them make more money or avoid a disaster, they’ll subscribe.
Mistake #2: Buying the "Pro" Studio Before You Have an Audience
You do not need a $2,000 setup to start. I’ve seen guys in the construction industry record incredible interviews on a $150 microphone plugged into a laptop in a quiet office.
Marketing "experts" will tell you that you need professional sound engineering and a studio in the CBD. That’s rubbish. What you need is clear audio and valuable information.
The Real Cost: Budget setup: $200 - $400 (Good USB mic, headphones, and free recording software). Mid-range: $1,000 - $2,000 (Better mics, an interface, and basic editing software). The "Waste of Money" range: $5,000+ (Professional studios before you’ve proven anyone wants to listen).
Spend your money on getting your message right first. If the content is boring, it doesn't matter if it was recorded in a million-dollar studio; it’s still boring.
Mistake #3: Talking Like a Robot (The "Corporate" Trap)
We see this a lot with professional services like law firms or financial planners. They get behind a microphone and suddenly start using big words and "professional" jargon they’d never use in real life.
This is a massive mistake. People do business with people they like and trust. If you sound like a textbook, you’re forgettable. One of the biggest reasons local campaigns fail is the Aussie dialect gap. We don't like the over-polished, high-energy American sales pitch. We like straight talk. Talk to your listeners like you’re having a beer at the local pub or a coffee in West End. Be real about the challenges in your industry.
Mistake #4: Expecting Instant Sales
If you need more customers by next Tuesday, do not start a podcast. Go buy some Google Ads.
A podcast is a long-term play. It’s about building a relationship so that when a prospect is ready to spend money, you are the only person they think of calling. Most business owners quit after five episodes because they haven't seen a massive spike in sales.
In reality, it takes about 20 to 30 episodes to find your rhythm and build a small, loyal following. This is a tool to stop losing customers who are still in the research phase. They might listen to you for six months before they ever pick up the phone. But when they do call, they are already sold on your expertise. That makes the sales process ten times easier.
Mistake #5: No Way to Capture the Lead
This is the most frustrating mistake I see. A business owner actually makes a great podcast, people listen to it, and then... there’s no next step.
At the end of every episode, you need to give people something to do. Don't just say "thanks for listening." Give them a reason to visit your website. "If you’re worried about your commercial lease, download our free checklist at our website." "We’ve got a list of the top 5 mistakes Brisbane builders make on our blog."
Without a "Call to Action," your podcast is just entertainment. You aren't an entertainer; you're a business owner. Every episode must have a path that leads back to your business.
Mistake #6: Bad Distribution (The "Build It and They Will Come" Myth)
Just putting a podcast on Spotify isn't enough. You have to tell people it exists.
I worked with a real estate agency in Chermside that started a podcast. They did everything right—great guests, good advice—but for the first month, only the owner’s mum was listening. Why? Because they didn't promote it.
You need to: 1. Email it to your current customer list. 2. Post short clips on LinkedIn or Facebook. 3. Put it on your website. 4. Tell your clients about it when you meet them.
How to Actually Make Money from a B2B Podcast
If you want a podcast to actually result in more phone calls and bookings, follow this simple 3-step plan:
1. Interview Your Dream Customers
This is the "secret weapon" of B2B podcasting. Instead of trying to get thousands of random listeners, use the podcast as an excuse to talk to the people you want to do business with.If you’re a commercial plumber and you want to work with the biggest property managers in Brisbane, invite them onto your show to talk about "The Future of Property Management in QLD." You get 30 minutes of undivided attention with a high-value prospect, you build a relationship, and you provide them with free publicity. It’s the ultimate icebreaker.
2. Solve One Specific Problem Per Episode
Don't be vague. Don't talk about "Success." Talk about "How to reduce your warehouse electricity bill by 20%." When your titles are specific, people who have that exact problem will find you.3. Repurpose Everything
One 20-minute podcast episode should provide you with: A written article for your website. Three short videos for social media. An email to send to your database. Quotes to use in your sales proposals.This saves you time and ensures you’re getting the maximum value out of the hour you spent recording.
The Realistic Timeline and Costs
Timeline:
Month 1: Planning and recording your first 4 episodes. (Cost: Equipment + your time). Months 2-4: Building a routine, getting your first few listeners. (Cost: Hosting fees of about $20/month). Months 6+: You start hearing people say, "I heard you on that podcast." This is when the leads start to warm up.Is it worth it? If your average customer is worth $5,000 or more, and a podcast helps you close just two extra deals a year, it has paid for itself ten times over. If you sell $10 widgets, a podcast is likely a waste of your time.
What Should You Do First?
Before you buy a single piece of equipment, ask yourself: "Who is the one person I want to reach, and what is the one problem I can help them solve?"
If you can't answer that, don't start a podcast. If you can, start simple. Use your phone to record a test run. See if you actually enjoy talking about your industry.
Most Brisbane businesses are missing out because they are either doing no marketing at all, or they are doing "fancy" marketing that doesn't work. A podcast is a tool for building trust. In a city like ours, trust is the currency that matters most.
Need help getting more customers without the fluff? At Local Marketing Group, we don't care about "viral hits" or fancy awards. We care about making your phone ring. If you want a marketing strategy that actually works for your Brisbane business, let’s have a chat.