How to Start a Podcast With No Audience in 4 Easy Steps
In a world where trust and attention are hard to earn, podcasting has become one of the most effective ways for business professionals to stand out.
But what if you don’t have an existing audience?
Even if you have 0 followers, a podcast can accelerate your network growth and flip the power dynamic, unlocking strategic conversations you normally wouldn’t be able to have. Recently, I was a guest on the Spiraling Up podcast, where I played “Marketing Mythbusters” about common misconceptions about podcasting. One myth was, “You need a huge audience to start a podcast.” I did my best to bust it here:
That conversation inspired me to go more in-depth. Here’s how to start a podcast with no audience in 4 easy steps:
Nail Your Niche Point of View
Use the Podcast to Accelerate Your Networking
Publish 2-3 Episodes at Launch
Distribute Through Platforms You Already Use
Let’s break down each one:
1. Nail Your Niche Point of View
The most important part of launching a show isn’t fancy artwork, high-quality audio, or a star-studded guest lineup…it’s your unique point of view.
Who are you trying to attract? Why should they care?
This step is critical—especially when you don’t have an audience—because it determines who your show attracts, not just what it's about.
Your show name, tagline, show description, episode structure, frequency, and even the music you select for your intro/outro sequence need to speak directly to a specific kind of person, with a specific kind of ambition, pain point, or worldview.
From a broader marketing perspective, this is known as ‘positioning’ which should not be confused with focus and specialization. Listen to the difference between these three in this episode of Breaking BizDev, Don’t Boil the Ocean: The Paradox of Focus, Specialization and Positioning.
When you get your show positioning right, even a small number of listeners (or guests) can create outsized opportunities—because they’re the right kind of people.
Here’s how I think about it:
Find the intersection of your curiosity, credibility, and connection potential.
Your show should revolve around a topic you can speak on with depth, learn about with joy, and use to build meaningful relationships. That’s the niche sweet spot.
Don’t go broad—go bold.
Many new podcasters aim for reach by broadening the definition of their ideal listener to the point where their show has been watered down. As the old marketing adage goes, “If you try to appeal to everybody, you will appeal to nobody.”
The better move is to define a sharp angle:
“Marketing tips” —> “how ex-agency founders build boutique firms.”
Not “leadership” —> “how second-generation CEOs evolve legacy businesses.”
Josh Braun uses the term ‘crispy’ to define sales copy that pokes the bear and drills down on a specific problem. Going through this exercise with your podcast is a highly strategic use of time, and is a forcing function to connect with your ideal audience, listen to how they describe problems, and mirror that back to them with a point of view that truly resonates.
Your point of view is your magnet.
Listeners are drawn to hosts who have something to say. Sure, having guests on your show has its benefits. But listeners also want to hear from you.
What are your core beliefs? In what ways do you see the world?
This could be as simple as: “I believe managing partners shouldn’t be the ones doing sales.” That belief anchors your interviews, episode ideas, and who you invite on the show.
If you’re trying to build a network, generate leads, or create content that’s referable, your positioning has to be ultra-clear. It’s like a bat signal. When done well, your niche point of view doesn't just invite attention—it attracts alignment.
2. Use the Podcast to Accelerate Your Networking
“Want to be a guest on my podcast?” is a much stronger offer than ”Want to schedule some time next week for an intro call?” And if you want to learn how to start a podcast with no audience, this is probable the most important part.
Here’s a secret most people miss: your podcast isn’t just a piece of content—it’s a relationship engine.
When you’re starting from zero, the fastest way to grow your reach is to use the podcast as a platform to start meaningful conversations with the people you want in your orbit.
Let’s break down why this works so well:
It flips the power dynamic.
Instead of asking someone for their time, you’re offering them visibility. You’re positioning them as the expert, and giving them a platform to share their story, work, or worldview.
This also plays on the cognitive bias of reciprocity. You’re depositing an outsized amount of value into the relationship by giving your guests a platform and spotlight. Guests will remember this and you will stand out when the time comes to make a referral or inquire about your service offering.
The recording is just the beginning.
In my experience as a podcast host, there is a kind of buzz and energy that exists immediately after hitting “stop” in the recording software. Guests are usually fired up. And after 30 minutes of a conversation focused on a specific topic, there is a moment where the guests can ask more private questions like inquiries about your service offering and who you help. This is a great moment to schedule another synchronous conversation to talk more with them.
Promoting past episodes enables you to tag guests strategically.
After the episode airs, you have a reason to follow up, tag them in posts, share clips, and introduce them to others. That’s how one guest can turn into three new warm connections.
And this doesn’t have to be constrained to the window of time between episodes. Instead, schedule posts out weeks or months in advance to extend the life of that episode and remind your guests about your conversation.
Being a podcast host positions you as a connector, not just a creator.
Great podcast hosts aren’t just content makers—they’re relationship builders. If you introduce past guests to each other, tag them in relevant threads, or create roundup episodes with multiple voices, you become the hub of a valuable network.
3. Publish 2-3 Episodes at Launch
Your launch is a one-time opportunity to make a sticky first impression. Even if you think your show will be met by a chorus of crickets, publishing a handful of episodes at launch is a great way to start a podcast with no audience.
One episode might get someone’s attention—but multiple episodes can hook them. Think of it like your favorite band dropping a limited EP instead of a single. You get 3 songs from the upcoming album instead of just one.
If a listener stumbles on your show and likes what they hear, they have a way to binge, build trust, and get excited about what’s coming next.
Here’s why launching with 2-3 episodes is such a strategic move:
You create momentum, not just awareness.
A single episode might feel like a teaser. But a handful gives listeners a fuller sense of your tone, themes, and perspective. You’re not just announcing a show—you’re building a world they can step into.
You increase your odds of capturing attention.
Not every episode will land with every listener. But if you’ve got a few angles or different guests represented at launch, chances are one will resonate. That could be the difference between someone bouncing… and someone subscribing.
Launching with multiple episodes also gives you room to show your range. Think about featuring different formats (monologue vs guest interview), lengths, or subtopics. It shows you’re not a one-trick pony—and helps listeners find what they’re into.
You signal consistency and commitment.
While it does require much more upfront effort to launch, publishing more than one episode upfront tells your audience (and potential guests) that this isn’t a one-off experiment. You’re serious about this. That builds trust.
You create a reason to come back.
End your launch batch with a teaser or a cliffhanger for what’s coming next. Make your future episodes part of the story arc—not just more content.
Launching with a handful of episodes turns your podcast from an idea into an experience. It’s how you go from “someone with a podcast” to “a show people talk about.”
4. Distribute Through Platforms You Already Use
How do you start a podcast with no audience? Use what you have.
When you’re just getting started, the goal isn’t to go viral. Podcasts are built one listener at a time. Business leaders, execs, and busy professionals aren’t browsing podcast directories looking for new shows. But they are checking their inbox, scrolling LinkedIn, and replying to Slack or Teams messages. That’s where your promotion efforts should live—inside the platforms and conversations you’re already part of.
Here’s how to execute a podcast marketing strategy without feeling spammy or self-promotional:
Start with 1:1 DMs to your inner circle.
Think clients, peers, mentors, referral partners—people who already know you and would appreciate what you’re doing. A short, thoughtful message with a link to a specific episode (especially one they’re mentioned in or would genuinely enjoy) goes a long way.
This could be as simple as:
“Hi, Bob. You asked a thoughtful question as we were wrapping up our call earlier and we didn’t have enough time to dig into it. I actually recorded a podcast conversation on that exact topic a few weeks ago. The next time you have 30 minutes, maybe on your car ride home, give it a listen. Would love to hear what you think.”
Share selectively in professional groups and channels.
If you’re starting a podcast with no audience, turn to the channels you’re already active in: Facebook groups, Slack communities, Teams channels… Drop an episode only when it fits the context. Framing matters: “We just published an interview with someone who’s helped three manufacturing firms scale 3x—thought some of you might dig it.”
Use email like a power tool.
Drop your episodes into your email signature, your out-of-office responder, or as P.S. lines in personal notes. You don’t need a huge list—just a smart way to stay top-of-mind with the people who matter most.
Show up consistently on LinkedIn.
Don’t just post links—share stories, insights, or provocative takeaways from each episode. Tag your guest. Start conversations in the comments.
Don’t think about it as “promotion.” Instead, think about posting on LinkedIn to invite others into the conversation. One thing to point out; differing points of view are a good thing. They help sharpen your perspective and create engagement, which algorithms love. Don’t be afraid to explore counterarguments to your (or your guest’s) point of view.
Make your guest the hero of the story.
When your guest shares the episode (on LinkedIn, in their company Slack, in a newsletter), that opens doors you can’t reach on your own. Make it easy for them—send them clips, quotes, and sample copy they can use to promote the episode.
Remember, you don’t need thousands of downloads to make a podcast worthwhile. You just need the right people listening—and that starts by reaching out where they already are.
Start a Podcast And GROW Your Audience
Don’t wander aimlessly around the internet on your own trying to find out how to start a podcast with no audience. Work with an expert and team of podcasting professionals:
Here's how Red Cedar can help:
🎙️ Podcast Positioning & Strategy – Clarify your niche, format, and messaging for maximum impact.
🚀 New Show Launch Support – From concept to first episode, get your podcast off the ground.
🎭 Voiceovers & Ad Production – Professional narration and ad spots to elevate your brand.
📲 Short-Form Content & Distribution – Turn episodes into engaging clips for social & beyond.
🎤 Guest Interview Booking – Get featured on the right podcasts to expand your reach.
Don’t want to take the time to learn how to start a podcast with no audience? Contact us to learn more about how we help firm owners, marketers, and experts build trust with buyers through podcasting.
