Most people who want to start a podcast for their business begin with a simple question:
“Do I want to host a podcast?”
But if you want your podcast to actually support your business goals, that’s not the right question to start with. A better one is:
“How can a podcast support my business, and who’s the best person to be the voice of it?”
This might seem shocking, but not everyone should host their own podcast. And for business owners, especially, that realization can save time, energy, and some awkward mic moments.
In this episode, I dig into how to determine whether the host of your show should be you or someone else.
If You Are the Brand, You Should Be the Host of Your Podcast
This one’s pretty straightforward.
If your business is built on you (your expertise, your personality, your relationships), then yes, you should be hosting your podcast.
We’re talking about podcasts that promote entrepreneurs like:
- Personal brands
- Coaches and consultants
- Solo service providers like designers, copywriters, accountants, etc.
When you are the face of the business, people want to hear from you. A podcast is one of the best ways to build trust and connection. It puts your voice (literally) in their ears every week. That’s powerful authority building.
Even if you’re nervous or you think you have a terrible podcasting voice, know that being a podcaster is a muscle you develop.
Here’s a bonus podcast confidence tip: Clarity around your content and your audience is often the fastest path to confidence. Start there if you feel uncomfortable hosting your podcast.
When You Shouldn’t Be the Host of Your Podcast
Now let’s talk about when the best host for your podcast might not be you.
If your business is designed to grow beyond you, if you’re planning to sell it one day, or if your brand is already bigger than your personal identity, then you may want to reconsider putting yourself behind the mic.
Why? Because tying your voice to a brand you’ll eventually leave can make the podcast harder to sustain (or sell). If the podcast dies when you walk away, you’ve missed the opportunity to build a long-lasting marketing asset.
Instead, you might consider:
- Hiring a professional podcast host or voice talent
- Bringing in an industry expert with aligned credibility
- Assigning the role to a trusted team member with strong communication skills
Just be cautious with that last one. Team members leave. If you go internal, make sure that person is committed and contractually locked in for the long haul, or at least easily replaceable without jarring your audience.
What If You’re the Face of Your Brand… But You’re Not Comfortable on Mic?
If you know you should host your podcast but the idea makes your palms sweat, you’ve got two solid options:
1. Learn and Grow
Get coaching, build confidence, and start small. You don’t need to sound like a radio pro. You just need to be clear, intentional, and focused on serving your listener. Your audience will forgive you if they feel like they’re getting value out of listening.
Clarity about your content and why your podcast exists goes a long way toward helping you feel grounded behind the mic.
2. Share the Spotlight
You don’t have to go it alone. You can still be present in your podcast without carrying it entirely. Consider a co-host. That may be a team member or even a hired professional who can help steer the conversation and share the load.
This can help you ease into the role while still putting your personality and perspective front and center.
Don’t Default to “I Have to Host My Own Podcast.”
Here’s the decision framework in a nutshell:
- Are you the brand? Host it.
- Is your brand bigger than you (or going to be)? Consider someone else.
- Are you scared of hosting, but still essential to the brand? Build confidence or co-host (or both).
Whatever you decide, make sure the host you choose supports the long-term vision of your business, not just what feels easiest today.
Because the real power of podcasting isn’t just in launching a show. It’s in building an asset that works for your brand, long after each episode goes live.
Need help figuring out whether you should host your podcast, get more confident behind the mic, or create a show that brings in leads and builds authority?
I offer free podcast coaching calls for business owners who want their podcast to perform.
👉 Book your free coaching call
Let’s talk about how to make your podcast work for you, with the right host at the mic.
