Cutting the costs, not the corners—real strategies for launching and growing your podcast with little to no budget.
Thanks to Tonnisha English-Amamoo of TJE Communications for her insights to help with podcasting on a budget.
Start With What You Have
Launching a podcast can seem daunting, especially when you’re seeing big names with extensive teams and hefty marketing budgets. Budget shouldn’t be a barrier to entry. The key is simply to begin with the resources already at your disposal.
Most people today have access to a smartphone or a laptop, which is more than enough to start. Free or low-cost editing tools like Canva for graphics or iMovie for audio on MacBooks can handle basic production needs. For publishing, YouTube offers a free and accessible platform to host and share episodes, avoiding paid podcast hosts at the outset.
A pro tip: watch your environment. While your phone’s mic might suffice at first, pay attention to background noise for better audio quality. And if being a multitasking parent is part of your brand, a little background chaos might even add authenticity!
Growing Your Audience Organically
Without ad dollars, organic growth is your best friend. One tried and true tactic is leveraging your guests’ networks. Tag them prominently when you publish their interview on social media, and invite them to “collaborate” on Instagram. Even major influencers with massive followings appreciate being highlighted.
Pre-promotion and ongoing engagement are key. Giving listeners a reason to subscribe. Tease upcoming guests or exclusive behind-the-scenes insights. This keeps your podcast top-of-mind. Platforms like Substack, ConvertKit (now Kit), and even LinkedIn newsletters all offer free or low-cost ways to build and nurture your listener community.
The same goes for amplification. Sometimes, those “viral moments” are a little sizzle reel. For example, a salty sound bite, a thought-provoking insight, or even a controversial statement. These are designed to stir conversation and drive people back to your show. Be strategic: grab attention without misleading your audience.
Leveraging Collaboration and Community
If you’re recording in a studio, don’t shy away from networking with the space itself. Tagging the studio, acknowledging their support, or offering a shout-out can foster a relationship. As your podcast grows, these connections might turn into free recording time or valuable cross-promotion.
Beyond podcasting circles, join Facebook, Reddit, or LinkedIn groups relevant to your show’s subject matter. Not every group welcomes self-promotion. But strategic participation, sharing resources, or inviting group admins as guests can open doors to new audiences. This can create authentic, two-way engagement that paid ads just can’t buy.
Be Strategic with Your Time and Energy
Your time is valuable. If editing or promotion is eating up hours you could spend more profitably elsewhere, track it! Free tools like Toggl help you measure how long tasks actually take.
If you enjoy the learning curve of DIY editing, great. But know when your skills and patience are better invested elsewhere. Sometimes, paying a professional will end up saving you money if it frees you to earn more in your core business.
Batch recording is another big saver. By scheduling multiple episodes in one block at the studio, you reduce costs and maximize output.
Finally, if you reach a point where free tools and hacks are more hassle than help, don’t be afraid to invest in the right resources. The goal is sustainability.
Monetizing as You Grow
Eventually, you may want to offset costs through sponsorships or merchandise. Many platforms offer print-on-demand merch so you can offer branded swag without hefty upfront investments. As your audience grows, these small revenue streams can help fund further growth. Or simply reward your efforts.
Remember: the most important investment is your consistency and creativity. Free or paid, your energy and ingenuity are what make your podcast work.
Ready to take the next step?
Tonnisha and My Podcast Guy both welcome podcasters to reach out for more free tips or guidance at tjecommunications.com and mypodcastguy.com. Whether you’re staring at a shoestring budget or thinking about scaling, you’ve got allies in the field, ready to help you make the most of every dollar and every minute.
