Using podcasts to boost your business brand and drive growth

In today’s crowded digital age, making your brand stand out can be a challenge for entrepreneurs and small-business owners. Podcasts are a digital marketing strategy that can help you establish credibility with your target audience to grow engagement and loyalty. Two Capital Space customers who have successfully leveraged podcasts to gain recognition as experts in their fields have shared with us their tips for podcast success.

Leo Suarez runs Tenza Property Development, which offers a unique property proposition to keep costs down to maximise the value of investments. His virtual office at our Churchill Square Business Centre in Kings Hill enables him to host work meetings and tap into the supportive business community, while maintaining his commitment to be with his family as much as possible.

Former hairdresser Kate Holohan spotted a gap in the market when she realised that hair loss is a growing problem. Retrained in trichology, she now proactively works to break down taboos and make dealing with hair loss both accessible and easy, with Churchill Square Business Centre in Kings Hill offering the ideal, discreet location to put customers of Hair Therapy at ease.

Why did you decide to set up a podcast?

Leo: “There was no one speaking about UK real estate in Spanish. As a Spanish-speaking team working in UK property, we saw a niche. Podcasting gave us a way to share our knowledge and support investors from Spanish-speaking countries who are interested in understanding how property investment works here.”

Kate: “During lockdown, I wasn’t allowed to work with clients, so I took the opportunity to study trichology. I started the podcast to explain what trichologists do, help people understand their hair loss, and reduce the stigma around it. It became a space to educate and empower.”

What is your podcast called and what does it cover?

Leo: “It’s called Invertir en Reino Unido (Invest in the UK). We talk about how to add value through planning, construction and design, aimed at Spanish-speaking investors. The focus is on structuring investments properly—things like tax advice, legal processes, and value-adding strategies.”

Kate: “My podcast is called Hair Therapy. The tagline is ‘Cultivating the conversation around hair and scalp health and hair loss.’ It’s a mix of educational insights, expert interviews and real-life stories to offer comfort and guidance to listeners.”

How do you promote your podcast to build an audience?

Leo: “We email our subscriber list of 10,000 every time a new episode goes live and share the video version on YouTube. We’ve kept things simple—just good content, regularly shared on the platforms where our audience already is.”

Kate: “Instagram is my main promotion tool, alongside guest appearances on other podcasts. I also repurpose podcast episodes into audiograms and social posts. My guests often promote their episode too, which helps reach their audiences.”

What difference has your podcast made to your business?

Leo: “It’s transformed our visibility. People contact us already knowing who we are—some have listened to 40+ hours of content. We’ve secured partnerships and investment through it, and we’re able to choose who we work with because people approach us fully informed.”

Kate: “It’s helped me connect with professionals and clients around the world. I’ve spoken at global conferences and had clients visit the clinic after hearing the podcast. It’s not about selling—it’s about building trust and providing lasting value.”

What have the key challenges been and what have you learnt from them?

Leo: “Consistency is tough. Running a business takes priority, so I’ve learned to be realistic and record when I can. Also, don’t overspend. Good is good enough—authenticity matters more than production quality.”

Kate: “You have to accept that it won’t be perfect. My biggest learning? Always press record! Focus on the message, not the tech. And give yourself permission to improve as you go.”

What are your key tips to a business owner thinking of hosting a podcast to boost their business?

Leo: “Start by listing your customers’ most common questions—those are your episodes. And don’t overthink it. A mobile phone and a microphone are all you need to start. You’ll get better with every episode.”

Kate: “Consistency is 90% of podcasting. You need to show up regularly, even if it’s not perfect. Be authentic, and give your audience something they’ll find genuinely helpful.”

Podcasts can be a powerful, low-cost tool for SMEs to build brand authority, connect with niche audiences and drive long-term business growth—if you’re prepared to share value first and promote second.

Read Leo’s business story

Read Kate’s business story

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