Why Your Podcast Isn’t Working For Your Business (And How To Fix It)

Profitable Podcasting

July 22, 2021

If you’ve got a podcast for your business, is it actually bringing you results?

I’m not talking about download numbers or reviews. I’m talking about results for your business. Are you getting more inquiries? More opt-ins? More sales?

If the answer is no, your podcast isn’t working for your business to its full potential. That might be tough to hear, but here’s the good news: you can change this! You just need to take a different approach.

Today, I’ll show you what the traditional approach to podcasting is, why it’s not working for you, and what you can do instead.

What is the traditional approach to podcasting?

The traditional approach to podcasting is focused on download numbers and unrelated paid sponsorships. It’s all about the podcast itself and not about what the podcast can do for your business.

In the traditional podcast approach:

Podcast content lives separately from the rest of your content. It doesn’t match with what else you’re doing on social.
You rely on interviews to fill in the gaps.
Content feels random and unstrategic.

You have to remember that your podcast as a business owner is going to exist for a different purpose than an entertainer, news agency, etc. So you have to do things differently.

What’s wrong with the traditional approach to podcasting for businesses?

There are several issues with the traditional approach to podcasting that won’t work well for businesses.

Sponsorships. The problem with paid sponsorships is that it takes the focus off what your listeners are there for anyway: YOU! If you have too many paid sponsorships, it can dilute your message and is distracting for your listeners. You, as an online coach, want to focus on bringing attention to your offers. When you offer something else on your podcast platform, people will subconsciously assume you can’t serve them in the areas you are talking about.
Interviews. I believe in collaboration over competition, I am not saying you shouldn’t have guest experts on your podcast. However, when we are creating interviews simply to have new episodes come out on our podcast, that content is not working for you. Additionally, if you have a guest on your podcast talking about something completely different than your main content, it’s confusing for your audience.

Creating content for the sake of creating content. You want to make sure everything you do has a purpose behind it, whether it’s to entertain your audience, bring awareness to a problem, whatever it may be. It needs to be intentional to be effective.

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The approach to podcasting for businesses you should use instead.

Rather than relying on the traditional approach to podcasting, take a holistic approach.

The holistic podcast approach also positions the creator in their CEO role where they can be fully supported. Consistent messaging is so important when it comes to nurturing and priming, when we change our messaging and don’t stay consistent, then it won’t fully sink in and integrate for your audience.

If you tried to go live and post on every single social media platform organically, you would be creating content constantly. What’s great about macro content and podcasting is that you can maximize your online presence on all platforms by focusing on the macro content and doing it holistically. This way, it can bleed out into all the other places. You can connect with people who are different versions of your ideal client, who simply consume content differently.

You can make content work harder for you, but you must be intentional and look at it from a holistic lens. This is part of my business, not a separate entity.