S5 E6 - your podcast needs a job, not more downlaods

Sponsored recommendation:

Listen to The Determined Society with Shawn French

It is really easy to look at your podcast numbers and wonder, Is anyone even listening? And yes, of course we want people to listen. But I think there is a much more useful question for a business owner to ask:

What would actually change in your business if twice as many people listened?

Because 100 downloads can become 200. Two hundred can become 2,000. You can hit the milestone you've been chasing and still be left asking, “Okay...now what?”

In this episode of Chaos to Clarity, I'm talking about why your podcast needs a job beyond simply getting more listeners. If you're using a podcast as part of your business, you need to know what you want it to do. Maybe its job is building trust with potential clients. Maybe it's creating authority around your expertise. Maybe it's starting conversations, generating leads, creating referral opportunities, building partnerships, or giving people a way to spend more time with your ideas before they're ready to work with you.

I also break down the very different jobs of my own podcasts. Chaos to Clarity gives me a place to go deeper, build relationships with my audience, and let potential clients understand how I think. Built to Scale creates awareness for Satva while also opening doors for relationships, collaborations, referrals, leads, and partnerships. Those shows don't need identical numbers because they don't have identical jobs.

And this isn't only relevant if you're a coach or online business owner. A remodeler, accountant, photographer, attorney, consultant, agency owner, or other service provider can use a podcast to demonstrate expertise and build trust with the people who may eventually hire or refer them. The point isn't necessarily to build the biggest audience possible. The point is to build a show that does something useful for your business.

In this episode, we're talking about:

Why downloads alone don't tell you whether your podcast is working.The question to ask before deciding you need a bigger audience.How to give your podcast a primary job and identify its secondary benefits.Why different podcasts can—and probably should—have different definitions of success.How podcasting can build trust, relationships, authority, referrals, partnerships, leads, and customers.Why a smaller, relevant audience can still create meaningful business opportunities.How knowing what happens after someone listens changes the way you think abou