Season One Recap: Why Podcasting is a Secret Weapon for Your Business
We’re wrapping up Season 1 with the biggest lessons learned from an incredible lineup of guests who have used podcasting to grow their businesses. From Andrew Youderian’s insights on trust and community-building to Caleb Brown’s niche-focused recruiting success, this episode is packed with real-world examples of how podcasting can drive revenue, establish authority, and open unexpected doors.
Pete highlights game-changing takeaways, like how some businesses generate millions in revenue directly from their podcasts and why even a small audience can create a massive impact. Plus, get a sneak peek at what's coming in season two—including a guest whose podcast brings in ten customers per week!
Listen To The Full Episode Here:
What You’ll Learn:
How podcasting helps with business growth.
Success stories from business owners.
How podcasting builds trust and community.
How podcasting helps in expanding reach.
How podcasting creates immediate networking opportunities.
Insights and strategies for business owners starting a podcast.
Ideas Worth Sharing:
“So if relationships and trust matter, a podcast might be a great choice for the business. If it’s very strictly about being a commodity at the lowest price, or there’s a strict government contracting type of situation going on, a podcast is probably less likely to work for you.”
“[A podcast] can provide market research in terms of what are people really interested in. What are they vibing with? What episodes have high downloads and view counts? What episodes have high retention and engagement numbers?”
“Thinking strategically about the goals of the podcast will inform everything from how frequently and consistently the episodes need to be made, to who we are going after, and how we are differentiated.”
Resources:
Podcasting for Financial Planners: Creating a Client Pipeline with Caleb Brown
The Journey to Sustainable Growth and Client Connection with Kayse Gehret
Podcasting for Maximum Business Results with Scott Anthony Barlow, Chris Deferio and Kwame Christian
Driving Innovation and Building Networks Through Podcasting with Brian Kearney
Ready to grow your business with the power of podcasting?
Schedule a free consultation with one of our expert podcast coaches to get started!
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Welcome to Cashflow Podcasting, where business owners reveal how their podcasts have supercharged their success. My podcast completely transformed my training business, so I've seen firsthand the magic that podcasts can work. And here's the best part. You don't need millions of downloads to boost your business's revenue and impact. Let our guests show you how.
Pete Mockaitis: Welcome to Cashflow Podcasting, where business owners reveal how their podcasts have supercharged their success. My podcast completely transformed my training business. So I've seen firsthand the magic that podcasts can work. And here's the best part. You don't need millions of downloads to boost your business's revenue and impact. Let our guests show you how.
Well, that wraps up our first season of Cashflow Podcasting. So many big lessons learned. Want to provide a little bit of a recap and a review here as we conclude the season, which can serve as a handy bit of an index for which episode you might want to catch or to review. So to review, we started first with Andrew Youderian.
His company, eCommerceFuel is a community that supports owners of e-commerce businesses. And Andrew stressed that podcasting is pretty unique in a way that it can truly build trust and foster community better than just about any other medium out there. You are literally inside the listener's ears, part of their daily lives as they're doing what they're doing.
They're cooking, they're cleaning, they're commuting, and you're part of their life, their journey with them. In Andrew's case, he saw that 25%—just about a quarter of his customers—were coming through his podcast. And that when it comes to launching a podcast, you don't need to have a massive audience, but just a real passion for the topic, something that you can genuinely, with enthusiasm, discuss week after week, and have fun with it.
And to be human with it, be yourself, bring your goofy, weird, whatever flavor of personality you have, be human with your voice, and in so doing, you resonate all the more deeply with other real humans who want to engage in a business relationship with you, and think, “Huh!
That Andrew guy, I like the way he works it. I would enjoy conversing with him. I would enjoy working with him or being a part of a community that he's a part of. Because I'm just liking the vibes here.”
In our second episode, we talked to Caleb Brown and his firm is New Planner Recruiting, which helps those in the financial planning industry recruit their new financial planners.
So in the headhunting space, he was thinking about starting a podcast, but he thought, “Wow, there's kind of a lot of financial planning-ish podcasts out there. Let's carve out a niche by focusing on the new financial planner. Didn't see any content there.” And so he became the trusted voice in that zone.
And in so doing, he built tremendous goodwill amongst his prospective clients who are familiar with his podcast and his name; they spread it around and has resulted in not only building his pipeline of potential candidates that he can then place in these firms, but also his pipeline of clients who like him, they know him, they trust him because of what he's bringing out there and he's been getting the business, and what's great about having high-ticket offers such as recruiting services, one placement is a substantial dollar value. A single customer can pay for your whole year of podcast production, which is what Caleb is seeing. He's seeing one plus-plus customers coming through thus paying for the entirety of his podcast production expenses.
Next up, we had Kayse Gehret talk about Microdosing for Healing. She reported that about 50% of her clients come from her podcast, which really makes sense. In a topic like microdosing, boy, there's some high trust that's required. Casey brings that trust and that brings forth the clients. She also found some good results by appearing on other podcasts who—and then the listeners there decided to listen to Casey's own podcast—and they got a warmer and warmer and warmer relationship.
And she said that when folks are listening to the podcast, they're getting the idea that you're really an expert in this; you have tremendous knowledge, but it doesn't feel like a sales pitch. It's fun, interesting content, but along the way, we're getting some fantastic long-term engagement and nurturing.
Next up, we heard about podcasting for Maximum Business Results with some of my folks who are in my personal podcast Mastermind group. And this was a hard-hitting one at eight minutes of rapid-fire insight and results. Scott Anthony Barlow of ‘Happen to Your Career,’ Chris DeFerrio of ‘Keys to the Shop,’ which is a coffee shop and hospitality support business.
And Kwame Christian of the American Negotiation Institute. Some cool takeaways here. Scott's podcast over the years has generated nearly $4 million of revenue for the business, and Chris's podcast brought in over 75% of his clients. And some themes they talked about here is when folks are hearing from you over and over and over again, it really establishes that trust, that authority, that expertise over time, such that even some high-profile clients like target for Chris get the message that, okay, this guy is really legitimate.
He's safe. We can feel comfortable bringing him in on a broad scale with a big organization. Kwame mentioned that podcasting is the foundation of his whole business and that everything good that has happened to the American Negotiation Institute has happened because of the podcast. In a world like negotiation, people want to know, “Hmm, are you good at this stuff? Do you know this stuff?”
And as they hear episode after episode, after episode, they get that memo and some folks come back seven years later and say they've been loving the podcast, and now is finally the opportunity we can bring you in for some speaking or some consulting. And so again, that long-term engagement really coming together.
On the flip side, we had Brian Kearney talking about farmland stocks, showing that there is, in fact, some immediate short-term benefits that can be gleaned from launching the podcast, and namely, that even before you have a big podcast, a big following, a long-standing established thing going, people are willing to appear on your podcast and have a conversation with you about their area.
Brian mentioned that in his early days of the podcast, one of his very first episodes, he was able to land as a guest, one of the top names in all of agriculture, and that person wouldn't have sat down for a 30, 45 minute chat with him if it was just him for fun, but rather in the context of a legitimate show.
“I can see some cover art. I see you've got some episodes.” This becomes a real thing. People are willing to engage in that conversation, opening up the doors to those relationships, which can be valuable for the business and of themselves, the guests, and not necessarily just the listeners are the valued relationship, which might become an investor, a referral partner, or a customer themself. Very handy.
Next up, we had Anne, the queen of Cashflow Podcasting, our CEO. And we talked a little about who are the ideal businesses where podcasting really makes sense. Some of those takeaways being that they have generally a high-ticket offer so that you don't need to have large audiences to make it financially worthwhile.
They have some level of differentiation, not a pure commodity like pork bellies or like an agricultural thing that might be traded on the commodities market. And there's a level of trust there. So if relationships and trust matter, a podcast might be a great choice for the business. If it's very strictly about being a commodity at the lowest price, or there's a strict governmental contracting type situation going on, a podcast is probably less likely to really deliver the maximum impact that it could.
And again, we said, high ticket offers are in existence. You don't need a massive audience. Just a few people and maybe even one customer a year, as we heard in the case of Caleb with that recruiting business, can do the trick to make it a viable financial investment.
And podcasting, another cool benefit is that it can provide market research in terms of what are people really interested in? What are they vibing with? What episodes are having high downloads and view counts? What episodes are having high retention engagement numbers, listening through the full episode that can be pretty telling right there.
And we also talked about consistency. If the goal is long-term audience building, and then yes, you're going to want to have that consistency. However often it is—every week, every two weeks, every month.
However, short seasons can also be super effective to give people a taste of what might it be like to work with you. I can see that without necessarily having to get dozens and dozens of episodes with tremendous consistency. So again, thinking strategically about the goals of the podcast will inform everything, from how frequently and consistently do the episodes need to be made to who are we going after? How are we differentiated?
What's the art and the music? And of course, we'd love to help with all of those things in a podcast launch. We are preparing for an even better Season Two. You'll hear from Ashley at Boutique Hub, who's getting 10 customers per week. That's right. 10 customers, not per year, not per month, per week, directly from her podcast, and so much more.
But if you're already fired up to get started on your podcasting journey today, we recommend you schedule a free strategy call at cashflowpodcasting.com/chat. We'll discuss your vision and create a roadmap to success.
Looking forward to connecting with you. Hope to catch you next season. And peace.
Thanks for joining me today. If you're ready to start your podcasting journey to grow your thought leadership and boost your revenue, schedule a call with us at cashflowpodcasting.com/chat. Don't wait to take your business to the next level. I'm Pete Mockaitis and until next time.
Thanks for joining me today. If you're ready to start your podcasting journey to grow your thought leadership and boost your revenue, schedule a call with us at cashflowpodcasting.com/chat. Don't wait to take your business to the next level. I'm Pete Mekitas and until next time.