The Truth About Podcasting: Why Some Succeed While Others…
by Dave Lawson
When we talk to a potential client about helping them create a podcast, there are three things that I look for to determine if the team effort will be a success.
I have now produced hundreds of podcast episodes with clients from various specialties for six years. Three essentials are needed before any business owner should consider creating long-form audio and video content.
Starting a podcast can be a rewarding and fulfilling experience, but just having a podcast does not guarantee success.
And what does "podcasting success" mean to me? Success is a podcast that grows authority and the bottom line. It sets a business owner up as THE expert in their field and helps sell their product.
The three must-haves to have a successful podcast are:
#1 A Defined Audience: One of the essential factors in the success of a podcast is having a clear understanding of who your audience is. Our first task with clients is to create an avatar that understands who they are, where they work, and what they fear (and desire) the most—producing content that resonates with listeners and keeps them coming back for more can be challenging with a defined audience.
#2 An Established Product: clients with an established product have the best chance at success. Why? Because #1) are experts in what they do, and #2) have something for the audience to watch, read, or buy. Once you capture the attention of your ideal listener, they will become interested in you and your business. And if you have a website that leads to your product (book, course, real estate listings), they will eventually become customers.
#3 Patience: Building a successful podcast takes time. It's common for it to take at least a year to gain traction and build a dedicated listener base. It's essential to be patient and persistent and work on continually improving and promoting your show.
One last note, which is less of a plug for my business than it is reality, but producing a podcast can be a lot of work, and it's something that only some have the time or energy for. If you don't have the time or resources to commit to producing a podcast yourself, consider hiring a producer to handle the technical side of things. It can free up your time to focus on creating great content and growing your audience.
In conclusion, to start a successful podcast, you must have a defined audience, an established product, and patience. And while it may be tempting to try to do everything yourself, hiring a producer can be wise if you need more time or resources to devote to production.
