So, you’ve been wondering whether to start a podcast as a way to get more leads into your solopreneur business. The thing is, you’ve already got a lot going on and no room in your schedule. So, is podcasting how you should be spending your time from a marketing and productivity aspect?
In this post, we’re sharing insight to help you decide whether or not to add podcasting to your to-do list.
RESOURCES MENTIONED IN THIS EPISODE:
Content Strategy from Scratch workbook
Daily Achiever’s Weekly Action Planner
[Meghan] Podcasting has really taken off in the past few years and grown so much more popular. As in, there are way more podcasters and way more listeners.
[Theresa] That’s true. In 2018, there were around 500,000 active podcasts as compared to over two million now! As of this year, about 57% of US consumers listen to audio podcasts. (Statista)
And, podcast ad revenues in the US are expected to surpass $2 billion annually by 2023 (Oberlo).
So, the numbers show that the podcast industry is growing.
[Meghan] At this point in your business, you may be wondering if you should start a podcast as a way to increase brand visibility and generate leads.
But, just because a certain marketing platform is becoming more mainstream or popular doesn’t mean that’s a sign for you to jump on it.
[Theresa] That’s right. It’s smart to pause, reflect, and consider first. Choosing marketing tactics requires forethought, and podcasting is no exception.
So, today we’re sharing our perspectives and insight on podcasting from the aspects of marketing and productivity. I often get asked about starting a podcast, so here you go!
Should You Start a Podcast for Lead Generation? Our Opinions
[Meghan] Alright, of all the things you can do from a marketing standpoint, is a podcast a “must have” in your business? My opinion is probably not.
There are more effective uses of your resources. At least, in terms of where to start with lead generation. A podcast would be way down on my list.
[Theresa] I agree that—in most cases—starting a podcast isn’t your go-to strategy for generating leads.
That said, we both agree that if your version of a podcast is not actually starting something new but repurposing video or blog content into an audio format, then maybe it’s worth considering.
[Meghan] Why ‘maybe’ in this case? Because downloading the audio from a video or recording yourself reading an existing blog is not the same commitment as starting a podcast from scratch.
Repurposing videos or blog posts into audio is much less of a time suck than starting a podcast from the ground up since the content already exists.
Additionally, it can be easier and faster to build a listening base when you already have audiences for your vlog or blog.
[Theresa] So, in this specific scenario, starting a podcast is potentially a marketing productivity win.
That’s as long as you have other marketing tactics working to bring in consistent leads and as long as you can capitalize on existing content and streamline the podcast administration process.
Otherwise, we say to put the podcast on the back burner for now.
Here's why you may want to hold off before starting a podcast to generate leads. #contentmarketingClick To TweetReasons to Avoid Starting a Podcast As a Lead Generation Tactic
[Meghan] So, what led to these viewpoints?
#1) Less Visibility Without Promotion
First and foremost, podcasting is challenging when it comes to building an audience and getting traction without a lot of active promotion. If you’re not out promoting your podcast everywhere, it will have significantly less visibility.
You see, blogs and videos organically attract attention due to search algorithms. So, even if you skip promotion to some extent, those algorithms will save your butt.
Podcasting doesn’t work that way exactly. Sure, podcast platforms like Apple, Spotify, or Chartable send people your way. But those platforms aren’t the same as Google or YouTube. People use Google and YouTube for search, not podcast platforms.
[Theresa] And yes, Google also has a podcast feature. But, after a year and a half into The Messy Desk Podcast, it’s our blog posts that rank versus the podcast itself.
Podcasts just don’t have the visibility of video or blog content yet.
[Meghan] So, without that extra organic visibility that you get with blogging or YouTube vlogging, your podcast relies on you to promote it.
If you’re not going to be actively promoting, it will take longer to build an audience and generate leads.
[Theresa] One of our biggest podcast lessons is that inconsistent promotion translates to slower growth. Podcast promotion has been one of our weaknesses. Thankfully, we have the blog to help us get more traction.
#2) Smaller Audience
[Meghan] Another reason you may want to hold off on starting a podcast is that there are fewer people listening to podcasts.
Yes, podcasts are growing in popularity. However, listening to podcasts isn’t yet an everyday behavior for a lot of people. At least not like watching videos or reading. I mean, even on social media, are you more likely to watch a video or listen to a podcast?
[Theresa] Yeah, although podcasting is an authority booster and it helps you connect with your audience, we’re talking about tactics that generate leads. That means getting new people to discover you and interact with your brand more often.
So, with less organic visibility and a smaller pool of people to start with, podcasting can be more challenging as a lead generator.
[Meghan] The flip side is that since podcasting is less saturated, you may have a higher chance of standing out—even if the audience is smaller.
[Theresa] So, it’s definitely a consideration, especially if your niche doesn’t have a lot of competition yet in the podcast world.
But, for all of the effort, you may want to focus on tactics that help you reach more people.
#3) Podcasting May Be Difficult to Manage All By Yourself
[Meghan] Also, when we’re talking about content marketing that you can manage by yourself, podcasting isn’t so easy.
First, there’s the content creation. When you’re eloquent and good at talking off the cuff, the content part may not be too tough. If you prefer to write a script, it will take more time, but it may produce higher quality episodes.
[Theresa] However, if you choose to interview people, that takes a lot of prep and admin work. There’s background research of guests, coming up with unique questions, finding and scheduling guests, doing the interview, and all that comes afterwards.
When those tasks all fall on you, it’s bound to impact your productivity. Time management and planning ahead are key.
[Meghan] Then there’s the editing, yikes! A lot of time goes into editing the audio. It’s not as simple as recording and publishing.
It seems like that’s how it works, and you can probably do it that way. However, the quality will be much lower than you think. Editing makes a significant improvement. Plus, you’ll probably want to edit out mistakes.
[Theresa] Thankfully, we knew from the get-go we’d outsource editing. So if you go that route, you’ll save time. But, you’ll need a budget and very good time management to stay on a schedule so that the editing gets done in time.
There’s no last minute content creation when you’re relying on others to get the work done within a deadline.
#4) Tougher to Convert People on the Go
[Meghan] We also want to mention that the very nature of podcasting makes generating leads more difficult since most people consume your content on the go, on a mobile device, and often while doing other things—like driving, exercising, or cooking.
65% of people prefer listening to podcasts on their smartphone or tablet and 25% use a desktop computer. 10% listen on smart speakers like Google Nest and Amazon Echo. (Source)
So, how are you going to convert that listener into a lead? Because if listeners are mobile and multitasking while listening to your podcast, then getting them to take action—like downloading a PDF or signing up for something—is more difficult.
[Theresa] Listeners may intend on taking action. But, since they’re on the go, they can’t at the moment. And once a listener moves on from an episode, what is the likelihood that they’ll come back to take action? You know, people are busy, they forget, and other priorities pop up.
So, you’ll need to take advantage of show notes, vanity urls, and other workarounds to make capturing people’s information easier.
Inevitably, though, the podcast format makes capturing leads a little more challenging.
How to Start a Podcast With Marketing Productivity in Mind
[Meghan] With all of that said, we know you may still want to move forward with podcasting no matter what.
The question is: how can you keep your marketing productivity in check so that you don’t waste time and derail yourself with a podcast?
[Theresa] Anytime you choose to spend time doing something, you’re choosing not to spend time on something else.
So, always begin with your business goals. Remember why you’re podcasting and what you plan to gain from it.
If it makes sense to move forward, think about how to incorporate podcasting into your existing schedule. Now’s a good time to consider your budget and outsourcing. And, plan your podcast tasks in a systemized way so that your work is not haphazard but intentional and organized.
Your biggest win here would be to focus on repurposing content. That’s the golden ticket, friend! You create once, use multiple times, which maximizes your marketing and your productivity.
[Meghan] For example, you could do live video on YouTube or elsewhere, which requires little to no editing after the fact. Then you can use the audio from the live video as your podcast.
This gives you two forms of content but at way less effort than what you’d spend on podcasting and vlogging separately. Two platforms means twice the reach to build an audience and market your business. You could even invest in software to broadcast the live video to multiple platforms and extend your exposure even more.
Lots of people use this repurposing strategy across many different industries, like digital marketers, political pundits, and religious figures. In fact, you probably already follow someone who’s doing this.
[Theresa] Heads up, though. There are still a lot of moving parts. And, this isn’t less work than focusing on one format. It’s still more work to do video and podcasting.
So, before you start podcasting, take a few steps back to analyze how you can streamline your tasks to minimize effort. You can’t do it all, so you’ve got to assess, prioritize, and plan.
The Decision to Start a Podcast for Lead Generation Depends on a Few Factors
[Meghan] Whether you’re outsourcing or investing sweat equity in a podcast, always factor into the equation that you’re a team of one.
The question isn’t really “should I start a podcast?” but “is podcasting an effective, manageable, and sustainable way to support my marketing goals and invest my time?”
[Theresa] Which means that whether to start a podcast depends on your business goals, audience preferences, existing commitments, and resources.
In this post, we’re focused on using a podcast to generate leads when you’re alone in your business and DIY-ing it. And that may not describe you.
Marketing isn’t one size fits all, so it really depends on your current situation and goals!
[Meghan] Amen to that! You know, I think the obstacles that we mentioned here are why a lot of people stop podcasting or don’t stay consistent with it. It becomes more of an afterthought than a commitment, which will make podcasting even less effective.
That doesn’t mean you’ll experience the same. However, if I had to choose just one content format, I’d go for vlogging or blogging before starting a podcast for lead generation.
[Theresa] I have to admit that if I had to choose only one, it’d be vlogging or blogging as well. I’ll go a step further and say that if I could take Meghan and go back to the beginning of The Messy Desk Podcast, I’d have pushed for a vlog instead of a podcast.
[Meghan] I know, it’s true, we should have opted for a video show! Hindsight, right?
[Theresa] Yep!
So, at the risk of repeating myself, the most important thing to remember is to set goals first.
If podcasting is the best, most accessible and manageable way to support those goals, then go for it. If not, consider other tactics that will help you achieve your goals. You don’t want to chase a shiny object and distract yourself from more important tasks.
[Meghan] Speaking of goal setting, don’t forget to pick up the Content Strategy from Scratch workbook if you need a template for setting content goals.
[Theresa] And, you can pick up the Daily Achiever’s Weekly Action Planner to help you easily prioritize, organize and strategize your content marketing tasks so that you take action on those content goals.
[Meghan] Ultimately, we’re always looking for effective marketing tactics that don’t derail productivity or negatively impact existing commitments.
What sounds like a good idea at the onset could turn out to be something that takes you away from more important work. So, approach your decisions with care and be willing to abandon a tactic that isn’t working for you.
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