5 Key Strategies to Build a Successful Podcast and Grow Your Business

Podcasting has emerged as a powerful marketing tool, especially for business owners looking to expand their reach and connect deeply with their audience. In a recent Rocky Mountain Marketing episode, Katie Brinkley interviews Virginia Elder, podcasting expert and creator of the CRAFT strategy, which emphasizes creating a podcast to drive business growth. Here are Virginia's top strategies to help you elevate your podcast and use it as a valuable client acquisition tool.

1. Content Matters: Craft Messaging that Resonates

The foundation of a successful podcast is content that genuinely resonates with listeners. As Virginia highlights, your podcast should answer the questions your target audience is searching for. When you clearly communicate the benefits of your products or services, you attract your ideal clients while naturally repelling those who might not be a fit.

Tip: Before launching episodes, plan your content based on what excites you about your field and how you can address your audience's pain points. The more value-driven your episodes are, the stronger your connections with listeners will be.

2. Repurpose Content Across Platforms

Repurposing is the secret to maximizing the reach of your podcast content while minimizing burnout. By recording both audio and video, you can create social media posts, blog articles, show notes, newsletters, and YouTube content—all from one episode!

Tip: Record your episodes with repurposing in mind. Use snippets for social posts, write summaries for blog content, and extract key takeaways for newsletters to extend your podcast's impact without extra work.

3. Always Include a Call-to-Action (CTA)

Every episode should feature a clear call-to-action that directs listeners toward a resource or product that genuinely helps them. Whether you’re promoting a lead magnet, directing them to a blog post, or encouraging them to download your template, a compelling CTA is crucial for converting listeners into leads.

Tip: Frame your CTAs as helpful resources rather than sales pitches. This keeps the tone friendly and supportive, increasing the chances of your audience taking action.

4. Feature Experts to Expand Your Audience

Inviting guests to your show or appearing on others’ podcasts broadens your reach and introduces your brand to new audiences. Virginia recommends leveraging tools like PodMatch to find and collaborate with like-minded experts. Featuring other professionals creates a networking ripple effect, encouraging guests to share the episode with their audience, bringing new listeners your way.

Tip: Choose guests who offer services or knowledge complementary to yours, positioning you as a valuable connector in your industry.

5. Track Non-Traditional Metrics for Success

Podcast success isn’t solely measured by downloads. Virginia advises tracking unique metrics, such as new speaking opportunities, client inquiries related to specific episodes, and overall brand visibility. This holistic approach ensures you’re capturing the full value of your podcast as it supports your business.

Tip: Keep a record of metrics like social media engagement, increased website traffic, and listener feedback to assess how your podcast is impacting your business goals beyond download counts.

Conclusion

Starting a podcast can feel overwhelming, but with the right strategy, it becomes a powerful marketing asset for your business. Using Virginia Elder’s CRAFT approach—Content, Repurpose, Ask, Feature, Track—you can build a podcast that not only establishes you as a thought leader but also drives sustainable business growth.

Ready to take the next step? Download Virginia's show notes template to optimize your episodes and attract more listeners!

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