Why Most Podcasts Go Nowhere (And the Truth About Getting Traffic)

Most people start their podcast on the right foot – with lots of excitement and research under their belt. They buy the right equipment, and they have a foundational grasp of what a good podcast looks like.

But now that initial enthusiasm is stuck in quicksand.?

Can you relate?

As of August 2024, there are over 4.3 million podcasts out there and over 464 million podcast listeners worldwide. There’s an audience for everyone, so why do most podcasts go nowhere?

The Biggest Mistake Most Podcasters Make

When I read the 7 Habits of Highly Successful People, Habit 2: Begin with the End in Mind, always stuck with me as one of the most important habits.

Often, when it comes to marketing, there’s this attitude that we “should” do something and we never ask why we’re doing it. “Well, my competitor has a podcast” or “my kids told me I should have a podcast” don’t answer the fundamental question: What are you trying to do? What is the end that you’re trying to achieve?

Are you trying to:

• Sell your goods and services?
• Build trust, authority, and awareness around your business?
• Develop and establish your personal brand?
• Become a thought leader in your industry?

By beginning with the end in mind, you know where you’re going, what you need to do to get there and then do all those things consistently.

The beauty of knowing your End means that you don’t have to worry about superfluous details. For example, most people who pay attention to their analytics are worried about their topline numbers. How many people are listening and for how long? But unless your goal is to be a thought leader or to build your personal brand, then you don’t need millions of listens. You need the right listeners.

Think of it this way: Let’s say your business sells security services for schools, churches, and commercial facilities. Well, you wouldn’t expect this podcast to be as popular as someone discussing self-help topics, personal finance, or pop culture.

But for this security podcast to be successful, they don’t need a wide audience; they need the right audience. Security professionals, decision makers, and those directly connected to these institutions.

When you know your End, you can plan how to get there – and you also can stay focused on the metrics that matter.

Taking the Right Next Step

Whether you are new to the world of podcasting or already have an established podcast, I encourage you to consider your End. If you already have one, great. On the other hand, if your End is something you can’t easily define, I challenge you to put it to paper before doing anything else. You’d be surprised at the clarity your End can bring to not just your podcast, but any endeavor you embark on.

Sometimes having an external, objective, and unbiased eye can help bring your end into focus. When I founded Brand NV, our End was to help entrepreneurs and business owners reach theirs. Need help choosing the right equipment and launching your podcast? We can help. Looking to grow your listenership and reach the right people? Please visit our website www.createbrandnv.com or call (813) 355-0036 ext. 1 to reach me directly.