From Zero to Growth: How Startup Podcasts Drive Success

Startup podcasts are such a cheat code when it comes to growing company or individual brands. Layoffs in traditional media continue to rise for many reasons. The older, more profitable business model of subscription-based revenue is obsolete thanks to an increasingly decentralized news ecosystem. Thanks to social media platforms, anyone can break “news” and do so much faster. More importantly, platforms like podcasts allow listeners to dive deeper into topics or news items without perceived bias. And don’t ignore startup podcasts, the shows that are perhaps growing or don’t have a lot of followers. Here’s why.

Notoriety

Depending on who you are, how big your company is, or the value of your announcement, the podcast you land will vary. Odds are, you’re likely not going to secure a spot on a notable podcast like Joe Rogan’s or Twenty VC. That’s OK, however. While the reach of larger podcasts would deliver more value, smaller podcasts can be more impactful for startups. The odds of getting placed on multiple smaller podcasts—and the aggregate value from those appearances—exceed the likelihood of getting placed on a larger podcast.

Today’s Digital Media

I’ve written about it before, but the digital media landscape is more prominent than ever, overtaking traditional media’s market share. At the end of the day, regardless of what PR outcome you achieve, you’re posting to social media. Platforms like LinkedIn have become so sophisticated that people are now getting significant value from their posts. It’s the same concept with podcasts. While the podcast’s audience may be large, not all of them will listen, and those who do may not finish the episode. Posting to social media and measuring “hard” metrics like followers and engagement gives a much clearer view of your message’s reach.

The Domino Effect of Startup Podcasts

It seems simple, but many people still don’t leverage startup podcasts. Perhaps it’s ego, or maybe time is really an issue. At the end of the day, there are only so many vehicles to grow your brand.

Appearing on a podcast introduces you to a new audience. Posting that appearance to your social media creates buzz and engagement. The real value, however, comes from the clips of the show.

As I’ve mentioned before, social media, particularly LinkedIn, is moving more towards prioritizing video content. A 45-minute video podcast generates a lot of potential video clips. These clips can feature 15-30 seconds of the message YOU want to drive. Typically, listeners have to go through all 45 minutes of the podcast to hear your key points, and even then, they may not retain them. Posting the best video clips on a platform that prioritizes video ensures your most important points are seen and retained. For a profile with 1,000 followers, depending on how the algorithm treats your page, you might get 200 video views per post. Strategically posting 5 videos from your podcast could generate 1,000 views of your key messaging.

It may not be much at first, but with a solid posting strategy and other content ideas, you’ll build a following in no time. This approach gets more mileage without the uphill battle of landing a bigger podcast, which is less likely to happen. It’s a winning strategy that costs nothing.

Say yes to that podcast. Say yes to a chance to grow.