Your Podcast Is Already Making You Money, You Just Aren't Tracking It (Why It's a Sales Tool, Not Top of Funnel)
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Your Podcast Is Already Making You Money, You Just Aren't Tracking It (Why It's a Sales Tool, Not Top of Funnel)
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She was ready to shut the show down. Then Megan asked her two questions.
How many of your new clients last year mentioned the podcast as how they found you? Two or three. What is your average deal value? Ten thousand dollars.
Thirty thousand dollars. From a show she was about to kill. She had no idea.
Want your show handled so it can actually feed the business? https://propodconcierge.com
Megan Dougherty studies the top 100 business podcasts every year. She is the one who tells you not to copy them. In this conversation she makes the case that most founder shows are not broken, they are just being measured against the wrong job. Then she gives you the way to find the money your show is already making.
In this episode:
- The two questions that surfaced $30,000 in revenue nobody had counted
- The sales enablement podcast, and how sending two or three episodes before a call took one company from a three month sales cycle to six weeks
- Why treating your podcast as your main top of funnel is the biggest mistake founders make, and what it should do instead
- Why copying the top 100 shows will not work, and what actually separates them
- The honest timeline for deciding when to keep going, change course, or kill the show
- The one highest leverage move to make this week
About the guest, Megan Dougherty: Megan Dougherty of One Stone Creative helps businesses design podcasts that do a specific job inside the company. She is the author of Podcasting for Business and runs the annual State of Business Podcasting Report, which has studied the top 100 business shows every fall since 2020. LinkedIn: https://www.linkedin.com/in/doughertymegan/ Book, Podcasting for Business (free): https://podcastingforbusiness.com/ Company and the annual report: https://onestonecreative.net/
Okay, quick one. Founder or business owner, if you are recording and then doing all of it yourself, the descriptions, the clips, chasing the guests, the editing, and you still cannot tell whether any of it fed the business, stop that now. That is not your job. You're supposed to be working on the business. The podcast is supposed to feed the business. You record, we handle the rest. Apply here to see if there's a slot open: https://propodconcierge.com
This has been the Founder Podcast Lab. See you in the next episode.