How To Leverage Podcasts to Grow Your Business
How To Leverage Podcasts to Grow Your Business
What is your motivation to continue building your business?
My focus has always been on supporting talent. I started booking concerts when I was 15 because my cousins wouldn't let me join their band, but I still wanted to help out. We lived in a small farm town, so I took it upon myself to book the concerts. I was never in a band or a performer, but that experience led to a 15-year career promoting concerts, running record labels, and managing artists. Throughout my career, I've always been involved in talent representation.
When COVID hit, I decided to shift gears and support a different kind of talent. I started listening to podcasts and noticed people giving away valuable information. I'd look up these investors, some with just 300 followers on Instagram. They weren’t famous names like Mark Cuban or Richard Branson, but I realized there weren’t many services out there helping people like them. So, I decided to create something to support these talented entrepreneurs.
What excites me the most is getting these entrepreneurs on major platforms. While I never got an artist on Coachella, I can get my clients on top investing in podcasts in the U.S., which is just as rewarding.
What qualities make entrepreneurs appealing as clients?
If you know anything about the music industry, it's tough. People don’t pay you and still ask for more work. Working with entrepreneurs is very different—they pay you and say thank you. Leaving behind the egos and backstabbing of the music world was refreshing. Now, I offer a service that treats entrepreneurs like the talent they are, and I do everything I can to support them.
One thing I appreciate about entrepreneurs is their problem-solving skills. If they lose a podcast link or accidentally delete an email, they know how to search for it and figure things out. Not everyone has that basic problem-solving ability, which is why I enjoy this pivot. I get to work with interesting people and learn from my clients every day. The people I’m helping get on podcasts are, in turn, helping others learn.
What are effective ways to build a personal brand without relying on social media?
I don’t like marketing or being in the spotlight. I’m not the type of person who will hold my phone up and make Instagram videos all day. That’s just not comfortable for me. But I do enjoy building my brand through one-on-one conversations on podcasts because it feels more natural.
For many people, especially those not in their twenties, building a personal brand seems tied to being outgoing on social media. While that’s one approach, podcasts offer a way to build your brand without the pressure of constantly creating content or feeling insecure on social media. Plus, from an SEO perspective, being featured on various podcasts helps because each podcast has a unique title, boosting your online presence.
What service opportunities can business owners explore to fill market gaps?
Start a podcast booking agency soon—people need it. I got into podcasting 10 years ago, and it’s clear that many people need help with it. The same goes for other services. If you can create a service that solves a problem in an area where there’s a gap, there’s a huge opportunity. Whether it's reaching out to get people interviewed, building a new software system, or creating a logistics infrastructure, there’s a lot of demand for solutions to real problems.
Why should business owners prioritize a holistic life over constant grinding?
As I got older, I realized I couldn’t always be in grind mode. I started dedicating more time to things that mattered, like working out and cooking at home to eat healthier rather than always being on the go. I also began spending more time with my partner and building a more balanced, domesticated life instead of constantly grinding. This allowed me to finally succeed in one area, which then gave me the space to focus on other important parts of my life that I had been neglecting.
*This interview has been edited and condensed for clarity.*
