How to Start and Market Your Business Podcast with John Golden

The Idea Climbing Podcast

Starting a podcast is no simple task. If you have the right strategies, it can be a fun, fruitful endeavor. I discuss how to do that in this episode with my guest, John Golden.

John is a globally acknowledged Sales & Marketing thought leader, speaker, and strategist, has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Notes.

Around 2020 John and his team were migrating their blog. The question “Does the world need more product blogs?” popped into their heads. They decided to do something different. John suggested they start an online magazine. They wanted to create meaningful and valuable content to educate people about niche business topics. They reached out to people to get them to contribute, but with a twist. John started interviewing them. He thought “Why would we create content from only our point of view when there’s global experts out there with genius to share. So, they started doing that.

Their podcast was born. They wanted to bring experts’ expertise to the world and give those people a platform to share their genius with John’s audience.

What’s the starting point?

The place you need to start is with your “Why?”. Think about things like why are you starting the podcast? If you’re starting a business podcast and you think “I’m going to start this business podcast to generate leads for my business” That’s one way you can go about it. If that’s what you’re going to do, then you need to be very specific about who your target audience is and what will be of value to them. That decides what your interview topics will be.

You must do your research and get intelligently targeted with your efforts. Otherwise, you’re going to start your podcast and you’re going to be frustrated because you’re never going to build an audience if your podcast topics aren’t focused on your audience’s needs.

One key point? It’s better to have a small audience of the right people than a large audience of the wrong people. That’s when you must sit down at the beginning and answer “Why am I starting this podcast and what is the purpose of it?” Will you be happy with your podcast being very targeted and very niche or do you want to go broader? If you’re going to go broader why and how are you going to get there?

Unfortunately, a lot of people just jump in before they’ve answered their “Why?”. That’s the first problem to avoid. We get into more things to avoid and strategies for business podcasting success during our conversation.

In this episode we also discuss:

• How to discover and decide on a target audience.
• Great advice for new hosts.
• The importance of getting honest feedback and constructive criticism when you get started.
• The case for not using “canned questions” that you send to your guests ahead of time.
• How to embrace and be your authentic self as a host.
• When a new podcaster can expect to get traction with listeners and viewers.
• The qualities of successful podcasts needed for faster growth.
• Guerrilla marketing techniques and strategies to grow your audience base.
• The power of guesting on other peoples’ podcasts.
• How to approach podcasters to be a guest on their shows.
• How to sell yourself as a host.
• Once you get traction, how to maintain it and grow it for the long haul.

…and more golden nuggets of advice!

You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea”

About the Guest

John Golden, a globally acknowledged Sales & Marketing thought leader, speaker, and strategist, has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Notes.

Formerly CEO of Huthwaite, a global sales consulting organization, and Omega Performance, John is currently the Chief Strategy & Marketing Officer (CMSO) at Pipeliner CRM. John is an avid martial artist and seeker of wisdom in his spare time.

He is also the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling.

Website:

https://www.pipelinersales.com/

Social links:

https://www.youtube.com/c/SalesPOP

https://twitter.com/RealSalesPOP

X: @JohnGoldenFRR

https://www.linkedin.com/in/johngolden/

John hosts the Sales POP! Podcast:
https://podcasts.apple.com/us/podcast/sales-pop-podcasts/id1455305326

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