Learn why authenticity matters, and how to engage to your audience.
In this episode of Constant Variables, Tim Bornholdt sits down with Ryan Estes to discuss how entrepreneurs can leverage podcasting to boost their business revenue. They dive into essential topics like characteristics of an effective podcast host, methods for increasing podcast listenership, and key factors to consider when deciding whether to launch your own show.
A podcast agent serves as an intermediary between podcast hosts and guests, making the booking process seamless and mutually beneficial. These agents identify the perfect matches based on audience needs, desired outcomes, and niche expertise. They also handle negotiations, ensuring everyone involved is set up for success.
Ryan Estes explains, “We help folks prepare for interviews, so in case it gets weird, they can go to where they’re most comfortable.” The goal is to ensure that guests are ready to deliver engaging, relatable, and polished performances that resonate with listeners.
Podcasts have become a staple for many people, turning mundane daily tasks into engaging experiences. As Ryan puts it, “Listening to podcasts alleviates the drudgery of everyday tasks. I can just enjoy what’s going on.” This familiarity makes podcasting an effective tool for personal branding and networking, offering a unique space to share your expertise and stories.
Quantifying the impact of a podcast can be tricky, especially since there is no central database for listener metrics. Ryan notes, “We have some ballpark values for audience size, but the assumption that more listeners automatically lead to more conversions isn’t always accurate.” Instead, the focus should be on understanding campaign outcomes.
Some use podcast guest services for prospecting, while others aim for fundraising, recruiting, or brand exposure. A well-matched audience is essential for these outcomes, whether it’s a broad group or a highly specific niche. This approach ensures that your efforts translate into meaningful engagement.
Improving podcast listenership involves several strategies:
Ryan advises, “If you’re thinking about doing a podcast, do not be the podcast that edits out all the umms and ahhs. That will kill you.” Authenticity and relatability are crucial elements that draw listeners in.
The global pandemic accelerated the shift to remote podcast recording. Tim Bornholdt shares, “We’ve always recorded remotely, so the transition during the pandemic made it easier to book guests who had grown comfortable broadcasting from their homes.” This change opened new opportunities to connect with global audiences and diverse guests.
Ryan also reflects on the timing of launching his podcast-related ventures. He initially planned to transition into the podcast space full-time in early 2020. However, when his previous agency lost numerous clients overnight due to COVID-19, he redirected his focus entirely to podcasting, finding new growth opportunities amid the crisis.
If you’ve ever wondered whether you should start a podcast, the answer is likely yes. Podcasting offers a platform to share your unique perspective, build a community, and enhance your personal brand. It can also be a powerful networking tool and a way to connect with people in your niche.
Establishing yourself as a credible voice in your industry through podcasting can have long-lasting benefits. Whether you’re looking to recruit talent, raise funds, or grow your audience, podcasting can be an effective way to meet those goals.
With insights from experienced podcasters like Tim Bornholdt and Ryan Estes, it's clear that podcasting can be a transformative experience for both personal branding and business growth. From understanding what a podcast agent does to learning how to increase listenership, there are plenty of strategies to explore.
“Be playful,” Ryan reminds us. “That’s how to give your best performance on a podcast.” Whether you’re a seasoned host or considering launching your first show, remember to stay authentic, engage with your audience, and always be open to learning.
Ready to elevate your brand and reach a wider audience? Discover the power of strategic podcasting. Whether you’re looking to boost your personal brand, connect with your target audience, or share your expertise with the world, now is the perfect time to get started.
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