What is a podcast? It's a conversation, recorded and put out in public for people to listen to, be it for entertainment, learning, or a mix of both.
Yes. It is that simple. But, being the wonderful, sentient beings we are, we will unarguably make it complex. Or, you can say that we "enhance and optimise the tool to sqeeze the most juice out of it."
So, if you just want to talk about your journey as a founder, go ahead. You'll resonate with other founders. And with people who are facing the problems you are trying to solve.
But without a clear and effective strategy of turning this attention into revenue, you'll be missing out on quiet a bit. But you should do it none the less. Even just recording and publishing the episodes will get you better RoI than most other marketing approaches.
Open your phone's voice recorder, and pour your heart out. Each day every day. And put it out on one of those free podcast hosting platforms. Pretty simple and straight forward.
The Idea Behind My Podcast
When I launched SaaS Backstage podcasts with my co-host Vishal Rewari - a SaaS builder and angel investor, I realized how varied and niche the needs in this domain are. You don't need to have 1000s of subscribers and millions of views to get some value out of your podcast. Even if you are just 100 views / downloads, but it is good, targeted content that is consumed by right audience, it can do wonders for your business. 10x growth is not unheard of, specially in the initial stages of startup lifecycle.
That's all I had in me for rant today. So I'll keep the rest of it quiet simple and straight forward.
Why Podcasting?
The prospect of starting a podcast is intimidating. And more so if you are camera shy. However, unlike blogs, podcasts provide a direct way to connect with your target audience. With 54% of podcast listeners tuning in weekly. Nothing beats that!
The magic lies in "personal touch". Speaking directly to your audience fosters trust and credibility. When listeners hear your stories of challenges and successes, they began to resonate with you. And your brand. DEEPLY.
Overcoming Initial Challenges
Starting the podcast came with hurdles. Technical challenges, like achieving sound quality and mastering editing software, were daunting. Self-doubt crept in too. I often wondered if anyone would actually want to listen to my thoughts.
But I didn't give up. I invested time in learning audio engineering and effective storytelling. My early episodes were raw but genuine, highlighting my experiences with product-market fit and user feedback. A focus on resilience in these episodes resonated with many listeners, making my story relatable.
Growing My Audience
The moment my podcast truly took off was when I began prioritizing audience engagement. I reached out to listen to feedback and ideas for future episodes via email and social media. This not only strengthened community ties but helped me curate content that met their needs.
Inviting industry experts and successful SaaS founders for interviews enhanced the richness of my podcast. Their insights attracted new listeners and expanded my reach significantly. By networking through these discussions, I built valuable relationships that benefited my SaaS business.
Measuring the Impact on SaaS Business RoIe
As my podcast gained traction, I noticed tangible benefits for my SaaS business:
Brand Awareness: The podcast served as a platform to organically discuss my SaaS offerings without a hard sell. Each episode mentioned unique features, positioning me as a thought leader in the market.
Lead Generation: With an increase in listeners, my website traffic jumped by about 40%. Many listeners became leads, resulting in a significant 25% rise in sign-ups.
User Engagement: The podcast naturally opened a dialogue with my audience. By addressing their pain points and feedback, I adapted my product features to better serve their needs, enhancing user satisfaction.
As I dedicated time to podcasting, the returns were clear. My RoIe climbed, transforming podcasting into a high-impact marketing channel.
The Transformative Power of Authenticity
The most profound discovery was the significance of authenticity. By openly sharing my highs and lows, I created a genuine connection with my audience. They began to see me as a relatable person rather than just a business owner.
Each episode not only reflected my passion for SaaS but also built a loyal community of listeners and customers who felt connected to my story.
Final Thoughts on Podcasting as a Strategy
Creating a podcast has undeniably boosted my SaaS business RoIe. The connections and insights gained through this medium are irreplaceable.
If you are a SaaS founder considering whether to wander into podcasting, I wholeheartedly encourage you to dive in. It offers a unique chance to engage genuinely, build community, and carve out your space in a competitive market.
Though the journey can pose challenges, the personal and professional growth that comes from podcasting is truly worth it. Grab that microphone, share your narrative, and witness how your SaaS business can thrive through the power of podcasting.
Embrace this journey, take the leap, and discover the transformative potential that podcasting holds. Imagine the impact you could create by sharing your story starting today!
~ Written by Nishant Goel
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