There are so many benefits to having a podcast for your business. A podcast gives you a platform where you can build your authority and demonstrate your expertise without being limited to 30 seconds to capture your audience’s attention. It allows you to have deeper conversations and share more of your brilliance. But let’s be real, a podcast is a time commitment, and you don’t have time to waste as a business owner. So the real question becomes, is podcasting for small businesses worth it? Can a podcast for your business help you grow your business by bringing in leads and clients? The answer is yes! In this blog, I’m sharing data on the effectiveness of podcasting for small businesses and case studies of clients who have leveraged podcasting to grow their businesses.
Before We Get into Podcasting for Small Businesses Success Stories, Let’s Look at the Data
I’m a data girlie at heart, so I always like to see what the data is showing me before I make a decision about anything. The data on podcasting for small businesses is very promising. According to Emarketer.com, in 2025, 62% of podcast listeners reported being more likely to purchase from a company advertised on a podcast. It was also reported that podcasts are more effective at driving immediate conversions than other forms of media (e.g., YouTube, television, social media), and 22% of podcast listeners take action after hearing an ad on a podcast. Lastly, 88% of US podcast listeners reported taking action after hearing a podcast ad.
So what does that tell us about podcasting for business? It shows us that marketing your offers on your podcast is an effective way to convert your listeners into clients. Podcasting is a powerful way to build trust and connect with your audience. Since trust is built quickly, your podcast listeners move along the customer journey at a faster rate. If you weren’t sure if podcasts were an effective marketing and sales platform, the benefits of podcasting for business should make you a believer.
Podcasting for Small Businesses: Success Stories
How Sarah’s Podcast Brought in 19 Leads in 7 Months
Sarah joined my Evergreen Marketing Accelerator two months after she launched her podcast. She wanted her podcast to work for her business, so she was determined to develop a podcast strategy from the start. After she joined the accelerator, I audited her podcast and identified some blind spots she didn’t even know existed. I gave her feedback on incorporating better keywords to make it easier for her ideal listeners to find her podcast, on naming her podcast episodes to capture potential listeners’ attention, and on structuring her episodes to position her offer as the solution her listeners needed. She also learned how to improve her podcast SEO, track and interpret her analytics, and connect her content to her offers.
Within the first 3 months of implementing these strategies, she took a month off from Instagram and still signed 1:1 clients who found her directly through her podcast. She also saw podcast growth monthly, meaning new listeners were finding her podcast each month. Seven months after implementing these changes, she hit 20,000 podcast downloads and had 19 people apply to work with her directly from her podcast. She said that during any sales call she has with someone who found her through her podcast, the potential client says they already knew they wanted to work with her just from listening to her podcast.
How Naomi Used Her Podcast to Retire from Teaching and Take Her Business Full-Time
Naomi hired me to be her podcast manager right after she launched her podcast. She knew that if she wanted to be consistent with her podcast and see real results, she needed to hire support. During our first strategy call, we mapped out her podcast content around the digital products she was selling. That simple shift doubled her TpT sales in just three months. Centering her content around her offers showed her audience how her products could benefit them. She hosted her first workshop and had 50 sign-ups for it the first day she announced it on her podcast. She had demonstrated her expertise and built trust through her podcast content, so they knew her workshop would be valuable.
Her podcast also opened up other doors of opportunity for her. She secured a 4-figure sponsorship from a major company in her industry, a 4-figure keynote speaker opportunity for a conference in her industry, and was hired by a prominent company in her industry to manage their social media. And this was all because they found her podcast and saw the impact she was making. She also launched a group program and a membership for STEM teachers, and signed clients for both through her podcast. With all of the traction she was gaining through her podcast, she was able to retire from her teaching job and pursue her business full-time.
If you want to hear Naomi’s full story, check out her podcast interview here.
Why Podcasting for Small Businesses is Effective for Lead Generation and Signing Clients
There are many benefits of podcasting for business, but one of the main perks is that it builds trust quickly. When someone finds a podcast that they love, that podcast becomes a part of their regular routine. In 2023, it was found that 49% of podcast listeners tuned into their favorite podcasts while doing chores. The study also found that 42% of people listened while commuting to and from work. I’ve even had listeners share with me that they listen to my podcast while cleaning their kitchen or save up my episodes for when they have a long commute and can binge during their drive. Listeners get to know the host, connect with their personality, and see them as someone they know, like, and trust.
Your podcast can increase your visibility, attract qualified leads, nurture those leads, and convert them into your offers. Not only does the data support this, but I have seen it firsthand with my clients and on my own podcast. I have signed 4-figure clients, grown my membership while running it, and gotten client inquiries directly from my podcast. The key to achieving this level of success with your podcast is to build a strategy centered on your business goals. This is exactly what I help my clients with inside of each of my offers. If you’re ready to launch a podcast for your business or optimize your current one for more leads and conversions, check out my services page to learn more about how I can support you.
If you’ve been thinking about starting a podcast, but aren’t sure if you should start an audio only podcast or a video podcast, check out my blog on Audio Only Podcasts vs. Video Podcasts. I share stats on how audio only podcasts are performing in comparison to video podcasts and things to consider when deciding on which is best for you.
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