Podcasts are often seen as top-of-funnel awareness tools. We’re here to tell you that while that is true, it’s not the only use case.
A show lives far beyond simply entertaining or educating audiences. The real magic (or ROI) happens when you treat podcasts as part of your broader business development toolkit. In addition to all that content goodness, use it to:
- Start new conversations with potential clients.
- Deepen relationships with existing ones.
- Position your brand and its people as trusted thought leaders.
This shift in mindset transforms podcasts from just another content channel into a relationship accelerator.
So… how do you do that?
3 Strategies to Leverage Podcasts for Business Development
Read on for 3 levers you can pull (noting that while there are three, this list is anything but exhaustive).
1. Think Mid-Funnel, Not Just Top-Funnel
Podcasts are especially effective for middle-of-the-journey relationships. Instead of trying to use podcasts to attract cold leads, use them to maintain momentum with warm prospects or advance discussions with existing clients.
Practical Applications:
- Curate episodes that address specific pain points or opportunities discussed with a prospect.
- Use short clips or quotes from episodes to engage decision-makers who might not have time for a full episode.
- Provide follow-up resources after meetings to show intentionality and keep conversations alive.
2. Use Your Podcast to Build Strategic Connections
A podcast is more than a content platform—it’s a relationship-building tool. By inviting strategic guests, such as industry influencers, potential clients, or thought leaders, you create a natural entry point for authentic conversations. Not only do you own the media, you’re using it as a bridge to have a conversation (kind of a precursor to any relationship).
Pro Tip: Approach outreach with value in mind. Don’t just ask someone to be a guest on the show, tell them why they’d be a great guest and the value they’ll bring to the audience. Your outreach is an impression of your brand, make sure it’s one you want to make.
3. It’s About Value, Not Vanity Metrics
Podcasting isn’t about downloads, subscribers, or even listens—it’s about creating moments of value. Whether you’re sharing a specific episode with a prospect or curating clips for a client, the act of providing tailored, relevant content strengthens your relationship. It’s the ‘I was thinking about you’ kinda thing that lets people know you understand them and value them beyond any transaction.
Pro Tip: Instead of pushing people to “listen now,” frame your outreach around how the content solves their unique challenges. Focus on the takeaway, not the tune-in.
Relationships Will Always Be the Foundation for Revenue
Content isn’t about showcasing your offering—it’s about providing value that builds trust. A podcast is the perfect vehicle for communicating that message, offering a human connection in an increasingly automated world.
When done well, podcasts create more than just episodes—they create opportunities. Whether through thoughtful outreach, curated follow-ups, or strategic guest invitations, a well-executed podcast fosters the kind of relationships that lead to long-term success.
Wanna think differently about your podcast’s approach? Drop us a line if you need a strategic partner to accompany you on that ride.
