The Secret To Growing Your Podcast Audience: What Most Hosts Miss

The Secret to Growing Your Podcast Audience: What Most Hosts Miss

Contributed by SBOC Member:

Pat Miller

Founder of the Small Business Owners Community

This content was first released in the new Small Business Summary Newsletter. Subscribe below to get insights like this straight to your inbox!

Let’s talk about the two types of podcast listeners and how to get both.

Most podcasters are obsessed with growing their audience, and understandably so. But if you’re not thinking about your audience in two categories—first-time listeners and repeat subscribers—you’re leaving growth on the table. Here’s the breakdown of how to attract both, based on what I’ve learned from radio, podcasting, and working with sponsors.

Step One: Get That First Listen

Before you can build a loyal audience, you need people to hit play for the first time. Some of the most effective ways to do that include:

Guest booking with intention. Choose guests who bring an audience with them. If they promote their appearance, you get introduced to new listeners.
Turn podcast content into blog posts. Not only does this help with search engines, but it also lets your content live longer and reach new people.
Promote smart. Use your email list. Post clips on social media. Turn episodes into quotes, tweets, audiograms, or anything else that shows off your value before someone listens.
Solve real problems. Create episodes that answer the exact questions people are typing into Google or ChatGPT. This builds trust before they even hear your voice.

These strategies help with discoverability. They get people in the door. But discovery is only the first step.

Step Two: Convert Listeners into Subscribers

Now comes the real work. How do you turn a one-time listener into a devoted subscriber? You have to remember that the one constant in every episode is you. If your listener doesn’t connect with you, they’re not coming back, no matter how famous your guest is. Here’s how you make that connection:

Talk to one person. Never open with “Hey everyone.” Speak to one listener at a time like you’re sitting across from them.
Be real. Share a story before you bring in the guest. Let your audience know who you are. They are listening for a connection, not just information.
Be consistent. Release your show at the same time every week. Create a routine your listeners can count on. Make it part of their week.
Keep the guest in check. Let them shine, but don’t turn the episode into a commercial. Focus first on pulling value from the guest for the listener. You can give the guest a short plug at the end.

Final Word

If you want to grow your show, start by making a great first impression. If you want to build a movement, focus on building relationships.

People don’t follow podcasts. They follow people. If your audience feels like they know you, they’ll keep coming back.

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Contributed by

Pat Miller

Founder of the Small Business Owners Community

Pat spent two decades in broadcasting management and hosting. After leaving the radio industry, he spent time consulting small businesses and realized the support system for entrepreneurs was broken. Where could you find help for improving small businesses and building real connections with other like-minded people. In June of 2020, the Idea Collective Small Business Community was born.