Claim OwnershipSmarter Podcasting: How To Use Podcasting For Business Growth
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Description
Welcome to Smarter Podcasting with Niall Mackay, The Podcast Guy and founder of Seven Million Bikes Podcasts.
If you're a business owner, founder, marketer or podcaster who wants their podcast to actually drive business growth, you're in the right place.
Niall has been podcasting since 2019, runs multiple top-ranked shows and produces podcasts for clients around the world. He uses Smarter Podcasting to share what's genuinely working in his business and his clients' businesses, with real strategies, real numbers and an honest take on what doesn't work either.
The goal is simple. Help you use your podcast to bring in leads, build authority in your industry and grow your business.
Hit subscribe and let's get into it.
Cheers!
144 Episodes
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"Notice what's not on that list. Downloads, sponsors, the stuff that everyone obsesses over, but is honestly the smallest part of it." This is a solo episode. I'm Niall Mackay, founder of Seven Million Bikes Podcasts, where my team and I build shows for businesses around the world. In this one, I break down what actually makes a business podcast worth doing, and it's not the two things most people assume. I wanted to record this because I keep hearing the same assumption from business owners:...
"So, if your stat screen says that there's 43 downloads this week, don't you dare quit. 43 people chose to spend time with you." I wanted to record this one because I keep seeing the same moment play out with the business owners I work with: they check their stats, see a small number, and quietly decide the podcast isn't working. So instead of the usual growth-hack advice, I wanted to reframe the number itself. A download isn't a stat, it's a person who chose to show up. That shift, from coun...
"The podcast isn't the business. The podcast is the handshake that starts the business." Nearly half of all podcasts are dead within three episodes, and one in three creators quit their show entirely. Most of them don't fail because the host was boring — they fail because of decisions made before anyone ever hit record. In this episode, I walk through the five mistakes I see businesses make over and over again when starting a podcast, and exactly how to avoid each one. Key Takeaways Niche or ...
"The cheapest way to make a podcast is usually the most expensive way to spend your time." Most business owners default to DIY podcasting because it looks free — no invoice, no line item, no upfront cost. But time isn't free, and for a business owner, the real cost of producing your own show is almost always higher than it looks on paper. In this episode, I break down the actual maths behind the DIY-vs-outsource decision: what a podcast episode really costs once your own hourly value is facto...
"Downloads are one of the least useful numbers for understanding whether your podcast is actually building your business, and the obsession with downloads is causing real damage." For B2B podcasters, the goal isn't massive reach—it's high-value engagement. In this episode, I break down why download counts often mask the true performance of your show and why a niche audience of decision-makers is far more valuable than thousands of passive listeners. I share the specific metrics an...
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