“What’s the return on investment for a podcast?”
It’s the number one question that potential podcasters ask.
For our CEO Ginni Saraswati, the most valuable aspect of podcasting is that it helps to build relationships and establish your show as a lead magnet. “It’s getting you business, it’s getting you leads… it’s getting you to have conversations with people who could lead you to potential business.”
As she explains to Diversified Game host Kellen Coleman, podcasting is a great way to connect with people outside of your comfort zone. Hosts can even use their platform as a ‘press pass’ to gain access to events—which can also strengthen business relationships and increase the number of potential listeners.
How to succeed in a saturated market
Ginni also shares the key to building a successful show in a market that can sometimes feel saturated: Consistency. “I have seen a percentage growth in consumption, I’ve seen a percentage growth in creation, and I’ve seen a percentage growth in those who stay consistent to the medium—and consistently putting out episodes,” she says.
To maximize your content potential, Ginni suggests leveraging your podcast to create other forms of content. For instance, a podcast can be recorded via video chat and become a vlog, which in turn can be transcribed into a blog. In this way, you’re targeting a more diverse sector of media consumers—and potentially tripling your ROI.
The bottom line? In order to grow your audience, develop consistent ROI, and translate it all into financial success, you have to be willing to consistently put in the hard work before you can reap the rewards.
Listen to “Ginni Saraswati Gives the Game on How Ginni Media is Helping Podcasters Get More Money,” an interview with Kellen Coleman on Diversified Game.