What pitfalls and challenges arise when launching and growing a podcast, and how can they be managed?
Starting a podcast reveals unexpected challenges, even with careful preparation and an existing audience.
I tried really hard. I had a good launch strategy, I thought. I used my existing audience and was giving away gift cards from some of the businesses that I was featuring, as well as a gift card from ours. I asked for people to download and rate and review. I did everything by the book— Marketing 101! But I think I was really just not well versed on how podcasts operate, and how podcast audiences are built.
~ Jennifer Myers Chua (6:07)
The conversation explores the challenges of launching and growing a podcast, particularly the difficulty of converting an engaged social media audience into regular podcast listeners. One significant topic is the expectation versus reality of audience growth, where traditional marketing strategies may not work as expected in the podcasting medium. Despite careful preparation, such as giveaways and surveys, the reality of podcast listenership often requires a mindset shift about success and audience engagement.
Another topic discussed is the value of podcasting as a passion project and a vehicle for meaningful human connection. Jennifer highlights the personal reward of interviewing guests on topics such as sustainability and small businesses, which align with their personal values. She also reflects on balancing creative fulfillment with the challenge of building a listenership. Additionally, the importance of finding community among other podcasters as a support system is emphasized as a way to overcome frustrations and shared struggles.
Takeaways
Existing audiences don’t always convert — Many social media followers may not transition to a podcast listenership.
Podcast growth is harder than expected — Even with a strong launch strategy, podcasting requires unique approaches to audience building.
Passion-driven work sustains motivation — Creating content aligned with personal values offers fulfillment, regardless of metrics.
Mindset shifts are necessary — Success in podcasting may require re-evaluating audience expectations and personal satisfaction.
The value of human connection — Podcasts can provide opportunities for meaningful conversations and relationships.
Metrics can be misleading — The focus on downloads and statistics may detract from the creative purpose of podcasting.
Community provides support — Engaging with other podcasters offers encouragement and shared insights into common challenges.
Content curation matters — Delivering intentional, well-curated content increases the potential for audience connection and impact.
Resources
Hip Mommies — Jennifer’s business focused on sustainable and family-friendly products.
The Cost of Goods Sold Podcast — Jennifer’s podcast highlighting brands with social and environmental impact.
(Written with help from Chat-GPT.)
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