Introduction: Why Most Podcasts Flatline (and How Yours Won't)
Too many business podcasts begin with a burst of enthusiasm and end with a whimper. If you’re a small business owner or marketing manager wondering why your podcast isn’t bringing the ROI you hoped for, you’re not alone. In our latest episode, we sat down with Greg Wasserman, Head of Relationships at RSS.com, to uncover the missing pieces. Spoiler alert: it’s strategy, systems, and staying power.
Let’s break down the game-changing insights you can implement now to turn your podcast into a client-attracting, brand-building machine.
1. Know Your 'Why' because Your Strategy Is Everything
According to Greg, lack of strategy is the number one killer of podcast growth. If you're diving into podcasting as a way to expand your marketing, the first step is to get clear on your purpose. You need to know what the goal of your podcast is, who you’re trying to reach, and how the podcast fits into your broader marketing and brand funnel. Are you using it to increase brand visibility? To attract specific types of clients? To build credibility in a niche market?
Greg emphasized that podcasting without a strategy is like wandering through the dark. You might stumble into success, but you’re more likely to walk straight into a wall first. A clear “why” will become your North Star, guiding your content, guest selection, and promotional efforts.
2. Relationships Over Downloads: A Shift in Mindset
Podcasting isn’t just about the download numbers. In fact, Greg’s title, "Head of Relationships", highlights what many podcasters miss: the real value is in connection. Whether it’s the relationship with your guest, your listeners, or your network, these connections are what drive long-term success.
Each episode should be seen as a chance to build new relationships and strengthen existing ones. When you approach podcasting with this mindset, you create more opportunities to connect authentically, open new business conversations, and grow your reputation in meaningful ways. Rather than chasing downloads, focus on deepening trust with every conversation you host or share.
3. Systems Make You Sustainable
One of the biggest behind-the-scenes secrets to successful podcasts isn’t just creativity, but it’s the structure of the show and how you get it completed. Greg admits that the reason he hasn't launched his own show yet is because he’s prioritizing systems first. Without the right systems, your podcast can quickly become a source of stress instead of a strategic tool.
Think about the guest booking process, your content repurposing workflow, how you handle post-production, and your distribution checklist. These systems not only free up your time but ensure that your podcast stays consistent and focused. Just like riding a bike, it’s much easier to gain momentum when all the parts are working smoothly.
If all of this sounds overwhelming, it doesn’t have to be. We know some great people that can help. ::wink wink::
4. Use Your Tools—Especially This One
Greg pointed out that one of the most powerful yet underutilized tools in podcast hosting is the location tag as this is something RSS.com champions. If your show or business has any kind of local relevance, this feature can significantly boost discoverability.
Whether you're spotlighting local businesses or targeting a regional audience, geo-tagging your episodes helps your podcast show up in searches tied to that location. For businesses using podcasting to attract clients or build regional brand authority, this is a game-changer.
5. Consistency Is Your Secret Weapon
There’s no getting around it: consistency is one of the greatest predictors of podcasting success. While many people start strong, only a fraction continue past the tenth episode. The truth is, even the best marketing ideas fall flat without regular execution.
Greg talked about what he’s seen in the huge number of podcasts that he’s worked with and gave Josh the idea for an analogy. Podcasting growth is like a bank account with compounding interest. At first, progress might feel painfully slow. 2 downloads, then 4, then 8…but over time, momentum builds. If you stay the course, your audience will grow, your skills will sharpen, and your show will start to deliver significant returns.
6. Future-Proofing: Where Podcasting Is Headed
As someone deeply connected to podcasting’s infrastructure and trends, Greg sees clear momentum building around two things: localization and niche content. Big platforms may be chasing video and celebrity hosts, but smaller creators are thriving by staying hyper-focused on specific communities or industries.
Local shows and niche content deliver higher engagement, more targeted sponsorships, and better alignment with brand-building goals. For business owners using podcasting as part of a content strategy, this is a massive opportunity. The shift back to local voices, combined with strategic consistency and systems, is the formula for long-term growth.
Conclusion: The Long Game Is Worth It
Greg Wasserman didn’t just talk about podcasting. As an industry insider, he unpacked how podcasting becomes a tool for growth when it’s built on purpose, consistency, and connection.
If you’re a small business or marketing leader asking, “How do I grow my podcast and attract more clients?”, the answer isn’t a better microphone or viral hacks. It’s strategy. It’s systems. And it’s showing up over and over.
Ready to turn your podcast into a client-magnet?
Book your no-pitch podcast consultation today, watch this full episode on YouTube, or subscribe to the show on your favorite podcast app. Let’s build your brand and grow your audience…one episode at a time.