How to Tell If Your Podcast Is Helping Your Business
So, you launched a podcast to support your business. Maybe you wanted to connect with your audience, share your expertise, or stand out in your industry. Now that it’s out in the world, you might be asking yourself: Is this actually working?
That’s a fair question. And while there isn’t one single number that tells the whole story, there are some clear ways to measure whether your podcast is supporting your bigger business goals.
1. Are You Using It in Sales or Client Conversations?
Your podcast can be more than just content—it can be a tool. One of the first signs that your podcast is pulling its weight is when it becomes part of your sales or onboarding process.
Are you sharing specific episodes with potential clients to explain what you do?
Are team members using it to answer FAQs or support conversations?
If your podcast is helping people understand your approach, your values, or your services, it’s already doing something valuable.
2. Are Listeners Engaging with You Elsewhere?
Downloads are fine, but what really matters is what listeners do next. Look for signs that your podcast is driving action:
Are people visiting your website after hearing your show?
Are they referencing episodes when they reach out?
Do they mention it during meetings or discovery calls?
These small signals often say more than metrics ever could.
3. Is It Fueling Other Content?
One of the best things about podcasting is how much mileage you can get from a single episode.
If your podcast is feeding:
Blog posts
Social media content
Email newsletters
Sales enablement material
…then it’s not just performing—it’s saving you time and streamlining your marketing efforts.
4. Are You Building Relationships Through the Show?
Many business owners use their podcast as a way to connect with peers, partners, or even future clients. If you’re having meaningful conversations behind the mic that lead to new connections or opportunities, your podcast is doing its job.
Sometimes the biggest value comes from the guests you invite, not just the audience you reach.
5. Are You Clearer on What You Stand For?
Here’s one more angle that doesn’t get talked about as often: podcasting can help you get clearer on your own voice and positioning. When you have to articulate your ideas every week, you refine your message. You start speaking with more confidence and clarity—and that carries over into the rest of your business.
Want to Build a Podcast That Works Like This?
Wayfare Recording helps business owners create podcasts that actually support their marketing and sales goals. If you want to develop a show that aligns with your strategy and gets used across your business, let’s talk.
Start by downloading our Podcast Startup Guide—it walks you through how to build a show with clear purpose, structure, and sustainability.
You can also tune into the Wayfare Podcast, where we walk through the startup guide step by step.
And if you’re ready to get serious about podcasting, reach out. We’d love to help.