Smarter Podcasting: How To Use Podcasting For Business Growth

“You would be better having 50 people listen to your podcast, and those 50 people be the key target audience who would potentially be your customer.”

Tri from my team at Seven Million Bikes Podcast asks me the big questions about measuring the ROI of a business podcast. I’m Niall Mackay. I started my first podcast in 2019, it went on to win major awards, and it’s now in the top 5% of podcasts worldwide. After I lost my job during COVID, I started Seven Million Bikes Podcast, and we recently opened Saigon Podcast Studio here in Vietnam.

There’...

“A video podcast is more work and more cost than an audio podcast, but nowhere near the level of a TV production.”

Welcome back to Smarter Podcasting. I’m Niall Mackay, founder of Seven Million Bikes Podcast and Saigon Podcast Studio. I started my first podcast in 2019 as a hobby, and it’s now in the top 5% of podcasts in the world.

In this episode, Tri from my team asks me the questions I hear most often from business owners about video. Do you really need it? When does it add value? What extra work does it...

“The prices might be different if you’re based in the States... But I still think those numbers are pretty ballpark for wherever you are.”

I recorded this one because “how much does it cost?” is the first question almost every business owner asks me, and it’s the one most companies avoid answering. So I decided to just say the numbers out loud. What I wanted to get across is that the price only makes sense once you know what’s inside it. A $250 edit and a $500 edit aren’t the same product, and the add-ons can change your...

"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: they think a podcast is only worth starting if...

"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 counting downloads to counting people, is the whole...

"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

"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 factored in, what full-service production actually covers, and th...

"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 and industry benchmarks you should be tracking to diagnose your content's health, optimize your pacing, and ensure your podc...

"Be authentic. If it doesn't feel right inside, don't post it." – Amy Wenham

In this episode, I sat down with Amy Wenham, founder of the Women's Business Network (WBN) in Ho Chi Minh City, to talk about one of my favourite topics—authentic content marketing.

The conversation made me reflect on my own content. We talked about the podcast studio, the countless hours spent setting up lights and cables, and how I'd often forgotten to share the journey behind the finished product. It reminded me that people don't just want...

"A podcast doesn't work like a landing page or a Facebook ad. It's not a straight line from listener to buyer. It's more like a web."

I wanted to pull back the curtain on how podcasting actually generates revenue. It’s not about immediate conversion; it’s about trust acceleration. Whether it’s through your listeners, your guests, or the community you build around your email list, your podcast is doing the heavy lifting of building authority long before you ever get on a sales call. If you’ve been feeling frustrated by the lack of direc...

“Some invitations are so good I said yes before I even finished reading.” 

I think this episode is essential because the right guest strategy means nothing if your invitation is weak. A lot of people lose great guests before the relationship even starts because their message feels generic, vague, or too much effort to read.

The best invite makes the guest feel seen. It shows you know their work, explains why your audience is relevant, gives them a clear topic, and respects their time.

Key Takeaways

“There is no better networking tool than a podcast. Nothing even comes close.”

I talk about one of the most overlooked ways to use a podcast: not just to educate an audience, but to build real business relationships with people you actually want to work with. Guest interviews are not about chasing big names or collecting LinkedIn screenshots. They are about creating value, having meaningful conversations, and turning a 30-minute interview into a genuine professional connection. 

I think this is one of the most important episodes for anyone using a podcast to grow a bus...

This is an extra special episode of Smarter Podcasting!

As you probably know, I run Seven Million Bikes Podcasts and we produce podcasts for clients around the world. We've done over a thousand episodes, helped with millions of downloads, and we've even won some awards. 

One of our clients is Laura Colon from Inspired Authority, and I was really, really lucky to be asked by her to be a guest on her show. And so I wanna bring this episode to you with her permission. 

Please subscribe to her channel, check them out. 

“Short-form is the movie trailer. Long-form is the movie.” 

This episode is really about making content feel lighter and more connected. You do not need five separate content strategies. You need one strong idea, one strong episode, and a smart way to turn that episode into clips that bring people back to the full story. 

The main idea here is simple: your podcast should be the centre of your content system. Short-form content gets attention, but long-form content builds trust. When the two work together, you create less, but get more from every episod...

“Google does not scan Apple Podcasts. Google does not crawl Spotify. Google does not read your podcast show notes inside those platforms.”

In this episode, I break down one of the biggest misunderstandings in podcasting: podcast SEO. A lot of people online tell you to optimise your episode titles, show notes, and descriptions so Google can find your podcast. But that is not really how Google works.

What I want you to understand in this episode is the difference between Google SEO and podcast app discovery. They are both useful, but they...

“What if you only had to create one thing per week? Just one.”

This time, I walk through the content system I call the content waterfall. The idea is simple: instead of creating separate content for LinkedIn, newsletters, reels, blogs, and your podcast, you start with one strong podcast recording and turn it into everything else.

I think this episode is powerful because so many business owners are exhausted by content. They feel like every platform needs a fresh idea. But a podcast episode already contains stories, insights, frameworks, quotes, and clips. You do not need...

“Your first ten episodes are your audition. They're the portfolio. They're the handshake.”

I see too many podcasters treat those early episodes like practice rounds, but new listeners often go back to the beginning to decide if your show is worth their time.

I think this episode is important because your first ten episodes are not just content. They are your foundation. They show people what your podcast is about, why they should trust you, and whether they want to keep listening. If you plan them well, they can prove your expertise, build a real conn...

In this episode, I provide a comprehensive guide to choosing the best podcast microphone for any budget. Whether you're a beginner or an experienced podcaster, this episode covers various microphone options, explains the differences between dynamic and condenser mics, and compares USB and XLR connectivity.
 
I also shares recommendations for budget-friendly, mid-range, and high-end microphones, highlighting their features and performance. You'll gain insights into microphone types, connectivity options, and factors to consider for optimal sound quality in their podcast recordings.

Key Takeaways and the time:
- Different microphone types: Condenser and dynamic m...

“Podcasting is not just about reaching the right type of person. It is about making someone feel understood.” 

I have seen this happen a lot. Someone says their podcast is for business owners, founders, coaches, or professionals who want to grow. That sounds useful at first, but it is usually too broad to guide real content decisions.

What I have learned is that defining your podcast audience is not just about demographics. It is about understanding one real person. What are they worried about? What have they already tried? What are they searching for when they...

Dreaming of starting your own podcast but unsure where to begin with equipment and setup? Or looking to elevate your existing show? You've come to the right place! 

Join me in this episode of Smarter Podcasting as share everything you need to setup your own podcast studio, including podcasting equipment, and software.

My practical tips, expert advice will hopefully ignite or reignite your passion. I share budget-friendly options, video podcasting, and essential items needed for your podcasting venture.
Key Takeaways:

“Most business podcasts fail because they were never built with a clear purpose in the first place.” 

In this episode, I talk about why so many business podcasts start with energy, excitement, and good intentions, but slowly lose momentum.

From what I have seen, the problem is usually not the host, the microphone, or the editing. The real problem is that the show was never built with a clear strategy.

I think a business podcast should do more than just exist. It should attract the right peopl...