Podcast Benefits for Business: Podcasting For Networking
My name is Niall Mackay, founder of Seven Million Bikes Podcasts. Besides offering podcasting services, I also host this show to share tips and my experience about podcasting.
Recently, I noticed that there are more and more businesses considering having a podcast for their company. That’s a trend I have anticipated long ago, when podcasting is a great way for networking and building deep connections with customers.
I recently had an amazing conversation with Greg Wasserman, Head of Relationships at RSS.com, one of the top podcast hosting platforms. Greg joined me all the way from Los Angeles for an episode of Smarter Podcasting, where we explored a game-changing idea: Podcasting for Networking — and it’s one of the smartest moves your business can make.
Why Podcasting Delivers Real Business Benefits
At Seven Million Bikes Podcasts, we specialize in helping businesses create niche shows that speak directly to their target audience. Unlike traditional marketing methods, a podcast builds trust, showcases your expertise, and opens doors to genuine connections.
Let’s be clear: this isn’t about chasing viral fame or racking up thousands of downloads. It’s about real engagement, credibility, and growth.
Recently, at a networking event, I spoke to someone in the plastic injection molding industry. It sounds super niche — and it is — but that’s exactly why podcasting is powerful. Even 50 downloads from the right audience can move the needle for a business like that.
Podcasting Is Like Having a Website in 2005
Remember when businesses weren’t sure if they needed a website? Or later, social media? Now, they’re non-negotiables. I believe podcasting is next. Soon, every serious business will have a podcast — not because it’s trendy, but because it works.
Greg Wasserman agreed wholeheartedly. With a media and advertising background from Yahoo and other startups, he’s seen how companies focus too much on vanity metrics like downloads. But unless you’re a full-time media business, that’s not where the true value lies.
The True Podcast Benefits for Business
The biggest podcast benefits for businesses come from:
- Stronger client relationships
- Increased trust and authority
- Long-term visibility and SEO
- Repurposable content (clips, quotes, blog posts)
- Networking opportunities with potential clients and partners
If you’re wondering whether your business should start a podcast, the answer is likely yes, especially if you operate in a niche market.
Case Study: A Private Podcast, a Huge Deal
One of our clients — a large, niche B2B company — created a podcast that was never even uploaded to Spotify or Apple. Why? Because it was built exclusively for their existing and potential clients. They emailed the episodes directly, replacing their old, boring newsletter.
The result? A former client replied after the first episode:
“We loved this. Let’s meet up again.”
That conversation turned into a six-figure (possibly seven-figure) deal. The ROI on that podcast? Massive — from a production cost of just a few hundred dollars.
This is the power of podcasting done right: not downloads, but direct business results.
Podcasts Build Relationships, Not Just Audiences
Too many business owners get stuck thinking podcasts are just another content platform. But here’s the truth:
A podcast is a relationship-building machine.
Even if someone doesn’t listen to the full episode, the fact that you have a podcast builds authority and trust. And if you repurpose that content across social media and your website? Even better. You stay top-of-mind with your audience, without spending on ads.
Rethinking Podcast Sponsors: What You Should Know
If you’re dreaming of landing big podcast sponsors right out of the gate, it’s time for a reality check.
Yes, sponsors sound glamorous — but for most businesses, chasing sponsorship is the wrong focus.
The Hidden Costs of Sponsorship
Getting podcast sponsors means:
- Creating media kits
- Pitching brands
- Reading ads
- Managing KPIs
- And yes, obsessing over download numbers
All of that takes time and energy away from your core business. As Greg said during our chat:
“You should be lawyering, not selling podcast ads.”
Unless you’re turning your podcast into a full-fledged media business, it’s smarter to use your podcast as a marketing tool, not an ad platform.
If you do want to explore sponsorships, I’ve written a full guide: Podcast Sponsorship 101: How to Get Podcast Sponsors and Make Money
Don’t Chase Downloads — Chase Impact
One of the biggest misconceptions in podcasting is that success is measured by downloads. But unless you’re a full-time content creator aiming for mass appeal, chasing downloads is rarely the smartest move.
Take this example: a business created a podcast specifically for their small, niche group of clients. They didn’t care about Spotify rankings or Apple charts. Their goal? Be memorable and personal — something more engaging than a typical newsletter.
5 Tips To The Top 5% Of Podcasts
Realistic ROI: What to Expect From Your Podcast
Let’s talk ROI — return on investment. Every business wants to know:
“If I spend money on a podcast, what do I get back?”
The truth? Podcasting isn’t a short-term play. You won’t get rich off 10 episodes. But stick with it for a year, and you’ll start to see major results — brand awareness, trust, client conversations, and yes, deals.
Just yesterday, I had lunch with a friend in marketing at a global brand you’d definitely know. I asked if they knew which part of their marketing was driving results. His answer? “Honestly, we have no idea.”
That’s the challenge with most marketing: unclear ROI.
With a podcast, especially one that’s tightly integrated with your client communications (like email, social, or sales), you’ll begin to see clear results — especially when someone replies with, “I heard your episode… let’s talk.” That’s ROI you can track.
Conclusion: Podcasting for Networking
Podcasting is more than a content strategy. It’s a networking tool, a credibility builder, and one of the most underrated marketing assets available to businesses today.
If you’re a consultant, lawyer, entrepreneur, or brand, especially in a niche, the question isn’t “Should we start a podcast?” It’s: “How soon can we launch one?”
Let us help you do that.
Need help starting a podcast for your business?
Contact us at Seven Million Bikes Podcasts to learn how we help you create a show that builds real relationships and delivers real ROI.
