Why businesses should be podcasting – Nick Thomson

My name is Niall Mackay, founder of Seven Million Bikes Podcasts. I started my first podcast in 2019 as a hobby, without knowing its value to business. Lately, I’ve been having a lot of conversations about why businesses should start a podcast.

My guest this time is Nick Thomson, a freelance podcast producer based in Manchester, UK. Nick specializes in sports and travel podcasts, two topics that are also close to my heart. With years of experience in the industry, Nick understands the power of podcasting for brands and businesses
Let’s break down why every business should consider launching a podcast, the common barriers that hold companies back, and the real return on investment (ROI) that podcasting can offer.

Podcasts as a Content Engine

One of the biggest struggles businesses have is creating consistent content. They know they need to stay active on social media, update their website, and send newsletters, but coming up with new content all the time is hard.

Nick made a great point: a podcast is a content engine. By repurposing podcast content, one podcast episode can provide weeks of content across different platforms. Here’s how:

Use Transcript: Blog Posts or Articles

A podcast episode is a rich source of long-form content. By transcribing your conversation, you instantly have a written version of everything discussed.

Break the transcript into blog posts: A 30-minute episode could provide enough material for multiple blog articles on your website.
Enhance SEO with keyword optimization: When you turn your podcast into written content, you give search engines more to index. This helps potential customers find your business through organic search.
Expand reach with guest collaborations: If your podcast features a guest, you can collaborate on a blog post summarizing their insights.

Use Video: Create Short Video Clips

Social media thrives on short, engaging content. A full podcast episode may be too long for platforms like Instagram, LinkedIn, or Twitter, but breaking it down into bite-sized clips makes it much more shareable.

Use Quotes: Email Newsletters

Email marketing remains one of the most effective ways to nurture potential customers. But finding new, valuable content for newsletters can be a struggle.

Creating trust and deep connections with listeners

A lot of businesses hesitate to start a podcast because they think they won’t get thousands of listeners. But here’s the reality—you don’t need a massive audience for your podcast to be valuable.

The Power of a Small but Engaged Audience

I was talking to someone recently, and we used the example of a plumber in Hastings (I have no idea where Hastings is, but let’s roll with it). Let’s say this plumber starts a podcast sharing plumbing tips and funny plumbing mishaps. Maybe they only get 20 to 50 downloads a week.

At first glance, that might not seem like much. But let’s think about how this works in the real world.

By consistently putting out new episodes, sharing snippets on social media, and turning them into blog posts, that plumber is building an online presence. One day, someone in their area needs a plumber. They Google “Plumber in Hastings,” and who shows up? The plumber who has been consistently putting out content.

Building Real Connections with Listeners

Nick and I also talked about something that sets podcasting apart from other types of content—the personal connection it creates.

Think about how people consume content online. When you scroll through social media, you might see an interesting post. Maybe you like it, or drop a comment. But then you keep scrolling, and within seconds, you’ve forgotten about it.

Podcasts work differently. When someone listens to a podcast, they are fully engaged for 20, 30, or even 60 minutes. Over time, they start to trust the host, feel like they know them, and become loyal listeners.

This is why businesses shouldn’t worry too much about download numbers. Nick made a great point—would you rather have 100,000 Instagram followers who don’t really care about what you do? Or 100 dedicated podcast listeners who trust your expertise and could actually become customers?

Understanding Podcast Download Numbers

Another thing I wanted to highlight in this conversation is how people misunderstand podcast download numbers.

Recently, I looked at my own podcast stats and was shocked to find out that my original podcast is in the top 5% of podcasts worldwide. That sounds crazy, right? But when you break down the numbers, it makes sense.

If you get more than 28 downloads in the first seven days, you’re already in the top 50% of podcasts worldwide. That’s because there are so many podcasts out there that don’t have consistent listeners or aren’t well-produced.

That’s why businesses that invest in a well-made, professionally produced podcast will stand out—because so many others don’t put in the effort.

Related Blog: 5 Tips To The Top 5% Of Podcasts

Common Barriers to Podcasting

Many businesses love the idea of having a podcast but never actually take the leap. Why? Because there are barriers—real or perceived—that hold them back.

When I asked Nick about the common reasons businesses hesitate, he pointed out that the biggest barrier is simply not knowing where to start. Many businesses don’t understand podcasting, so they assume it’s too complex or time-consuming.

The “We’ll Just Do It Ourselves” Problem

Businesses might think, We have a marketing director with a microphone—we can do it ourselves. But if that person has no experience in editing, production, or distribution, the podcast won’t sound professional. And a poorly made podcast can actually hurt a brand’s credibility more than not having one at all.

I once met with a digital marketing company that was interested in podcasting. At first, they were excited about working with me. But then they decided to do it in-house. When I spoke with their marketing director, he told me about the basic equipment he had—nothing close to what’s needed for professional audio quality. And more importantly, he had zero experience in editing or storytelling.

So business owners out there, if you’re not sure about what to do, or how to start a podcast, simply reach out to professionals for outsourcing services. You’ll see the result!

Cost: A Barrier or an Investment?

For some businesses, cost is a concern—especially for smaller companies. They see podcasting as an extra expense rather than an investment in their brand.

But as Nick pointed out, for medium to large companies, the cost of a professionally produced podcast is a drop in the ocean compared to other marketing expenses. And for small businesses, it’s all about perspective.

Think about how much companies spend on:

Social media ads
Website development
Video Marketing
PR campaigns

Podcasting should be seen as part of a broader marketing strategy, not a standalone cost. It’s another tool in the toolbox—one that can build brand awareness, authority, and trust in a way that other forms of marketing simply can’t.

What’s the ROI of a Podcast?

One of the most common questions I get from businesses considering a podcast is: What’s the return on investment (ROI)?

It’s a fair question. Businesses want to know that if they’re investing time, money, and effort into a podcast, they’ll see tangible results. But as Nick and I discussed, ROI in podcasting isn’t always about direct revenue – it’s about visibility, authority, and long-term brand growth.

Brand Awareness and Authority

The first thing Nick pointed out is that a podcast establishes authority. Simply by having a podcast, you’re reinforcing that you are an expert in your field. Even if people don’t listen to every episode, the fact that you’re consistently putting out content in your niche positions you as a trusted voice in your industry.

A podcast is like a long-form business card—it keeps your brand in front of people. Someone might not need your services today, but when they do, they’ll remember that you’re the go-to expert because they’ve seen your content regularly.

How a Podcast Converts Listeners into Customers

Nick and I also discussed a key point: your podcast isn’t just content—it’s a lead-generation tool.

Some businesses use their podcast to sell products or services directly. For example, I’ve worked with life coaches and financial advisors who don’t care about download numbers—they care about conversion rates.

Instead of focusing on sponsorships or ad revenue, they ask:

Are listeners signing up for my services?
Are they visiting my website?
Are they booking calls or making purchases?

Even if just a small percentage of listeners become paying clients, that can make the podcast worth it.

One client I worked with had only six businesses in their customer base. They weren’t trying to attract thousands of new clients—they just needed to maintain relationships with the six they already had. Their podcast became a way to stay on their clients’ radar, and within the first season, they landed a new contract simply because a client listened to an episode and remembered to reach out.

Want to know how to do it? I have 5 tips to share with you here (embed code)

Podcasting as a Networking Tool

One of the most underrated ROI strategies for business podcasts is using them as a networking tool.

Nick shared an example of a client who didn’t care about downloads at all. Instead, he used his podcast as a way to build relationships with key business contacts.

He invited senior people from companies he wanted to work with onto his podcast.
During the interview, they had a relaxed, valuable conversation about their industry.
By the end of the episode, the guest felt a personal connection.
After recording, he casually asked about their current business needs—and landed new deals from those conversations.

It was a genius approach. Instead of sending cold emails or making sales calls, he built real relationships through his podcast.

Final Thoughts: Why Your Business Needs a Podcast

Podcasting is no longer just a platform for entertainment—it’s a powerful tool for businesses looking to build brand awareness, establish authority, and create meaningful connections with their audience.

And if you need help launching your podcast, I’d love to work with you! Visit sevenmillionbikes.com to book a free discovery call, and let’s create something great together.