Smarter Podcasting: How To Use Podcasting For Business Growth

SMB Podcasts
  • 5.0 (4)
  • How To
  • Updated Weekly

Welcome to Smarter Podcasting with Niall Mackay, The Podcast Guy and founder of Seven Million Bikes Podcasts.If you're a business owner, founder, marketer or podcaster who wants their podcast to actually drive business growth, you're in the right place.Niall has been podcasting since 2019, runs multiple top-ranked shows and produces podcasts for clients around the world. He uses Smarter Podcasting to share what's genuinely working in his business and his clients' businesses, with real strategies, real numbers and an honest take on what doesn't work either.The goal is simple. Help you use your podcast to bring in leads, build authority in your industry and grow your business.Hit subscribe and let's get into it.Cheers!

  1. How to Pick Viral Podcast Clips That Actually Convert

    4h ago

    How to Pick Viral Podcast Clips That Actually Convert

    Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Need a stunning new logo for your brand? Or maybe a short animation?Whatever you need, you can find it on Fiverr.I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more!

    19 min
  2. Why Google Will Never Find Your Podcast (And the Simple Fix)

    Jun 8

    Why Google Will Never Find Your Podcast (And the Simple Fix)

    “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 are not the same thing. Google reads websites. Spotify and Apple Podcasts read what is inside their own platforms. So if you want Google to send people to your podcast, you need blog posts on your own website for every episode.  5 Key Takeaways Podcast SEO advice is often incompleteGoogle needs web pagesEvery episode should become a blog postGoogle traffic is high-intent trafficPodcast app optimisation still mattersChapters 00:00 – The podcast SEO myth 03:00 – Why Google does not read podcast apps the way people think 07:00 – The real SEO play: blog posts on your website 14:00 – How to structure a podcast blog post 18:00 – Podcast app optimisation Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Need a stunning new logo for your brand? Or maybe a short animation?Whatever you need, you can find it on Fiverr.I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more!

    21 min
  3. The System That Tripled My Content Output (And Cut My Time in Half)

    Jun 1

    The System That Tripled My Content Output (And Cut My Time in Half)

    “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 to start from scratch every time. You need a system that pulls more value from the work you have already done. 5 Key Takeaways A podcast episode is the best starting point for content  One 25-minute episode can hold stories, ideas, examples, quotes, and practical advice.Stop creating from scratch for every platform  The content waterfall helps you turn one recording into many useful pieces of content.One recording can become twelve or more assets  From a full episode, you can create clips, quote graphics, a newsletter, a LinkedIn post, and a blog post.Every piece should point back to the full episode  Clips, posts, newsletters, and graphics are doorways that lead people to a deeper conversation.The system works, but it takes time  If you do it yourself, expect eight to twelve hours per week. You can also outsource the production and focus only on recording.Chapters 00:00 – Why content creation feels exhausting 03:00 – Why the podcast is the anchor piece 07:00 – The content waterfall explained 16:00 – The workflow, tools, and schedule 21:00 – The honest time commitment Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Need a stunning new logo for your brand? Or maybe a short animation?Whatever you need, you can find it on Fiverr.I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more!

    22 min
  4. How to Plan Your First Podcast 10 Episodes (The Framework We Use With Every Client)

    May 25

    How to Plan Your First Podcast 10 Episodes (The Framework We Use With Every Client)

    “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 connection, and give your audience value straight away. 5 Key Takeaways Your first ten episodes shape the listener’s first impressionDo not treat early episodes like warm-upsUse three types of episodesTrust comes from three thingsYour first ten episodes should do specific jobs Chapters 00:00 – Why your first ten episodes matter 03:00 – The mistake most podcasters make 07:00 – The three-type framework 15:00 – How to plan your first ten episodes 20:00 – Your homework for the weekend Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Need a stunning new logo for your brand? Or maybe a short animation?Whatever you need, you can find it on Fiverr.I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more!

    21 min
  5. How to Define the Listener Who Actually Buys From Your Podcast

    May 19

    How to Define the Listener Who Actually Buys From Your Podcast

    “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 feel stuck? Once I started thinking this way, my episode planning became much clearer. The topics were sharper, the titles were stronger, and the calls to action felt more natural. 5 Key Takeaways Demographics are not enough: Age, job title, industry, and income can help, but they do not tell you what your listener is really dealing with.Broad audiences create broad content: When your show is for “small business owners” or “professionals,” your episodes can easily become too general to feel personal.A listener persona gives your content focus: Building one clear listener helps you choose better topics, write better titles, and make each episode more useful.The best content comes from real worries: Ask what your listener is worried about on a Sunday night, what they have already tried, and what they would Google at 11pm.Audience clarity makes the whole show stronger: Better gear and more promotion will not fix unclear content. Knowing who the show is for makes everything easier. Chapters 00:00 - Why most podcasters misunderstand their audience 02:00 - Why demographics are not enough 06:00 - How broad audiences lead to weak content 10:00 - Creating one clear listener persona 13:00 - The three questions that reveal what your listener really needs Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Need a stunning new logo for your brand? Or maybe a short animation?Whatever you need, you can find it on Fiverr.I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more!

    20 min
  6. Why Most Business Podcasts Fail: 3 Things You Need to Get Right

    May 11

    Why Most Business Podcasts Fail: 3 Things You Need to Get Right

    “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 people, build trust, and help move the business toward a real outcome. When the niche is clear, the goal is measurable, and the format is sustainable, the podcast becomes much more than content. It becomes part of the business system. 5 Key Takeaways A vague podcast will struggle to grow: Saying you want to “build awareness” or “grow an audience” sounds good, but it is too broad to guide a real strategy.Your niche needs to be clear:  The right listener should hear your podcast description and instantly think, “This is for me.”One measurable goal changes everything: A strong business podcast needs one clear outcome, such as discovery calls, new clients, speaking invitations, or qualified leads.Consistency builds trust: A simple format you can keep producing is better than a big, polished format that burns out after a few episodes.A podcast should be part of your business system: When the show has a clear purpose, every episode, guest, topic, and call to action becomes easier to plan. Chapters 00:00 - Why most business podcasts fail 03:00 - The problem with vague podcast goals 06:00 - Element 1: Choosing a clear niche 10:00 - Element 2: Setting one measurable business goal 14:00 - Element 3: Building a format you can sustain Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Need a stunning new logo for your brand? Or maybe a short animation?Whatever you need, you can find it on Fiverr.I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more!

    21 min
  7. PodPast: Andrew Durning’s Journey to Monetization: From Self-Doubt to Success

    Apr 30

    PodPast: Andrew Durning’s Journey to Monetization: From Self-Doubt to Success

    Tune in to our latest podcast episode featuring me, Niall Mackay, a stand-up comedian and teacher in Vietnam with Andrew Durning from That Mental Ginger Show. In this engaging conversation, Niall and host Andrew discuss the challenges of creating a successful podcast course, their experiences in content creation, the importance of finding one's niche, and much more. With insightful advice and inspiring personal stories, this episode offers both practical takeaways and behind-the-scenes glimpses of the podcasting world. Don't miss Andrew and Niall's reflections on the role of hard work vs. luck in their success and their exciting plans for the future! Topics Discussed 1. Challenges in creating a successful podcast course 2. Marketing strategies for online courses 3. The importance of finding one's niche 4. Equipment and editing software recommendations 5. Social media and monetization strategies 6. The role of consistency in podcasting 7. Growing a podcast audience And if you'd like to be featured on a future episode, be sure to follow the link below to leave me a message. So, if you're ready to take your podcast to the next level and give it the perfect name, be sure to tune in to Smarter Podcasting. Leave a message for me! Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit! Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Sign up for Descript now! Need a stunning new logo for your brand? Or maybe a short animation? Whatever you need, you can find it on Fiverr. I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more! Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Sign up for Descript now! Need a stunning new logo for your brand? Or maybe a short animation?Whatever you need, you can find it on Fiverr.I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more!

    37 min
  8. PodPast: How NOT To Monetize Your Podcast! With, Podcasting Business School’s Adam Schaeuble

    Apr 30

    PodPast: How NOT To Monetize Your Podcast! With, Podcasting Business School’s Adam Schaeuble

    Discover how to break the mold of podcast monetization with Adam Schaeuble, host of Podcasting Business School, as he joins Niall Mackay for a transformative discussion. In this episode, Adam and Niall challenge traditional podcast monetization strategies and unveil innovative approaches to turning your podcast into a profitable venture. Learn how Adam revolutionized his own podcast’s revenue potential and gain fresh insights to maximize your podcast’s profitability. Key Listening Points: Building a Sellable Asset (00:18:13): Strategies for creating a podcast that becomes a valuable asset.Why Sponsorship Isn’t Always Lucrative (00:24:00): Exploring why conventional sponsorship deals may not be the best revenue source.Most Effective Monetization Techniques (00:27:18): Discover alternative and impactful methods to monetize your podcast.Leveraging Expert Positioning (00:36:10): How positioning yourself as an expert enhances both confidence and sales.Adding Value and Networking (00:39:03): The importance of building relationships and adding value to your audience for successful monetization.Tune in to unlock new revenue streams and elevate your podcasting journey! And if you'd like to be featured on a future episode, be sure to follow the link below to leave me a message. So, if you're ready to take your podcast to the next level and give it the perfect name, be sure to tune in to Smarter Podcasting. Leave a message for me! Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit! Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Sign up for Descript now! Need a stunning new logo for your brand? Or maybe a short animation? Whatever you need, you can find it on Fiverr. I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more! Send us Fan Mail Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement! Sign up for Descript now! Need a stunning new logo for your brand? Or maybe a short animation?Whatever you need, you can find it on Fiverr.I’ve been using Fiverr for years for everything from ordering YouTube thumbnails, translation services, keyword research, writing SEO articles to Canva designs and more!

    59 min
See All (134)

Ratings & Reviews

5
out of 5
4 Ratings

About

Welcome to Smarter Podcasting with Niall Mackay, The Podcast Guy and founder of Seven Million Bikes Podcasts.If you're a business owner, founder, marketer or podcaster who wants their podcast to actually drive business growth, you're in the right place.Niall has been podcasting since 2019, runs multiple top-ranked shows and produces podcasts for clients around the world. He uses Smarter Podcasting to share what's genuinely working in his business and his clients' businesses, with real strategies, real numbers and an honest take on what doesn't work either.The goal is simple. Help you use your podcast to bring in leads, build authority in your industry and grow your business.Hit subscribe and let's get into it.Cheers!

Information

More From SMB Podcasts

You Might Also Like