New clients + 10x podcast downloads in under a year

2/2/2024

The (Not Boring) Boring Small Business Bookkeeping and Accounting Podcast has 10x their podcast downloads in a little over a year. This post is here to share how we (it's teamwork!) did it so you can grow your audience too. And if you'd like to have company working on this, reach out to me.

Click READ MORE (below right) for more details on how we did this!

For context, his podcast was hosted on a different platform for a year before this. And then there was a bit of a break. The previous downloads are NOT included in this graphic. Once the podcast restarted in May 2023, it only took 3 months for the downloads matched to reach the previous year’s annual total. As many downloads in 3 months as the previous 12 months! As much as I love Buzzsprout, it’s not the switch to their services.

It’s the combination of:

his valuable content
the multiple places he and I shared the podcast’s gems (not just dropping a link cause we don’t do that, right?)
listed his podcast on ALL the podcast platforms possible (please don’t choose which to be on. Do ALL to plant your podcast seeds everywhere). Start with this list and add platforms as they become available.
having the podcast link in his LinkedIn profile (oh, you’d be surprised how many people don’t engage with you but view your profile and click on these links!)
some podcast optimization from yours truly. An example are ID3 tags (screenshot below). ID3 tags are metadata stored within MP3 files that contains the below podcast information. This screenshot is from Hindenburg. That’s the DAW I use and adore. This is viewed by listeners when they are using certain listening devices like car radios and such. Do you know how much more appealing it is to see a logo and info on an episode instead of default text? It takes very little time to update ID3 tags once you fill it out the first time. Also optimizing his episode titles, descriptions and file names have been standard practice the entire time we've been working together. Metadata matters more and more in search every day.

Let's look at the 4 month and 7 month data side by side.

As you can see from the 4 month chart (Left) there was an increase in overall downloads. That growth continued at a healthy pace when we look at the 7 month chart (Right), which shows the downloads for the entire time period from May 2023 to December 2023.

Sustained growth like this is an indication that he's hit on a topic that's wanted. Listeners are probably sharing the podcast with others, creating the most powerful marketing out there: word of mouth!

May 2024 Update: YouTube and Substack

So much has happened since I first published this case study!

Now that we've hit a year of publishing the podcast post relaunch, here are the 2 new changes:
1. Paul has started a newsletter to support the podcast.
2. We've also got the podcast episode as a static image YouTube channel (with images of his owl collection as the static images. See below, it's so sweet!)

These two additions to his content flywheel are super new, so no stats to add yet. But momentum is starting to happen on both, which is very excited.