1180 - Building a Podcast Audience with Pushbutton Podcasts' Richard Matthews

Apr 30, 2022

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In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks with the founder and CEO of Pushbutton Podcasts, Richard Matthews.

Pushbutton Podcasts is a full service podcasting agency that focuses on small business get into the small marketing game. Pushbutton Podcasts makes it as easy as ‘pushing the start and stop button’ for their clients to be podcasters. They handle everything from show notes and production to publication and derivative content. Richard and his team help their clients leverage their content and distribute it across all platforms, all on their behalf.

Josh and Richard discuss how working with Pushbutton Podcasts would differ from someone trying to produce their own podcast in house. Richard explains that Pushbutton can replace or work alongside a social media manager to create and distribute the content from scratch. Pushbutton takes care of everything, which means you don’t need to hire an entire team on your end to publish your content. When you don’t have to worry about hiring editors, copywriters, social media managers, and more, you can focus on adding value to your content.

Richard shares three things you need to consider when deciding to start a podcast; attention, awareness, and authority. When it comes to ‘attention’, you have to be visible in your market before you’re able to do anything; you need to have people’s attention. You need to show up with high quality content and value to stand out in your space, so this is how you drum up awareness. Once you deliver that quality content consistently enough, the authority comes along with that.

Josh and Richard also explore setting expectations with entrepreneurs looking to start a podcast. Richard shares that he tells his clients that if they’re looking to increase sales and grow revenue, there’s three things you need. You need an audience, which you can grow through bought ads, through ‘borrowing’ them (podcast guesting, strategic partnerships, etc.), or by building them. The difference between these is how long it takes to see ROI and how much you need to invest on the front end.

If you put the time and effort into building an audience, you will have the authority and awareness you need to generate revenue. You need to strategically build, borrow, and buy simultaneously as you grow, Richard explains. While you can use one primary method as your main source, don’t put all of your eggs in one basket when it comes to creating your podcast audience.

Richard says that odcasting is a high-intimacy sort of content. People listen to your podcast when they cook, drive, work out, etc. This means you’re in someone’s ear and domestic life, perhaps on a daily basis. You don’t need to go ‘big’ when it comes to audience numbers, you just need to know how to connect with your core audience.

Want to learn more? Check out Pushbutton Podcast’s website at https://pushbuttonpodcasts.com/.

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