Why Niching Down Your Podcast is Crucial for Success

Have you ever wondered if your podcast is niched down enough? Probably not, because nobody wants to niche their podcast down, their business down, or anything else—but let's talk about why you should. Niching down and positioning your podcast is incredibly important for growth and success. It’s time to take a long, hard look at it. Stay tuned.

The Importance of Niching Down

I was having a conversation on Facebook the other day about this very topic. I posted something along the lines of, "I'm telling you right now, it's very important to be niching your podcast down in 2024," without much context. Someone commented, asking, "How are we supposed to niche our podcast down?" This sparked the idea to discuss why many people resist niching down.

Niching has become somewhat of a dirty word for business owners. Many don't want to narrow the focus of their podcast, their offers, or their business. People come to podcasting to be free from performing lip service, algorithms, hooks, and catchy tricks to retain listeners. They want to be free of that hassle, and for that reason, niching down can feel restrictive.

The Reality of Niching Down

If I had a nickel for every person who came to me saying, "I talk about email marketing but I want my podcast to be about all the crazy things that happen in business," I’d be rich. My response is often, "Okay, sure," but the real question is, are you okay if your podcast becomes just a hobby in the long run?

Creating a podcast without a niche could lead to it becoming a hobby. If you’re not strategic and just want to cover all topics, you need to manage your expectations. You might end up in "Hobbyland," a term I coined to describe putting a lot of effort into a podcast and getting no return. It’s vital to ask yourself, are you okay with that?

Niching Down: A Strategic Move

Now, you might be okay with your podcast being a hobby, and that’s no issue. But if you're looking to be strategic and want your podcast to attract potential clients, you have to niche down. For example, people who listen to "Podcasts That Pays" are interested in monetizing their podcasts. By positioning myself this way, I qualify my audience as potential leads for my business.

If you’re an email marketing coach who wants to discuss various business topics, you might attract a wide range of listeners. Some may need email marketing help, some may not. Therefore, your offers need to be specific to ensure higher conversions.

How to Niche Down

I don't call it "niching down" in my business. I call it "positioning yourself." Here’s how you can do it:

1.Repackage and Reposition: I created a private podcast called "How to Start a Podcast that Grows Your Business in 2022." It did fine. Later, I repackaged it as "Goodbye Social Media, Hello Podcast," positioning it to attract people tired of social media. It became my most successful private podcast because it addressed a hot-button issue at the time.

2. Be the Answer:  You need to position yourself in a gap where the market needs you. For example, if people say "email is dead," an email marketer could create a podcast called "The Resurrection of Email." This attracts attention and busts myths, positioning you as a thought leader.

In my framework, this positioning is the beginning of your concept and is crucial to your podcast’s success.

Dealing with the Evolving Nature of Podcasting

One major concern is the fear of being boxed in. You might think, "I’m into email marketing now, but I want to expand to a broader marketing agency later." Start with where you are now. It's okay to evolve. Your first episode won't be the same as your 30th, and your podcast will naturally grow.

Niching down doesn’t mean you're restricting yourself forever; it’s just a strategic start. As competition grows, being specific helps you stand out. It establishes your brand, authority, and credibility in that niche.

To summarize, niching down is crucial if you want quick success and growth in podcasting. It allows you to position yourself strategically, attract the right audience, and establish yourself as a thought leader in your specific area. While it may feel restrictive initially, remember that your podcast can and will evolve over time.

So, consider niching down to draw the straightest line from where you are to having a podcast that effectively markets your business. Stay specific, stay relevant, and watch your podcast leave Hobbyland behind.