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Smarter Podcasting: How To Use Podcasting For Business Growth: Daily Summaries Delivered
by Seven Million Bikes Podcasts
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!
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- 4 weeks ago17 min
What Are the Benefits of a Business Podcast?
"Notice what's not on that list. Downloads, sponsors, the stuff that everyone obsesses over, but is honestly the smallest part of it." This is a solo episode. I'm Niall Mackay, founder of Seven Million Bikes Podcasts, where my team and I build shows for businesses around the world. In this one, I break down what actually makes a business podcast worth doing, and it's not the two things most people assume. I wanted to record this because I keep hearing the same assumption from business owners:...
- Aug 17, 202615 min
Is It Normal to Have Low Podcast Downloads?
"So, if your stat screen says that there's 43 downloads this week, don't you dare quit. 43 people chose to spend time with you." I wanted to record this one because I keep seeing the same moment play out with the business owners I work with: they check their stats, see a small number, and quietly decide the podcast isn't working. So instead of the usual growth-hack advice, I wanted to reframe the number itself. A download isn't a stat, it's a person who chose to show up. That shift, from coun...
- Aug 10, 202616 min
Mistakes To Avoid When Starting A Podcast
"The podcast isn't the business. The podcast is the handshake that starts the business." Nearly half of all podcasts are dead within three episodes, and one in three creators quit their show entirely. Most of them don't fail because the host was boring — they fail because of decisions made before anyone ever hit record. In this episode, I walk through the five mistakes I see businesses make over and over again when starting a podcast, and exactly how to avoid each one. Key Takeaways Niche or ...
- Aug 3, 202617 min
Outsource Podcast Production or DIY? Do the Maths First
"The cheapest way to make a podcast is usually the most expensive way to spend your time." Most business owners default to DIY podcasting because it looks free — no invoice, no line item, no upfront cost. But time isn't free, and for a business owner, the real cost of producing your own show is almost always higher than it looks on paper. In this episode, I break down the actual maths behind the DIY-vs-outsource decision: what a podcast episode really costs once your own hourly value is facto...
- Jul 27, 202617 min
Podcast Metrics That Actually Matter (And Why Downloads Don't)
"Downloads are one of the least useful numbers for understanding whether your podcast is actually building your business, and the obsession with downloads is causing real damage." For B2B podcasters, the goal isn't massive reach—it's high-value engagement. In this episode, I break down why download counts often mask the true performance of your show and why a niche audience of decision-makers is far more valuable than thousands of passive listeners. I share the specific metrics an...
- Jul 17, 202635 min
PodSwap: How To Triple Your Engagement by Posting Your Failures
"Be authentic. If it doesn't feel right inside, don't post it." – Amy Wenham In this episode, I sat down with Amy Wenham, founder of the Women's Business Network (WBN) in Ho Chi Minh City, to talk about one of my favourite topics—authentic content marketing. The conversation made me reflect on my own content. We talked about the podcast studio, the countless hours spent setting up lights and cables, and how I'd often forgotten to share the journey behind the finished product. It reminded me t...
- Jul 7, 202615 min
Trust-based Marketing: 3 Proven Paths to Turning Your Podcast Listeners Into Clients
"A podcast doesn't work like a landing page or a Facebook ad. It's not a straight line from listener to buyer. It's more like a web." I wanted to pull back the curtain on how podcasting actually generates revenue. It’s not about immediate conversion; it’s about trust acceleration. Whether it’s through your listeners, your guests, or the community you build around your email list, your podcast is doing the heavy lifting of building authority long before you ever get on a sales call. If you’ve ...
- Jun 29, 202610 min
Why Your Podcast Guest Invites Are Being Ignored
“Some invitations are so good I said yes before I even finished reading.” I think this episode is essential because the right guest strategy means nothing if your invitation is weak. A lot of people lose great guests before the relationship even starts because their message feels generic, vague, or too much effort to read. The best invite makes the guest feel seen. It shows you know their work, explains why your audience is relevant, gives them a clear topic, and respects their time. Ke...
About Smarter Podcasting: How To Use Podcasting For Business Growth
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!
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