Annemarie Cross, Founder, Industry Thought Leader Academy & Ambitious Entrepreneur Podcast Network

Dubbed ‘The Podcasting Queen,’ Business Coach, Annemarie Cross is an award-winning podcast host and is recognized as a pioneer in the podcasting space having started her first co-hosted podcast in 2008. Her podcasts have been syndicated on both National and International Radio and listed among the top podcasts for Entrepreneurs and small business worldwide. Recognized as one of the Top 20 Business Coaches in Melbourne – Australia, Annemarie works with consultants and coaches around the world who feel like the world’s best kept secret go from invisible to influential trusted authority with a distinguishable and uncopiable brand and message. As well as a robust podcast strategy so they’re able to nurture listeners into leads from their first episode, while also position themselves as THE choice vs A choice with their dream clients.


According to recent statistics, as of January 2023, there are 5 million podcasts globally with over 70 million podcast episodes and a global listenership of 464.7 million. The popularity of podcasting has certainly been increasing over the last fifteen years since I launched my first podcast.

Are you thinking of starting a podcast in 2023 to help you build visibility of your business?

Like many other businesses who want to start a podcast, you may be wondering: “Where do I start?” as well as, “What microphone should I get?” which are two of the most common questions I get asked.

Let me share with you, my response. While launching a podcast is relatively simple, launching a podcast that enables you to build your reach with your dream customer, build your reputation as an influential trusted authority so you become THE choice vs A choice, as well as build your revenue by nurturing listeners into leads is another matter altogether.

So, if 2023 is the year you want to launch a podcast (or relaunch your podcast because your current podcast isn’t generating the results you’d hoped for), here are 5 tips to ensure your podcast can become an integral component in your marketing, relationship-building, and lead-generation strategy.

  1. The BEST strategy: Start with the end in mind

The objectives of your business will help you to determine the best strategy for your podcast.

Here are some of the things you’ll want to consider as you plan out your strategy for optimal results:

  • Is your main objective to build visibility, awareness, and a relationship with a cold audience – people who have not heard about you, yet? If so, along with building rapport with your audience, the content you share on your podcast will also need to validate your expertise, along with why you (as THE choice) and why now – what’s the urgency your ideal client needs to know about?
  • Or perhaps you’ll be using a podcast to strengthen your relationship with existing clients by showcasing case studies and the value of additional services they can take advantage of? Therefore, increasing client spend and/or retention, while minimizing the likelihood of your client being poached by a competitor because they weren’t aware of the additional services you offered?

Will you publish an ongoing podcast or perhaps an ‘evergreen’ series that your marketing department can continue to leverage into micro-content, better suits your goals?

These are just a few of the things you’ll want to consider to ensure the BEST strategy for your podcast so you can achieve your goals.

  1. Message BEFORE Microphone

Many businesses mistakenly believe that getting the best microphone is going to make all the difference in producing a successful podcast.

It won’t.

So, if you’re hoping to tap into the increasing global podcast listenership because your current marketing (i.e., your message) isn’t working, then starting a podcast isn’t the answer…Yet.

Your podcast will only amplify your existing ‘ineffective’ message to more people.

You can’t edit and mix compelling content that converts listeners into leads from an ineffective message, even if it was recorded on the best microphone.

First and foremost, focus on creating a message that works – THEN create a podcast to help you amplify that message.


  1. Don’t compare podcasting to mainstream radio

When it comes to a business-related podcast, your ideal client is unlike a listener of mainstream radio, who is there for entertainment vs education and/or empowerment.

Your ideal client (i.e., listener) is interested in that specific topic – they’ve chosen to listen, because they’re seeking to learn something specific about the topic you’re speaking about in your episode.

Also, while people come for the topic, they will return for the host – YOU, when you create a unique listener experience that resonates with your audience. This will enable you to begin building a highly targeted, highly engaged audience of your ideal clients, which you can continue to nurture into leads.

Learn compelling communication techniques so that you’re able to engage, educate, and entice those people who are ready to take that next step to do so.

There’s something powerful about spending time sharing your heartfelt message with someone as you continue to build that all important ’know, like, and trust’.

Also, as adults we can be skeptical when it comes to learning new information. We often bring our own biases, concerns, and (unhelpful) beliefs to the conversation, so it can take time to build trust with you as you (and your guests) continue to share information on your podcast.

Learning compelling communication techniques, which includes weaving in your personal story and valuable insights to build rapport and ‘know, like, and trust’ will enable you to continue to nurture your listener strategically along the customer journey.

  1. Focus on building a niched audience vs a large audience

Businesses often get fixated on downloads and subscribers. However, it’s important to focus on building a highly-niched audience who are engaging and responding to the content and community you’re building, rather than having tens of thousands of downloads by an audience who does nothing.

Hone your message to a niched audience and speak to that niche consistently.

When you do and you speak into the challenges, he/she faces, along with the desired outcomes he/she longs for, as well as sharing invaluable insights on how they can begin to achieve their goals, you create a binge-worthy podcast and will fast become a go-to resource.

A clear message, shared consistently over time, builds the momentum you need to nurture listeners into leads from your podcast.

But it starts with one, clear, highly-niched message that speaks to a highly-niched audience.

  1. Create an irresistible, unique, and uncopiable listener experience

Are you concerned about starting a podcast because there are thousands of podcasts speaking about a similar topic already?

Don’t be.

Rather, focus on creating a unique, uncopiable, and irresistible listener experience that resonates with your ideal customer.  Remember, people come for the topic, BUT they’ll return for the host. That’s YOU because of your unique and uncopiable story, journey, lessons learned, and challenges overcome that has developed a level of expertise, which no one else can copy.

Add to that, your unique characteristics and communication style and how you bring the information to life, your style, and your approach – that’s what resonates with your ideal client and why he/she can’t wait to subscribe, and binge listen to every episode.

Take some time to reflect on some of your unique characteristics and mannerisms and bring this out intentionally and purposefully in each episode to create that unique, uncopiable, and irresistible listener experience.

Define it, then BE it – on every single episode.

Next steps

Want to ensure you have all of the right pillars in place to launch a podcast that’ll help you build visibility, generate leads, and position you as THE choice vs just A choice with your dream customer?

Take our ‘Are You Ready to Launch Your Podcast’ Quiz:

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