Read This Before You Hire a Podcast Consultant
Exactly what you need to know to start or improve your podcast to get and retain more ideal clients, create powerful referrals, and attract top talent.
What Is a Podcast Consultant?
Much like “coach” or “expert,” a “podcast consultant” can often be just a self-appointed title. Finding the right one won’t be as simple as calling an Uber—be prepared to do some digging.
If a “consultant” talks only about audio quality and episode uploads, you’re likely dealing with a podcast engineer. You don’t need that until you have a well-planned podcast strategy aligned with your business goals.
A good podcast consultant / podcast strategist / podcast expert helps craft a strategy that makes your podcast a powerful business tool, not just a broadcast. For business owners, podcasting isn’t an end goal; it’s a tactic for outcomes like client acquisition, relationship building, and talent attraction. The right consultant will see the real value of podcasting: amplifying your business’s unique strengths to drive measurable results.
Before hiring a podcast consultant or production company, ensure they focus on the outcomes that matter to you—not vanity metrics or content management. The best consultants start by asking about your business goals, with growth as their priority, not just podcasting for podcasting’s sake. A proven track record helps too.
(Most) Metrics Don’t Matter
One of the biggest mistakes you can make with podcasts is focusing on the wrong metrics. Metrics like listeners, downloads, and “engagement” may seem important, but they often don’t correlate with what matters if you’re already running a business: clients and revenue.
If your podcast doesn’t convert guests or listeners into clients, referrals, or measurable brand reach, then follower numbers mean nothing. Your true goal is to drive business growth—not just be another podcaster. A consultant who understands this will prioritize conversions and business outcomes, not just vanity metrics.
Podcasting Is Easy (To Do Badly)
Focus on Conversion, Not Just Content. Too often, consultants focus on content creation without a real strategy behind it. Anyone can post a podcast episode, but building a strategy that turns guests and listeners into customers is where the challenge—and value—lies.
This is why I developed the 'pod-lationship cycle' and wrote Narrow Podcasting, an international best-seller for professionals who want to achieve results through podcasts.
A good consultant won’t just help you create content—they’ll show you how to use that content strategically to build relationships, drive referrals, and generate revenue.
Look for a Consultant Who Understands Your Industry
Non-podcast experience is vital. The best consultants will know your industry and be able to tailor a strategy that aligns with your specific business needs.
Don’t settle for someone who only knows podcasting growth hacks; find someone who knows what your ideal clients want to hear and how to convert that interest into real business value. If they don’t ask about your clients, run—they’re likely just trying to sell you a podcast in a silo. And that means running another business alongside the one you already have.
Ask About Their Sales Process
Your consultant should bring a clear sales strategy. Podcasting isn’t just an entry point; it’s a tool to bring your people closer to action. Make sure your consultant has a plan to guide guests and listeners from interest to purchase, helping you achieve tangible results from your podcast.
Ready for a Podcast Strategy That Actually Works?
If you’re serious about using podcasts as a tool for real business results, click here to get in touch.
What Clients Say About Working with Toby Goodman and His Best-Selling Book Narrow Podcasting
“Thank heavens I met Toby Goodman when I was thinking about launching a podcast.
His insights about ‘pod-lationships’ made my podcast a powerful relationship-building tool.”
• Dr. Kathy Sullivan | 3x NASA Astronaut Fmr. Administrator NOAA | USA
“Toby quickly sees the essence of a challenge and identifies leverage points that drive real progress. He’s been a trusted advisor for our Cancer Covered podcast and a pivotal partner in our content strategy.”
• Dr. Mitch Winkler | Physician, Green Bay Oncology | Wisconsin, USA
“Essential reading for anyone running a business, Narrow Podcasting reveals the real power of podcasting. Toby’s innovative method grows any business by creating unique spaces for human connection with customers.”
• Julian Treasure | 5x TED Speaker, Founder | Scotland, UK
“I started my podcast under Toby’s guidance, and it’s been nothing short of miraculous. There’s nobody better I’ve worked with in this realm.”
• Mark J. Silverman | Podcast Host, Executive Coach | Washington DC, USA
“He immediately gave me practical tasks that drove things forward. Toby’s added value and given me the kick I needed to get my business and strategic thinking to the next level.”
• Howard Cooper | Therapist | London, UK
“A motivating force to me. An expert at the ways of marketing, podcasting, and engaging audiences. He’ll help optimize the online presence of your voice. A wonderful human being.”