How to Target the Best Podcast Audience Possible (Part 1)
Have you ever heard the saying “the riches are in the niches”?
It couldn’t be more true when it comes to podcasting—at least, when it comes to business podcasts. (Hobby podcasts are a whole different realm that I won’t get into here.)
I have seen far too many people make the mistake of trying to create a show that appeals to everyone … and end up hosting a show that connects with no one.
Sure, the logic behind this common mistake is clear: Podcasters often worry that targeting a specific audience will exclude other people from their potential listenership.
But the truth is, that kind of thinking only holds shows back.
Hands down, the best approach for any business podcast is to target as specific a group as possible.
In fact, the narrower your niche, the better.
So in this article, I’m going to share how to figure out and target your perfect podcast audience.
But first, I’m going to answer the question you probably have in your head right now:
WHY DOES HAVING A SPECIFIC PODCAST AUDIENCE MATTER?
In short, trying to appeal to a broad group just means your messaging isn’t personalized enough to resonate on a deep level with anyone.
Over my years of helping dozens of entrepreneurs launch their podcasts, I have seen this prove to be true time and time again.
The successful shows that connect with listeners long-term are hosted by people who know exactly who their target audience is, what they need, and how the podcast can help.
Consider the following examples, both of which were podcasters I have worked with personally:
Example 1: Generalist Women’s Business Coach
Early on, I had a client whose podcast was aimed at helping women entrepreneurs improve their businesses. While the coaching was great, the podcast struggled to gain traction or produce results because the audience was too broad.
Women entrepreneurs can be CEOs of $10M+ companies or jewelry makers selling handmade bracelets as a side hustle—and anyone in between. This wide range of business owners all have different goals and challenges, as they’re at every possible stage of entrepreneurship.
Therefore, the advice coming from the podcast didn’t consistently apply to everyone in the audience.
So while the show was a helpful resource, it wasn’t uniquely valuable for any woman entrepreneur.
Example 2: Wealth Coaching for Dental Practice Owners
On the flip side of that, a client of mine helps dental practice owners build long-term wealth through real estate investing.
You instantly notice he has a very specific audience of working with dental practice owners, and his value proposition is to help them build long-term wealth. His results have been incredible!
When you have a specific audience and you speak to their unique goals and challenges, that’s when you get results.
TL;DR Takeaway:
* Broad audience = Failure
* A somewhat specific audience = Medium results
* Narrow target audience = Massive results
The reason you want to sort this out before you start podcasting is really to save you a lot of extra work and frustration later on down the line.
If you start your show without having your audience figured out, chances are high that you’ll find your message isn’t really connecting with people on a deeper level—because, quite frankly, you haven’t designed it to.
And at that point, you’ll either have to make drastic changes or start over completely.
But if you make sure you’re set up properly from the get-go, you can skip the headache and hassle of trying to pivot mid-show.
You’ll also find that knowing your niche serves to help you figure out the other details of your show.
Understanding your target audience is key for helping you determine things like what you should you talk about, how often you should release episodes, whether it makes more sense to do solo episodes or interviews, and more.
These and other key decisions for your show come much more easily when you know your audience because all these things should be based on what will benefit your listeners the most.
So how do you figure out your specific podcast audience?
DETERMINE YOUR PERFECT LISTENER
The best way to figure out your ideal podcast audience is to zero in on the single group of people who share a specific problem you help to solve.
In other words, who will benefit from your expertise?
Are you a marketing expert who specializes in helping non-fiction authors set up successful book launches?
Do you coach parents who are struggling to sleep train their babies?
Whatever it is, your brand, what you communicate, and anything you create—whether videos, blogs, books, etc.—should be centered around a problem that you have helped people solve and want to help more people solve.
To get you thinking in the right direction, here are some examples of niches I’ve seen clients target to achieve massive success:
Dental practice owners looking to build long-term wealth through real estate investing
Financial advisors who are hoping to build their own successful RIA
As you can see, they are all targeting very specific groups of people.
And as I said before, the more specific you can get, the better.
Your message should be as far from a one-size-fits-all approach as possible.
Of course, with any niche there will be spillover, meaning you’ll connect with some people who aren’t 100% tied into that problem.
But you want to make sure you’re targeting as specifically as possible in the beginning so that your message can truly resonate with your core audience.
Now, if you’re still having trouble figuring out who that core podcast audience is, there are 4 key questions that will help you narrow it down.
Keep in mind, these questions will vary slightly, depending on whether or not you have your product, service, or offering figured out.
If you already know what your offer is, ask yourself the following questions:
1. Who would buy your highest profit products and services, or large volumes of lower profit products and services?
2. Who would buy repeatedly and without much convincing or selling?
3. Who would share your products and services most readily with their personal and professional networks?
4. Possibly the most important, who gives you the most personal satisfaction to advise/serve/work with?
If you have not yet figured out exactly what you offer, ask yourself:
1. Who could most benefit from your expertise and knowledge?
2. Who could you see yourself developing a product/service/offering for down the road?
3. Who would give you the most personal satisfaction to advise/serve/work with?
Take some time to really consider these questions and see what you come up with.
You can check out the example sheet I’ve filled out for my company, which I’ll outline below:
Cashflow Podcasting Example
Question 1: Who would buy your highest profit products and services, or large volumes of lower profit products and services?
Answer: Coaches, consultants, membership site owners and service providers who want to position themselves as A players in their industry
Question 2: Who would buy repeatedly and without much convincing or selling?
Answer: “Personality brands” who generate sales & audience growth from podcasting and are building a long term asset
Question 3: Who would share your products and services most readily with their personal and professional networks?
Answer: Coaches, membership site owners, and consultants share us with their clients/members when we kick ass
Question 4: Who would give you the most personal satisfaction to advise/serve/work with?
Answer: Marketing-minded leaders who are committed to their audiences’ success and focusing on their strengths to serve their industry
Once you’ve done some thinking on those key questions, take a look at your answers.
What markets or groups of people appear consistently? Where’s the most overlap?
Describe these people.
Continuing with the Cashflow Podcasting example, based on my answers above, it becomes clear that my company aims to help a specific group of coaches, consultants, service providers and membership owners who are focused and serving their audience through their personal expertise with their specific goal of serving and spreading their message through podcasting.
Whatever description you come up with for your business—that is your audience of perfect listeners.
YOUR AUDIENCE ARCHETYPES
Audience archetypes are the profiles that represent your ideal podcast audience. This term is used in marketing to understand your audience’s preferences, needs, and behaviors to tailor your podcast content to their needs and expectations.
We all have human desires that weren’t taught to us when we were born. They are primitive and based on instinct, and brands take advantage of this human design.
These psychological principles are ingrained in our subconscious and influence our actions, thoughts, and emotions.
For example, if your podcast audience is achievement-oriented people, they may seek products or services to help them achieve their personal or career goals. Their personalities often include a strong desire to succeed, so marketing to these people should speak to their goals and aspirations, and you should offer solutions that help them achieve this.
Other examples taken from Carl Jung’s 12 Jungian Archetypes
The Innovator – a person who is all about finding the latest tech and cool financial products.
The Convenience Seeker – a person who loves easy access, quick service, and smooth digital interactions.
The Trendsetter – a person who is totally into the latest trends and ready to shell out some cash for fresh, exclusive products.
Just remember that audience archetypes are not equal to demographics. They are different and have nothing to do with age, location, gender, etc.
This is more like a guide, so you understand who you’re talking to. This is not limited to the 12 Jungian Archetypes and you can easily create your own based on your target podcast audience.
HOW TO CREATE YOUR AUDIENCE ARCHETYPES
The science behind audience archetypes is based on solid research. Here’s a concise guideline to help you get a clear picture of your ideal audience, their pain points, etc.
Playing Detective
This is slightly technical because it involves looking into your audience data. Run some surveys and actually talk to your audience (live webinars perhaps if you have time?).
Google Analytics can be your friend here because it can help you identify trends in your website visitor behavior (in case you have a website for your podcast too). But if you don’t have a website, you can make use of customer reviews on Apple Podcasts/Spotify.
Getting Personal
Give your audience archetype names, stories, and lives. But keep it real — nobody likes stereotypes. Just think of them as characters in your podcast brand’s story, but make sure that they’re based on actual data.
Making It Work
Once you've got your archetypes, use them, of course. Customize your marketing messages, tweak your products/services (if you’re offering them), and create experiences that make your customers think, "Wow, they really get me!"
Keep it ethical! A quick reminder that with great power comes great responsibility. When working with customer archetypes, respect privacy (seriously, no creepy stuff), avoid stereotypes like the plague, and keep your marketing inclusive.
Remember, you don't have to be perfect right out of the gate. Start somewhere and learn as you go.
REFINE AND ADAPT YOUR PODCAST CONTENT
Now that you’ve identified your podcast audience, it’s time to apply it through trial and error. I’ve learned that understanding your audience isn’t something you learn once. It’s similar to tending a garden that needs attention constantly.
As your podcast grows, your audience, like any living thing, also evolves. Their needs change, their interests shift, and what worked yesterday won't work tomorrow. It's not a bug in your podcast strategy—it's a feature.
For example, your podcast niche is "busy moms who love true crime" or "tech professionals interested in AI ethics." But then you notice:
Your most engaged listeners don't quite fit into your initial profile.
Questions and feedback point to unexpected interests.
The most popular podcast episodes aren't the ones you predicted.
Your audience demographics change over time.
The environment of the market you are in is changing.
These aren't mistakes you're making—they're things to learn from.
Here is how to make your podcasting strategy adaptive:
1. Regular Check-Ins
Schedule a monthly "audience check" and review both data and feedback. Be on the lookout for patterns, surprises, and opportunities.
2. Experimental Podcast Episodes
Don’t be afraid to try new formats or topics. Make "pilot episodes" and listen carefully to the response. Sometimes your biggest hits come from these experiments.
For example, if your niche is gardening, you can make a mini-series that features the best plants for low-light situations. One of our clients does this and she’s currently in the 10th installment of the mini-series, on top of the regular episodes.
3. Community Feedback Loops
Create easy ways for podcast listeners to share their thoughts:
End-of-episode questions.
Social media polls.
Newsletter surveys.
Voice message options.
4. Marketing Awareness
Pay attention to:
Emerging trends within your niche.
Innovative moves by competitors.
How the industry changes.
A shift in the culture itself.
CREATE A PODCAST CONTENT MAP ALIGNED WITH AUDIENCE NEEDS
Let's talk about how you're going to have a solid game plan for your podcast content. Think of it as a roadmap that will help keep your show fresh and your podcast listeners hooked. Here’s how to make it happen:
Switch Things Up
Nobody likes to eat the same thing each day, right? Sometimes, you may want to bring in interesting guests to interview – they will bring their ideas and maybe even a following. And when feeling social, get a couple of people together for a group chat. Do various styles throughout the month to keep things alive.
Create Some Regular Features
You'll know your favorite TV program has that one segment that you look forward to— do that with the podcast.
Perhaps once a month, you respond to questions from your podcast listeners—they'll love that you're listening to them. Think of it as your "same time, same place" moment with your audience. When people know what to expect, they're more likely to tune in regularly.
Time It Right
Consider all the things that are going to happen in your listener's world throughout the year. Like, January's really good for goals and planning because everyone's still feeling the New Year's resolution mood.
When it is tax season, this means you have a clear point to talk about money-based episodes. If you go to a large industry event, you talk about it. And by the end of December, you have time to reflect on all the great stuff you saw this year and peak ahead into what's next.
WHAT HAPPENS NEXT?
After you’ve figured out who could benefit most from your podcast, your next steps are to define their desires and figure out their “why” (aka the reasons behind those desires).
This will help you make sure your content will resonate with your niche.
How do you do that?
Check out How to Target The Best Podcast Audience Possible (Part 2) to learn the answer to that question and more.
Ready to take your podcast to the next level? Schedule a call with us!