Your Business Needs a Podcast. Here’s why…

On this episode of Open Source Growth, Dean Denny discuss the benefits of podcasting for SaaS companies. He highlights how podcasting can help build a strong brand and engage with the audience. He also provides insights on setting up a podcast, including equipment recommendations and publishing platforms. The host suggests talking about valuable topics like software marketing and lead generation to attract customers. He emphasize the importance of adding personal touches and sharing personal experiences to create a unique brand. Stay tuned for future episodes on audience engagement, storytelling frameworks, guest interviews, and metrics for measuring success.


[00:00:07] Podcasting is an effective tool for SaaS companies.

[00:01:53] Podcasting is effective for marketing.

[00:03:30] Podcasts can help build a likable brand.

[00:06:50] Calculate podcast ROI with long-term commitment.

[00:11:58] Informed marketing agency talks about everything.

[00:13:58] “Add personality, don’t overthink, just do.”

[00:15:30] Focus on the next step, overcome obstacles.

Lessons Learned

Here are the top 5 lessons learned from the podcast:

Lesson 1: Invest in Resources: Allocate resources, both financial and human, to ensure the quality and consistency of your podcast. Invest in basic equipment like microphones and editing software.

Lesson 2: Content Strategy: Develop a content strategy that resonates with your audience’s interests and pain points. Share valuable insights and experiences relevant to your industry. Infuse your personality into the content to humanize your brand.

Lesson 3: Long-Term Perspective: Understand that podcasting is a long-term endeavor that requires consistent effort and dedication. Focus on providing value to your audience over time, rather than expecting immediate results.

Lesson 4: Brand Building: Use podcasting as a tool to build a brand that goes beyond your product or service offerings. Cultivate a likeable, relatable brand persona that resonates with your target audience. Establish trust and credibility through consistent and authentic communication.

Lesson 5: Measure Success Holistically: While ROI is important, don’t solely focus on immediate financial returns. Consider other metrics such as audience engagement, brand awareness, and community building as indicators of success.

Welcome to Open Source Growth, and you’re here with Dean, founder and director of Owendenny Digital, Australia’s number one SaaS marketing agency. In today’s episode, I want to go through the power of podcasting. Why it’s an effective tool for your SaaS company? How your podcasts can help you in building a powerhouse SaaS brand.

We’ll talk about some of our own success stories from this year on our own podcast and why it worked for us, and how to properly analyze the ROI of your podcast. Then in the second half of this podcast, we want to talk about how you would go about setting up your software companies very own podcast. What equipment do you need to get started? What sort of content strategy do you need to consider, and what should you talk about?  We’ll even discuss what platforms you want to run and launch your podcast on, and tips for recording and editing your first episodes. We’ll talk in a future episode about how to grow your audience, and how to promote your podcast. But to begin with, let’s just talk about why you need to do it.

See in 2024, Our agency, Owendenny, we decided to launch a podcast. And we were really, hesitant to do so. I remember dabbling with Anchor FM many years ago when it came to this whole concept of micro podcasting, And since having a crack at that in say like 2018 and 2019. I started to recognize it’s time to take things seriously.

What I’ve found is that by doing things in half measure, your entire life,  unfortunately, everything becomes half done. And half-done bridges don’t get you anywhere in life. So we thought, you know what? Let’s actually put some money into some resources behind our podcast this year. So, then what did we actually do?

Our agency, we bought this microphone. We found great editing software,  like Descript. We used our webcam, or we recorded without a webcam because we simply didn’t have either the lighting, the confidence, or the expertise to do things well. That’s how we got started in our podcast. And throughout this year, and this journey, it has been really instrumental for our agency when it comes to becoming that authority beacon in software marketing.

It enabled us to nurture our sales leads without us having to speak to them or our marketing-qualified leads. It enabled us to reach out to our, this more via email marketing and enabled us to create amazing short-form content to support all of our demand generation efforts, whether it be on LinkedIn or Facebook or Instagram or whatever. So it really opened up a massive potential for us in our business and we can only emphasize the same things for you in your software company.

Now. Why is it so effective? Why is it so powerful?

Let’s look into like how we consume content nowadays. We’ve  read content on blogs. We watch visuals and short-form videos on Instagram and Facebook and TikTok and then sometimes we put on YouTube, we crack open a beer and we sit on the couch and we have a look at everything. But then when we’re in the car, we’d like to listen to things, and as humans, we’re more isolated than ever before. And we really want to be able to consume that longer form content instead of just belting at your favorite tracks in the car. And that’s why it’s so effective that you have that podcast, which can then be repurposed in many different ways.

And what’s really interesting here is that if your software company say offers a CRM solution, there are many other CRM solutions on the market. And what can be the differentiating factor other than the features and benefits in the end of the day. Is whether or not they like the brand and what your business stands for.  So podcasts can just do more than create heaps of short-form content and how you can go about clipping that and then repurposing it across your entire content distribution ecosystem.

But it can help you build a brand which is likeable, which is fun, which is fresh, which is vibrant. And it’s everything your customer buys into. Remember, apart from  benefits and features, humans want three things they want. A healthy relationship. They want health and they also want financial abundance.

But other than that, there’s this other thing that is at play and we’re all selling identity at the end of the day.  For instance, if you’re watching this podcast on say YouTube or on Spotify. If I look like a slob and I’m not presented well, and you’re listening to what I’m saying, and you’re like, Hey, I don’t agree with this guy. I don’t wish to be this human being some consciously at the end of the day, you’re going to be like, Hey, I can’t listen to you anymore. This isn’t for me. This brand’s not for me. And even though we may offer the best marketing agency solution for a software company like yours, you may not want to be involved with us. And that’s, what’s really crucial here that it can enable you to build out a brand, which is bigger than yourself.

And if you’re thinking about really expanding your software company and building out a quote-unquote brand podcast is one of the best places to start. It’s really funny. This year we’ve acquired clients simply through our podcast. We’ve had traffic from all over the world. We’ve attracted four blistered entrepreneurs, simply through the storytelling narrative our podcast and it’s, changed the way we think about it. So it’s quite, it’s one of those things where if you commit to it and you optimize well with your podcast, you can really start to build out a loyal following of great customers or great prospects, even who may even consider buying with you, but just, you can’t think of it like a direct response activity. See as a direct response advertiser, we are impatient a lot of the time in the sense that we’re expecting a return on investment. In say one month, two months or three months. What the podcast has forced us to do.

And this has been that opportunity. At Owendenny. To expand and become bigger and better than we’ve ever been before.  It’s enabled us to focus on. Okay, let’s do this for the long run, and let’s play an infinite game. Where we do this because it’s the right thing to do. And that the community needs to hear our voice. And not to participate in the noise. But to participate in the growth of the software industry. And that’s the way we look at it.

So when it comes down to analyzing the ROI  of your campaign. You could do it in a very brutal means. You could calculate the number of times. Now the number of hours spent recording the number of hours spent strategizing the number of hours entertaining. You are basically aggregating that total pool of resources, and then looking at that as your marketing costs, and then you could consider the cost of distribution, applicate amplification of your.  Of your podcast, whether it be on social media or SEO, or if you’re doing podcasts notes or whatever. And then you could then look at the total amount of revenue generated from your podcast. And then basically get a rough ROI on that.

My suggestion to you though. If you’re planning to go down this route. My recommendation is very simple. And it’s this don’t look at this with a three to six month.  Time step. You need to look at this with a long-term view. And show up every single week or every single month.  But the ROI based on those numbers for us in our first year of semi-committing to this.  Has been astronomical for our business. Now. When it comes to actually setting up a podcast, you’d be really shocked with what you need.

Today’s podcast. Believe it or not has been done on a $30 microphone. I picked up from Amazon. And the quality of this microphone is unfreaking believable. But we’ve enhanced this podcast whole lot more than you could ever believe.  You know what we’re using as well. We’re using my old iPhone 12 as the video recording system, and we’re using the connectivity feature of the iPhone to connect with my Macbook Pro. And then recording both of these tracks at the same time using Descript.

And that’s how literally we have started our podcast and the quality as you can see today is pretty damn good. Like we don’t have to go about investing in a, say like a $2,000 webcam or,   super-duper broadcasting microphone from Shure.  You don’t really need that much to get started.

In fact, you could even take it to a whole new level and just use your latest version iPhone.  And not even use this microphone, but just use the AI features, which are now found inside of descript. Believe it or not to enable what they call studio noise or studio voice. And then optimizing with the AI feature.

So the eye contact is made throughout the entire podcast. It’s actually amazing for you when it comes to doing everything for you. We are huge advocates here at Owendenny for using Descript because it just does so many amazing things, which your SaaS company and your editing team cannot live without. And I can assure you that.

Now, what about publishing your podcast? Now we use a couple of different apps here and I want to really give you some amazing insights into what we use for editing.  We used Descript and that’s what adds all the captions. That’s what does the show Nards that’s what turns this into a blog post.

And we are really hard there, but then we’ll use a second app called Listener.fm to develop amazing show notes. Headlines.

Everything that we need to ensure that these podcasts look really, good. In the eyes of Spotify, because one of the key areas we grow our podcast is by having STR-optimized show notes for each of the platforms. So we can attract a new audience every week based on the titles and the contents of our show. Notes or. The description of the podcast episode, and that makes massive, difference. Oh just have my dog visit me.

How cool.  I’m going to ask you to say hello there.  You can see or hear you guys, if you’re watching the video, her name is Zoe. She’s a poodle. She’s really, really beautiful. Um, You can see a little head here.

She just said, alert everybody.

So, yeah, like that’s what I would be looking into using to optimize your show notes. So then that headache of, when you say outsource this to a video editor, that they can just get the show notes done for you right away. Um, That’s really, really simple. So use Descript for editing.  Listener.FM for your show notes.

And then for publications we use the Spotify podcast feature. I think it’s called podcasting for Spotify. Um, Again, just check the show notes. That’ll all be resolved there. And then um, to go about distributing and syndicating this content across all the different platforms, from my understanding, it publishes these podcasts on like six to seven different platforms in one go. And it’s freaking amazing. Now.

Once you’ve syndicated and you’ve published stuff. You probably gonna ask me like, whoa, what the.  Well, You’ve shown me how to do it, why it’s important, but like, what do I actually talk about on my podcast? Well, you know, It’s really interesting.  We just talk about our lives at Owendenny Digital, but we do it in an informed way.

See. Marketing and sales is a way of life to us at our marketing agency. Like we, we, we live and breathe it. See, we see marketing and sales tactics take place in the day-to-day. Through our interactions with people at our cafes. Through interactions that I have with my dog, believe it or not, that same dog runs split tests on me with different toys.

She does offer testing and she does split testing. Um, And she does optimization strategies to get my attention. Like she’s the best marketer in the household, our little poodle and she’s probably the best salesperson. In our household too, when you think of it that way. So. When it comes to like what you talk about.  Obviously, you need to talk about what your customers value.

For instance, we’re a software marketing.  Agencies. What do we talk about? We talk about software marketing, that’s direct response advertising. You know how to make the most of your lead generation efforts. How to explore Facebook, LinkedIn, Google ads, YouTube ads. That’s what we’re going to be talking about. What do you need to do on a landing page to get the best? Performance. On your signup pages on your software company. What does your customer segmentation need to look like in order to achieve a flawless go-to-market strategy? What sort of things do you need to consider when working with marketing teams and sales teams and aligning them to achieve revenue goals?

Like, there are a lot of things you can talk about. In our world to add massive value to the software founders and whoever is listening to this podcast today. So when you think about it, there’s so many. Massive options for you when it comes to what you should talk about. If you know your customer’s pain points, their desires, what keeps them up at night, what they really want, what do they struggle with?

What are their daily tasks? What are their goals? What are their massive dreams and aspirations? You’ve gotta be completely fine.  Because that’s what you need to talk about, but then here’s the X factor that you need. You need to add your arm damn personality in there too.  Like I talk about my day-to-day.

I talk about the fact that I’ve quit caffeine.  I talk about the facts. That I’m changing my morning. I’m essentially biohacking my system. I’ve got an episode coming up soon. I’m going to do it with my wife. Hannah. And we’re going to be talking about how I haven’t for the first time in my entire existence. I’m 33 years of age. I didn’t get sick this year.  And that’s a massive win. And I want to really share with you the process that I went through to go through that. But like, you need to add your own personality to it. Don’t just make it about your marketing, make it about things that mean a lot to you.

Because again, that adds to the brand that you’re trying to build.


Word of advice. Just make sure that you pick a quiet room in your house. You don’t need perfect lighting. You can do a lot of that post-pride in Descript but have some relatively decent lighting. If you can afford a light ring, we’ve bought one. It’s just down there. We’re not even using it for this episode, but that was like $30 at the nearest office works or like a Home Depot or Kmart, right?

Like, you do not need expensive stuff to make your first podcast a massive success, but all you need to do is just get off your button. Do it. Like it’s a real.  It’s a really crazy thing. And.  The more I get into entrepreneurship and the more I get into marketing and the more I get into pushing myself through this ongoing personal development program, the more I’m starting to realize is that the bigger we make the obstacle in our head, the more paralyzed we become. And often, and this is one of my personal floors, which I have worked a very, very long time this year.  In overcoming, is that the more I give any gravity to a goal, the less likely it comes to its fulfillment. Whereas, what you need to do is just simply focus on the next step and just plot the next step plot, the next step plot, the next step.

I just work towards it and just do the damn thing.  Because as soon as you start to do the damn thing, that illusion of like the goal,  which is paralyzing, you start to simply fade  away.  And that’s what you need to do when it comes to your podcast. Or any of your other marketing or sales efforts for that matter?  And. Then my tips.  For today in a future episode, I’m going to talk to you about how we’ve engaged our audience and how we’ve grown our podcast, especially getting those first thousand views.

It’s really, really, really challenging to do that, especially if you’re not really investing in paid traffic and you just need to rely on the small organic audience. We’ll talk about that in our next episode, how we’ve used like storytelling frameworks um, you know, we want to also talk about how we’ve incorporated guest interviews and collaborations. And the metrics that we use to measure the success and impact of your episodes in your podcast in general. So guys, if you liked this episode, please do subscribe to the podcast on the platform that you are listening to.

We do endeavor to release at least two to three of these every single month to help you and your software company achieve your T two D three goals. That’s it for me. If you’ve got any further questions, feel free to hit me up via email. You can find my email in the job notes. And we’ll talk to you very, very soon.

I can’t wait to speak with you. On our next episode. Peace.


Connect with Dean Denny, host of Open Source Growth and Director at Owendenny Digital

Owendenny Digital, Australia’s #1 SaaS Marketing Agency


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