226: How Ali Haney Turned Her Podcast Into a Business Asset [Podcasting for Business Case Study]

One of the moments for me when, like, when we first started working together, I really wasn't offering strategy.

It was something that I was, like, slowly incorporating into certain clients.

And I remember at one point I was having the conversation with Megan, like, behind the scenes.

So Megan's our editor.

She helps with producing shows for Gaffin Creative.

And she and I were talking about your podcast specifically.

And I was like, okay, Megan, if you had to tell me what Allie's podcast was about or who it was for, who would you say? And she was like, I have no idea.

And I was like, okay, I just wanted to make sure I wasn't missing something.

And that's, I remember coming to you and being like, I think you're still talking to your old audience.

because they're listening or you think they're listening, but your brand is going in a whole other direction.

And that's something that a lot of podcasters will do is they're not pivoting their content to match where they want to go.

They're still talking to who they think exists.

And I actually just put an episode about this topic out on what it's like to be known for one thing when you're ready to pivot into something else and how that can hold you back, like the perception you think people have of you can hold you back.

But if you were to tell someone today, like, this is what my podcast is about and this is its job in my business, what would you say?

So my podcast's job is to help other people in the hospitality space become the best in their brand and their market.

But its place within my own business is a lead generator.

However, it's allows people to develop a long-term relationship with me without having to specifically have those touch points with them over the course of whatever their buying cycle is.

Could be a month, could be a year.

I've had people tell me that they've been listening to my podcast for months and they finally decided to move forward with a service offering.

So there is one book that I love.

It's probably behind me on my shelf.

It's called oversubscribed and they talk about the 7-11-4 rule.

And so essentially what that rule is, is that in order for someone to feel familiar enough and therefore confident enough to move forward with a purchasing decision with you or your business, they have to talk with you for seven hours across 11 touch points on four different channels.

That's crazy.

How else could you be successful with that if not for a podcast? It's basically creating the content and letting the content be evergreen and work for you for years and years and years.