Podcasting Is Not Going To Lead To Direct ROI

This post first appeared in the Marketing Junto Newsletter on May 14, 2025

I’ve been podcasting for more than a decade and none of it has produced direct income/ROI for me. What it has done is much more valuable. Don’t let this discourage you.

Podcasting has enabled me to build up a personal brand, build out a new division of Goldstein Media, Podcast Mastery, and indirectly HAS led to ROI.

I do get some revenue, albeit a very small amount, from the advertising that’s on my two podcasts from the Marketing Podcast Network. But that might be $100 a month if that.

But, honestly, I’m not doing my Entrepreneur’s Enigma and Digital Marketing Dive podcasts for the direct ROI, I’m doing them for the chance to be a subject matter expert. And in that way I’ve succeeded.

I’ve had to break it to my clients that they’re not going to be the next Joe Rogan or Mel Robbins. Those two had built in audiences from their TV shows and for being really well known across many different verticals.

So I burst that bubble as quickly as I can when I’m working with my clients. It’s important to set expectations.

If you have 300 quality listeners every month to your show and they engage with you regularly, that’s 100 times better than having double or triple that don’t engage.

The best way to capitalize on your podcast is to have a plan in place on how you’re going to sustain it. Both with your energy and budget. Having a clear plan is key to becoming an “established podcaster.” I put that in quotes because to be established there is an arbitrary threshold of 100+ episodes and/or 2 years putting out shows. Who came up with that metric and why, I’m not sure.

But I digress. *Don’t act surprised 😏😉

You need to think outside-the-box when it comes to getting more value out of your show. Here’s three ideas that I see podcasters using to get ROI from their show:

1. Start a community – Don’t start with it being paid, but build it out, get people talking and engaging, then offer paid for bonus, like master classes or 1-on-1 sessions with you.
2. Launch a Patreon – Don’t start this at the beginning of your journey. But a ways in you can see how engaged your listeners are and offer perks to becoming a patron.
3. Offer a special service to your listeners – Something that is in your wheelhouse that is exclusive to your audience.

In the end don’t try and monetize your show thinking that you’re going to be rich. Because you’ll be setting yourself up for disappointment. Think outside the box and most of all HAVE FUN.