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Updated: March 24, 2025 Advice

6 Things I know about ... Growing a business through podcasting

By David Oliva

6) Grow relationships with customers and leads. Podcasting provides me with a new reason to have an in-depth conversation with someone I want to have a stronger connection with. This is an affordable and convenient way to have these conversations.

David Oliva is the host of Concentrating on Chromatography, a podcast devoted to separation science and sample preparation, and general manager of Organomation, a Berlin-based manufacturer of evaporators used to concentrate samples ahead of analysis.

5) Provide value to your guest. A recurring dilemma is “How can I offer something of value within my outreach?” Extending the invitation to be on a podcast certainly fits that bill. The final result is content in video, audio, and text format promoting the work and brand of the guest. Having this content could be a valuable asset to the guest in other endeavors, such as applying for recognition in their industry or future career opportunities.

4) Uncover opportunities. These discussions can provide the opportunity to ask what isn’t working well or what sources of frustration exist within the guest’s workflow or organization. On several occasions, my company was well suited to alleviate these pain points, leading to sales opportunities.

3) Content is king, especially when human. While utilizing generative AI to produce content will become more common, I expect there to be growing pains. Reputable people having human conversations could be viewed as more worthy of attention and generate strong engagement.

2) Improve your knowledge. Understanding your existing and potential customers is critical to any business. In my case, the podcast covers a broader topic area relative to my company’s solutions, while still being specific enough where it is unique in the podcast marketplace. Growing my knowledge beyond the company’s scope is critical to providing context regarding my organization’s fit in the larger market.

1) Strengthen your brand. Your brand being considered the go-to source for information and support can be a major positive. This principle applies beyond the company’s brand and to your personal brand as well. People proactively reaching out to you because they think you can help is the core tenet of inbound marketing and should excite any business professional.

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