194 | How to Start and Grow an Influential Podcast with Erik Cabral

Are you thinking of starting a podcast? Or maybe you already have a show and are wondering how to take it to the next level? Today’s guest shares everything you need to know to launch and grow a successful, purpose-driven podcast.

Erik Cabral is a leading expert in brand development, trusted by Fortune 100 and Inc. 5000 companies to define and deliver their core messages. Having built thousands of brands over his career, Erik has shared the stage with powerhouse brands like Shark Tank's Matt Higgins and Kevin Harrington, VaynerMedia, David Meltzer, and Hal Elrod of the Miracle Morning. 

As the founder of On Air Brands, Be Your Brand, PodMAX, and theMindado Investment Group, Erik is dedicated to helping entrepreneurs develop their personal and corporate brands through podcasting and media strategies. His work has been featured in major publications and has contributed to raising millions in capital for his investor clients.

Preventing Podfade

After launching dozens of podcasts, Erik says the biggest obstacle is “podfade”–where a podcast gradually disappears over time because they run out of content ideas. Thousands of new shows were created in the past few years, but very few of them survived past 20 episodes. The reason comes down to a lack of purpose. If you don’t have a clear goal for your show, it’s unlikely to last.

That’s why Erik’s company has shifted more into personal branding. Before launching a podcast, be clear on your goals, your mission, and who you want to serve. Focus on your purpose, because that’s what makes great content. 

In Erik’s own business, he’s rebranded his podcast to The Erik Cabral Show and is focused on incorporating his faith into his brand. His mission is to build personal brands that glorify God and speaking openly about that has helped attract people who share those values.

What to Know Before Starting a Podcast

If you want to start a podcast, the first step is to manage your expectations. The average number of downloads per episode is 29. That may not sound like a lot, but even a small audience can create momentum in your business! If you have 30 loyal listeners every week, that’s the same as having 30 people in a room who are eager to learn from you. Don’t believe the noise on social media that says you need massive numbers to create an impact.  

When it comes to growing your show, podcasting is like starting a business. It starts with word of mouth and your personal network. Most of the biggest podcasts are hosted by someone who already had a personal brand with a large following. Audience growth is a slow build, so don’t give up too soon.

Enjoy this interview with podcasting expert Erik Cabral…

Soundbytes

13:47-14:06
“It's what we call pod fade: all these shows got started, and the statistics are running away from me, but all the hundreds of thousands of podcasts that started during that era, we benefited from, for sure, but then a lot of them faded because they didn't have clarity and purpose and an end goal in mind.”

15:05-15:25
“If I asked you to speak at my event and there were 30 people in the room that were going to be hungry and eager to learn from you, and you have an hour-long opportunity to get into their minds and in their hearts…would you take that? Absolutely. You have this every week you're speaking on your own stage about whatever you want to talk about every single week.”

33:32-24:04
“There is a purpose outside of money. Your purpose could be money and earthly things and earthly desires and material things. But I've recognized, and I've been around a lot of successful people…sharing the room in stages with millionaires and billionaires. I've recognized there are people that aren't happy with all that money, but the ones that are have that greater purpose, and they're usually God fearing people that know there's something bigger than themselves beyond this life here on Earth.”

Quotes

“Podcasting is very much like starting a business. We have to start with friends and family, word of mouth. We have to grassroots.”

“Having a podcast, especially with a YouTube channel, you're set apart for most business owners who don't want to do that.”

“We want to build personal brands that glorify God.”

“Building a business is personal. It comes from us, our heart.”

Links mentioned in this episode:

Visit Erik’s website: https://www.erikcabral.co/ 

Free podcasting guide: https://www.erikcabral.co/guide

Connect with Erik on LinkedIn: https://www.linkedin.com/in/erikcabral/