The Rise of Founder-led Marketing

On his podcast WTF is with Nikhil Kamath, the co-founder of Zerodha features prominent figures from startups, retail, e-commerce, fintech, and other industries. Nikhil Kamath’s venture into hosting three-hour podcasts stems from his desire to gain insights into industries he is considering investing in. With leaders such as Kishore Biyani, Kiran Mazumdar-Shaw and others, the podcasts are deep examinations into the workings of the industry in focus.

Shantanu Deshpande, the founder of the grooming brand the Bombay Shaving Company, is also the creative mind behind the popular YouTube channel The Barbershop with Shantanu, Through engaging interviews with startup founders, investors and guest experts, Shantanu’s videos are a must watch for anyone contemplating a founder’s journey for themselves.

These are two note-worthy examples of founders using podcasts as a means of strategic branding and networking. In today’s competitive market, investors and Venture Capital firms (VCs) recognise the pivotal role that founders play. The founder is the face and force behind the brand, influencing not only public perception but also investment decisions.

Why Founders should consider Podcasts

Founders are increasingly recognizing the potential of podcasts as a formidable tool for shaping their personal brands. Here are three compelling reasons why founders should consider harnessing the power of podcasts.

1. Increased Visibility

Podcasts serve as a powerful conduit for founders to broadcast their insights, experiences, and vision to a broad audience. Going beyond the limitations of traditional marketing channels, founders can engage in meaningful conversations on industry trends and share authentic anecdotes and establish themselves as thought leaders. This not only enhances visibility among the general public but also elevates their standing among peers within the industry, creating a ripple effect of influence that extends beyond the immediate business sphere. Nikhil Kamath has used this to great effect, with his conversations on the podcast constantly being featured on news articles.

2. Potential Partnerships and Investment Opportunities

One powerful strategy within this landscape is podcast cross-collaboration or cross-promotion. This involves a strategic alliance between podcast creators, leveraging various tactics like shoutouts, bonus content, and collaborative giveaways. The ultimate goal is to broaden the reach of each podcast by tapping into the established audiences of collaborators. The benefits are manifold, from reaching new listeners to building credibility through trusted recommendations.

Sharan Hedge’s podcast, the 1% Club Show is an extension of his immensely successful YouTube channel. The name comes from the 1% Club, the exclusive community that he and Raghav Gupta founded, helping the middle class achieve financial independence. Nikhil Kamath recently announced that he is investing the 1% Club, showing again the great potential for collaborations and partnerships that founder-cum-content creators can obtain.

3. Ideas Harvesting

Exploring the dynamic marketing strategy of “Razorpreneur,” an innovative concept born from Shantanu’s podcast, reveals a sharp, business-oriented approach ingrained in the entrepreneurial mindset discussed on the show. This podcast serves as a breeding ground for groundbreaking ideas, such as innovative business models and creative marketing techniques, nurturing a community of innovators embracing this razor-sharp ethos. The launch of the Razorpreneur initiative by Bombay Shaving Company draws inspiration from the podcast, challenging individuals to embark on a razor-selling journey to sharpen their entrepreneurial skills.

There are plenty of other examples. Take Tim Ferriss, a renowned entrepreneur, author, and host of The Tim Ferriss Show, Like Shantanu, Tim Ferriss leverages his podcast to intricately curate a diverse tapestry of insights. This includes in-depth interviews with successful entrepreneurs, practical life hacks, and profound discussions that catalyse a powerful mindset shift among aspiring entrepreneurs.

How Founders can cash in

Founders should view podcasts as a brand identity and strive to make their shows unique, setting them apart from others in the podcasting space. Uniqueness entails digging deep to explore niche issues, being true, and offering exceptional thoughts and ideas. Distinction from others is attention-catching and an identifying feature in the digital sound world.

Creating a podcast as a founder requires a strategic approach:

1. Differentiated Content Offering

Distinguish your podcast by addressing unique topics, sharing personal anecdotes, and providing valuable insights that your target audience can’t find elsewhere. Your authenticity and distinct perspective will make your podcast stand out.

Consider Naval Ravikant, the founder of The Naval Podcast who is an entrepreneur, author, and angel investor known for his insights on topics such as happiness, wealth creation, and mindfulness. His show delves deep into philosophical and thought-provoking discussions, providing a unique perspective on life and success.

2. Professional Production

Ensure your content reflects high production standards. Invest in quality equipment, skilled editors, and engaging visuals. Consider case studies or success stories to showcase professionalism. In the context of a tech startup, professionally produced webinars with industry experts discussing cutting-edge trends can set your content apart.

Take a cue from Hrishikesh Hirway, founder of the Song Exploder, is a musician, composer, and podcast host known. He started the podcast in 2014 with the goal of allowing musicians to dissect and explain the creative process behind their songs. The format involves artists breaking down their tracks, sharing insights, and providing listeners with a unique perspective on the art of music creation. This podcast dissects songs with artists, showcasing a meticulous approach to production, combining storytelling and quality sound design.

3. Thoughtful Promotion

Promote your podcast across various platforms and social media channels. Engage with your audience, respond to their feedback, and build a community around your podcast. Collaborate with other influencers and founders to expand your reach.

Jenna Kutcher, founder of ‘The Goal Digger Podcast’ is an entrepreneur, photographer, and business educator. She started her podcast, The Goal Digger Podcast, as a platform to share business insights, marketing strategies, and inspirational stories with a focus on empowering female entrepreneurs. Jenna initially gained recognition through her photography business and then expanded her brand to encompass education and mentorship in the entrepreneurial space.

The All-In Podcast by Chamath Palihapitiya, a venture capitalist and entrepreneur. He started his podcast with fellow tech industry veterans to share unfiltered perspectives on current events and business trends. The podcast covers a range of topics, from investing and technology to politics and societal issues. The hosts provide candid opinions and insights into the rapidly evolving landscape.

Conclusion

A founder can unlock the power of the podcast not just by making a show of their own, but also by appearing on other podcasts as well. This only adds to their public exposure & facetime and opens them up to new audiences.

In a world saturated with information, podcasts offer a unique platform for founders to amplify their personal brand. Unlike traditional mediums, podcasts provide an intimate and authentic connection with the audience, allowing founders to share their journey, insights, and expertise in a conversational format. This not only establishes credibility but also humanises the founder, fostering a deeper connection with the audience. Additionally, podcasts offer an accessible and convenient way for busy entrepreneurs to showcase their thought leadership, reach a global audience, and distinguish themselves in a competitive landscape.

“Your brand is your public identity, what you’re trusted for. And for your brand to endure, it has to be tested, redefined, managed and expanded as markets evolve. Brands either learn or disappear.”

-Lisa Gansky, founder of Ofoto, Co-founder of GNN, Dos Margaritas

Cover Image by Freepik