How to Use Your Podcast as a Marketing Tool with Jenny Sunneson

Your podcast can do a lot more than “show up weekly.” When we treat it like a strategic marketing channel, it can build authority, deepen trust, and drive real sales without you living on social media. That’s the core of my conversation with podcast expert Jenny Sennison, who’s spent years helping business owners turn podcasting into a predictable system instead of another never-ending content task.

We get practical about what it actually means for an episode to “have a job.” We talk through choosing topics that connect directly to what you sell, mapping content to the customer journey, and making sure there’s always a clear next step. Jenny explains why audio creates faster connection than a caption or even a blog post, especially for service providers, coaches, and consultants where clients are buying access to your expertise. We also unpack the most common marketing mistakes: publishing disconnected episodes, skipping the call to action, and being so afraid of selling that listeners never learn how to work with you.

Then we dig into growth. Jenny shares two of her favorite audience-building strategies that meet listeners where they already are: podcast SEO (including a simple keyword extension you can add to your show name) and guesting on other podcasts for an easy in-app handoff. We also outline a straightforward podcast funnel: a problem-solving episode, a relevant lead magnet or low-cost resource, email list nurturing, and a clear offer. Finally, Jenny highlights her 20-hour workweek download and why your season of life should shape your business strategy, not fight it.

If you want a podcast that brings in leads and customers, listen now, subscribe, and share this with a friend who’s still treating their podcast like a weekly obligation. After you listen, will you leave a review and tell me the one “next step” you want to add to your show?

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