The Podcaster’s Funnel Is Broken
Most Podcasters Make This Mistake Before They Even Launch
Before your mic is warmed up, before your trailer drops, before you start posting on LinkedIn about “new episode out now” - which is a TERRIBLE piece of copy, by the way…
your podcast is already leaking.
It’s supposed to be a funnel, but acts more like a straw with a hole in it.
And no — I don’t mean your gear. Everyone always blames their poor microphone (Don’t worry, I have an entire piece written about audio experience).
Here, however, I’m talking about your conversion journey — much like an email list, we have to ask ourselves how our podcast turns passing discoverers into casual listeners into subscribers, into buyers, into paying members, voters, donors, or whatever success actually means for your show. And believe me, I only scratched the surface with what these shows are used for, it’s why I love this industry so much. It’s such a wild west.
Most podcasts, however, treat “growth” like it’s a direct, 1:1 accounting of more ears, or worse, just more downloads. But real growth isn’t JUST downloads.
It’s what happens after the listen.
Podcasts Are a Terrible CTA (If You Let Them Be)
Let’s be honest — most podcasts are a dead-end in the funnel. They get a listen… maybe a follow… and that’s it.
No clear CTA.
No owned channel for the audience to call home.
No next step, let alone STEPS (plural) for the listener.
It’s not because podcasters don’t want this. It’s because no one teaches creators to think in funnel logic.
But whether you’re a newsroom or an Indie podcaster, let’s face it, you’re running a media business now — not a mixtape project.
The 3-Part Listener Funnel
Here’s the simple funnel that every show should build around:
1. Discovery
How are new listeners finding you?
YouTube SEO? (Powerful addition to the industry, I must admit)
Contextual or Algorithmic Discoverability (Apple vs Spotify baby! Stay tuned for a whole post incoming on this!)
Podcast guesting? (Your strongest organic discoverability component, IF done right)
Paid media (like MowPod)?
Social audio clips? (Pssst. It’s not this one.)
2. Conversion
Once they find you, how do you capture the relationship?
Newsletter opt-in?
Freebie?
Link-in-show-notes strategy?
Pixels?
Google analytics?
Tip: Podcast platforms don’t give you listener emails. You need an owned path to contact and convert.
3. Monetization or Mission
If you haven’t asked yourself this question yet - stop what you’re doing and do it right now.
What’s the end goal?
Sell products or services?
Book a consult?
Grow membership or community?
Drive advocacy or behavior change?
Tell amazing or entertaining stories?
Podcasts can be top-of-funnel fuel — but only if they’re built that way.
Tools I Recommend
Here’s what I’m seeing work inside actual podcast stacks:
Link Capture: Carrd, Beehiiv forms, ConvertKit
Growth Fuel: MowPod Boost (use my referral link for a discount)
Funnel Stacking: Substack + podcast is a powerful combo if done right
Analytics: Podfollow link (GOD I miss Chartable), Apple + Spotify dashboards for behavior, MowPod Charts tracking tool
Bonus: You can build your entire growth funnel in 1 hour with the right stack. Hit reply and I’ll help you do it.
Your Move
If your show doesn’t convert, it can’t grow.
So ask yourself:
What do I want my listeners to do after an episode ends?
And more importantly:
Have I made it stupid-easy for them to do it?
If not — your funnel’s broken.
Let’s fix it!