Podcast Growth in Practice: Jordan Harbinger’s Introcast Case Study

Jordan Harbinger has been podcasting for 20 years. He’s been hosting The Jordan Harbinger Show since 2018 (and more than 1,300 episodes), and has done a lot of experimenting along the way.

In this conversation, we look at what he’s learned from testing podcast app ads, host-read endorsements, cross-promotions, and placements on shows with audiences that looked very different from his own. We also discuss why a podcast’s niche does not always predict its audience demographics, how to calculate what a new listener is worth, and why retained listeners matter more than a temporary spike in downloads.

The conversation also serves as a case study in how Jordan uses Introcast, as both an advertiser and a publisher. He explains why combining a trusted host recommendation with an actual sample of a show has been successful for him, how he decides which podcasts to recommend to his audience, and what podcasters should have in place before investing in paid growth.

• Your niche is not (necessarily) your demographic. Don’t assume you know who your show is for based only on its subject matter. Test ad (or swap) placements across different categories, and pay close attention to who responds.

• Sustainable, high-value growth might not be immediate. Introcast does the work of putting your show in front of an audience that’s likely to be interested. That audience then needs to actively seek out your show. Those that make it over and hit “follow” or “subscribe” are likely to be in it for the long run.

• Know what a listener is worth. If your podcast generates revenue, calculate how much you can reasonably spend to acquire a new listener. You can then determine which advertising opportunities are worthwhile.

• Start small if you’re new to paid marketing. Test a limited number of placements, evaluate conversion and retention, and expand only when the results justify it. There are also a ton of things you can do for free when you’re just getting started (or don’t have a budget allocated).

• Create multiple samples for different audiences when Introcasting. A generic show trailer may not communicate what makes your podcast compelling to a specific audience. Prepare a few strong clips so the recommending host can select the one most relevant to their listeners.

• Make sure your show is ready for new people. Give first-time listeners a clear starting point through curated episodes, starter packs, or a dedicated “start here” page. See Jordan’s here.

Thank you Tara, Jeshia Sutherland, ChadP, Gary Arndt, V. Arrow, Dave Jackson, and many others for joining us live!

Questions about Introcast? Get in touch.