Niche Deep, Warm Sponsors, and Turn Your Podcast Into Pipeline

Business sounding board Phil Fraser built and sold a hyper-niche comparison site, then created the Leeds Business Podcast to spotlight real problems local founders face. In this conversation we unpack why “three levels down” is the only real niche, how to audition sponsors on-air before you pitch them, smarter guest outreach that starts with a pain point, and replacing vanity downloads with practical engagement metrics. Perfect for podcasters, coaches, and community-minded leaders who want their show to generate leads, partnerships, and local authority...without feeling salesy.

[00:01] Why Phil started the Leeds Business Podcast: profile, proof, and philanthropy.

[03:54] Phil’s backstory: from advertising to launching William Hill’s first online casino.

[05:05] The niche that won: a bingo comparison site and how it became a business.

[05:59] “Niche three levels down”—what real niching looks like for business and podcasts.

[06:36] What’s working: word-of-mouth and the “Leeds Business Podcast Fair Deal.”

[08:28] Two sticking points: cold guest outreach and landing the right sponsor.

[11:16] Sponsorship strategy: run on-air “auditions,” clip them, then pitch with proof.

[13:48] Guest outreach that lands: lead with a pain point you can solve live.

[18:20] Tools that help: why Riverside streamlines recording and post-production.

[18:59] Prep workflow: brief LinkedIn research + a short pre-call to find the gold.

[20:37] Segment design: How-To, Local Shout-Out, and My Brilliant Business Idea.

[23:31] Success metrics beyond downloads: local PR and engagement over vanity charts.

[27:18] Artwork “opinions trap”: keep it simple, legible, and stop chasing consensus.

[28:54] Pipeline thinking: designing a clear next step for every listener.