The Creative Podcast Strategy That Made Mike Richards a Micro-Influencer

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Can a podcast in a specialist niche really help you grow a global brand? Mike Richards says yes. And he’s got the results to back it up.

He’s the host of the Treasury Career Corner podcast, founder of the Treasury Recruitment Company, and a man who built visibility, credibility, and inbound leads in a space most people can’t even define.

In this episode of the Master Your Business Podcast, Mike shares how podcasting helped him go from “who’s that guy?” to a trusted voice in his industry, with over 200,000 downloads, corporate sponsors, and fans who stop him at conferences.

If you’re a coach, consultant, or service provider with a narrow niche, this episode (and this post) will show you how to turn your voice into visibility.

Why a Niche Podcast Works Better Than You Think

When Mike started his show in 2018, it wasn’t some perfectly mapped out funnel. He just liked talking to his treasury clients and thought, what if I recorded it?

His first episode featured the Global Treasurer of GSK. Everything was set. Then the chainsaws started.

“Literally, the room is shaking. I was like, what is going on? They were cutting down the tree next door.” — Mike Richards

He didn't cancel. He didn’t wait for perfect. He hit record and figured it out.

Fast forward to now, and he’s hosted nearly 400 episodes. Top-level treasurers ask to be featured. His audience includes global firms. And yes, the downloads come, but so do the deals.

The secret? He stayed in his lane.

“Small is perfectly formed. Small is… own your niche. That’s yours.” — Mike Richards

How Podcasting Built a Global Brand

Mike didn’t start his podcast to get famous. He started it to have real conversations with people in his industry. But it didn’t stop there.

His show turned into a positioning tool. It helped him:

• Attract new candidates and clients
• Get invited to speak at major conferences
• Build inbound partnerships with associations and sponsors
• Host global live events (and have them paid for by sponsors)
  
  

“I said, why don’t I record a live podcast in Luxembourg? We filled a room. We had Amazon and Blackstone on stage..”

Every episode deepened his authority. Every guest became a potential partner. Every download brought trust.

And it all happened in one of the most technical, overlooked industries in the world.

Why You Don’t Need Thousands of Followers

A lot of entrepreneurs think podcasting is for people with big followings.

Mike started his show before LinkedIn even pushed creators. No huge audience. No social media team. Just stories, strategy, and consistency.

“I always thought… if 10 people listened and 1 became a client? Amazing.” — Mike Richards

This perspective matters. Podcasting isn’t about going viral. It’s about building trust at scale.

Mike now gets 500+ downloads per episode. That’s 500 ideal clients tuning in every week. Not bad for a recruiter in a niche few people understand.

From Podcast to Packed Rooms

One of the most exciting parts of Mike’s strategy is how he turned the podcast into live events.

Here’s how he did it:

• He hosted panel-style interviews with treasurers
• Law firms offered their space (win-win)
• Sponsors paid for drinks
• Guests got value. Sponsors got leads. Mike got visibility.
  
  

“They get to sit in a room with their prospects. And they love it.”

He keeps events simple. No stages. No sales pitches. Just barstools, brilliant minds, and networking. And guess what? Many of those attendees become clients.

The System Behind the Scenes

Mike’s business isn’t run on hustle. It’s run on simple, repeatable systems.

Each week:

• He drops a podcast with a top-level guest
• He sends a newsletter with his thoughts on recruitment and leadership
• He shares a short LinkedIn video
  
  

“This quarter, I hit 250,000 impressions on LinkedIn. It’s all built from the podcast content.”

He didn’t start that way. He built it piece by piece. His advice? Don’t do everything at once. Just start and stay consistent.

Common Podcasting Mistakes to Avoid

Mike shared a few missteps and how you can avoid them:

• Don’t do solo episodes unless you have a point

He tried one in a panic (his guest didn’t get approval in time). It worked, but it wasn’t what he wanted long-term. Instead, repurpose great guest content if needed.

• Don’t chase sponsors too early
  
  

Mike only added sponsors once he’d proven the show had reach and impact. Your early focus? Build a great show your dream clients will love.

• Don’t finish your event on a Q&A
  
  

“There’s always a Bob. He’ll ask something awkward. Don’t end with that. Always end with takeaways.”

Legendary tip.

Why This Strategy Works for You Too

You don’t need to be in finance. You don’t need a perfect niche.

But if you’re:

• A coach who wants to stand out without dancing on TikTok
• A consultant tired of chasing leads
• A service provider ready to become the go-to expert in your space
  
  

Then podcasting with Mike’s strategy might be your best next step.

🔁 Key Takeaways

• Start with what you have. The rest will follow.
• Own your niche. Don’t try to talk to everyone.
• Let your podcast create connections, not just content.
• Use events to go deeper, not wider.
• Keep it simple. Stay consistent. Deliver value.
   

🎧 Listen to the Full Episode

Want to hear more about how Mike gets 200,000+ downloads, hosts sold-out events, and lands corporate sponsors?

Listen to the full episode here:

Listen on Spotify  |  Listen on Apple Podcasts

About Mike Richards

Mike Richards is the man who made corporate treasury cool. He’s the founder of The Treasury Recruitment Company and host of the Treasury Career Corner podcast, where he chats with the world’s top treasurers like they’re having a pint at the pub. With nearly 400 episodes, global sponsors, and live events from Dublin to New York, Mike has built a wildly trusted brand in a niche most people can’t even explain at dinner parties. Boring? Not on his watch.

About Deirdre Martin

Deirdre Martin is your go-to for turning quiet service businesses into bold, booked-out brands. She’s a triple-certified strategist, award-winning business mentor, international best-selling author and the only woman in Ireland with both StoryBrand and Level C Brand Strategy creds. After 20 years in banking, she ditched the corporate ladder, built a global business from her kitchen table, and now helps coaches and consultants make their first million with offers that sell and systems that scale. If it’s got brains, boldness, and a bit of bite... it’s probably Deirdre.

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