“It all started with a podcast”
Early in the spring of 2021, I was introduced to Jeff and his team at Chat with Leaders as a potential guest for the podcast. As the B Corp expert in the state of Georgia, I’ve been asked to appear on numerous podcasts and speak about B Corps, B Local Georgia, and the overall market shift to a stakeholder-focused form of capitalism.
After a planning call and the podcast recording, Jeff and I continued to talk. As a volunteer-driven organization (myself included), B Local Georgia often struggled to find the bandwidth to create relevant content and build our audience. Hard work and networking had gotten us so far, but I now had two universities looking for student projects, an ambition to expand beyond that, and quite frankly, I needed new companies to seek certification to achieve the exponential growth I was picturing.
With minimal budget to advertise and an aversion to “hard-selling” the B Corp movement, I asked Jeff about the possibility of creating our own podcast. Why not let our own CEOs, leaders, and trailblazers talk about why this movement matters, the bottom line effect it had on their business, and the positive change they wanted their businesses to be a part of?
We’ve now recorded seven episodes and Jeff guided me on the process, how to prep, and how to be an engaging host. Most importantly, as an incredibly busy person, he’s helped me, and my volunteer board, produce authentic and engaging content that is growing our audience, shining a spotlight on my members, and driving demand for B Corp certification in the Peach State.
Since that first episode I appeared on in early April, we’ve grown our LinkedIn followers by 118, an 18% increase. Organic impressions have risen from around 2,000/month in April & May to over 9,000 in August and we’re averaging around 7% engagement on our posts, up from 3% in Q1. And most importantly, this Fall, we have eight company projects running in universities, five soon-to-to B Corps awaiting their official certification, and five more (that I can directly attribute to our efforts) actively working towards certifying.