Objective

Small business owners (SBOs) face countless challenges, from navigating taxes and payroll to scaling their operations and maintaining financial health. Intuit QuickBooks, a trusted resource for millions of entrepreneurs in the U.S., is committed to empowering SBOs through actionable insights and tools.

The Mind the Business podcast extends this mission, offering listeners inspiring and relatable conversations with entrepreneurs who’ve weathered the ups and downs of business ownership. By highlighting real-world stories, practical advice, and innovative solutions, the podcast aims to establish Intuit QuickBooks as the go-to all-in-one platform for small business success.

Our goals were clear:

• Build trust and credibility by creating authentic, relevant content tailored to SBOs.
• Drive engagement by surpassing branded podcast benchmarks for downloads and audience interaction.
• Strengthen brand alignment by positioning QuickBooks as the ultimate partner for small business owners through measurable indicators like intent to seek out, share, and trust the content.

Strategy

Mind the Business was designed to be more than a podcast; it’s a lifeline for SBOs, offering actionable advice and real-world inspiration. Each episode tackles a unique challenge of small business ownership, from financing to scaling operations, featuring small business owners who share their stories and strategies for overcoming obstacles.

To ensure relevance, the production team conducted pre-interviews with all prospective guests, uncovering insights into their challenges and triumphs. These conversations informed episode themes, creating a deep resonance with our audience. The team also leveraged community feedback to spotlight issues SBOs care about most and invited experts to provide actionable advice tailored to these needs.

Additionally, we employed Nielsen measurement studies to gauge content performance and refine the show season-over-season. Metrics such as intent to share, host likeability, and brand fit provided data-driven insights, allowing us to adapt topics, tone, and execution to better serve our audience. Key innovations included:

• Incorporating audience feedback into episode planning.
• Leveraging data to ensure alignment between QuickBooks’ values and SBOs’ needs.
• Elevating content through professional production, compelling narratives, and a relatable, expert host.

Promotional efforts combined targeted social media campaigns, newsletter features, and cross-promotions within the iHeart Media network to ensure the podcast reached SBOs in meaningful ways.

Results

Mind the Business has delivered on its mission to empower small business owners and establish QuickBooks as the go-to expert for SBO success. By building trust, driving engagement, and aligning with QuickBooks’ brand goals, the podcast achieved remarkable results:

1. Building Trust and Credibility:
   • With 1.1 million downloads, the podcast has surpassed branded podcast benchmarks by 150%, demonstrating its widespread appeal and resonance with SBOs.
   • By reaching #1 on the Apple Entrepreneurship charts and #2 on the Apple Business charts, the podcast solidified its reputation as a trusted and valuable resource for entrepreneurs.
2. Driving Engagement:
   • Nielsen measurement studies revealed 84% overall episode ratings, with an 81% intent to share, both exceeding Nielsen norms and increasing by 8% over Season 1.
   • The podcast consistently sparks community interaction, with listeners submitting recommendations for guests and episode topics, showing high levels of engagement and connection to the content.
3. Strengthening Brand Alignment:
   • QuickBooks achieved a 94% brand fit with the podcast’s content, far surpassing the Nielsen norm of 66%, highlighting the podcast’s success in positioning QuickBooks as the ultimate partner for SBOs.
   • Listeners have reported using insights from the show to tackle their own business challenges, directly reflecting the brand’s commitment to empowering small business success.

These results demonstrate how Mind the Business not only met but exceeded its objectives, inspiring SBOs and strengthening QuickBooks’ role as a trusted advisor for entrepreneurs.

Media