Leveraging multi-channel marketing for SaaS with Craig Hewitt @Castos

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #39, Anna Nadeina talks with Craig, Founder and CEO of Castos, the podcast hosting platform for growth-minded brands.

Craig’s background is rooted in sales, having worked for several medical device companies. However, after a pivotal moment in his life, he realized he wanted to pivot to a more fulfilling career. Podcasts became a significant part of his journey, leading him to start a podcast editing and production service. This venture ultimately paved the way for acquiring the WordPress plugin, Seriously Simple Podcasting, which became a cornerstone for Castos.

Today, Castos operates as a fully remote team of nine and has achieved mid-seven figures in revenue, demonstrating that with the right approach, a SaaS business can thrive in a competitive environment.

The importance of marketing strategies

As Craig highlights, one of the critical aspects of running a successful SaaS company is focusing on marketing. He emphasizes the need for founders, particularly in smaller teams, to prioritize marketing alongside other responsibilities. In his case, he dedicates the first hour of each day to marketing efforts, a practice he found to be immensely productive.

Craig’s marketing strategy revolves around several key components:

• Time management: Allocating time specifically for marketing ensures it doesn’t get lost in the daily grind of managing a business.
• Content creation: Engaging in content creation, particularly through podcasts, serves as both a marketing tool and a means to build relationships.
• Social media engagement: Actively participating in social media channels helps maintain visibility and connect with the audience.

Harnessing the power of podcasting

Craig believes in the power of podcasting as a marketing tool. He describes it as a way to build relationships while providing valuable content. Podcasting allows brands to connect with their audience on a personal level, fostering trust and engagement.

Moreover, Craig advocates for a video-first approach to content creation. By recording podcasts as videos, he maximizes the content’s reach. This strategy allows the same content to be repurposed into various formats, including:

• Blog posts
• Email newsletters
• Social media updates
• YouTube videos

Utilizing AI tools to streamline the content creation process can further enhance productivity, allowing creators to focus on delivering high-quality content efficiently.

SEO and AI in content marketing

SEO remains a fundamental aspect of digital marketing, but Craig acknowledges that it has evolved, especially with the rise of AI. He emphasizes the importance of diversifying traffic sources rather than relying solely on traditional SEO strategies.

Craig’s team has invested heavily in content marketing, which has proven successful in driving traffic and generating leads. They focus on creating long-form content that provides genuine value to their audience, ensuring it aligns with their brand messaging.

Monetization strategies for podcasters

One of the unique aspects of Castos is its focus on monetization for podcasters. Craig explains that many creators want to make money directly from their podcasts while also leveraging it as a platform to promote their products or services.

To support this, Castos has developed features that enable podcasters to monetize their content through ads, donations, and paid subscriptions. This dual approach—direct and indirect monetization—appeals to a broad range of creators, making Castos an attractive option in the podcast hosting market.

Building partnerships for growth

Partnerships play a significant role in expanding reach and enhancing service offerings. Craig discusses the importance of looking upstream and downstream in the customer journey to identify potential partners that can add value.

For instance, Castos has integrated with platforms like Riverside and Descript, allowing users to publish episodes directly from those tools to Castos. This not only simplifies the process for existing customers but also introduces new users to Castos through these partnerships.

The value of funding and mentorship

Craig’s experience with Tiny Seed illustrates the importance of having access to a supportive network and mentorship. While funding is a crucial aspect of growth, the guidance and expertise offered by mentors can be invaluable for navigating challenges in the SaaS landscape.

Craig emphasizes that the Tiny Seed community has provided him with access to a network of successful founders, enabling him to learn from their experiences and share insights. This kind of community support can be a game-changer for early-stage startups.

Sustainable growth strategies

In the wake of market fluctuations, Craig believes in prioritizing sustainable growth. He advocates for a balanced approach to resource allocation between product development and go-to-market strategies. This ensures that while the product remains competitive, the marketing efforts are equally robust.

By sharing financial insights with his team, he fosters an environment where everyone is aware of the business’s health, encouraging them to contribute to cost-saving and efficiency initiatives.

Navigating challenges and team dynamics

Every founder faces challenges, and Craig is no exception. He acknowledges the difficulties of managing a remote team and the ever-evolving demands of the SaaS market. However, he believes that transparency and open communication are vital in navigating these challenges effectively.

Craig emphasizes the importance of empowering team members to take ownership of their roles, fostering a culture of collaboration and innovation. This approach not only enhances team dynamics but also drives the company’s overall success.

Community and mentorship in entrepreneurship

As a solo founder, Craig understands the loneliness that can come with the role. He values connections with other founders and mentors who can provide support and encouragement. Whether through mastermind groups or informal networks, having a community to lean on is crucial for personal and professional growth.

Craig’s advice to aspiring entrepreneurs is clear: actively seek out connections and build relationships within the industry. These connections can provide valuable insights, support, and opportunities for collaboration.

Practical hacks for founders

To wrap up, Craig shares some practical hacks for fellow founders:

• Embrace multi-channel content creation: Start with one piece of content and repurpose it across various channels to maximize reach.
• Utilize AI tools: Leverage AI for content generation and optimization to save time and enhance productivity.
• Understand your financials: Regularly review your financial health to make informed decisions and avoid surprises.

In conclusion, Craig Hewitt’s insights into leveraging multi-channel marketing for SaaS provide a roadmap for founders looking to grow their businesses. By prioritizing marketing, building partnerships, and embracing community support, SaaS companies can achieve sustainable growth and success in a competitive landscape.