Podcasting seems like a fun idea and what-the-heck, it’ll be great for my business.
After speaking with hundreds of podcasters, I’m convinced that this exact thought is what lead them to start their podcast.
And I agree.
It is fun.
And it can be great for business.
The problem is that most podcasters stop thinking about their business as they double down on the fun (or frustration) of podcasting.
And then, they’re 12 or 20 episodes in and realize it’s taking up a whole lot of time and maybe money to create this podcast and it doesn’t seem to be helping the business at all.
How to Get More ROI When You Podcast for Your Business
Here’s the no B.S. Truth… Most podcasts are not aligned with their business and that is why their podcast – if it remains unchanged – will never be anything but a way to steal time and money from the business.
Good news! It can be the other way around. It can be a great way to grow your authority. To increase brand awareness. To deliver qualified leads. And, it can be a great way to bump up those sales.
But, your show has to be aligned to your business.
Not sure if I’m talking to you? Here are 5 sure signs that your business and podcast are NOT aligned.
- Your Goals Have Never Met. You have goals for your business. You may have created goals for your podcast. Unfortunately, if your two sets of goals have never been introduced you could be in trouble. Aligned podcasts have goals that are part of your business goals. These podcast goals are directly related to what you are trying to accomplish with your business. You can clearly see how accomplishing your podcast goals directly contributes to reaching your business goals. So, if you don’t have podcast goals or you’ve never integrated them into your business goals, there’s a good chance your podcast and business are not aligned.
- You’re Measuring Distance with a Scale. What the heck am I talking about? You think I’m not making sense? Okay, let me break it down for you… if you measure your success in business by how many leads you get or what your revenue is, then you better have a KPI with your podcast that is related. Your business KPIs and your podcast KPIs have to be related. I can’t tell you how many podcasters I talk to who can’t tell me the relationship between their download numbers and their products sold. That’s because you’re trying to measure with the wrong tool! If your podcast and business don’t share key performance indicators… you may be misaligned.
- You’re Fishing in Different Ponds. This one is easy and yet, I meet podcasters all the time who have never considered this. Your podcast listener should look like your ideal customer if you want a podcast and business that are aligned. In other words, your customer should be a listener if you want your listener to be a customer. This requires you to know who you’re talking to in your podcast (and who your ideal customer is, too). All too often, podcasters are drawing in listeners who would never be customers and that means that they’re fishing in the wrong pond.
- Your Show Art and Your Corporate Logo Aren’t Related. Your podcast show art doesn’t have to look exactly like your corporate branding but they should feel like siblings, or cousins at least. What I mean is that if you have, for example, soft colors and serif fonts on your corporate or personal brand, then you don’t want to go with bright, bold colors with san serif, all caps, extra bold on your podcast branding. You want them to feel like they belong at the same holiday dinner table. If my number #3 clue was ringing true; it might because your podcast branding and corporate branding are attracting different people. Put your two logos side by side… if they don’t feel the same family, then take it as a sign that your podcast and business are not aligned.
- Getting Invites to the Wrong Parties. One of the best things you can do to grow your podcast audience is to appear as a guest on other people’s podcasts. But, if you’re being invited and they don’t want to talk about your business, or they tell you their audience isn’t interested in that – then there is a good chance that you’ve been building your authority in the wrong space! Oh, and by the way, this is a you problem not a them problem. They’re getting their cues from your show. So, if they’d love to have you on to talk Daddy-rights and they ‘we’ll see if we have time’ you on the Checklist for Pool Maintenance, you’ve probably got a business/podcast alignment issue.
I wanted to share some of these common signs I see when podcasters reach out to me for help with their podcast. These are just a few of the key clues that your podcast and business are not aligned. It’s easy for these things to fall out of alignment or to never have been set for alignment from the start.
And, it can make continuing to create a podcast for your business very difficult. I’ve seen how stressful podcasting can become when you don’t have any ROI. I’ve seen so many podcasters on the brink of quitting because they can’t figure out how to get their podcast into alignment with their business so that it is the powerful marketing tool they hoped it would be.
This is exactly why I created the Podcast Tune-Up. It was to look at some of the key places that podcasts slip and stop performing. Or, in a lot of cases, never manage to perform at all. The Podcast Tune-Up is a quick 6-step process that you can go through on your own or with me to turn your podcast into an authority-building, leads-driving, sales generating machine.
Which is a whole lot better than it being that thing you dread doing but don’t want to quit either.
Often, all it takes is a quick tune-up to turn your podcast from a time and money drain to a key piece of your sales and marketing system.
Want to get your podcast revving like a souped up hot-rod? Grab instant access right now.
******* PODCAST TUNE-UP *******
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