Follow this Strategy to Get More Leads and Sales from Your Podcast
If your podcast is supposed to be a marketing tool for your business but it’s not working, this episode is for you. So often people get excited about creating a podcast (and who wouldn’t, podcasting is fun as hell) but after they launch, and the honeymoon is over – they realize that it’s a lot of work with not a lot of results.
I get it, you were doing the ‘field of dreams’ thing; following the old “build it and they will come” approach.
But, they didn’t come. And, you’re pretty sure they’re not coming.
Or maybe the wrong people came. Like a bunch of hockey players emerging from the cornfield. D’oh.
Good news – not all is lost. You don’t have to hang up your mic in shame. You can turn your podcast into a marketing machine and get the results you were dreaming of.
I know because I’ve helped lots of podcasters just like you tune up their podcast. In fact, I recently heard from a client who told me that she just landed a thousand-dollar client who signed up after listening to a few episodes of her reworked podcast. That had never happened in the year she’d put in before we worked together.
But, this isn’t an ad, so let me give you the exact 6 steps we walked her and all of our past clients through to help them turn their podcast into a lead-generating, sales-boosting machine.
Step 1. Align Your Podcast to Your Business
This may seem obvious but so many podcasters started from a cool podcast idea they had instead of thinking about what that cool idea actually had to do with their business and brand. In some cases, it’s way off-brand and can hurt their business. So, take some time to figure out how your podcast can support your business goals – not just your personal podcast rockstar goals.
TIP: Refocus your KPIs!
Step 2. Find the Right Audience
Is your podcast attracting the kind of people who might actually become clients or customers? Well, is it? Check your data if you don’t know. Engage with your audience. Find out if you’re talking to the wrong crowd and then figure out how to change things up so you attract the right audience.
TIP: If you’re talking to everyone, you need to niche your audience.
Step 3. Funnel Fit
What role does your podcast play in your marketing funnels or sales systems? If you don’t know – you need to figure it out. I’m not saying that you need to turn your podcast into a giant ad. NOPE. But, you do need to know how your podcast is supporting your existing funnels and how it fits into your overall systems.
TIP: Understand your funnels before you figure out the role of your podcast in those funnels.
Step 4. Make Changes
After you’ve gone through the first three steps, you need to make a plan. In some cases, this is going to mean a BIG shift in your podcast. It might mean a name change, a format change, and most likely, a content adjustment – so plan for it and be intentional with it.
TIP: Big changes deserve a relaunch!
Step 5. Step Up Your Performance
I don’t care how aligned your content is with your ideal customer and your business, if you sound like crap – nobody will listen. It’s true, sometimes the problem is you. Put some effort in, learn how to use your mic, and take this shiz seriously. Show up prepared and sounding great and your audience will follow (and then buy).
TIP: Podcasting is a craft so there’s always room for improvement.
Step 6. Market Your Podcast
Yes, it is a bit like ‘marketing inception’ where we are marketing our marketing but it’s necessary for your marketing to work. Your podcast won’t help you get your message out or build you authority if nobody knows it exists! Remember that ‘build it and they will come’ idea, yeah, no so much. Get the word out about your shiny retooled podcast if you want it to generate results.
TIP: Go with ‘build it, shout it from the rooftops, and they will come’.
One more thing, this process is not going to get done in an hour or even a day. If you really want a podcast that serves you, your business, and your potential client, you need to spend a bit of time tuning it up.
But, just like a car, if you don’t know what you’re doing, you may not want to consider mucking around under the hood.
Get some professional help to guide you through this process, see what you can’t see (or don’t know what to look for) and make the right adjustments.
After all, this marketing vehicle could drive serious sales if it’s souped up right.
Want some help? We offer a DIY course that will walk you through the steps of tuning up your podcast. We also offer a VIP option that will get us (two professional podcast coaches with 50 collective years of broadcasting and podcasting experience) guiding you through the process.
Click here to learn more and select your Podcast Tune Up experience.