One of my first questions when I meet a new podcaster is “Why?”
Why are you podcasting?
Surprisingly – this stumps a lot of podcasters. Especially when I encourage them to dig a little deeper on the Why.
For example, if you’re an entrepreneur or a business and your answer to why is that your podcast is a marketing tool… well, we need to dig deeper than that.
Why do you need to dig deeper? I see what you did there. The reason you need to get to the core or your WHY is because it is the one thing that will determine what call to action you should be using.
So, in this episode, I’m going to help you review (or maybe create for the very first time) your CTA strategy.
Now, what the heck is a CTA strategy?
The first thing we have to agree on is that you need one solid CTA per episode. If you throw ten actions at them they will do exactly zero.
As for the strategy we need to exit your podcast and look at your business instead. Are you actually using a call to action that supports your marketing where it needs the most support?
Press play for more on this.
Let’s take a look at how smoooooth your customer journey is. Inspect each step. What’s feeding each step? Are clients getting hung up at one step and not moving forward? What’s causing the bottleneck? Are there gaps in your customer journey? Do you have one step that is unsupported?
When you identify the parts of your customer journey that need help, prioritize CTAs that support that step in the journey.
Let’s say you have lots of people aware of you but nobody is engaging with you. You can shift your CTA to have people answer a question or share a picture on Instagram.
Maybe you’ve built an amazing website full of resources that have effective marketing funnels attached. Use your podcast CTA to get people to that website and into the funnel.
As you do this review of your customer journey and identify the most useful CTA for your business, you may find that you have two or three that make the most sense.
Can you give people two CTAs? NO!
Choose one! One core CTA per episode.
I know what you’re thinking – how do you choose which one?
Here’s the next layer of your CTA strategy.
Context.
I break this down in this episode.
The last piece of developing your strategy is to take a look at your data. What CTAs have been working for you? If every time you mention a free discovery call or ask people to respond to your post on IG you get a flood of responses – you’ve got a winner. On the other hand, if you’re free download is collecting dust in a corner just waiting for someone to want it… maybe the CTA needs a reboot or to get booted.
So, now you have a bit of homework. Take a look at your existing CTA strategy and assess its effectiveness, how it’s serving your marketing and sales funnels (or not), and whether you are using context to help your listener take the clear next step in becoming or staying a customer.
And if that feels overwhelming or daunting, we can help. Our Podcast Tune-Up program will refresh your podcast goals and align them to your business goals, ensure your podcast is feeding your marketing and sales funnels, and we’ll amp up your content and performance so your podcast stands out. I’ll be working with you directly – yep – one-on-one coaching is available through the Podcast Tune-Up. Click on the link in the show notes to get started today.
Go on – do it.
You knew this was coming and now it’s time for action! click on the link and I’ll see you in our first session of the Podcast Tune-Up.
Now that’s what I call a strategic CTA.
102 How to Help Your Listener Take the Next Step
189 The 3 Parts of a Powerful Podcast Call to Action
