Running a podcast alongside your business makes sense, it just doesn’t always make money. You might have thought your podcast would take care of your marketing for you. You might also be doing all the right things, with a content calendar that would make any marketing manager weep with joy, podcast guests who bring you their A-game and a healthy number of downloads and listens. But if none of it brings you clients, it’s not working.
Despite all the effort you pour into it, you might find yourself thinking about shuttering your podcast. That means designing and executing a whole new marketing plan for your business, from scratch.
"Make your podcast your profit centre"
But there is a way you can make your podcast your profit centre.
A way to connect with your listeners, instead of just talking to them. A way to position your services to them and stay top of their mind until they’re ready to make the leap and become your cherished clients.
So when you’re prepping your next launch, don’t cross your fingers and pray that your listeners want in. Change your strategy.
Instead of pushing your launch on your podcast and across your social media channels, concentrate your efforts on getting your podcast listeners onto your email list. This gives you free, unlimited access to them throughout your launch, positioning them to make a purchase.
But what gets your listeners onto your email list? You need to hook them in with something they know, combined with something they want.
For instance:
- If you sell a career transition course for women returning to the workforce, it might be a download of your 50 best resumé tips.
- If you’re a book coach pushing your ‘6 months To A Complete First Draft’ mastermind, it might be a guide to plotting main character development.
- If you’re a personal trainer for high-powered professionals, it might be your suggested weekly workout routine, complete with diagrams and healthy recipes.
What links all of these together? They’re based on your podcast content and they’re highly valuable to your podcast audience. They’re a lead magnet.
"A free solution, straight to their inbox"
A quality lead magnet will pique your listeners’ curiosity. They already know your ideas from your podcast but now you’re delivering them in a digestible, personalised format, designed to solve their pressing problems. You’re offering a free solution, straight to their inbox.
Gathering leads via email gives your audience one clear Call To Action (CTA). They don’t have to follow you online, drop into your DMs or visit your sales page. They click one link, give their email address and receive something in return.
Your lead magnet then eases them into buying from you because it demonstrates that you know what you’re talking about. It makes you an authority figure, worthy of their trust, who’s invested in their wellbeing. It extends the relationship you started in your podcast. When they know you, they’ll move to liking you and then trusting you. After that, the sale is just a click away.
Better still, when you transition your launch to email, it won’t get drowned by social media algorithms. Through email, your podcast becomes your flagship product showing your voice and authentic ideas, instead of a costly marketing gimmick that drains your time and energy without giving you results.
"A total transformation"
You’ll love seeing how your services change your listeners’ lives. A journey that started on your podcast will become a total transformation, for them as your client and you as their trusted mentor.
If you’re ready to take your podcast from a passion project to a perfect sales funnel, contact me. I’ll write the lead magnet that turns your podcast listeners into your champion clients.